I'm a Beauty Editor, and These 20 Product Trends Have Totally Failed Me


(Image credit: @erin_jahns)

Here's the thing—when it comes to beauty, everyone has a different beat. A makeup look that one person loves might be totally unappealing to another, and a specific product that completely changes one person's hair, makeup, or skincare game might be a complete failure for someone else. It's all par for the course in the world of beauty, and while I'm far, far from an expert, I've certainly been around the block when it comes to trying, experimenting with, and yes, completely failing at certain beauty trends and product profiles. So I decided to write about it.

The below definitely isn't gospel, but it does outline my personal experiences and preferences as someone who works with and learns about beauty on the daily. Plus, as I'm lucky enough to interview and pick the minds of some of the best dermatologists, makeup artists, and estheticians, hairstylists, and colorists on a weekly basis, I have acquired some legitimate knowledge over time.

Ultimately, it's up to you to try and experiment with formulas and trends to see what works and resonates, but if you'd like to know what's failed me in the world of beauty and what I love instead, keep reading—my blatantly honest reviews, suggestions, and opinions lie ahead. 

1. Wave Spray > Salt Spray

2. Blowout Brush > Brushes and Dryer

3. Clear Hair Oils > Tinted Hair Oils

4. Clarifying Shampoos > Scalp Scrubs

5. Lip-Plumping Formulas > Lip Liner

6. Long-Wear Foundation + Setting Spray > Baking

7. Eyelash Curler + Fiber Mascaras > Falsies & Lash Extensions

8. Contour Creams & Powders > Contour Sticks

9. High-Quality Face Cream > Coconut Oil

10. Exfoliation + Acne Spot Treatments > Pimple Patches

11. Gua Sha Facial > Face Rollers

12. Tanning Mousse + Mitt > Tanning Gloves

13. Purple Conditioner > Purple Shampoo

14. Eye Creams > Eye Masks

15. Misting My Beautyblender > Misting My Face

16. Beautyblender > Makeup Brushes

17. Liquid & Cream Eye Shadow > Powder Eye Shadow

18. Body Lotions > Body Oils 

19. Wide-Tooth Combs > Detangling Brushes

20. Curling Wands > Curling Irons

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.