We're Beauty Editors, and These Are the Products We Actually Buy

As a beauty editor, I receive a lot of beauty products for free. It’s kind of part of the job. In order to keep up with the constantly growing market, it’s really important to have as much experience with a large variety of products as possible. While we beauty editors are by no means skin, makeup or hair experts, we are product experts. And that’s our job.

In order to offer up the best advice on foundationmoisturiser or even hair dye, really we need to have tried the product out for ourselves. Because at the end of the day, if it’s a total flop, we’re not going to want to recommend it. It makes sense then that our beauty routines are rarely constant. Most days require trying something new and swapping one product out for another. And although it is great to get to experience so much, it makes it hard when you come across one product you really, really love.


(Image credit: @ALICEZIELASKO)

So although there’s no doubt that we have an abundance of new products at our finger tips, what we don’t have is a free product hotline that allows us to reorder products we really love without having to, you know, actually part with some money. And in a weird way, for a beauty editors to actually buy a product, I believe said editor has to love something more than a non–beauty editor might. Why buy a new serum when you have another five waiting on the shelf? Because you simply can’t imagine your routine without it—that’s why.

To get insight into the items we beauty editors simply can’t imagine being without, I reached out to some of my fellow eds for the products they insist on buying themselves, and this is what they had to say.

Laura Capon, Deputy Beauty Editor, Cosmopolitan UK


(Image credit: @LAUCAPON)

Sarah Barnes, Junior Beauty Writer, Marie Claire UK


(Image credit: @SARAHBARNSEY)

Giselle La Pompe-Moore, Freelance Beauty Editor and Who What Wear Contributor


(Image credit: @GISELLELPM)

Perdita Nouril, Beauty Editor, Women's Health UK


(Image credit: @PERDITANOURIL)

Tori Crowther, Associate Editor, PopSugar UK


(Image credit: @TORBLOR)

Shei Mamona, Beauty Assistant, The Sunday Times Style


(Image credit: @SHEIMAMONA)

Shannon Lawlor, Freelance Beauty Editor, Who What Wear UK


(Image credit: @SHANNONLAWLOR)

Emily Knott, Commerce Beauty Writer, MailOnline


(Image credit: @EM_KNOTT)

Next up, 25 Instagram-famous beauty products that are worth the hype.

Freelance Beauty Editor

Shannon Lawlor is a renowned beauty journalist and has contributed to Who What Wear’s beauty content since 2020. As a leading beauty editor, expert and brand consultant, she has over eight years of experience working for some of the industry’s most esteemed titles, including Who What Wear (of course), Glamour UK, Stylist, Refinery29 and Fabulous. Having also worked behind the scenes with some of the industry’s biggest brands and retailers, Shannon has a unique insight into what people really want from their beauty routines. Understanding that beauty lovers seek honest, open and responsible advice, she has it made her mission to demystify the intimidating world of beauty, taking a no-frills approach to the most relatable topics. While Shannon is the first to admit she doesn’t hold the answer to every beauty question out there, she is dedicated to sharing her expert insights in a bid to help. As a self-proclaimed lazy girl, Shannon has an affinity for easy-to-use, foolproof beauty products and has made it her mission to scope out the best of the best. When she’s not working, Shannon is likely soaking in the bath or giving no-holds-barred beauty reviews on Instagram from her bathroom floor.