(Image credit: @aniyahmorinia)
Most Wanted is a weekly series in which one Who What Wear team member or friend of the brand will share the top 30 fashion and beauty finds on their current wish list.
2024 was a big year for beauty trials for me. I tested everything from celebrity makeup brands and tooth-whitening kits to mud masks and red light therapy. I’m not being hyperbolic when I say I expect to double that number in 2025, and I’ve already gotten a head start. Not only am I testing the new must-have products that seem to drop every week, but also those that have been around for a while but haven’t yet made their way onto my vanity.
Beauty trials come with hits and misses. Does this foundation highlight my texture? Will this product make my hair feel crunchy in 30 minutes? Does this deodorant last all day? Rest assured, I clocked in and did the hard work for you. I hit the big four—skin, hair, makeup, and body—including designer favorites, drugstore finds, and some of TikTok’s best hits. The 30 products below are all editor-approved and worth a try. If you’re looking to expand your beauty cabinet this year, just keep scrolling.
SKINCARE
Refy
Face Sculpt Lifting and Hydrating Moisturizer
Dewy sculpted skin all 2025.
Biossance
Squalane + Firm and Lift Dual Serum
When it comes to Biossance, I come for the ingredients and stay for the results. The lifting effect is so real.
Biossance
Squalane + Ectoin Overnight Rescue
My skin gets extremely dry during the winter, and this moisturizer has been a lifesaver. The texture is rich and glides on the skin so nicely. I wake up looking super refreshed and hydrated.
I’m too embarrassed to admit how many lip balms I own, but just know that this one is currently in my top five. It’s clear, mint-flavored, and long-lasting with a high-shine finish.
Eadem
Mami Wata Barrier Strengthening Face Mist
I use this before and after Pilates to bring my skin back to life. I personally love being transported to the islands at 7:30 a.m. via this mist, but if you’re sensitive to fragrance, be aware that this does smell like a tropical vacation.
Skinfix
Barrier+ Ceramide + Ectoin Hydrating Gentle Gel Cleanser
I’ve been loyal to the same cleanser for the past two years, but this gem found its way into my rotation and I can’t go back. It’s extremely gentle and creates a smooth lather that removes all my makeup, even when I’m not double cleansing.
Hero Cosmetics
Mighty Patch™ Original Patch
Dare I say these are the most effective pimple patches on the market?
The Outset
The Outset Purifying Blue Clay Mask
Minimized pores and brightened skin in exchange for 10 minutes of uninterrupted self-care once a week? I’ll take it.
Contrary to popular belief, this isn’t just for soothing redness and irritation. It can also help you grow fuller and healthier brows.
HAIR CARE
Ceremonia
Oil Mist Con Aloe Vera
This smells good and works even better. I spritz it into my curly hair after styling to reduce frizz and increase shine.
I wear my hair in a slick-back bun five days out of the week so I accrue a lot of product build-up. This detox shampoo is absolutely essential on wash days.
Bread Beauty Supply
Hair-Foam: Curling Mousse
I’m not the biggest fan of curling mousses because they often result in crunchy curls, but this one is different. It gave me some much-needed definition without leaving my hair hard or stiff.
Texture ID Curls
Curls Styling Custard
Speaking of definition, this custard shapes my 4B curls into soft elongated ringlets without leaving a white residue or flaking up. I’m such a fan.
Pattern Beauty
Hydration Shampoo
A new addition to my wash day lineup that cleanses and removes build-up without stripping my hair.
Nécessaire
The Scalp Serum
I used every last drop of this scalp serum in 2024. 2025 will be no different.
MAKEUP
Huda Beauty
Easy Blur Foundation
In short, this has the formula of a skin tint with the coverage of a foundation. I’m sold.
Keys Soul Care
It’s Like Skin 2-in-1 Concealer + Tint
I love makeup that doubles as skincare.
Makeup by Mario
F4 Dual-Ended Foundation and Face Brush
I have transitioned from sponges to brushes and this one is integral to my routine. I use the smaller brush to blend out my under-eye concealer and the larger brush for my blush.
Danessa Myricks Beauty
Yummy Skin Glow Serum
My 2025 goals include glowy skin and flawless makeup. This is the first step.
Dior
Forever Skin Perfect Stick
Who What Wear editors can’t shut up about how amazing this foundation is. Trust us, it’s worth the hype.
Topicals
Slick Salve Glossy Lip Balm
I swear by the OG clear lip balm, so naturally, I had to grab the tinted shade as well. You can throw this in your purse to reapply maybe once or twice throughout the day. It’s that longlasting.
Tilt Beauty
Lashscape Lengthening Mascara
My mom may or may not have stolen this from me, but that’s just proof of how good this is. My lashes are full and long without looking clumpy.
P.S. This is the first mascara to receive the Arthritis Foundation’s Ease of Use® certification. Impressive!
e.l.f. cosmetics
Glow Reviver Lip Oil Glimmer
I’ve said it once and I’ll say it again: This $8 lip oil rivals the $40 one in your purse. Long-lasting high shine is hard to come by at this price point.
Makeup by Mario
Surrealskin™ 16hr Soft Setting Spray
The finest mist with the biggest impact.
BODYCARE
Parfums de Marly
Valaya Exclusif
Your 2025 signature scent is loading. Trust me, this smells as elegant as the bottle looks.
Cyklar
Vanilla Verve Sensorial Body Wash
Two words: silky and luxurious. I can’t scoll on TikTok without seeing this brand.
Range Beauty
Bali Face & Body Glow Oil
I’m already prepping for my summer travels. This is an absolute must-have.
Salt & Stone
Santal & Vetiver Extra-Strength Aluminum-Free Deodorant
My drugstore deodorants are shaking. This is as luxe as it gets.
Hanahana Beauty
Shea Body Butter
Name a superior body butter. I’ll wait.
Sol de Janeiro
Delícia Drench™ Shower Oil
Pro tip: Use this oil-to-foam formula as a shaving cream during your next everything shower.
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