The Best New Beauty Products Launching This Month

by Jessica DeFino

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.


MAC Eye Shadow in Print

Launching Oct. 1, MAC's Eye Shadow in Print is as dark as Maleficent's heart.


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.


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.


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.


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.


Curology The Rich Moisturizer

On Oct. 15, custom skincare brand Curology introduces a new offering: The Rich Moisturizer.


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.


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?


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.


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.


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."


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.


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.


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.


Raincry CBD Regenerating Shampoo

Besides antioxidant-filled CBD, Raincry's mid-October release features plant stem cells to rejuvenate the scalp.


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.


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.


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.


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.


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.


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.


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.


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.


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.


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.


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.


Dominique Cosmetics Celestial Storm Palette

Fall is synonymous with deep jewel tones, and you can get your fix with Dominique Cosmetics' Sept. 25 launch.


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.


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.


beautyblender 6-piece Jewel Heist Set

These gem-shaped beautyblenders, which launched in late Sept., make the most adorable additions to any makeup bag.