Launch List: The Best New Makeup Launching in October

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Launch List: The Best New Makeup Launching in October featured image

Hundreds of products come across our desks every month, but not all of them deliver on their claims or live up to the hype. (Not everything that goes viral on TikTok is a miracle worker.) This is our exclusive curation of the best-in-class makeup products receiving rave reviews from our team and hitting shelves right now.

1 / 10

DIBS Beauty One Liner ($16)

Courtney Shields has done it again with these new twist-up pencil eyeliners that are small but mighty. The vegan formula contains vitamin E, which helps it glide easily across your eyelid (it feels like butter) and once it’s in place—you don’t have much time to play before it sets—it’s not going anywhere all day.

It comes in four shades—Black, Brown, Plum and Taupe—and I love that it comes with a “Connector” (pictured here) that actually lets you connect two shades to create a single pencil. (You also get a discount if you buy two!)

“The easy-to-use soft tip is perfect for the one-and-done eye,” says Shields. “You can feather it out for a subtle wing or add a second stroke above the first for a classic night-out look. The taupe shade is perfect for the waterline, breathtaking with lighter eyes and unbelievable at adding more dimension when paired with the darker colors.”

2 / 10

Thrive Causemetics Buildable Blur CC Cream Broad Spectrum SPF 40 ($38)

Not a new product, but an upgrade to an existing best-seller, this new CC Cream hits the mark. Some fans may be hesitant about the new packaging, but I applaud the brand’s efforts to find more sustainable options, and this format (no pump like before) fits the bill. It’s also now SPF 40 instead of 35, and HI-compliant, meaning it adheres to Hawaii’s standards for sunscreen and reef-safe.

The formula still boasts its beloved lightweight texture and buildable color (a little goes a long way), and contains flaxseed extract and omega-3 proteins to help smooth skin and even out its tone over time. The shade range has also expanded in a big way, from 18 to 28 shades, to not only suit more skin tones, but also undertones in cool, warm and neutral for a closer skin match.

3 / 10

EM Cosmetics Soft Spoken Velvet Lip Creme ($24)

A velvety-soft matte lipstick that isn’t drying? Sign me up! This creamy lippie has an aerated texture that the brand describes as “soft as a cloud,” and I wholeheartedly agree. It comes in five “your lips but better” shades to suit all skin tones, and Whisper (a soft nude) is my personal fave for an easy everyday look.

“There are tons of matte lip colors out there, but they dry out and accentuate the wrinkles on my lips. So, I created a formula that was super comfortable and easy to wear, with an elegant, blurred finish that really lasts,” says founder Michelle Phan.

4 / 10

Jane Iredale PureBrow Brow Gel ($26)

Meet the new and improved Brow Gel, a creamy tinted gel that comes in more shades than before—Clear, Ash Blonde, Neutral Blonde, Medium Brown, Dark Brown, Auburn and Soft Black—and features a spoolie brush that’s less than half the size of the former one, making it easier to reach all those tiny hairs without making a mess.

It’s the perfect way to get an effortless, natural, thicker look and flexible hold with just a couple quick swipes on each brow. Plus, the formula contains algae extract and meadowfoam seed oil to hydrate and condition brow hairs as you wear it. You can also take a quick Brow Quiz on the brand’s website to determine which of the new brow products are best for you, as well as which shades.

5 / 10

tarte Maracuja Juicy Lip Liner ($20)

What does everyone want in a lip liner? A smooth, creamy formula that glides on without dragging or skipping so you can draw the perfect outline. This new one delivers thanks to the use of the brand’s signature hydrating maracuja oil and how it plays so nicely with hyaluronic acid, another major hydrator, and vitamin E.

I personally don’t go a day without lip liner—I overline my lips just slightly to fake a fuller look—and you can also use it to fill in if you’re going out and want another layer of color under your lipstick or gloss. It comes in six, your-lips-but-better shades, including Soft Pink, Buff, Mauve, Rosy Brown, Red, Dusty Rose—Buff and Soft Pink are my personal faves for my fair skin.

6 / 10

Victoria Beckham Beauty Satin Kajal Jewel Liner ($30)

These are a must-have this holiday season and are sure to turn heads at any party. It’s that little something glamorous and mysterious that takes any LBD look to the next level. The pencils are waterproof, ophthalmologist-tested and glide on super creamy, though they’re not recommended for use on the waterline (I think it’s because of the shimmer, derived from mineral-based silica, so it’s best to avoid that area).

