Chelsey, Escentual Beauty Editor
With over 18 years of experience in the beauty industry, I'm here to bring that experience directly to you, offering expert advice to achieve your personal beauty goals.
Dark fruit on your wrist, collagen on your cheeks: that's October in a sentence. Four of this month's bestselling launches are fragrances built around rich, juicy fruit, while the skincare list is all about repair and bounce.
Here's a closer look at what new beauty made the bestselling list for October, plus the insider reasons why.
Key Takeaways
Dark fruit rules fragrance: black cherry and rum at Givenchy, blackberry at Miu Miu and Jimmy Choo, strawberry and caramel at Marc Jacobs.
Skincare is chasing repair and plump: a PDRN eye cream, a collagen serum and a repairing SPF all made the list.
Makeup is going skin-first or no-fail: a serum-based cushion foundation and a 24-hour liquid liner.
One niche pick: Goldfield & Banks' Pacific Rock Swell is a 30% extrait for anyone who wants salt over sugar.
Skip to:
1. The Ordinary Lacto-PDRN 4% + B9 Eye Cream 2. GIVENCHY L'Interdit Elixir Parfum Concentre 3. Yves Saint Laurent Skin Affair Cushion Foundation 4. Jimmy Choo I Want Choo Midnight Eau de Parfum Spray 5. Avene Cicalfate+ Repairing Protective Cream SPF50+ 6. Kiehl's 1cc Collashot Plump Serum 7. Miu Miu Miutine Intense Eau de Parfum 8. Goldfield & Banks Pacific Rock Swell Extrait de Parfum 9. Urban Decay 24/7 Liquid Stick Retractable Eyeline 10.Marc Jacobs Just Perfect Eau de Parfum
1. The Ordinary Lacto-PDRN 4% + B9 Eye Cream
Why It's Popular
The Ordinary's first-ever eye cream arrives with PDRN, an ingredient that's been a huge hit in K-beauty circles.
Vegan PDRN: Instead of the salmon-derived original, it uses Lacto-PDRN, a biotech version made through fermentation, which opens the trend up to customers who'd have skipped it before.
Instant, Then Lasting: A film-forming ingredient tightens the eye area straight away, while the PDRN and vitamin B9 (folic acid) work on firmness and fine lines with continued use.
Sensitive Eye Safe And Makeup-Friendly: It's ophthalmologist-tested, suitable for sensitive eyes, and the gel-cream texture layers under concealer without pilling.
2. GIVENCHY L'Interdit Elixir Parfum Concentre
Givenchy has taken the L'Interdit white bouquet somewhere darker, and the cherry trend is clearly still going strong.
Why It's Popular
Black Cherry And Rum: A boozy dark-cherry note gives the iconic white bouquet a richer, more seductive edge.
Built For Evenings: It's pitched as the upgrade for anyone who loves the original L'Interdit but wants something deeper for nights out.
A More Concentrated Take: The Parfum Concentré format, in a compact 35ml bottle, signals a stronger, longer-lasting expression of the signature.
3. Yves Saint Laurent Skin Affair Cushion Foundation
A K-beauty-inspired cushion from YSL, and proof that skincare-led base makeup is still where customers want to spend.
Why It's Popular
Skincare In A Compact: A 72% serum-based formula with polyglutamic acid, niacinamide and 3% squalane delivers up to +40% instant hydration.
Buildable, Never Cakey: Light-to-medium coverage and a soft-glow finish blur pores without that heavy, mask-like feel.
31 Refillable Shades: A wide shade range in a travel-friendly compact, and a handy touch-up partner for YSL's All Hours Foundation.
4. Jimmy Choo I Want Choo Midnight Eau de Parfum Spray
The newest I Want Choo is a night out in a bottle, and it lands right in the middle of the dark-fruit moment.
Why It's Popular
Blackberry Granita: A sweet, icy blackberry opening is sharpened with pink pepper and blackcurrant bud.
A Night Orchid Heart: Violet leaf and crystallised rose give the floral centre a couture, after-dark feel.
A Warm Landing: Benzoin, cedarwood and Ambrofix in the base keep the fruit grounded, so it wears more floral gourmand woody than candy.
5. Avene Cicalfate+ Repairing Protective Cream SPF50+
Sun protection doesn't leave the list in autumn when it's doing more than protecting.
