In case you missed it, last weekend was an extra-special one for the Who What Wear family. In celebration of our beauty vertical being (just about!) a year old, we held the ultimate immersive beauty experience on Melrose Place in West Hollywood: The Lineup—our first-ever beauty pop-up. In preparation, our beauty editors reviewed and debated droves upon droves of products—cult favorites, personal non-negotiables, forever best sellers, and beyond—to curate the ultimate collection of need-to-try formulas. Then, once we sorted said formulas into seven specially curated stations (The It List, Lip Service, Eye Intensity, Brow Down, The Skin Ritual, Good Hair Day, and Body Language), we opened our doors and let every beauty-loving human into the space to swatch, test, fall in love with, and, yes, even take home a customized goodie bag filled with samples of all their favorites.
As magical finishing touches, we featured several master classes with industry legends such as makeup artists Pati Dubroff and Kelsey Deenihan, brow icon Anastasia Soare, and hairstylist Justine Marjan, alongside a slew of ultra-cool beauty services we offered on-site. (We had everything from free Botox to manicures to foundation shade matching!)
Alas, we know not everyone who wanted to could make it, so we’re breaking The Lineup down per station so you can shop each and every product you either didn’t get a chance to fall for in person, or, quite possibly, have already used up from your sample stash. Ahead, shop the handpicked beauty formulas our editors swear for curating the ultimate beauty lineup. Keep scrolling!
The It List: Cult Favorites That Actually Live Up to The Hype
Lip Service: Holy-Grail Lip Products to Have on Speed Dial
Eye Intensity: Your Major Eye Moment Has Arrived
Brow Down: Meet the Brow Products That Reign Supreme
Good Hair Day: Get Ready for Your Best Hair Day, Every Day
The Skin Ritual: Level Up Your Skincare Lineup From A.M. to P.M.
Body Language: Let's Talk Lotions, Scrubs, and Oils
The Wellness Lounge: Power Up With the Most Wanted in Wellness
The Power Lineups: The Products Our Favorite Insiders Love