By now, you've probably surmised we test-drive a lot of beauty products here at Who What Wear. 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 become very nitpicky 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 can't wait to spread the word to all of our fellow beauty lovers (that's you!) when we do stumble upon a product we love. Therefore, we've decided gushing over our latest fave products should become a monthly ritual. You can expect a full report every 30 days or so that details the highlighters, hair tools, and overnight skincare saviors we've fallen head over heels for.
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 story). Ahead are some of the best beauty products we tried in in July. Grab your game face and wallet because you'll need both.
Erin Jahns, Beauty Director
"It's no secret beauty editors are sent lots and lots of products, and sometimes I'm faster at testing and getting through everything than others. So, even though Kulfi launched its *incredibly viral* Lassi Lips Staining Lip Oil back in February, I'm only just now showing up to the party. There aren't many products that truly live up to the hype they gain on the internet, but dare I say this stain-meets-oil hybrid actually exceeded my expectations?! If you shop anywhere aside from Kulfi's website, it's nearly impossible to find this product stocked (especially in some of the crowd-favorite shades like Sweet and Tamarind), but I completely understand why. The doe foot adds a perfect slide of glassy pigment to your lips, and eventually morphs into an all-day stain. We're talking a true, 'your lips, but better' situation here. Sweet and Tamarind (especially Tamarind) are my current faves, but I have my sights set on Fig, Rose, and Caramel as well."
"I had the dreamy oppurtunity to travel to Provence, France with L'Occitane in June. Not only did I come back with a deeper appreciation and love for the brand (which I've adored since I was in high school!) but some newfound product obsessions, as well. The standout? This shimmering version of L'Occitane's cult-loved almond oil which has become a daily habit this summer. Not only does it give every inch of my skin a mega-watt glow, but it also adds a fast-absorbing dose of moisture and softness my sun-parched skin appreciates."
"Body wash might not be the most exciting part of my beauty routine, but it's a product I've always been super picky about—the scent, the lather, whether or not it dries the heck out of my skin… there's a lot to consider! Olly just made its official debut into the body care market, and I have to say that I'm rather in love with the entire Mood + Skin collection. That said, I've really gravitated to the two "Calm" formulas (there's a body wash and a lush body serum), but the body wash in particular. It has the most luxurious scent of eucalyptus and amber, and it's spiked with hydrating and skin-soothing ingredients like hyaluronic acid, vitamin B3, and adaptogens. It's completely transformed my nighttime shower routine, and I can't believe it comes in under $15."
Maya Thomas, Associate Beauty Editor
"Okay, I'll admit it—I'm usually all about my lip products, but lip stains and I have a complicated history. Many of the ones I've used in the past seem to completely dry out my lips, leaving behind a spotty color application in its wake, while others have faded within an hour of applying them. Milani's Color Fetish Lip Stain, however, has made me fall back in love with what a product that stays all day and delivers eye-catching color should be. It has a lightweight and hydrating formula that gives the lips a glossy shine while boosting their hydration with hyaluronic acid and squalane."
"Over the past couple of months, I haven't been as committed to getting my beauty sleep as I should be. While I don't encourage anyone to miss those essential hours to let their body rest, there are ways to help revive the under eyes by keeping them moisturized and awake-looking. As someone who inherited dark undereyes, I've made it a goal to discover the best eye patches for the job, and I've been loving Summer Fridays' Jet Lag Eye Patches lately. Not only do they soothe, moisturize, and depuff the under-eye area with a blend of skin-loving ingredients like niacinamide, hyaluronic acid, and peptides, but they also stay on as I go about my day."
"I have short, curly lashes that sometimes struggle to hold a curl, so I prefer using mascaras that can separate and lift the lashes to perfection while still offering the length I'm after. I love the results I get from Smashbox's fiber-rich mascara because it sweeps up every last lash with a large tapered brush (even the really small, fine ones at the inner corners of my eyes), and coats them in a long-lasting, buildable waterproof formula that lasts all day. I haven't experienced any clumping, smudging, or flaking with this one."
Jamie Schneider, Senior Beauty Editor
"I’ve been on a mission to make my haircare routine as minimal as possible (probably the toughest assignment for a beauty editor with thick, 2C curls), and I can confidently say that this nourishing, New Zealand-made hydrator has cut down my regimen by not one, not two, but three steps. I’ll slather it on from root to tip as an in-shower treatment mask; rake the product through my lengths as a curl-defining leave-in; and smooth it over dry hair in between washes to minimize flyaways. A true do-it-all hero for my frizz-prone strands—one that looks very chic on my bathroom counter, might I add."
"Fun fact: The Nars Multiple was the first high-end makeup product I ever bought myself. I remember feeling so grown up as I sauntered up to the check-out counter with Orgasm—the iconic peachy-pink with flecks of gold shimmer—and proceeded to wear it on my cheeks, lips, and eyes like it was my freaking job. That product will always have a special place in my heart, so when I found out the brand was reintroducing the formula with 12 new shades, I was internally shrieking. Y’all, it is so good. The pigments are punchier (not as sheer as before), the cream-to-powder texture blurs like a dream, and the finish is soft-matte and perfect. I’ve been wearing Orgasm Crave nonstop, and I’m confident I will continue to swipe it on for the next 15 years."
