33 New Beauty Products That Have Already Impressed the Heck Out of Us

By now, you've probably surmised that we test-drive a lot of beauty products here at Who What Wear HQ. 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 also transformed into the nitpickiest of 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're far more often impressed than unimpressed after trying out a new product, and usually, we simply can't wait to spread the word to all of our fellow beauty junkies (aka you!). Therefore, we've decided gushing over our latest fave products should become a monthly ritual, and every 30 days or so, you can expect a full report detailing the highlighters, hair wands, and overnight skincare saviors we've become quickly addicted to.

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 pre-quarantine story). Ahead are the best beauty products we tried in January! Grab your game face and wallet. You'll be needing both.

Erin Jahns, Beauty Editor


(Image credit: @erin_jahns)


(Image credit: @erin_jahns)


(Image credit: @erin_jahns)


(Image credit: @erin_jahns)

Courtney Higgs, Associate Beauty Editor


(Image credit: @court_higgs)

Candice Aman, Social Media Editor


(Image credit: @can.this)

Caitie Schlisserman, Managing Editor, Branded Content 


(Image credit: @caitie__bellamy)

Jasmine Fox-Suliaman, Audience Engagement Editor


(Image credit: @fashionwithjazz)

Lauren Eggertsen, Senior Editor


(Image credit: @laurenegg)

Allyson Payer, Senior Editor


(Image credit: @allypayer)


(Image credit: @allypayer)

Anna LaPlaca, Associate Editor


(Image credit: @anna__laplaca)


(Image credit: @anna__laplaca)

Yusra Siddiqui, Assistant Market Editor


(Image credit: @thatgirlyusra)


(Image credit: @thatgirlyusra)