The 31 Best Beauty Products to Shop Right Now | Who What Wear

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By now, you've probably surmised we test-drive a lot of beauty products here at Who What Wear. From nail polish and makeup to hair and skincare, we're eyebrow-deep in all things new, exciting, and wish list–worthy. That said, due to the number of products we come in contact with, we've become very nitpicky beauty consumers. Within seconds, we can tell if a new hair oil is too heavy, and we're quick to ignore a serum that yields disappointing results.

The good news? We can't wait to spread the word to all of our fellow beauty lovers (that's you!) when we do stumble upon a product we love. Therefore, we've decided gushing over our latest fave products should become a monthly ritual. You can expect a full report every 30 days or so that details the highlighters, hair wands, and overnight skincare saviors we've fallen head over heels for.

For the most part, we'll be covering buzzworthy launches, as those typically take up most of the action atop our product-filled desks, but we won't dismiss new-to-us products, either. Sometimes, our best discoveries are found on a friend's vanity or on someone's face at the bar (true story). Ahead are the best beauty products we tried in October! Grab your game face and wallet because you'll need both.

"You may know Vintner's Daughter for their cult-favorite skincare, but trust me, do not sleep on their perfumes. Their first release in the category sold out instantly, which is why I was so excited to see they came out with a volume 2. Unlike traditional perfumes, these are limited edition, and once the unique batch made from all natural ingredients is gone, it will never be produced again. I'd describe the scent as floral-meets-woodsy. It's incredibly complex and changes throughout the day, evolving with you. With gifting season right around the corner, this would make an excellent present for the discerning recipient."

"Okay, how pretty is this lilac highlighter?! The ethereal, frosted hue and gorgeous packaging are definitely reasons to cop this Gucci staple (it’s proudly displayed on my vanity), but the powder-gel texture also has such amazing longevity. I tapped it on my cheekbones right before a work dinner and remained glowy all night. It’s a holiday party must-have."

"I know beauty editors are obsessed with Eighth Day’s anti-aging serum, but for some reason it’s taken me this long to actually give it a try. I can confidently say that the formula is worth the hype. I’ve been using it three times a week for the past two months, and my skin has never looked (and felt) so smooth. Dehydration? Don’t know her. Dark spots? Kaput. I’m obsessed. To be fair, I’ve been using the brand’s Regenerative Moisturizer too, which has likely helped speed up those glowy benefits (FYI: Nordstrom sells a Discovery Duo)."

"Refy’s Blur Liner is a dream. That’s the only word I can use to describe its incredible texture and finish. It’s soft, effortlessly buildable, and has the most romantic, just-been-kissed color payoff. I’m currently swooning over this moody plum shade—perfect for fall—which looks even more juicy when paired with the high-shine gloss."

"I’ve been slathering on this luxurious serum every single day for the past month, and now I can’t imagine how I ever went a morning without it! Fun fact about me: My skin can’t tolerate vitamin C, so I’m always on the hunt for gentle brightening serums to provide antioxidant protection. This formula does just that with alpine skullcap and red indigo extract, and it truly energizes my skin. It also provides an amazing, primer-like base before sunscreen and makeup."

"This serum made the most incredible difference in the state of my skin. It took away my chronic redness. It erased hyperpigmentation. It smoothed and evened the surface of my skin. I honestly can't say enough good things about it, and I'm so glad my esthetician recommended it to me. My before-and-after pictures prove how effective it is."

"I've known about this lip balm for a long time (thanks to Sabrina Carpenter's Please, Please, Please music video). However, I didn't get the chance to try it out until recently. I was hooked at first swipe. The moisturizing formula leaves my lips cushiony smooth and the color-changing formula reacts with my pH to create a bespoke tint. I might be a little obsessed."

"If you know me, you know I love a good hair mask. This one is my new fave. It uses moisturizing ingredients and algae-derived extracts to intensely treat damaged and stressed hair, boost shine, and more. My dry hair craves it. I, for one, love the luxurious salon-esque scent."

