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 beauty products our editors can’t stop talking about right now. From Smashbox’s O-Gloss revival to Sofie Pavitt’s new mask duo, here’s the inside scoop on the latest launches for October (and stay tuned for more to come throughout the month!).
The Best New Beauty Products in October 2026
Sofie Pavitt Face Temp Check Hot & Cold Therapy Mask Duo ($90)
Acne whisperer Sofie Pavitt bottled the contrast therapy facials she offers in her New York studio, and this is one two-step routine we can get behind. Step one is a warming enzyme mask with papain, bromelain, tranexamic acid and niacinamide that heats up as it exfoliates dull, rough skin. Step two cools things down with centella and polyglutamic acid to hydrate and calm. Leave each on for 10 to 15 minutes, once or twice a week, or reach for the soothing mask on its own when skin needs extra TLC.
Smashbox O-Gloss pH Plumping Lip Gloss ($26)
The pH-reactive gloss millennials hunted down on eBay is officially back. It still goes on clear and shifts to a custom pink based on your own chemistry, and the updated formula adds six hours of high shine, a nonsticky glass finish, visible plumping, lasting hydration, and nourishing vitamins C and E.
Murad Retinal ReSculpt Neck & Décolleté Lifting Serum ($109)
Your neck and chest age differently than your face, so why treat them the same? This nighttime serum features encapsulated retinal, which the brand says is 2.5 times more effective than free retinal, to firm sagging, crepey skin and smooth wrinkles and horizontal neck lines in as little as two weeks. In an eight-week study, 81 percent of participants reported that neck and chest lines appeared less visible.
TRUHAIR Dry Shampoo Pressed Compact ($30)
Say goodbye to the powdery cloud that comes with aerosol dry shampoo. This mess-free compact presses the formula into a powder you dab straight onto oily roots with the included puff, and a built-in mirror makes touch-ups at the gym or on the road easy. The formula combines oil-absorbing powders with hydrolyzed soy, wheat and milk proteins, plus quinoa, goji berry, strawberry and black mulberry extracts to refresh hair between washes.
KUSSHI Beauty Organizer ($49)
Consider this the end of digging for your favorite brush at the bottom of your bag. Inside this foldable organizer is a roomy mesh pocket for palettes, mascara and lipsticks, six cushioned slots to keep brushes and pencils upright, and a neoprene flap that protects everything. The whole thing folds in half and zips shut, the water-resistant neoprene is machine washable, and it comes in bright pink and leopard colorways.
ANFISA Skin Ceramide Lip Liner ($29)
For anyone who loves Anfisa’s ceramide-packed gloss (a former NewBeauty Award winner), here’s the liner to go underneath. It comes in four shades that the brand describes as “a curated archive of smoked, burnt and bruised tones,” and the feather-resistant formula holds its shape throughout the day. Line, lightly blur for a shadowed, fuller-looking pout, and then top with gloss for a modern take on the ‘90s lip.
LOoPHA Helium Hand Cream ($22)
Hands are often the first place volume loss shows, and this nourishing cream is designed to help plump them back up (a temporary fix versus filler). Blackberry fruit extract helps improve the look of firmness and volume, while brown seaweed extract supports collagen to smooth crepey texture. The fresh scent is a bonus, too: bright citron zest, soft black pepper, fresh cypress and warm amber.
Dior Backstage Glow-Up Skin Tint ($55)
For anyone who prefers a fresh, skin-like finish versus full-coverage foundation, this cushiony gel skin tint (it’s replacing the brand’s cult-favorite Backstage Face & Body Foundation) is your next complexion product to try. Part makeup, part skin care, part sunscreen, it gives a “my skin but better” glow with light-to-medium buildable coverage, and it comes in 24 shades. Biotech-derived fragmented collagen helps visibly plump and hydrate for 24 hours, broad-spectrum SPF 20 lends a bit of UV protection, and the waterproof, crease-proof finish lasts all day.
SK-II Facial Treatment Serum ($139)
SK-II’s famous fermented ingredient, PITERA, now comes in a jelly-textured serum. Concentrated PITERA is paired for the first time with Boosting Oil Pearls, with 16,000 of them in every 1.7-ounce bottle. The tiny pearls burst on contact and leave no oily feel behind—just hydrated, glowy skin. After seven days, skin looks firmer, plumper and more radiant, and after 28 days, fine lines look softer.
OLLY Sleep Mochi Bites ($18 for a one-month supply)
Make your bedtime routine a little more fun with these pillowy, Japanese-inspired chews that combine 5 mg of melatonin with magnesium and chamomile extract to help you fall asleep, stay asleep and wake up refreshed. They come in a blueberry-starfruit flavor, and you take two (they only have 1 gram of sugar) about 30 minutes before hitting the hay.
Redken Acidic Cleansing Mist Dry Shampoo ($32)
Treat your second-day hair to this modern liquid mist instead of a powder or aerosol, so there’s no chalky white cast or stiff residue. Glycolipids and an advanced cleansing complex help break down up to four days’ worth of oil, buildup and odor at the root, and the brand’s Acidic pH technology leaves your scalp feeling just-washed. Hair smells really clean, too.
