With new makeup dropping at dizzying rates, we've taken it upon ourselves to make it easier for you to sort through the latest lipsticks, foundations, eye shadows, the hottest (and sometimes unexpected) collaborations, and even the advent of the next, big celebrity-backed brand. We're not exaggerating when we say Allure editors eagerly pore over every single launch to find the standouts each month. Although we're partial to our particular favorites, there's something new and shiny for everyone. It might take a little digging, but the resulting treasure is totally worth it.
If you're like us, your heart rate probably spikes whenever you discover a new makeup category, improved formula on an old classic, or real strides towards sustainability being made. In 2021 alone, we're seeing product categories like skin tints, cream blushes and bronzers, colorful liners, and brow waxes explode in popularity. It's enough to make anyone consider an overhaul of their makeup collection to make room for new goodies — or to add a select few to their rotations and jazz up their everyday look. As the world slowly opens back up, don these products for a day in the office or for a night out with friends. After over a year of staying indoors, quite literally anything goes.
Just as we always do with hair and skin care, we're sharing the best new makeup dropping in October that we recommend adding to your cart. As the colder months peek at us from around the corner, it might be time to refresh your beauty routine and experiment with all of the newness that's available at your fingertips. And if you need more makeup inspiration, you can always check out last month's launches that are equally as fresh and exciting.
Be sure to check back weekly for new makeup launches that are dropping this month. (Trust us, you don't want to miss out.)
All products featured on Allure are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission.
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Courtesy of brand1/10
Smashbox x Becca
After we heard the news about Becca shuttering, our hearts collectively sank. But little did we know Smashbox would swoop in and save the day. To be precise, it will be the new home to two of Becca's most iconic products, Shimmering Skin Perfector Highlighter (in Champagne Pop, Opal, Moonstone, Rose Quartz, and Chocolate Geode) and the Under Eye Brightener Corrector (pictured above).
The latter is now available in an expanded shade range including fair, fair-medium, medium, and dark but still has a high concentration of peach and apricot pigments that neutralize blue tones underneath the eyes. The vitamin E-spiked formula is the perfect, smoothing base for concealer if you desire more coverage, or you can wear it on its own and save yourself some time.
$32
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MAC Ruby's Crew
MAC's Ruby Woo never left the scene but it's safe to say that the iconic red is back and badder than ever before — thanks to a few new friends. Meet Ruby's Crew: Ruby Boo (Powder Kiss Liquid Lipcolor), Ruby Phew! (Retro Matte Liquid Lipcolor), Ruby New (Powder Kiss Lipstick), and the classic Ruby Woo. Each lipstick is all jazzed up in bright red packaging that's sure to give you a serotonin boost every time you reach for the tube. For maximum impact, reach for Ruby Phew! (pictured above), which is just a touch bolder than the original red and is the most long-lasting out of the bunch.
$21
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Urban Decay x Marvel Studios'Eternals
While we eagerly await the release date of Marvel Studios' Eternals, Urban Decay is indulging us in a sneak peek — à la limited-edition makeup collection. This magnificent set is packed with all of the eye shadows, pencil liners, highlighters, and creamy lipsticks that you'll need to create a supernatural, cosmos-inspired look. The Urban Decay x Marvel Studios' Eternals Vault (pictured above) hosts everything just mentioned, plus two exclusive Heavy Metal Glitter Gels for an extra spark without any fallout or mess. Time to channel your inner Sersi (aka Gemma Chan).
$22
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Isle of Paradise Pro Glow Spray Tan Kit
Inspired by none other than a viral TikTok trend where creators used their own continuous mist bottles to house their Isle of Paradise Self-Tanning Water Refills, the bronzing brand just made it even easier to give yourself an at-home spray tan.
The Pro Glow Spray Tan Kit comes with a matching seafoam green mister bottle that ensures even coverage — just be sure to always hold it six inches away and place a towel on the floor to stand on while you're spraying away. When tanning your face, Isle of Paradise recommends spraying in three vertical motions across the left, middle, and right sections of your face.
$28
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Courtesy of brand5/10
Anastasia Beverly Hills Primrose Palette
You might be surprised to hear that Anastasia Beverly Hills hasn't put out one of its iconic makeup palettes since January 2020 — a pre-COVID era that seems pretty far gone. With the debut of the Primrose Palette, you'll be introduced to 12 matte and metallic eye shadows in lilac, mauve, and nude colorways and two new blushes to complete your soft, romantic fall look. You'll also notice a few design upgrades — namely, the palette itself is longer and slimmer and the pans themselves are twice as big as before, so you get more value than ever before.
$55
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Byredo Shimmering Nudes
The silver-gold, curved case is enough to capture our attention but the Byredo Shimmering Nudes — four fresh takes on '90s-inspired nudes — are the perfect, soft-shine colors for your everyday rotation. The formula itself is impossibly lightweight, easy-gliding, and hydrating. Feverish, a glittering pink, is shown above and the other three shades are as follows: Damson Jam (high-intensity purple-pink), Vieux Rose (antique rose), and Amber In Furs (warm, shimmering nude).
$42
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Courtesy of brand7/10
Madison Beer x Victoria's Secret Tease Candy Noir Eau de Parfum
Madison Beer is no stranger to the beauty world, having launched skin-care-focused Know Beauty with Vanessa Hudgens in June, and now she's dipping her toes back into the fragrance pool with her second Victoria's Secret collaboration. Meet Tease Crème Cloud's spicier sister, Tease Candy Noir. This sensual, indulgent black bottle is laced with notes of raspberry glaze, night-blooming Iris, and warm Tonka.
For the fullest effect, put on Madison Beer's curated playlist and vibe out as you get ready for a night out. Like the first rollout, Tease Candy Noir will also be available in rollerball, mist, lotion, body cream, and bath crystal versions.
$78
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Courtesy of brand8/10
Westman Atelier Eye Pods in Rendez-Vous
We're not saying we're easily wooed by packaging, but let's look at a fact: We've fallen head over heels for the Westman Atelier Eye Pods and their magnetic, three-tier pod layout. Rendez-Vous is the latest trio of colors — Bonne Chance (khaki green), Bisou (golden peach), Frappé (mink brown) — infused with rice starch and coconut oil for smooth-as-heck application and a luminous glow like no other.
$88
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Courtesy of brand9/10
Mented Cosmetics Long Live the Lash Mascara
All hail Mented Cosmetics' Long Live the Lash Mascara, which effortlessly fans out your lashes with long-lasting length, volume, and hold. What you won't encounter is stiffness or clumping, thanks to softening almond oil and a nourishing blend of sunflower, rice, and olive tree waxes.
$18
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Courtesy of Cosimo Sereni for Gucci10/10
Gucci Beauty Palette Beauté Des Yeux
While Gucci Beauty's Palette Beauté Des Yeux Floral has a black, gold-trimmed case decorated with flowers that hint at spring blooms, these 12 shades are versatile enough to use all year round. Iris Améthyste (metallic purple) and Gardenia Rose (metallic pink bronze) are definitely calling our names with their silky, chrome-like finishes, as well as matte shades like Anémone Orange (burnished orange) and satin shades like Passiflore Violacé (dark mauve). Basically, you can't go wrong with any of these luxurious, long-wearing eye shadows — so go forth and experiment to your heart's desire.