Welcome to the third annual Who What Wear 100 Beauty Awards, our hypercurated collection of the best beauty products the industry has to offer. As you read Who What Wear's daily beauty content, you'll never find a less-than-stellar product recommended by our incredible team. But when it comes to the Who What Wear 100, our hardworking group of editors and experts kick our already high standards into overdrive. For the past year, we've swatched and slathered thousands of products to come up with our final list of winners spanning seven classic categories—makeup, tools, fragrance, hair, skincare, nails, and body. Additionally, this year, we have four special-recognition award categories we're adding to the mix. We can't wait to introduce you to our Timeless Classic
(a product that's been around for at least five years), our Social Media Sensation (an icon that boasts record-high views, clicks, and purchases), our Worth the Investment (a splurge over the $150 mark), and our High Impact,
Low Price (an A+ find that's under $25). With the help of our in-house beauty-editor testers and a spectacular roster of celebrity experts (think leading dermatologists, facialists, and the best hair, makeup, and nail artists in the industry), I'm 100% confident in our final selections. As always, it's been a labor of love, and I'm so excited for you to fall in love with our winners as much as I have. Here's to our third—and best ever—round of beauty awards!
BEST HAIR OIL
Chris McMillan
The Glassy Smooth Hair Oil
$58
from the
Erin Jahns, Beauty Director, Who What Wear
We want every day to be a good hair day, so we're setting you up with the ultimate building blocks for your best haircare routine ever. From basics like shampoo and conditioner to add-on treatments that address lackluster strands (or even lashes!), we're excited to present our carefully selected trove of haircare gems.
SHOP THE HAIR WINNERS
$58
Ten beautiful fragrances to conjure 10 different moods. From scents that evoke dew-sprinkled citrus and breeze-ruffled florals to sensually sweet (or darkly alluring) elixirs sure to capture compliments, our dream fragrance drawer has something for everyone.
SHOP THE FRAGRANCE WINNERS
Here's to ritualizing your bodycare regimen. It's the small, day-to-day habits that make life feel a little more indulgent, and our bodycare winners are here to help. From a chic, santal-scented deodorant to a self-tanner that emulates the sun-kissed bronze of Tuscany-traveled skin, these winners are sure to level up your routine.
SHOP THE BODY WINNERS
Some beauty gadgets are worth it, and some are just… not. Driven by our love for immediate and long-term results (because who doesn't love a little instant gratification), we put hundreds of tools to the test to see which are worth your time and investment. From the crème de la crème of hairbrushes to a shower filter that will transform your hair and skin, you're in for a treat.
SHOP THE TOOL WINNERS
We never want shopping for skincare to feel complicated, so we've done months of testing and research so you don't have to. For your best skin ever, our team has selected 27 standout formulas to fill any gap in your current routine.
