I Spend 70% of My Time Giving Beauty Advice—30 Products That Always Come Up

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(Image credit: @erin_jahns)

Most Wanted is a weekly series in which one Who What Wear team member or friend of the brand will share the top 30 fashion and beauty finds on their current wish list.

I don't think there's anything I love more than when someone asks me for a beauty product recommendation. As an editor, I eat, sleep, and breathe all things beauty, and I spend my days learning about cutting-edge new technology, testing products, and learning from the most renowned beauty experts in their respective fields. Because of that, my brain is quite literally overflowing with beauty intel 24/7, and sharing said intel feels like the best way of paying it forward. 

Over the years, I've definitely noticed some patterns and trends when it comes to the types of products people want to pick my brain about. Sometimes it's due to a seasonal change that's instigating a bout of dry skin or a particularly viral TikTok moment that has people more curious about a specific product category, in general. Regardless, I've kept track and am sharing the items I'm asked about most frequently. From hair treatments to vitamin C, I'm sharing my most-recommended favorites just ahead. Keep scrolling!

Vitamin C

Purple Shampoo

Lip Oil

Mascara

Concealer

Fragrance

Face Primer

Lash Serum

Brow Pencil

Brow Gel

Lip Plumper

Foundation

Skin Tint

Lip Stain

Blush

Hyaluronic Acid Serum

Cleanser

Eye Cream

SPF

Self-Tanner for Body

Self-Tanner for Face

Hand Lotion

Hair Dryer

Hair Treatment

Face Mask

Eyelash Curler

Firming Body Lotion

Dry Shampoo

Hair Oil

Liquid Eyeliner

Beauty Director

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.