SMASHBOX COSMETICS REAWAKENS CULT-FAVOURITE O-GLOSS AND EXPANDS ICONIC O-COLLECTION WITH PH ACTIVATED "O-NOIR" INNOVATIONS

The 2000s beauty icon returns alongside two new pH-powered berry formulas, celebrated with an exclusive creator gathering at Los Angeles' famed Magic Castle--where top Canadian creators were among the first to preview.

LOS ANGELES and TORONTO, Nov. 6, 2026 /CNW/ -- Smashbox Cosmetics has officially reopened the vault. This October, the brand announced the return of its iconic 2000s beauty phenomenon, O-Gloss, alongside two new pH-activated innovations that expand the franchise into deep, moody tones: the O-Noir pH Gel Lip Liner and O-Noir pH Cheek + Lip Tint.

Rooted in intuitive pH-reactive chemistry, each formula adapts directly to the wearer to deliver a custom hue. The original O-Gloss transforms from clear to a custom flush of pink with six hours of plumping, non-sticky shine. Expanding into richer tones, the new O-Noir line introduces a sheer-black Gel Lip Liner that sculpts lips in personalized berry shades from raspberry to blackberry, alongside a black Cheek + Lip Tint that melts seamlessly into skin for a bespoke wash of colour.

To celebrate the launch, Smashbox welcomed top-tier creators from Canada, Australia, New Zealand and Italy to an intimate dinner and immersive brand experience at the legendary Magic Castle in Los Angeles. Leaning into the atmospheric Halloween season, guests were treated to an evening of illusion, cocktails, and an exclusive first look at the collection's colour-shifting chemistry alongside Smashbox Global Makeup Artist Lori Taylor Davis.

"There is genuine magic in watching a formula adapt directly to your own skin chemistry," said Lori Taylor Davis, Global Makeup Artist at Smashbox Cosmetics. "O-Gloss set the standard for intuitive beauty in the 2000s, and introducing O-Noir just ahead of Halloween at the Magic Castle was the ultimate way to showcase its evolution. "Watching it transform from a sheer black in the tube to a berry shade unique to you is amazing. It's personalized colour with studio-grade performance."

"The Magic Castle was the perfect setting to showcase this launch to our international creator community. We are thrilled to expand the O-Collection across key global markets and especially to Canada," said Felix Backhaus, Senior Manager, International Commercial & Marketing.

For the upcoming holiday season, consumers can also experience the full berry transformation with the limited-edition Double Down on O-Noir kit, featuring full sizes of both the O-Noir pH Gel Lip Liner and O-Noir pH Cheek + Lip Tint for $50 CAD.

In Canada, the Smashbox O-Collection is now available at Shoppers Drug Mart, Amazon, and Smashbox retailers nationwide.

ABOUT SMASHBOX COSMETICS:

"Everything carries out of the studio into reality." – Davis Factor

Born in a Los Angeles photo studio in 1990 by acclaimed photographer Davis Factor, Smashbox very quickly became a creative hub for world-class photographers, actors, models and musicians. The creative energy on set showed no signs of slowing down – except when the team had to stop for makeup touch ups.

In 1996, Davis created Photo Finish, our original long-lasting primer. Now a cult-favorite, it was made to withstand any type of light, camera, continuous movement, and work hard all day to keep makeup looking better, longer. In 2000, Smashbox Cosmetics was officially born.

Today, we go beyond the studio to create high performance, cruelty-free color cosmetics, which are developed, tested, and vetted by our hard-working crew – all made to keep up with anything life throws at you.

Instagram: @smashboxcanada

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SOURCE Smashbox Cosmetics