SHOP THE SKINCARE WINNERS
Who doesn't want chic nails? Especially chic nails you can achieve at home? Whether you're shopping for a luxurious antidote for dehydrated cuticles or in need of an elevated yet low-effort set of press-ons, our selection of nail heroes has you covered.
SHOP THE NAIL WINNERS
EXPLORE THE HAIR WINNERS
EDITOR TESTERS
CELEBRITY JUDGES
BEST STYLING CREAM FOR WAVES
& CURLS
Woody's
Cream of Waves
$21
$21
BEST HEAT PROTECTANT
Cécred
Thermal Shield Mist
$30
$30
BEST SHAMPOO
Rahua
Aloe Vera Shampoo
$36
BEST OVERNIGHT REPAIR
Crown Affair
The Overnight Repair Serum
$58
$58
BEST HAIR SPRAY
L'Oréal Paris
Elnett Extra Strong Hold Hairspray
$15
BEST "SECOND SKIN" FRAGRANCE
Fugazzi
Angel Dust Eau de Parfum
$175
$175
BEST "AFTER DARK" FRAGRANCE
Krigler
Velvet Night 76 Perfume
$605
$130
BEST "PLAYFULLY SWEET" FRAGRANCE
Miu Miu
Miutine Eau de Parfum
$138
$138
BEST "BREEZY FLORAL" FRAGRANCE
D.S. & Durga
Cowgirl Grass Eau de Parfum
$225
$225
BEST SCALP SCRUB
Rōz
Salt Scalp Scrub
$45
$45
BEST CONDITIONER
Rahua
Aloe Vera Conditioner
$38
BEST THICKENING PRODUCT
Dr. Groot
Hair Thickening Shampoo
$33
$33
BEST TEXTURIZING SPRAY
Dae
Fairy Blaster Dry Texturizing Spray
$30
$30
Erin Jahns
Beauty Director
Jamie Schneider
Senior Beauty Editor
Kaitlyn McLintock
Beauty Editor
Alyssa Brascia
Associate Beauty Editor
Sabrina Talbert
Assisant Beauty Editor
Bridget Brager
Celebrity Hairstylist
Brittney Boyce
Celebrity Nail Artist and Cofounder of Lost Angels
Sophie Carbonari
Celebrity Aesthetician
Caroline Robinson, MD
Board-Certified Dermatologist and Founder of Tone
Justine Marjan
Celebrity Hairstylist
Sapna Palep, MD
oard-Certified Dermatologist and Medical Director at Spring Street Dermatology and Co-CEO of Journelle Skin
Renée Loiz
Celebrity Makeup Artist
Lila Childs
Makeup Artist
BEST HAIR GEL
Garnier Fructis
Flexi Hold Curls Moisturizing Gel
$6
BEST LEAVE-IN
Davines
OI All in One Milk
$46
BEST SHINE TREATMENT
Joico
Dream Blowout Glass
$28
BEST BOND-BUILDING TREATMENT
Olaplex
No.3 Plus Complete Repair Treatment
$34
BEST STYLING STICK
Oribe
Supershine Smoothing Wax Stick
$46
BEST DRY SHAMPOO
Ouai
Super Dry Invisible Dry Shampoo
$30
BEST OVERALL HAIR MASK
Shu Uemura Art of Hair
Ultimate Reset Strengthening Hair Mask
$73
BEST EYELASH SERUM
Sweed Beauty
Eyelash Growth Serum
$65
BEST SERUM FOR HAIR GROWTH
Verb
Density Peptide Hair Serum
$22
BEST "SPARKLING CITRUS" FRAGRANCE
Tocca
Laila Eau de Parfum
$92
$92
BEST BODY MIST
Sidia
Braless The Body Mist
$48
$48
BEST "I'M ON VACATION" FRAGRANCE
Lore
Sublimity Eau de Parfum
$92
$92
BEST "ICONICALLY PARISIAN" FRAGRANCE
Diptyque
Orphéon Eau de Toilette
$195
$195
BEST HAIR PERFUME
Hair Rituel by Sisley
Le Parfum
$135
$135
BEST BODY SUNSCREEN
Coola
Dew Good Illuminating Body
Melt Lotion SPF 40
$42
$42
BEST BODY OIL
Phlur
Vanilla Skin Body Oil
$45
$45
BEST HAND CREAM
Chanel
La Crème Main
$62
$62
BEST DEODORANT
Cyklar
Sacred Santal Mandelic Acid Deodorant
$20
$20
BEST BODYWASH
Dove
Serum+ Radiance Oil Body Wash
$13
$13
BEST EXFOLIATING BODY TREATMENT
Soft Services
Buffing Bar
$30
$30
BEST SELF-TANNING FORMULA
Norvell
Tuscan Rapid Self-Tanning Mousse
$41
$41
BEST BODY LOTION
Tronque
Triple Active Body Milk
$130
$130