Why It's Popular
SPF50+ With Skin Comfort: Broad-spectrum UV filters sit alongside panthenol and vitamin E, so protection comes with moisture rather than dryness.
Made For Healing Skin: The directions say to apply it twice a day to re-epidermised skin, which makes it a natural fit for skin that has finished healing.
Thermal Spring Water Base: Avène Thermal Spring Water is the first ingredient, the brand's calming signature.
6. Kiehl's 1cc Collashot Plump Serum
Kiehl's has gone for a procedure-inspired approach to plumpness, and the pink serum is hard to miss.
Why It's Popular
Collagen Polypeptides: Recombinant collagen polypeptides in a Supra-Liposomal delivery system, which Kiehl's says is designed to reach up to 10 surface layers deep.
Bouncy Gel-To-Serum Texture: Vitamin B12 gives it its natural pink colour, and the texture melts in on contact.
Numbers Behind It: Kiehl's reports 3x skin plumpness improvement after 8 weeks, with 93% of consumers agreeing skin looks plumper.
7. Miu Miu Miutine Intense Eau de Parfum
The original Miutine's wild strawberry gets swapped for something moodier.
Why It's Popular
Blackberry Pulp: Rich, macerated blackberry meets fresh gardenia for a deeper, darker take on the berry-floral signature.
A Golden Base: Bourbon vanilla and patchouli oil wrap it in warmth, landing it firmly in floral fruity gourmand territory.
The Handbag Bottle: Burgundy lacquered glass is modelled on Miu Miu's Bordeaux matelassé leather handbags, which makes it as much a vanity piece as a fragrance.
8. Goldfield & Banks Pacific Rock Swell Extrait de Parfum
The month's niche pick, and the one for anyone who wants the sea at full strength.
Why It's Popular
A 30% Extrait: Created to mark ten years of Goldfield & Banks, it's an Extrait de Parfum at a 30% concentration, so it's built to last.
Seaweed At The Heart: Bergamot, cardamom and clary sage open into seaweed, geranium and mimosa, before sandalwood and ambergris settle underneath.
Salt, Not Sugar: In a month of berries and caramel, a marine woody is a welcome change of pace.
9. Urban Decay 24/7 Liquid Stick Retractable Eyeliner
Pencil control with liquid payoff, which is exactly the gap this launch fills.
Why It's Popular
Up To 24-Hour Wear: Waterproof, smudge-proof, transfer-proof and sweat-resistant, so it holds from desk to dancefloor.
Twist And Go: The retractable slanted tip means no sharpener, and the built-in fluffy brush smudges lines out for a smoky finish.
Single-Stroke Payoff: A gel formula that glides on with vibrant, liquid-like colour in one pass.
10.Marc Jacobs Just Perfect Eau de Parfum
The newest chapter of Marc Jacobs Perfect trades the original's comfort for something louder.
Why It's Popular
A Fruit Rush: Strawberry accord, passionfruit, mandarin and raspberry open it with a juicy hit.
Caramel And Vanilla Base: Jasmine, vanilla and a sticky caramel accord make it an amber floral with real sweetness.
The Charm Bottle: An iridescent, opaque glass bottle topped with a glittery bow and white charms, a nod to the daring scent inside.
Product FAQs
What is Lacto-PDRN? It's a vegan, biotech-derived alternative to salmon PDRN, made by fermentation.
It's a vegan, biotech-derived alternative to salmon PDRN, made by fermentation.
How is GIVENCHY L'Interdit Elixir Parfum Concentré different from the original L'Interdit?
It's a richer, darker and more seductive take, where the original is a fresher, white-floral eau de parfum.
How does Intense differ from the standard Acqua di Gio EDP?
It keeps the same aquatic, citrus DNA but adds a smokier, woodier base — reviewers consistently report noticeably longer wear as a result.
How do I apply a cushion foundation?
Slide two fingers under the strap of the puff, press gently into the sponge to pick up the formula, then tap onto skin.
What fragrance family is Jimmy Choo I Want Choo Midnight?
Floral gourmand woody.
Why is Kiehl's 1cc Collashot Plump Serum pink?
Vitamin B12 gives the serum its natural pink colour.
Is Urban Decay 24/7 Liquid Stick Retractable Eyeliner suitable for sensitive eyes?
The brand describes it as infused with vitamin E and safe for sensitive eyes.
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