Welcome to October — AKA, the month that was practically
made to celebrate fashion girls and their innate knack for dressing up. Yes, I’m talking about Halloween and yes, I’m beyond excited that it’s finally (almost) here. Apparently, beauty brands feel the same way. Many of the new October 2019 beauty products ahead were designed with the spirit of Halloween in mind — from MAC’s Maleficent-inspired collection to NYX’s costume-y collaboration with makeup artist Ve Neill.
Whether your October MO is “themed parties every weekend” or “
maybe I’ll do a smokey eye on the 31st,” there’s a just-launched beauty product (or three) that’s worthy of your collection. An all-over application of shimmer from Deck of Scarlet's new Celestial Nights Kit pairs well with a halo and wings, while a subtle dusting works as an everyday highlight. (Use Veil Cosmetics' Oct. 2 release, the Foundation & Concealer makeup brush, for a flawless application either way.) Of course, after a month of intense makeup looks, your skin will need a little TLC. Non Gender Specific launches its clay-based Everything Mask on Oct. 1 to deep-clean pores and leave you glowing, and BeautyStat delivers the Universal Pro-Bio Moisture Boost Cream — packed with probiotics — on Oct. 7.
Ahead, discover 31 brand-new beauty products launching in October (one for every day of the month, obviously). But be warned: They’re scary-good.
1 MAC Eye Shadow in Print
Launching Oct. 1, MAC's Eye Shadow in Print is as dark as Maleficent's heart.
2 NYX x Ve Neill Wonderland After Dark Queen Kit
Everything you need to recreate makeup artist Ve Neill's dark take on the Queen from Alice in Wonderland is available on Oct. 1 — from blood-red lipstick to black liner.
3 DHC Olive Virgin Oil Crystal Skin Essence
DHC describes its Oct. 1 release as a "pre-moisturizing essence," meant to help your skin retain moisture in the dry autumn months.
4 Primally Pure Limited Edition Pink Deodorant
In honor of Breast Cancer Awareness Month, Primally Pure is offering a limited-edition pink deodorant scented with geranium, with 100 percent of proceeds going to Lipstick Angels.
5 Briogeo Don't Despair, Repair! Honey Moisture Deep Conditioning Mask
The cutest thing you'll add to your October beauty routine? Briogeo's bear-shaped honey mask, landing at Sephora on Oct. 1.
6 Curology The Rich Moisturizer
On Oct. 15, custom skincare brand Curology introduces a new offering: The Rich Moisturizer.
7 Deck of Scarlet Celestial Nights Kit
Start your Deck of Scarlet subscription on Oct. 1 and receive its new Celestial Nights Kit: two jewel-toned lip colors, a golden shadow, and a shimmering highlighter.
8 Vitabrid C¹² Dual Drop Serum
Brightening vitamin C, strengthening peptides, and plumping hyaluronic acid — is there anything Vitabrid C¹²'s Oct. 9 release doesn't have?
9 Onekind Midnight Magic Serum
Beauty brand Onekind, backed by Darren Criss, launches Oct. 1 with a mission: to provide great skincare products
without the pink tax. 10 EM Cosmetics Morning Dew
You know the fresh look of morning dew? EM Cosmetics has effectively bottled it up with its latest lip gloss, launching in Oct.
11 Deborah Lippmann Little Wonders Holiday 2019 Set
Later this month, Deborah Lippmann releases her first holiday set of the season, featuring shades of "dirty lilac crème" and "sheer pink holographic shimmer."
12 Clinique Even Better Pop Lip Color Foundation
Clinique brings its Even Better Pop Lip Color Foundation to market on Oct. 1. It uses the company's Shade-Match Science to help customers determine their perfect shade of lipstick.
13 YSL Beauty Slim Sheer Matte Lipstick
Want color without commitment? These new sheer lipsticks go on easily and settle into a pretty, just-blotted finish that doesn't require much fuss throughout the day.
