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New in beauty: Bath & Body Works launches 'Essentials' line and more

New in beauty: Fresh launches and on-sale skin care, makeup and more
Bath & Body Works, Fulton & Roark, Ulta Beauty, Belnu
ByKelsey Legg
October 09, 2026, 8:45 PM

Fall beauty is in the air, and we're rounding up several of our favorite recent launches that we think you'll love trying out as you ease into your cool-weather routine this season.

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Below, you'll find new releases from Bath & Body Works, Marc Jacobs Beauty, Belnu fragrances, and more, as well as a selection of "GMA" favorites like TruSkin's Vitamin C+ serum, the Wayytalk thermal blowout brush and more.

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What's new in beauty

Bath & Body Works launches 'Essentials' for sensitive skin

Bath & Body Works recently launched its Essentials line, a gentle line of lightly scented products designed for the customer with sensitive skin.

"GMA" recently attended a launch event for the line, where board-certified dermatologist Dr. Michelle Henry -- a self-described longtime Bath & Body Works fan -- spoke about her excitement for this new development.

"Sensitive skin really isn't a monolith, and not everyone is allergic to fragrance," she said. "In many ways, you're kind of robbing those patients of a beautiful experience. I was really excited to see that patients now can use the Bath & Body Works products, have that fragrance experience, but also know it was formulated with sensitive skin in mind."

Bath & Body Works

Cashmere Amber Eau De Parfum

  • $39.95
  • Bath & Body Works
Shop Now
Bath & Body Works

Cashmere Amber Ultra Hydrating Body Lotion

  • $18.95
  • Bath & Body Works
Shop Now
Bath & Body Works

Suede Blossoms Eau De Parfum

  • $39.95
  • Bath & Body Works
Shop Now

Marc Jacobs Beauty

Our love affair with the recently re-launched Marc Jacobs Beauty line continues, and now the brand has launched yet another smash hit product: the Nude Awakening concealer.

This lightweight, glowy formula comes in 40 beautiful shades that are hydrating with moderate coverage, plus it offers up to 24 hours of wear, so you're set for the day.

The packaging is also a big draw here, as with the rest of the line, because it features an adorable, 3-dimensional daisy in keeping with the brand's whimsical and fashion-forward approach.

Make sure to check out our broader coverage of the return of Marc Jacobs Beauty here.

Sephora

Marc Jacobs Beauty Nude Awakening Hydrating Medium Coverage Concealer

  • $36
  • Sephora
Shop Now

Belnu launches two new scents

Leaning into a new fragrance can be a meaningful way to mark the shifting of the seasons, and Belnu's two latest launches -- Still Bloom and Vanilla Bouclé -- offer two stunning scents to try this fall.

Warm yet uplifting with a strong hit of black tea, Still Bloom's cardomom, sesame, and orange top notes hit like a shot of caffeine before dissipating into a mellow, comforting underbelly of musk, rose and cedarwood, to name a few.

Vanilla Bouclé offers a similar sensual scent experience, this time leaning more into the sweetness of gourmands and woody notes like white almond, coconut milk, sandalwood and chamomile.

Belnu

Vanilla Bouclé

  • $170
  • Belnu
Shop Now
Belnu

Still Bloom

  • $170
  • Belnu
Shop Now

Fulton & Roark's latest scent is for lovers

Fulton & Roark has been a "GMA" go-to for several months, but the brand's new launch -- Lovers Lane -- is one of its most versatile and enchanting yet.

Blending black plum, Turkish rose, and tonka, Lovers Lane is inspired by Mulholland Drive, the innocence of young love, and the innocent thrill of experiencing true love for the first time. After putting it in our regular rotation for several weeks, we can confidently say it wears beautifully for hours on end, adding a delicate and seasonless sense of romance to your fragrance routine.

Fulton & Roark

Lovers Lane Extrait de Parfum

  • $225
  • Fulton & Roark
Shop Now

Beauty sales to shop this week

30% off
Macy's

Calvin Klein Euphoria Bold Elixir Parfum Intense, 3.3 oz

  • $90.30
  • $129
  • Macy's
Shop Now
26% off
Amazon

TruSkin Vitamin C+ Serum for Face with Retinol and Niacinamide - 1 fl oz

  • $21.99
  • $29.95
  • Amazon
Shop Now
27% off
Amazon

Wavytalk Thermal Brush Blowout Boost 1.5″ Heat Round Brush for Blowout Look

  • $49.99
  • $69
  • Amazon
Shop Now
24% off
Amazon

Colgate Optic White Pro Series High Impact White Toothpaste, 3 Pack, 3.0 oz

  • $17.72
  • $23.49
  • Amazon
Shop Now
30% off
Sephora

ILIA Multi-Stick Cream Blush + Highlighter + Lip Tint

  • $25.20
  • $36
  • Sephora
Shop Now

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