I tested dozens of new beauty products this month – these 9 are actually worth your money

Including a smudge-proof mascara that boosts curl and a highly concentrated perfume that lasts all day...

Lineup of three products of the best new beauty launches in October 2026 (L-R) from Iconic London, Merit Beauty, and Caudalie, on a marble background with a black mascara swatch
(Image credit: Future/Brands)
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October is the month of Halloween and all things trick-or-treat, and aptly, it also delivered an assortment of impressive new beauty treats.

From a long-lasting perfume with a highly concentrated blend to one of the best tubing mascaras on the market that boosts curl while preventing smudging and flaking, I've been spritzing, slathering, and applying an array of different beauty products that have made their debut this month.

In fact, I've tested dozens of said new buys over the past few weeks, and I'm here to cut through all the noise by putting together a list of the 9 that are actually worth parting with your payday paycheck for.

In other news...

💛 Rochelle Humes launched her affordable skincare brand, Eulah

🎄 Give the gift of OUAI's gorgeous holiday haircare sets this Christmas

‼️ This month's honorable mentions go to Laura Mercier's Bonne Glow Cream Face Palette, Medicube neck cream with a built-in gua sha, Le Labo's Papyrus 20 Classic Candle, the Huda Beauty Bronze Filter Palettes, LOEWE Perfumes Banoffee Candle, and Maison Crivelli's Hibiscus Mahajád Body Oil, which sold out fast.

Sennen Prickett
Digital Beauty Writer

Sennen is Digital Beauty Writer at woman&home, where she shares the latest beauty launches, trending buys and personal product recommendations, from makeup and hair to skincare and nails. She is also a judge for the annual woman&home Haircare, Skincare and Beauty Awards.

Previously, Sennen achieved a First Class Fashion and Beauty Journalism degree at Birmingham City University, before undertaking her role as Junior Digital Fashion and Beauty Editor at FROW Magazine. During this position, she wrote about the latest industry news, new product launches, viral trends and thoroughly reviewed a lineup of beauty products. Since leaving FROW, Sennen has gone on to create fashion, beauty and lifestyle content with numerous brands, including Who What Wear UK, HuffPost UK and Harvey Nichols.

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