I'm Picky, But These Beauty Buys Live Up to My High Expectations

If you were to ask my friends to describe me in a word, they'd probably say "perfectionist." We perfectionists tend to get a bit of a bad rap but, as far as I'm concerned, being one it also has its perks. I'm in no way competitive with others, but I am with myself, and I find that I thrive best when I put a bit of healthy pressure over my head; pressure to show up, to work hard, and to be the best I can be. So, is it that unreasonable to have the same expectations from the beauty products I buy? 


(Image credit: @maxineeggenberger)

In the world of beauty, where products promising longer lashes, tighter skin, and fuller lips are launched almost daily, loyalty can be a hard thing to come by. It's easy to get swept up in the excitement of seeing your favourite influencer wearing the latest cult lipstick and, as such, forget about the lipsticks you've loved for so long. I too have fallen hard for the razzle-dazzle of new products in the past; hype, it turns out, is a powerful thing. But the products that are worth knowing are the ones that remain in-demand once the confetti settles and the spotlight dims.

As such, I came to the decision that I'd no longer buy new products on impulse. Instead, I think about the products I already use. Can they actually be improved on? Is the grass truly greener on the other side? I have serious doubts. I know that a product that works wonders for one person may not do so for another, but after years of being an editor, I feel that I've assembled a high-performing beauty edit; an edit which I've broken down for you below. From makeup and skincare to fragrance and haircare, keep scrolling to see the beauty buys I truly love and use every day and would give five-star reviews to over and over again if I could. 





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This story was published at an earlier time and has since been updated.

Maxine Eggenberger
Deputy Editor

Maxine Eggenberger is Who What Wear UK’s deputy editor and has over thirteen years of experience in fashion journalism. She been creating engaging and elevated style content specifically for Who What Wear UK since 2018, covering runway reports, emerging trends, long-form features, self-styled shopping stories and columns, including her edit of the best new-in buys. She ensures the highest editorial standards are met across the site, leads the editorial team in their SEO strategy and keyword planning, works closely with the beauty team on content initiatives, represents the brand at industry events, and regularly contributes to social media, including her own Who What Wear UK TikTok franchise, French Style Fridays. Previously, Maxine appeared on ITV's This Morning in her own fashion segment and has interviewed countless celebrities—everyone from Victoria Beckham to Oscar winner Lupita Nyong’o.

Prior to Who What Wear UK, Maxine’s career began when, after completing her first-ever internship at Look magazine, she was offered a position on the brand's fashion desk. She accepted, leaving university a year early in the process. Her passion and natural talent for writing and styling meant she swiftly rose through the ranks to become the title's fashion news and commercial content editor, with a stint as InStyle.co.uk’s fashion and beauty writer along the way. She later served as Look’s acting Editor in Chief, overseeing both print and digital, before embarking on a successful freelance career, working with Grazia, The Pool, and Marie Claire amongst others.

Maxine is based remotely from her countryside home near Edinburgh where she spends her downtime renovating her house, walking her dogs, hosting friends and trying to master the art of making Old Fashioned cocktails.