Our Editors Have Spoken—These Are the 5 Beauty Brands We'll Be Buying for the Next Two Decades
Shop in Shop is a monthly column dedicated to rounding up the latest arrivals, seasonal trends, and styles from our favorite brands and retailers.
There are many things I love about being a shopping editor, but sharing an office with the beauty team is in my top three. On any given workday, you can find me pestering my colleagues about what they've tested recently, what new launches they're excited about, and, of course, if they have any spare products I can take off their hands. Testing makeup and skincare for a living is a delight, but it can also feel overwhelming, and honestly, a little excessive. No one, and I mean no one, needs 20 concealers, 30 bottles of perfume, and dozens of lip products in the same shade. But if that's what it takes to recommend the best of the best on the market, by gosh, we'll do it!
As we approach Who What Wear's 20th anniversary, I've been thinking about the top-rated products we've collectively tested over the years. What's the lipstick we can't live without? What scent will we want to wear for years to come? Ultimately, which brands have our loyalty? I've got my answers, but it's time I call in the real experts. To discover which five brands my colleagues will wear for the next two decades of Who What Wear, keep reading.
"Simply put, MAC was my first real introduction to glam—not just makeup. They're two very different things. At 14 years old, I sat behind the glossy MAC counter at the mall while a makeup artist in black eyeliner taught me that plum eyeshadows were the best for my hazel eyes, showed me how to blend liquid foundation, and demonstrated where to place bronzer so as to not look muddy. Since then, I've relied on the brand's high-quality, color-rich, and endlessly versatile products that effortlessly bridge professional artistry and everyday wear. Most celebrity makeup artists got their start behind the MAC counter, and their attention to detail and boundless creativity prove it's a brand that fosters growth. I use MAC all these years later because I, too, want to continue feeding my inner artist." — Alyssa Brascia, associate beauty editor
"I am not typically a one-beauty-brand type of gal—I test too many amazing products to commit—but Merit has officially converted me. I've been a fan of the brand's The Minimalist complexion stick and Brush No. 1 from the start, but now, I can't live without the Flush Balm blush (in the shade Stockholm), Signature Lip Liner (in the shade June), and the Retrospect perfume. Merit's makeup formulas are creamy, pigmented, blendable, and buildable (especially when paired with the blending brush), and I reach for the clean, subtle, and floral perfume when I want to garner some compliments." —Stephanie Johnson, beauty director, branded content
"As a girl who grew up in the 2000s, the experience of smelling Donna Karan Cashmere Mist for the first time is a core memory. I came across the scent strip while flipping through the glossy pages of a fashion magazine, and it was love at first whiff. I revered the sophisticated amber and floral fragrance, and it was basically game over for the sweet fruity perfumes I had been spraying at the time. Over the years, this OG quiet-luxury scent has proven to be timeless and iconic in every iteration, from the enchanting Cashmere and Rose Absolu Eau de Parfum to the viral antiperspirant to the luxurious body cream." — Emma Walsh, editor, branded content
"As a beauty editor, people always ask me what my current favorite brand is, and regardless of the season, the answer is always Refy. It's innovative, offering fresh, exciting formulas in unconventional but highly effective packaging. While it's known for its iconic brow gel, I've also integrated the cream blushes, glosses, and elite brushes into my daily routine. What can I say? They're certified staples." — Aniyah Morinia, senior editor, branded content
"I've said it before, and I'll say it again: If I could only use one makeup brand for the rest of my life, it'd probably be Victoria Beckham Beauty. Even makeup artists agree with my assessment: Every time I name-drop the brand as one of my favorites, they say something along the lines of, “Oh yeah, those products are the best.” The creamy, buildable formulas are top of the line, the playful yet elevated shades genuinely make my heart skip a beat, and the sleek, sturdy packaging just feels expensive. Yes, it costs a pretty penny compared to other makeup items, but the products perform so well that I'd say they deserve a steeper price tag. I fall in love with every single launch, so choosing just a few to highlight is a bit of a challenge. That said, these are the six staples I know I'll use forever." — Jamie Chevron, senior beauty editor