"Normally, I'm not a gourmand kind of girl. I tend to go for warm florals and creamy, woody scents instead. However, I'll gladly make an exception for this sugar-sweet scent. Notes of lemon sugar, marshmallow, orange, coconut cream, vanilla mousse, and whipped cream coalesce to create a delicious fall-and-winter fragrance. I can't stop wearing it, and I've gotten so many compliments."

"As the weather on the East Coast becomes increasingly dry and cold, I've been doing what I can to keep my skin hydrated. Lately, I've been using this daily, multi-peptide lotion to get the job done. I'm obsessed with it! Not only does it visibly firm my skin, but I've also noticed a huge change in how moisturized it feels thanks to a nourishing blend of lipid-rich plant oils and butters. Plus, I feel like I'm at the spa whenever I use it since it's infused with the brand's signature eucalyptus scent."

"Normally, I'm not usually one for shimmer lip oils (or heavily tinted lip oils in general); but this new Gisou launch has won me over. It uses the same buttery smooth formula with honey, bee garden oils, and hyaluronic acid that I love but adds a juicy wash of color to the lips. I'll be wearing this shade year-round, but I know it will look especially nice with everyday fall and winter makeup since I've loved leaning into berry tones."

"One of my favorite things about being a beauty editor is how many opportunities I have to try skincare from around the world. Recently, I was introduced to this glow serum by Korean skincare brand Femmue. Its formula consists of meadowfoam sea oil, macadamia sea oil, botanical Scualan, camellia oil, to deliver moisture and radiance to the skin in seconds. I've gotten nonstop compliments on how healthy and glowy my skin has looked since I incorporated this one into my skincare routine."

"It's pretty rare to come across a new fragrance that automatically replaces your current favorite scent. That being said, ever since I smelled Glossier's newest Doux perfume, I've been excitedly reaching for it every day without fail. It's skin-like, slightly gourmand without being sickly sweet, and smells like a creamy chai latte."

"It's like Eadem read my heart and soul and created my idea of the perfect tinted lip balm, and I don't say that lightly. The formula feels soft and buttery without a hint of stickiness and adds a beautiful subtle sheen of color to the lips. Plus, the cooling metal applicator feels so satisfying. Trust me, it's worth every penny."

"Concealer is a very personal part of someone's makeup routine. For me, I look for lightweight formulas that subtly conceal redness and brighten my under-eyes without feeling heavy. If you can relate, I guarantee you'll love this concealer pen. It's also chalk-full of Augustinus Bader skincare magic, so it's often the only complexion product I use on no-makeup makeup days."

"I recently got my mom this Livi Beauty at-home gel manicure set as a present. She's in love with it because it's actually easy to use."

"They previously opened a Skin Pharm location where I live in Raleigh, NC, and I've been sampling some of their bestsellers after visiting it. My skin was coincidentally splotchy with dry patches at the time of my visit but after they sent me home with Youth Serum, it cleared up in a matter of days. I'm hooked."

"Another standout product from my Skin Pharm haul is High Beam, which I've been putting on before makeup in the a.m. It does exactly what it claims to do, making my skin look glowy and hydrated—sans heaviness or stickiness. I've also seen a significant improvement in redness."

"I've been telling everyone I know about Merit's new (and first!) fragrance and I'm not stopping anytime soon. It's clean and fresh but it has depth and evolves throughout the day. It's one I could see myself wearing year-round. Oh, and the bottle is stunning on a vanity."

"If you're new to doing your own gel nails, this is the system you need. It includes everything required for salon-worthy nails, and is super user-friendly. And despite just having been released, Olive & June has already released tons of gel nail polishes to choose from. I give it a ten out of ten."

"This body butter is everything I've ever dreamed of. First of all, it has a light vanilla scent, and if you know me, you know that I love anything vanilla. It also has a rich, thick texture that spreads evenly and hydrates my dry skin. Most importantly, it’s from Primally Pure, so you can trust that it contains the cleanest ingredients."

"I’m not sure why it took me so long to try Saie's liquid cream blush, but I’m really glad I finally did. The clean formula is lightweight and buildable, which I love because it allows me to achieve the level of pigmentation I want. I tried the shade "Baby" since I love bright pink, but I'm also interested in experimenting with other colors for a more natural flush."

