V-Day Is My Birthday, and I Love an Excuse to Shop—30 TikTok-Worthy Beauty Finds
Most Wanted is a weekly series in which one editor, staffer, or influencer shares their top 30 must-haves or current wish-list items.
A lot of people hate on Valentine's Day, but I low-key love it—and not only because it's my birthday and I'm a sucker for sappy love stories. I love any excuse to shop, and if my birthday isn't reason enough, then a holiday that pressures us to overindulge in sweets, love, and pink and red products surely is. I'm officially old enough to admit when I don't really need something, but that doesn't mean that you don't need it. I can't help myself—"window" and "desktop" shopping brings me joy, and joy is all I can ask for on my day of birth. So with that in mind, I present to you 30 standout beauty finds. Some I've tried, and others are on my wish list, but everything is perfect for embracing this love-filled holiday. After all, we all deserve some self-love.
This serum foundation has simply changed the game. It's easy to apply, full coverage, lightweight, and made with mineral SPF 25. The list goes on and on, but all you need to know is that it will even your skin tone and hydrate your skin all while giving you a flawless matte finish.
I haven't met an About-Face product I haven't liked, and these new lip butters might take the cake. Not only do they come in so many perfectly pigmented shades from pink and red to dark purple and brown, but they melt into your lips, leaving them silky smooth and juicy.
Adding a scalp scrub to my weekly routine has upped my hair game in more ways than I thought possible. This exfoliates my scalp to remove product buildup while visibly smoothing out and nourishing my dry skin. You know what they say: Healthy hair starts with a healthy scalp.
Everyone seems to have the perfect white teeth except me! I'm determined to find an easy formula that doesn't hurt my sensitive teeth, and this sounds like it'll do the trick. It's an easy-to-apply, brush-on gel formula that visibly whitens teeth, removes the look of stains without sensitivity, and has a cinnamon, minty-fresh flavor.
Up next: I'm Convinced These 30 Items Will Be the Backbone of My Spring 2023 Wardrobe
Caitie Schlisserman is an L.A.-based executive director with over a decade of branded content and editorial experience. She joined Who What Wear in 2014 as the first branded content editor and has worked her way up to overseeing a team of talented branded content editors and the beauty department of the media revenue team. Before Who What Wear, Caitie helped launch FabFitFun's first subscription box and worked at a beauty startup where she assisted in successfully launching the editorial department.
-
I'm a Shopping Director—Simply Put, Here's a Fall Shopping List Filled With Chic, Cool, and Fun Items
Gorgeous sweaters, sleek jackets, beauty staples, and more.
-
I Shop for a Living—These 36 Items Are Currently at the Top of My Wish List
From clothing to home goods.
-
31 Fall Fashion and Beauty Picks I'm Prioritizing Over My Bills (Kidding… Kind Of)
These items are worth breaking all the rules for.
-
I'm Not Over Summer, But I'm Ready for Fall—33 Transitional Pieces on My Wish List
Suede skirts, leather sneakers, and so much more.
-
I'm Headed to Montauk, Copenhagen, and Madrid This Summer: 30 Items I'm Buying Now and Packing Later
My luggage will definitely be overweight, though.
-
Every Fashion Item I'm Already Eyeing for Fall 2025
It's never too early.
-
My Full Summer Wish List Would Scare People, But the Under-$100 Section Is a Treat
Who doesn't love a good steal?
-
The 30 Fashion and Beauty Items That Are on My Summer 2025 Shopping List
Summer shopping is the best shopping.