Out of All the Makeup Brands Editors Have Access to, We Use These 8 the Most

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(Image credit: @maryljean)

Have you ever wondered which cosmetic brands Who What Wear's beauty editors swear by when met with hundreds of options? It wasn't an easy task (our beauty cabinets are constantly overflowing, yet rarely pruned), but I tapped my team for their top eight brands and products they can't imagine living without in no particular order.

Below, dive into the makeup kits of our beauty editors and learn which brands and products have continued to set an industry standard of excellence. Get ready to bookmark and screenshot—you'll want to grab these finds from Merit, Saie Beauty, Haus Labs, and more while you still can.

1. Merit Beauty

Merit Beauty, founded by Katherine Power, seamlessly combines clean ingredients, fuss-free application, and stunning results in a range of products that prioritize the health of your skin. The brand embraces modern minimalism, impossible-to-mess up products, and a well-edited makeup routine. Among the cult favorites from Merit are their Flush Balm Cream Blush, Minimalist Perfecting Complexion Foundation and Concealer Stick, Signature Lip Lightweight Lipstick, and the Bronze Balm Sheer Sculpting Bronzer.

2. Hourglass Cosmetics

Founded in 2004 by beauty insider Carisa Janes with the goal of transforming high-end cosmetics with technology, Hourglass Cosmetics uses breakthrough formulations, technological innovations, and groundbreaking active ingredients to create products that look good and feel good on the skin. Some of their most recognizable products include the Phantom Volumizing Glossy Lip Balm, Vanish Airbrush Concealer, Veil Hydrating Skin Tint Foundation, and Ambient Lighting line of products.

3. Saie Beauty

Saie uses high-performance formulas, sustainable packaging and practices using clean, good-for-you ingredients. Founder Laney Crowell founded Saie with the mission of creating clean, award-winning products that are sustainable, earth-conscious, and effective. Some of their most notable products are their Dew Blush, Glowy Super Gel, and Airset Radiant Loose Setting Powder.

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(Image credit: @amaka.hamelijnck)

4. Kosas Cosmetics

Meet Kosas Cosmetics: a next-level clean beauty brand that creates skin-improving, clinically proven products. Founder Sheena Zadeh-Daly launched Kosas in 2015 with a line of natural-toned lipsticks. The brand has since grown to include comfy makeup and active skincare products like their bestselling Revealer Concealer, DreamBeam SPF, Cloud Setting Powder, and Wet Stick.

5. Violette_Fr

Creative director of makeup for Guerlain and French beauty guru Violette Serrat launched Violette_Fr with almost two decades of industry knowledge under her helt. The brand's products are safe, effective, luxurious, and accessible with clean and highly pigmented formulas. A staple for anyone looking to achieving French girl-inspired beauty, some notable products include the Petal Bouche Matte, Boum-Boum Milk, Bisou Balm, and Invisible Bandage.

6. Haus Labs by Lady Gaga

You don't have to be a fan of singer-songwriter Lady Gaga to fall in love with Haus Labs' cruelty-free cosmetics. Combining science and nature to create high-performing products, the brand is committed to experimentation and innovation. Some of their most notable products include the Triclone Skin Tech Medium Coverage Foundation, PHD Hybrid Lip Oil, Optic Intensity Eco Eyeliner, and Power Sculpt Velvet Bronzer.

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(Image credit: @sarahhsol)

7. Tower 28 Beauty

Non-irritating ingredients meet high-performance formulas in Tower 28 Beauty's line of products. Founded by Amy Liu, the brand's cosmetics are accessible, irritant-free, high performance, and designed for all skin types. Some products to be on the hunt for by Tower 28 are the S.O.S. Rescue Spray, ShineOn Lip Jelly, SuperDew Highlighter, and JuiceBalm Lip Balm.

8. Makeup by Mario

Founded by renowned celebrity makeup artist Mario Dedivanovic, Makeup by Mario's purposeful product use smart, innovative formulas designed to recreate Mario's signature techniques. Every product is easy-to-use and beginner friendly with shades that are universally inclusive. Some of our favorite finds from the brand are the Master Crystal Reflector, Master Mattes Eyeshadow Palette, Surrealskin Foundation, and Softsculpt Shaping Stick.

Maya Thomas
Assistant Beauty Editor
Maya Thomas is Who What Wear's assistant beauty editor based just outside of Seattle, Washington. Her strong love for all things beauty and fashion stems from a strong childhood interest in the fine arts. During a gap year spent in Paris studying the history of French fashion, she shifted her focus to English literature and journalism as a student at Loyola Marymount University with the goal of one day pursuing a career in fashion. After graduating in May 2021, Maya began freelancing for Parade.com as a contributing commerce writer while also building a following on her lifestyle blog, Itsmayalala.com. When she's not writing, Maya spends her free time catching up on reading, perusing art galleries, and enjoying a night out at the ballet every now and then.