"This lip treatment is the only one I want to use come fall. The Blueberry French Toast flavor is so delectable and yummy, and the formula is unlike any other I've tried before. It has emollients that I already know and love like squalane and coconut oil, but it also has a one-of-a-kind ingredient: marine glycoproteins. This eco-friendly ingredient renews and repairs the skin barrier and makes my lips feel so pillowy-soft. If you want a lip treatment that soothes sensitive skin, but that also comes in super cute packaging and smells divine, this is it. I also have to share that Marin is near and dear to my heart because I was actually their digital marketing assistant (and their first employee, no less!) back in 2021. The founders, Amber and Patrick, are amazing people and it’s so fulfilling to see our paths cross again in this way. You'll also feel good knowing that you're supporting a sustainable, mission-driven company."

"I've been using the same silk pillowcase from Amazon for years, so I figured it was time to upgrade it. And boy, this was the luxurious addition my bedtime routine needed! We all know that silk pillowcases are good for your hair and skin, so it truly makes me feel like Sleeping Beauty."

"You probably already know that tinted mineral sunscreens are my jam. I’ve fallen in love with every single Clearstem product I’ve tried, and I knew their sunscreen would be no different. They weren’t lying when they said this gives you a blurred, velvety finish. And 21% zinc oxide? Bless! Pro tip: I like to mix it with glazing milk or liquid highlighter to add a bit more of a dewy, glowy finish."

"Out of all of the whitening strips I’ve tried, these rank #1. They stay in place for the full thirty minutes and don’t irritate my sensitive teeth—and of course they brighten up my smile."

"This is going to sound crazy but…I haven't used normal conditioner since using this. I apply this to my damp hair after I wash it, and it makes my hair feel so soft. It literally takes two seconds and has really streamlined my shower routine."

"I love my sleek, slicked-back buns—until I have to wash out all of the styling gel, smoothing cream, and hairspray out of my hair. Luckily, this pre-wash has saved the day. It uses this special micellar technology to wash away product buildup, oil, and dirt—it's kind of like using micellar water to take off your makeup before washing your face. It's a new wash day essential!"

"If you're not using a skincare booster, you'll want to start—stat. This one (the first and only one on the market, btw), is a water-based gel that boosts the absorption of your skincare products and basically just locks all the good actives in. It makes your skin look so smooth and is the perfect makeup prep step."

"Not going to lie, I got hooked on this deodorant purely because it smells so intoxicatingly good—like a creamy vanilla latte. Don't worry, it actually works too—it's made with natural ingredients like probiotics, prickly pear oil, and aloe that keep me smelling fresh all day, and it doesn't leave white marks. They need to make a perfume version of it, because I will totally wear that."

"This is my new favorite addition to my everything shower routine. The rich gel-to-cream formula has squalane and aloe, so it makes me feel squeaky clean but doesn't strip my skin barrier. I also secretly love the musky, masculine scent—it's kinda sexy."

Erin has been writing a mix of beauty and wellness content for Who What Wear for over four years. Prior to that, she spent two and half years writing for Byrdie. She now calls Santa Monica home but grew up in Minnetonka, Minnesota, and studied writing, rhetoric, and communication at University of Wisconsin, La Crosse. She studied abroad in Galway, Ireland, and spent a summer in L.A. interning with the Byrdie and Who What Wear family. After graduating from UW, she spent one year in San Francisco, where she worked as a writer for Pottery Barn Kids and PBteen before moving down to L.A. to begin her career as a beauty editor. She considers her day-to-day beauty aesthetic very low-maintenance and relies on staples like clear brow serum (from Kimiko!), Lawless's Lip Plumping Mask in Cherry Vanilla, and an eyelash curler. For special occasions or days when she's taking more meetings or has an event, she'll wear anything and everything from Charlotte Tilbury (the foundations are game-changing), some shimmer on her lids (Stila and Róen do it best), and a few coats of the best mascara-type product on earth, Surratt's Noir Lash Tint.

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