Hero Cosmetics, Merit and Olive + June Lead Allure's October Launch Picks

Allure tested seven October 2026 launches and cleared every one across five categories: ingredients and efficacy, packaging, fragrance, texture and wear. The cheapest pick costs $6; the most expensive, $92. Hero Cosmetics, Merit, Nivea, Anastasia Beverly Hills, Smashbox, Olive + June and Phlur made the cut.

What made the list?

• Hero Cosmetics Mighty Patch Design Patches — $11
• Merit New Wave L'Extrait de Parfum — $92
• Nivea Smooth & Glow Body Milk — $6
• Anastasia Beverly Hills Genesis Eyeshadow Palette — $56
• Smashbox O-Gloss PH Lip Gloss — $26
• Olive + June At-Home Dip Manicure — $75
• Phlur Heavy Cream Whipped Body Butter — $38

Hero Cosmetics Mighty Patch Design Patches, $11

The Mighty Patch Original has won multiple Allure Best of Beauty awards, including in 2024 and 2025. The new Design Patches carry the same vegan hydrocolloid (an oil-absorbing material used across the brand's patch lineup) in holiday patterns, from a swirly peppermint to a winking snowman. Each box holds 24 patches. Apply to clean, dry skin on an existing pimple.

Best of Beauty editorial assistant Arietta Hallock said: "While I wouldn't wear Hero's limited-edition holiday patches to work, their playful patterns add some festive fun to my nighttime routine. Plus, their spot-calming power proves just as reliable as the original. They are the perfect stocking stuffer this season and absolutely a sleepover staple!"

Merit New Wave L'Extrait de Parfum, $92

Merit's first extrait de parfum pairs pink pepper and orange blossom with tonka bean, tobacco accords and oakwood. The wave-inspired glass bottle signals the unconventional profile. It comes in a 1 oz. size.

Commerce editor Sarah Han said: "I'd normally turn away from anything with incense and tobacco, but this scent smells lighter than the notes on paper. That being said, it's still going to be a post-work scent for me—think: the 'swankiest, IYKYK speakeasy.'"

Nivea Smooth & Glow Body Milk, $6

The body milk (a lighter-textured alternative to traditional lotion) relies on glycerin, hyaluronic acid, niacinamide and vitamin E. It softens skin, evens tone and dries quickly without a greasy film. It is not fragrance-free.

Associate social media manager Katie Gunderman said: "This body milk is lightweight, hydrating, glowy, smells divine, and is only $6! I'm sold and will be recommending this to everyone. It gives you Barbie legs, especially if you're wearing something where your legs are on display."

Smashbox O-Gloss PH Lip Gloss, $26

Smashbox revived this classic color-changing gloss. It applies clear, then adapts to the wearer's skin pH to produce a personalized pink. Avocado oil, castor seed oil, hyaluronic acid and menthol plump lips without the sting of traditional plumpers. New to this version: vitamins C and E. One shade.

Manager of creative development Lauren Alberti said: "There's no stinging or spicy feeling on your lips, just a nice plumping gloss with a bit of a tint. I love how shiny it is, giving a super-hydrating look."

Anastasia Beverly Hills Genesis Eyeshadow Palette, $56

The 12-shade palette mixes velvet-matte and shimmer finishes with hydrating glycerin and vitamin E. Anastasia Beverly Hills also won a Best of Beauty award this year for its ArchiBrow Pencil.

Gunderman said: "The shadows are pigmented, creamy, and blendable. There's also a shimmer shade and a thicker glitter shade to add extra dimension and shine—plus, there's hardly any fallout."

Olive + June At-Home Dip Manicure, $75

The kit layers base coat, activator, color and topcoat in 15 acrylic-free shades. It requires no UV or LED lamp, unlike the brand's Best of Beauty-winning Gel Mani System. The brand claims 21 days of wear. One Allure editor got just over a week without chipping or lifting.

Content director Sophia Panych said: "This is the first at-home manicure that's lasted more than a week for me. It's incredibly durable and protects my natural nails underneath. And while I was nervous about removal, the kit makes it super easy, and my nails are still in great shape afterward."

Phlur Heavy Cream Whipped Body Butter, $38

The brand's first body butter comes in its dessert-inspired Heavy Cream scent, in a 6 oz. jar. The formula combines shea and cocoa butters, squalane, glycerin, coconut and castor oils, plus niacinamide, prickly pear and green tea. It is not fragrance-free.

Social media manager Bianca Richards said: "The whipped, buttery texture lives up to the decadent scent that's warm, sensual, and cozy."

How were these picks tested?

Allure's editorial team tested every product and reviewed ingredients, brand claims and, where relevant, peer-reviewed scientific and medical studies. The staff spans a range of ages, skin tones, hair textures, genders and backgrounds. The sub-$10 Nivea pick shows the month's standouts cut across price tiers. With holiday patches and gift-ready palettes already on shelves, retailers can expect the seasonal gifting window to shape November's launch slate too.