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Welcome to the inaugural Who What Wear 100 Beauty Awards, a tight, hyper-curated list of the 100 best beauty products on the market. Over the past year, we’ve reviewed and tested thousands of applicants and spent just as many hours debating and deliberating to come up with our final list of winners. With the help of our in-house testers (20 of the most discerning members of the Who What Wear editorial team) and a truly legendary roster of celebrity experts (think renowned dermatologists and facialists, a cosmetic chemist, and the best hair, makeup, and nail artists in the business), we’re 100% confident in our final selections. We’re so excited for you to fall in love with them as much as we have.

Vince Spinnato

Cosmetic Chemist, Perfumer, and Certified Nose

Justine Marjan

Celebrity Hairstylist

Elyse Love

Board-Certified Dermatologist

Renée Loiz

Celebrity Makeup Artist

Renée Loiz

Celebrity Makeup Artist

Ava Shamban

Cosmetic Dermatologist

Candace Marino

Medical Aesthetician

Mo Qin

Celebrity Nail Artist

Eliza Huber

Senior Fashion Editor

Anneliese Henderson

Senior Editor, Branded Content

Natalie Gray Herder

Editor, Branded Content

Jasmine Fox-Suliaman

Fashion Editor

Erin Jahns

Beauty Director

Maya Thomas

Assistant Beauty Editor

Kaitlyn McLintock

Associate Beauty Editor

Shawna Hudson

Associate Beauty Editor

Kat Collings

Editor in Chief

Tiff Soga

Managing Editor

Caitie Schlisserman

Group Executive Director, Branded Content

Aniyah Morinia

Editor, Branded Content

Emma Hughes

Associate Social Media Editor

Kayla Allen

Associate Social Media Editor

Sierra Mayhew

Associate Fashion Editor

Natalie Thurman

Podcast Producer & Editor

Grace O'Connell Joshua

Assistant Shopping Editor

Allyson Payer

Senior Fashion Editor

Emma Walsh

Associate Beauty Editor, Branded Content

Ana Escalante

Assistant Shopping Editor

guest

judges

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Selection

process

After reviewing thousands of applicants, the Who What Wear team created a “short list” of 800 potential winners. From there, we put our 20 in-house testers to work, spending months rigorously testing hundreds of products. We completely ignored price point and brand reputation to avoid bias, and we disqualified any products that we didn’t immediately love. Testers assigned each product two separate ratings: one for efficacy and one for overall likability (where packaging, design, scent, etc., could come into play). Once we landed on our 100 winners, we asked some of the best beauty experts in the industry to weigh in on their favorites, providing helpful insight into ingredients, formulas, and overall It factor. You can look forward to seeing their careful notes throughout our list of winners.


Enter Our Giveaway of Award-Winning Products

We’re giving away bundles (valued at $500) of winning products from the Who What Wear 100 Beauty Awards, featuring cult-favorite brands such as K18, HigherDose, U Beauty, Tower 28 Beauty, and Gisou.


CLICK HERE TO ENTER

PHOTO & video Credits: stocksy; natasja fourie/kintzing; roger cabello/trunk archive; lorenzo mazzega/gallery stock; f.miller skincare; marie-christine gerber (visualeyes artists), styling: filipa fernandes; shelby rodriguez

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PHOTO & video Credits: stocksy; natasja fourie/kintzing; roger cabello/trunk archive; lorenzo mazzega/gallery stock; f.miller skincare; marie-christine gerber (visualeyes artists), styling: filipa fernandes; shelby rodriguez

We’re giving away bundles (valued at $500) of winning products from the Who What Wear 100 Beauty Awards, featuring cult-favorite brands such as K18, HigherDose, U Beauty, Tower 28 Beauty, and Gisou.