It comes in three shades: Night Flash is a slate black with silver sparkle; Gold Lamé is a true gold with golden sparkle; and Sequin Green is a khaki green with golden sparkle. Plus, there’s a smudge tip on the opposite end, so you can get a shiny, smoky eye in seconds flat.

“Grunge, but make it glamour,” says founder Victoria Beckham. “Who says you can’t have both? Satin Kajal Jewel Liner is big energy, grown-up glimmer and the look is intense, to-the-point eyes that you can spot at a party, or across the room. Anyone can wear them—they are designed for play. They are transformative and sophisticated. Wearable, with an edge. I personally love to wear them day and night.”

7 / 10

Huda Beauty EM(POWER)ED Palette ($67)

Get ready to level up your eye makeup game. Part of Huda’s new Empowered Collection, which serves as a reminder to “manifest dreams, make bold moves and own your power,” this 18-piece eyeshadow palette contains every super pigmented shade you need for mesmerizing fall and winter looks, from golds and coppers to browns and neutrals. “We don’t give you the power to be beautiful—celebrate you in whatever way makes you feel your best,” says founder Huda Kattan.

It also features three new textures—Gel Hybrid Eyeliner Shadows, Crushed Flake Metallic and High-Shine Wet Metallics—so you can create a full smoky eye with just this palette, and a brush or two of course. The Empowered Collection actually has a three-piece eyeshadow brush set that would pair perfectly with this palette.


8 / 10

Summer Fridays Lip & Cheek Sticks ($24 each)

Super straightforward, compact and adorable, these multi-use sticks add an effortlessly sheer wash of color to the cheeks and lips without a sticky residue due to the addition of skin-care ingredients. Hyaluronic acid and glycerin team up to give the skin a hydrated look and feel and temporary plumped-up effect in areas where fine lines have gotten a little too comfy.

The stick comes in three shades: Pink Skies, a subtle, sunset-inspired pink; Heat Wave, the perfect mix of vibrant and deep red that looks fun and flirty on the cheeks; and Warm Desert, a sheer terracotta hue that could you could probably also use on your eyes if your skin tone suits it.

9 / 10

W3LL PEOPLE Superpowder Blush ($20)

Not only are these marbled, baked powder blushes gorgeous to look at, but they also give skin the prettiest glow, too. Some people steer clear of powder blush, worried that it might make their skin look drier, but this vegan, talc-free formula contains organic, olive-derived squalane to hydrate and nourish the skin, and you can feel the difference.

Other key ingredients include organic corn starch and magnolia bark that sop up excess oil and deliver a soothing effect and a smooth, easily blendable, semi-matte finish. The four shades include Hazelnut Harvest, Wild Fig, Persimmon (my personal favorite), and Guava Twist.

10 / 10

Clé de Peau Beauté The Foundation SPF 22 ($270)

For the woman who has everything, this foundation is utter luxury, and now it’s been reformulated—it took three years and 255 iterations—with even more skin-perfecting power. One newly added key ingredient is Precious Lakesis Complex, which is an extract from the sap of the mastiha tree sourced exclusively from the Greek island of Chios. Clé de Peau isolates the extract using a carbon dioxide method that preserves its potent antioxidant and elasticity-boosting properties.

Available in 15 shades the pore-blurring, medium-coverage foundation doubles as an anti-aging cream (if you’ve tried the brand’s La Crème, you know what I’m talking about) thanks to Japanese prickly ash, thyme and chestnut rose extract that help promote moisture retention and a firmer appearance over time. It’s meant to be applied in circular motions with your fingers (you don’t want a brush or sponge to soak up any of this precious product), and on top of concealer, rather than underneath, for a dewy finish.

“Most foundations use powder pigment to cover the skin,” says Ms. Saito Makiko, manager of the brand’s makeup development group. “Instead of covering imperfections, The Foundation utilizes Blur Perfection Technology to diffuse them, while enhancing natural beauty. The Foundation takes much longer to produce than usual—everything must be done on a smaller scale to keep the composition perfect.”

In clinical testing, 72 percent of women felt that their fine lines had become less visible after four weeks of using the buildable foundation, and 84 percent felt that their skin had become more beautiful.

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