Whenever My Friends Text Me for Beauty Recs, These Are My 23 Top Product Replies


(Image credit: @rosieannbutcher)

I love (like love, love) my job, but it does come with a certain degree of pressure. Of course, there are the obvious things that come to mind like conducting regular interviews with celebrities, meeting daily writing deadlines, and staying on top of all the latest trends in the beauty space, but there are also the unexpected things that come up. Like, say, when a friend sends you an S.O.S. from the floors of Sephora or the drugstore requesting immediate relief from some kind of emergency beauty dilemma. "Do I get this or this?!” "Will this thing that breaks my bank account actually be with it!?” "What’s your favorite product from such and such brand!?”I could go on and on, but you get the idea.

While it’s most certainly not the most important part of my job description, doling out A+ beauty product recommendations on a daily basis to my friends and family is par for the course. And since writing about the industry’s crème de la crème beauty stock is pretty much the bread and butter of my career, my recommendations are expected to (what’s that thing the kids are saying?) slap.

To ensure I never let my loved ones down, I keep a long list of beauty items handy that, over the years, have reaped a 100% satisfaction record. I consider you all my friends too, so I’m sharing some of my favorite items from that list now so you’ll be in less of product shopping conundrum the next time you’re physically or virtually roaming the beauty aisles at Nordstrom or any other of your favorite beauty retailers. Keep scrolling! Below, I’m sharing 23 save-the-day beauty products I always recommend to my friends and loved ones.

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.