BEST LED DEVICE
Shark
CryoGlow LED Face Mask
$349
$349
BEST HAIR DRYER
GHD
Speed Hair Dryer
$429
$429
BEST MULTI-STYLER
Dyson
Airwrap Co-anda2x
$749
$749
BEST AT-HOME LASER
Lyma
Laser Pro
$5995
$5995
BEST HAIRBRUSH
La Bonne Brosse
N.02 The Care & Detangling Hairbrush
$198
$198
BEST CURLING IRON
Hot Tools
Pro Artist 24K Gold Extended Barrel Curling Iron
$80
$80
BEST SHOWER FILTER
Qure Skincare
Shower Filter
$99
$99
BEST TOOTHBRUSH
Oral-B
iO Series 5 Electric Toothbrush
$130
BEST RAZOR
Billie
Razor Starter Kit
$12
$12
BEST DE-PUFFING DEVICE
Therabody
TheraFace Depuffing Wand
$170
$170
BEST SERUM FOR DARK SPOTS
La Roche-Posay
Effaclar A.Z. Gel
$43
BEST LIGHT MOISTURIZER
Sofie Pavitt Face
Jelly Oil-Free Gel Moisturizer
$54
BEST ACNE TREATMENT
Kat Burki Skincare
VitaBiome Active Skin Optimizer
$88
BEST MULTITASKING SERUM
Plated Skin Science
Intense Serum
$258
BEST FACIAL ESSENCE
Mara
Pearl Peptide Glaze
$54
BEST SERUM FOR HYDRATION
PCA Skin
Hyaluronic Acid Boosting Serum
$128
BEST MINERAL SPF
Lightsaver
Triplesome Serum SPF 40
$55
BEST EYE MASKS
Dieux
Forever Eye Mask
$25
BEST LIP MASK
Laneige
Lip Sleeping Mask
$24
BEST HYDROGEL FACE MASK
Peach & Lily
Glass Skin Ginseng Collagen Mask
$8
BEST FACE MIST
Rhode
Glazing Mist
$30
BEST SPF PRIMER
YSE Beauty
Skin Glow SPF 30 Primer
$54
BEST FACIAL CLEANSER
Kora Organics
Turmeric Glow Foaming Cleanser
$48
BEST CLEANSING OIL
Ma:nyo
Pure Cleansing Oil
$23
BEST FACIAL SCRUB
Dermalogica
Daily Microfoliant
$69
BEST CHEMICAL EXFOLIANT
StriVectin
Daily Reveal Exfoliating Pads
$49
BEST SERUM FOR REDNESS
Dr. Idriss
Left Un-Red Reducer Serum
$68
BEST EYE CREAM
Dr. Diamond's Metacine
Contour Collection EyeLift Bioremodeling Peptide Multicomplex
$225
BEST RICH MOISTURIZER
Bonjout Beauty
La Cream
$170
BEST FACE MASK
Activist
Mānuka Honey Mask
$75
$75
BEST FACE OIL
Outside In
Floral Reserve Face Oil
$72
$72
BEST MAKEUP REMOVER
Mary Kay
Oil-Free Eye Makeup Remover
$26
$26
BEST RETINOL
RoC Skincare
Retinol Correxion Line Smoothing 2-Step Peel Pads
$39
$39
BEST SERUM FOR LINES & WRINKLES
U Beauty
The Smooth Dynamic Wrinkle
Defense Serum
$248
$248
BEST SERUM FOR BRIGHTNESS
InnBeauty Project
Pro C Serum
$64
$64
BEST LIP BALM
Sarah Creal Beauty
The Adults Are Talking Solid Serum Lip Repair
$42
$42
BEST CHEMICAL SPF
Bioré
UV Aqua Rich Glow Enhancing Moisturizer SPF 50
$17
$17
BEST NAIL TREATMENT
Manucurist
Keratin Booster Nail Serum
$15
$15
BEST PRESS-ONS
Kiss
Press-On Nails
$12
$12
BEST NAIL POLISH
OPI
RapiDry Quick-Dry Lacquer
$10
$10
BEST AT-HOME MANICURE SYSTEM
Aprés
Gel-X Professional Nail Extension Starter Kit
$100
$12
BEST SCULPTING DEVICE
Medicube
Age-R Booster Pro
$220
$220
$170
BEST CUTICLE OIL
Townhouse
Cuticle Oil
$17
$17
This year, we're giving special recognition to some of our favorite products that truly set themselves apart. Wonderskin's Wonder Blading All-Day Lip Stain delivers stunning, day-long lip color from the ease of a doe-foot, Essie's Ballet Slippers just might be the most timeless pale pink of all time, HigherDose's Infrared PEMF Pro Mat reduces inflammation and improves recovery, and Lumify's epic redness-reducing eye drops are a nonnegotiable in every editor's and makeup artist's get-ready routine.