14 Veil Cosmetics Foundation & Concealer Brush
The faux-mink vegan bristles on Veil's new makeup brush, launching Oct. 2, "make for the ultimate airbrush finish," the brand says in a press release.
15 Non Gender Specific Everything Mask
Scoop up Non Gender Specific's Everything Mask on Oct. 1. Made with organic clay, seaweed, and green tea, it can be used as an all-over mask or a spot treatment.
16 Raincry CBD Regenerating Shampoo
Besides antioxidant-filled CBD, Raincry's mid-October release features plant stem cells to rejuvenate the scalp.
17 Ayla Sea Soak
Treat yourself to a detoxifying seaweed bath care of Alya on Oct. 28. Apparently, it's a decades-old Irish beauty secret.
18 Kristina Holey + Marie Veronique C-Therapy Serum
Later this month, Kristina Holey and Marie Veronique unveil a collaboration skincare dreams are made of. The duo's C-Therapy Serum "contains four unique vitamin C derivatives designed to perform different tasks at different levels of the skin — all at the same time, all without irritating the skin," the press release says.
19 Hello Hemp Seed Oil + Coconut Oil Toothpaste
The time has come: On Oct. 9, cannabis sativa seed oil — aka hemp seed oil — makes its way into oral care with Hello's latest launch.
20 OUAI Body Cleanser
On Oct. 3, hair care company OUAI releases its next foray into body care: Body Cleanser, a gentle probiotic body wash enriched with hydrating jojoba and rosehip oils.
21 Better Not Younger Lift Me Up Hair Thickener
Sephora's "inclusivity in beauty" movement has a new target: ageism. The retailer vows to welcome beauty enthusiasts of
all ages, starting with the Oct. launch of new haircare brand Better Not Younger. 22 e.l.f. xo Nabela Noor Lip Cocktail Kit in Maira Nude
E.l.f. Cosmetics' collab with Bangladeshi-American influencer Nabela Noor is inspired by South Asian culture and lands at Ulta on Oct. 6.
23 BeautyStat Universal Pro-Bio Moisture Boost Cream
After selling out its cult-favorite vitamin C serum on Violet Grey
twice, BeautyStat is back with a brand-new moisturizer on Oct. 7. The secret ingredients? Ganoderma, "an ancient ferment derived from a rare mushroom" and Bifida extract, "a beneficial probiotic help heal, detoxify, sooth and fight pollution and other aggressors," according to the press release. 24 R+CO Two Way Mirror Smoothing Oil
Two Way Mirror, an Oct. 1 release from R+Co, leaves strands polished and shining thanks to vitamin E and argan oil.
25 Poosh x Saje Positively Poosh Ultrasonic Diffuser Kit
Kourtney Kardashian continues to
"Poosh" the boundaries of wellness with her latest offering, a Sept. 30 collaboration with Saje. The set features a chic diffuser and an exclusive essential oil blend. 26 OSEA x Parachute Hydrating Hand Cream
Give your bathroom a mini-makeover with this super-chic and newly-launched hand lotion, a collaboration between L.A.-based brands OSEA and Parachute.
27 Wild Beauty by Jana Blankenship
DIYers: You're gonna want to pick up this recently-launched book of natural beauty recipes from Captain Blankenship founder Jana Blankenship.
28 Dominique Cosmetics Celestial Storm Palette
Fall is synonymous with deep jewel tones, and you can get your fix with Dominique Cosmetics' Sept. 25 launch.
29 Pat McGrath Labs Blitz Astral Quad Eyeshadow Palette
The Mother of Makeup introduced two new babies to her family of magically-pigmented products on Sept. 26. Read our exclusive interview
with the legend here. 30 Ouidad Revive & Shine Rejuvenating Dry Oil Mist
Give dry, tired curls and coils new life with a spritz of Ouidad's recently released Dry Oil Mist.
31 beautyblender 6-piece Jewel Heist Set
These gem-shaped beautyblenders, which launched in late Sept., make the most adorable additions to any makeup bag.