I Tested Over 50 New Beauty Products in 2024—Here's What I'm Already Loving in 2025

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.

Explore More:

Most Wanted
Online Shopping