SHOP THE SPECIAL RECOGNITION WINNERS
SOCIAL MEDIA SENSATION
Wonderskin
Wonder Blading All-Day Lip Stain
$22
$22
TIMELESS CLASSIC
Essie
Nail Polish in Ballet Slippers
$10
$10
$22
HIGH IMPACT, LOW COST
Lumify
Redness Reliever Eye Drops
$22
WORTH THE INVESTMENT
HigherDose
Infrared PEMF Pro Mat
$1295
$1295
Candace Marino
Celebrity Aesthetician and Founder of The L.A. Facialist
SOCIAL MEDIA SENSATION
Wonderskin
Wonder Blading All-Day Lip Stain
$22
$22
The Who What Wear 100
20
26
BEST "SENSUAL GOURMAND" FRAGRANCE
Ferragamo
Signorina Romantica Eau de Parfum
$130
MEET
The Who What Wear 100
2026
$49
Explore the 2026 WINNERS
Explore the 2026 WINNERS
EXPLORE THE SKINCARE WINNERS
SHOP THE MAKEUP WINNERS
BEST MASCARA
L'Oréal Paris
Extensionist Lengthening & Curling Mascara
$16
$21
BEST PRIMER
ICONIC LONDON
Underglow Blurring Primer
$34
$34
BEST BLUSH
Prada Beauty
Touch Blush
$42
$42
BEST BROW PRODUCT
Rare Beauty
Brow Harmony Flexible Lifting Gel
$21
$21
BEST LIP PLUMPER
Polite Society
B.I.G. Mouth XL Plump Intensive Lip Plumping Concentrate
$32
$32
BEST COLOR CORRECTOR
Kosas
Revealer Extra Bright Serum-Powered Color Corrector
$32
$32
BEST LIP STAIN
Violette_Fr
Lip Nectar Hydrating Lip Stain
$29
$29
BEST MATTE FOUNDATION
Hermès
Plein Air Luminous Matte Skincare Foundation
$145
$145
BEST CONCEALER
Tower 28
Swipe All-Over Hydrating Serum Concealer
$24
$24
BEST CONTOUR
M.PH
Underpainting Face Highlight & Contour Palette
$64
$64
BEST LIP BALM
Anfisa Skin
Ân-Gloss Ceramide Lip Tint
$45
$45
BEST LIP LINER
MAKE UP FOR EVER
Artist Color Pencil Long-Lasting Lip Liner
$26
$26
BEST EYE SHADOW PALETTE
MAKEUP BY MARIO
Master Mattes Eyeshadow Palette:
The Original
$56
$56
BEST EYELINER
Victoria Beckham Beauty
Satin Kajal Liner
$35
$35
BEST GLOSS
Saie
Glossybounce High-Shine Hydrating Lip Gloss Oil
$22
$22
BEST BRONZER
LYS Beauty
No Limits Cream Bronzer
& Contour Stick
$24
$24
BEST SETTING POWDER
Fenty Beauty
Invisimatte Instant Setting
+ Blotting Powder
$39
$39
BEST DEWY FOUNDATION
Hourglass Cosmetics
Illusion Luminous Glow Foundation
SPF 30
$60
$60
BEST PRIMER
ICONIC LONDON
Underglow Blurring Primer
$34
$34
BEST BLUSH
Prada Beauty
Touch Blush
$42
$42
$39
BEST SETTING SPRAY
Charlotte Tilbury
Airbrush Flawless Setting Spray
$39
Minimalists and maximalists alike will revel in our handpicked vanity of makeup winners. Whether you're chasing extended, sky-high lashes, a featherlight foundation with designer flair, or the nude eye shadow palette of all nude eye shadow palettes, these are the formulas that won't let you down.
EXPLORE THE MAKEUP WINNERS
BEST STYLING CREAM FOR WAVES
& CURLS
Woody's
Cream of Waves
$21
$21
BEST HAIR OIL
Chris McMillan
The Glassy Smooth Hair Oil
$58
$58
EXPLORE THE NAIL WINNERS
BEST NAIL TREATMENT
Manucurist
Keratin Booster Nail Serum
$15
$15
EXPLORE THE SPECIAL RECOGNITION WINNERS
TIMELESS CLASSIC
Essie
Nail Polish in Ballet Slippers
$10
$10
SOCIAL MEDIA SENSATION
Wonderskin
Wonder Blading All-Day Lip Stain
$22
$22
TIMELESS CLASSIC
Essie
Nail Polish in Ballet Slippers
$10
$10
WORTH THE INVESTMENT
HigherDose
Infrared PEMF Pro Mat
$1295
$1295
HIGH IMPACT, LOW COST
Lumify
Redness Reliever Eye Drops
$22
$22
EXPLORE THE FRAGRANCE WINNERS
BEST "AFTER DARK" FRAGRANCE
Krigler
Velvet Night 76 Perfume
$605
BEST "SECOND SKIN" FRAGRANCE
Fugazzi
Angel Dust Eau de Parfum
$175
$175
EXPLORE THE BODY WINNERS
BEST BODY SUNSCREEN
Coola
Dew Good Illuminating Body
Melt Lotion SPF 40
$42
$42
EXPLORE THE TOOL WINNERS
BEST FLAT IRON
T3
Curling Straightener
$200
$220
JUDGES
BODY
TOOLS
FRAGRANCE
SPECIAL RECOGNITION
NAILS
SKINCARE
MAKEUP
HAIR
HAIR
MAKEUP
SKINCARE
NAILS
SPECIAL RECOGNITION
FRAGRANCE
BODY
TOOLS
JUDGES