Enter Our Giveaway of Award-Winning Products

CLICK HERE TO ENTER

Selection

After reviewing thousands of applicants, the Who What Wear team created a “short list” of 800 potential winners. From there, we put our 20 in-house testers to work, spending months rigorously testing hundreds of products. We completely ignored price point and brand reputation to avoid bias, and we disqualified any products that we didn’t immediately love. Testers assigned each product two separate ratings: one for efficacy and one for overall likability (where packaging, design, scent, etc., could come into play). Once we landed on our 100 winners, we asked some of the best beauty experts in the industry to weigh in on their favorites, providing helpful insight into ingredients, formulas, and overall It factor. You can look forward to seeing their careful notes throughout our list of winners.

Renée Loiz is an L.A.-based makeup artist and groomer and the founder of Color May Vary, a premier guide to the best Black-owned beauty brands. Her clients include Uzo Aduba, Quinta Brunson, Cynthia Erivo, and more.

photo: Robin Black/Beauty Is Boring

Ava Shamban, MD, is an L.A.-based, board-certified dermatologist and the founder of Ava MD. In addition to seeing patients at her practices in Santa Monica and Beverly Hills, she is a member of the American Society for Dermatologic Surgery and the American Academy of Dermatology and serves on the editorial board for The Journal of Clinical and Aesthetic Dermatology.

photo: Ava Shamban

Candace Marino, also known as The L.A. Facialist, is based in L.A. and has become one of the most sought-after aestheticians in the industry. She’s known for her tailored complexion protocols, and exclusive facial techniques and has earned the trust of a highly discerning celebrity clientele.

photo: Candace Marino

Mo Qin is a New York–based manicurist and the owner of renowned nail salon Oh My Nails. She is currently the U.S. chief educator for Leafgel and has design collaborations with brands such as Revlon, CND, and Sinful Colors. Her clients include Beyoncé, Naomie Harris, Ashley Graham, and more.

photo: Mo Qin

Vince Spinnato the founder and CEO of Turnkey Beauty, and his clients include Chanel, Jennifer Lopez, Victoria Beckham, Michael Jordan, Khloé Kardashian, and more.

photo: Jennifer Daigle

Justine Marjan splits her time between L.A. and NYC and is a renowned hairstylist with nearly 20 years of industry experience. Her clients include Gwen Stefani, Ashley Graham, Becky G, Eva Longoria, and more.

photo: Cibelle Levi

Elyse Love, MD, FAAD, is an NYC-based, board-certified dermatologist. In addition to seeing patients, she serves as the dermatologist adviser for Bluemercury and frequently consults for skincare brands on product development.

photo: Troy Hallahan

Renée Loiz is an L.A.-based makeup artist and groomer and the founder of Color May Vary, a premier guide to the best Black-owned beauty brands. Her clients include Uzo Aduba, Quinta Brunson, Cynthia Erivo, and more.

photo: Robin Black/Beauty Is Boring

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guest

Welcome to the inaugural Who What Wear 100 Beauty Awards, a tight, hyper-curated list of the 100 best beauty products on the market. Over the past year, we’ve reviewed and tested thousands of applicants and spent just as many hours debating and deliberating to come up with our final list of winners. With the help of our in-house testers (20 of the most discerning members of the Who What Wear editorial team) and a truly legendary roster of celebrity experts (think renowned dermatologists and facialists, a cosmetic chemist, and the best hair, makeup, and nail artists in the business), we’re 100% confident in our final selections. We’re so excited for you to fall in love with them as much as we have.

Grace O'Connell Joshua

Allyson Payer

Emma Walsh

Ana Escalante

Emma Hughes

Kayla Allen

Sierra Mayhew

Natalie Thurman

Eliza Huber

Anneliese Henderson

Natalie Gray Herder

Jasmine Fox-Suliaman

Kat Collings

Tiff Soga

Caitie Schlisserman

Aniyah Morinia

Erin Jahns

Maya Thomas

Kaitlyn McLintock

Shawna Hudson

Renée Loiz

Ava Shamban

Candace Marino

Mo Qin

Vince Spinnato

Justine Marjan

Elyse Love

Renée Loiz

Color Wow

$32

why it won:

shop now

Completely nixed our most stubborn frizz

Best smoothing

“Oftentimes, root lift sprays can make it hard to blow-dry the hair, but this one feels weightless and gives great lift and volume—especially on finer hair types.” — Marjan