23 New Beauty Products We're Not Even Trying to Contain Our Excitement About

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, yes, 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. Because hey, sometimes our best discoveries are found on a friend's vanity or on someone's face at the bar—true story. Ahead, the best beauty products we tried in May! 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)


(Image credit: @erin_jahns)

Hand creams continue to rock my world (and vanity) right now. Last month, it was Glossier's new formula, and this month it's Augustinus Bader's. I received a lab sample pre-launch, and even though I've been applying it every night, a little goes a long way, so I'm still working my way through this tiny sample! Once I run out, I'll definitely invest in the full-size $50 version since it should last a long, long while. It features the same cult-loved stem-cell technology as every AB product, and it basically leaves a silky finish that makes me feel like I'm wearing velvet gloves. 


(Image credit: @erin_jahns)

Courtney Higgs, Associate Beauty Editor


(Image credit: @court_higgs)

Nicole Akhtarzad Eshaghpour, Senior Market Editor 


(Image credit: @nicoleakhtarzad)

Allyson Payer, Senior Editor


(Image credit: @allypayer)


(Image credit: @allypayer)

Kristen Nichols, Managing Editor


(Image credit: @kristenmarienichols)

Lauren Eggertsen, Senior Fashion Editor


(Image credit: @laurenegg)

Kat Collings, Editor in Chief


(Image credit: @katcollings)

Judith Jones, Market Editor


(Image credit: @joiedejude)
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.