"Speaking of nostalgia, Juicy Couture’s Viva La Juicy was that girl back in the early aughts. The fruity gourmand definitely still hits today (Alex Cooper famously wore it on her wedding day), but the brand just launched a fragrance for the next-gen cool crowd. Dare I say I love it more than the aforementioned best-seller? It’s essentially Viva La Juicy’s stylish older sister—still warm and feminine, thanks to the brand’s signature vanilla-ambrox infusion, but with a modern freshness from jasmine, magnolia, and plum nectar that makes you smell straight-up luxurious."
Sabrina Talbert, Assistant Beauty Editor
"I typically don't wear mascara, but this newer version of Ilia's Limitless Lash Mascara has been a game-changer for me. I love the new brown shade "Before Dawn" because it doesn't look as harsh on my face, making it perfect for everyday wear. As someone with short lashes, I also appreciate the short side of the wand that lifts and defines while the long side lengthens and separates for a clump-free finish."
"I'm a night owl at heart, but these days, I'm more of an early riser. So when I saw that Tula released an energizing eye balm, I was sold. The formula contains hyaluronic acid, caffeine, prebiotic and probiotic extracts, apple, and watermelon. When combined, you get a cooling and brightening effect that keeps eyes firm and energized. It comes in four shades, but Cappuccino is my current preference."
"This has become my new favorite makeup priming moisturizer. I have combination skin, and it can be hard to find something that isn't too heavy but still moisturizing—this formula does just that. It literally transforms my dull skin and gives me a noticeable glow. It contains skin-loving ingredients like zinc hyaluronate, prebiotic green tea extract, and Japanese purple rice to balance oil production, support the microbiome, and protect against free radicals."
Alyssa Brascia, Associate Beauty Editor
"I'm cheating, but I have to include four products. As shown in my selfie, I fell in love with this citrus shade of nail polish from Sally Hansen this month—it’s the perfect shade for a limoncello summer. It dried quickly and made my DIY process so easy, which is essential as an at-home nail girlie."
"I’m not the biggest body mist girl (usually), but this new bottle from Glossier has changed my mind for the better. I spray the brand’s You Fleur on the regular, so it shouldn’t be a surprise that I found favor with this musky floral scent—and yet here I was, surprised when I started carrying it around in my gym bag every day and finding any opportunity I could to freshen up with it. Hints of neroli make this scent perfect for summer, and honestly, I just want to bathe in a vat of it."
"This SPF-infused balm found me at just the right time—right after my derm told me that the only place I had sun spots was on my lips. I realized how easily my lips can, and do, fry in the sun: on my everyday walks in Central Park, while laying out on the beach (my baseball hat only cover so much)… need I go on? I don’t prefer to sub glosses for balms when I’m outside my apartment (the natural oils in them usually remove the lip liner underneath), but this balm-gloss hybrid has some serious lip-loving ingredients while preserving my lip color underneath. Needless to say, I go absolutely nowhere without it now."
"As someone who is slowly but surely developing rosacea (blame my genetics), I’m constantly on the lookout for products that not only neutralize my redness, but help it start to gradually lessen—and thanks to Dr. Jart’s reformulated Cicapair Color-Correcting Treatment, I’ve finally found that something that can do both. I love using this creamy treatment as a base before my makeup or wearing it alone on natural days. It neutralizes my natural flush, camouflages rogue blemishes, and makes my skin feel ultra-hydrated."
Kaitlyn McLintock, Beauty Editor
"French makeup artist Violette Serrat created a lip treatment that belongs in my metaphorical hall of fame. Balm Amour has the most delectable texture. It's soft, cushion-y, and thick enough to last without the need for constant reapplication. It also provides instant and long-term benefits thanks to skin-grade ingredients, like phyto-collagen, peptides, and plant butters. Then, there's the cooling applicator, which feels so luxe and refreshing on the lips. After using it, I can see why it took six years to create."
"I've been sticking to the no-mascara trend since early 2025, but that's changed since I tried this new-to-me mascara from the Swedish-born brand, Sweed Beauty. It has one of the best wands I've ever used. It's stiff and skinny, so I can wiggle it into the base of my lashes and lift them up and out. Thanks to tiny, comb-like bristles, it deposits the inky formula from root to tip, so I get incredible length and separation in one coat. I'm obsessed, and my lashes have never looked better."
"I'm a sucker for beach-inspired scents, but this one is elite. With notes of orange, coconut, ylang-ylang, and ocean water, it's both warm and crisp. The latter gives it a salty edge that genuinely smells like fresh ocean air rolling in off the New England coast. I've been wearing it all month, and I don't think I'm going to stop anytime soon."
