Tuesday, September 26

5 Years After Its Launch, I've Convinced Over 700 People to Buy This $18 Mascara

Confession time: As a beauty writer, especially as a beauty writer who works in the digital editorial world, it can feel like you spend hours of your day talking about and reviewing beauty products only to send your inner thoughts off into a big, black abyss. Even though I know it’s irrational and many people do, indeed, see the articles I write, it can sometimes feel like no one is actually reading or buying into the products I love and recommend. That is, of course, until I receive a DM from someone freaking out over how good a perfume I waxed poetic about is or I see the weekly and monthly stats for clicks and page views my stories have accrued. But still! 

One of the cool things about my job is all of the tools I have at my fingertips to help me better understand the types of content and products that actually seem to resonate with readers. Essentially, it helps me give you more of what you really want! Thinking about this recently, I was curious… Out of all the products I’ve ever talked about on Who What Wear (yes, there are lots of products I love so much I put them into practically every story that makes sense), what product has actually been the most popular in terms of clicks and purchases? Turns out, in my nearly six years as a beauty editor, there is one product that has sold like crazy, and it honestly stacks considering how many people have told me I turned them onto it and how it’s now one of their favorite products of all time. Enter Glossier’s Lash Slick. 

I’ve loved Lash Slick ever since its launch five years ago, and it’s truly one of maybe three mascaras I consistently keep stocked in my makeup bag. I used to be someone who loved super-clumpy and dramatic lashes, but after discovering and trying Lash Slick, it turned me into the complete opposite type of person—someone who craves separation, lift, curl, and extension-like length with no clumps in sight. And yes, Glossier’s epic formula delivers all of the above and more. It features key ingredients like provitamin B5 and biotinoyl tripeptide-1 to keep your natural lashes as healthy and lush as possible, and the extension-esque length you get is all thanks to the mascara’s Japanese fiber technology. 

Last but not least, I love this mascara more than so many other lengthening options because it doesn’t smudge or flake. (There is truly nothing worse than more of your mascara ending up under your eye or beneath your brow bone than your actual lash.) Shop the mascara above, and keep scrolling to discover more top-selling beauty products I’ve featured in tons of articles and love like crazy. 

I was so obsessed with this stuff when it launched years ago that I dedicated an entire review to it. Cut to now, and it’s still a daily essential in my wellness routine. I love blending it into a smoothie or coffee (decaf if I want to curb a mid-afternoon or nighttime sweet tooth!), and the not-too-sweet chocolate taste it has is divine. I can’t necessarily speak to its gut health or metabolism benefits, but I definitely notice a decrease in bloat and sugar cravings when I’m sipping it regularly, Also… It really helps keep things moving in the digestion department if you know what I mean. 

I haven’t met a perfume from Henry Rose that I don’t like, but if I had to choose just one to wear for the rest of my life, it would be Queens & Monsters. It has this luxurious depth and creaminess to it, which almost smells sweet thanks to vanilla, coco musk, and sandalwood, but it’s fresher and lighter than other sweet or woody perfumes thanks to violet, neroli, petitgrain, freesia, and jasmine.

Kayo is such a dreamy brand, and it pretty much makes up 90% of my bodycare stash right now in L.A. You can’t go wrong with any of its beautiful formulas, but this skin-firming body serum is the one I keep running out of. I’m stocking up now so I don’t have to worry about running out this summer. 

I’ve waxed poetic about this best-selling concealer for years, and no matter how many new concealers come in and out of my life, this particular formula continues to be a forever favorite. Even though it has medium to full coverage, it still looks practically undetectable and stays fresh (and crease-free) for up to 12 hours. 

I absolutely love the Glossier You Eau de Parfum, so it’s no surprise I also love this hand cream. Obviously, I love the smell, but the brand also spent two full years perfecting the formula prior to its launch in 2020. It’s not too creamy, but it’s not too “lotion-y” either. Plus, it dries in about five seconds and doesn’t leave you feeling greasy or like you’ll be leaving a trail of oily fingerprints in your aftermath.

In order to look natural, brow pens have to be sheer enough to look believable but pack enough pigment to actually make an impact. This one from Glossier toes the line perfectly, and I’m always surprised it doesn’t get more love. If you want to be able to precisely fill and define your brows without an expensive microblading appointment, this will be your new best friend. 

I love—and throw my money at—everything Sakara makes, but its selection of teas has to be at the top of my list. I love that it’s not caffeinated, and the mix of rooibos, rose, and lemon is always a calming pick-me-up during the day for me. I like to have it in between meals, as it’s formulated to support digestion, immune response, and healthy adrenals to boot.

It’s the most iconic brow gel to ever exist for a reason! 

I don’t know why, but I’m picky with cuticle oil. I apply this one from Static Nails religiously every night before bed, and I swear it heals and zips up and irons out hang nails, rough cuticles, and anything else unsightly happening around my fingertips.

I call this stuff the nectar of youth. If you’re the type who wants one product that kind of does everything (versus lots of products that do a little bit of one thing), I’d reach for this cutting-edge compound, U Beauty’s first-ever and still deeply beloved launch. Essentially, it combines the powers of retinol, vitamin C, antioxidants, and gentle exfoliation into one super-smart formula. You’ll notice smoother and more radiant skin right away, but the results just get better with time too. 

Colored lashes have been an underdog makeup trend for years now, but I was still fairly surprised to see how popular Lancôme’s colorful lash topcoats were among readers. While the exact Lancôme iteration that flew off the shelves is no longer available, I promise L’Oréal’s formula is just as good. Colored mascara is such a subtly strategic way to make your eyes pop if you’re not a shadow or liner person. Plus, it will only cost you $11 to experiment.

I love this Bondi Sands formula because it’s fairly priced as far as self-tanners go. It dries almost instantly, and it leaves you with a super believable dose of color no one would ever believe is fake. (Just make sure you use a mitt!)

Even if you’re one of the few people I know who doesn’t go weak at the knees for the smell of fresh coffee, I know you’ll love this popular eau de toilette from Maison Margiela’s Replica line. Notes include coffee balanced with red apple, lemon, lavender, spearmint, orange flower, milk mousse accord, sandalwood, and cedarwood. It’s completely unique. 

This brow-growth serum worked its magic so quickly that I had to stop using it within weeks of incorporating it into my routine. It’s the only brow serum I’ve ever loved, and I recommend it on repeat. I also just noticed it’s on sale—move quickly!

Up next, It’s Our Job to Be Picky—These 35 Beauty Products Impressed Us Most in May

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