Shop in Shop is a monthly column dedicated to rounding up the latest arrivals, seasonal trends, and styles from our favorite brands and retailers.
There are many things I love about being a shopping editor, but sharing an office with the beauty team is in my top three. On any given workday, you can find me pestering my colleagues about what they've tested recently, what new launches they're excited about, and, of course, if they have any spare products I can take off their hands. Testing makeup and skincare for a living is a delight, but it can also feel overwhelming, and honestly, a little excessive. No one, and I mean no one, needs 20 concealers, 30 bottles of perfume, and dozens of lip products in the same shade. But if that's what it takes to recommend the best of the best on the market, by gosh, we'll do it!
As we approach Who What Wear's 20th anniversary, I've been thinking about the top-rated products we've collectively tested over the years. What's the lipstick we can't live without? What scent will we want to wear for years to come? Ultimately, which brands have our loyalty? I've got my answers, but it's time I call in the real experts. To discover which five brands my colleagues will wear for the next two decades of Who What Wear, keep reading.
(Image credit: @alyssabrascia; Courtesy of MAC)"Simply put, MAC was my first real introduction to glam—not just makeup. They're two very different things. At 14 years old, I sat behind the glossy MAC counter at the mall while a makeup artist in black eyeliner taught me that plum eyeshadows were the best for my hazel eyes, showed me how to blend liquid foundation, and demonstrated where to place bronzer so as to not look muddy. Since then, I've relied on the brand's high-quality, color-rich, and endlessly versatile products that effortlessly bridge professional artistry and everyday wear. Most celebrity makeup artists got their start behind the MAC counter, and their attention to detail and boundless creativity prove it's a brand that fosters growth. I use MAC all these years later because I, too, want to continue feeding my inner artist." — Alyssa Brascia, associate beauty editor
MAC Lip Pencil MAC M·A·Cximal Sleek Satin Lipstick MAC Pro Longwear Paint Pot MAC Fix+ Setting Spray MAC Glow Play Blush MAC Studio Fix Powder Foundation (Image credit: @steph_johnson17; Courtesy of Merit)"I am not typically a one-beauty-brand type of gal—I test too many amazing products to commit—but Merit has officially converted me. I've been a fan of the brand's The Minimalist complexion stick and Brush No. 1 from the start, but now, I can't live without the Flush Balm blush (in the shade Stockholm), Signature Lip Liner (in the shade June), and the Retrospect perfume. Merit's makeup formulas are creamy, pigmented, blendable, and buildable (especially when paired with the blending brush), and I reach for the clean, subtle, and floral perfume when I want to garner some compliments." —Stephanie Johnson, beauty director, branded content
Merit Beauty The Minimalist Merit Beauty Brush No.1 Merit Beauty Flush Balm MERIT Beauty Signature Lip Liner MERIT Beauty Solo Shadow MERIT Beauty Retrospect (Image credit: @emma.walsh; Courtesy of Macy's; Courtesy of Donna Karan)"As a girl who grew up in the 2000s, the experience of smelling Donna Karan Cashmere Mist for the first time is a core memory. I came across the scent strip while flipping through the glossy pages of a fashion magazine, and it was love at first whiff. I revered the sophisticated amber and floral fragrance, and it was basically game over for the sweet fruity perfumes I had been spraying at the time. Over the years, this OG quiet-luxury scent has proven to be timeless and iconic in every iteration, from the enchanting Cashmere and Rose Absolu Eau de Parfum to the viral antiperspirant to the luxurious body cream." — Emma Walsh, editor, branded content
Donna Karan New York Cashmere Mist Fragrance 3.4-oz. Spray Donna Karan New York Cashmere and Rose Absolu Eau de Parfum Donna Karan New York Cashmere Mist Eau de Toilette Fragrance Spray Donna Karan New York The Body Créme Donna Karan New York The Deodorant Donna Karan New York The Body Lotion (Image credit: @aniyahmorinia; Courtesy of Refy)"As a beauty editor, people always ask me what my current favorite brand is, and regardless of the season, the answer is always Refy. It's innovative, offering fresh, exciting formulas in unconventional but highly effective packaging. While it's known for its iconic brow gel, I've also integrated the cream blushes, glosses, and elite brushes into my daily routine. What can I say? They're certified staples." — Aniyah Morinia, senior editor, branded content
REFY Lip Blur Lip Liner in Clay REFY Brow Sculpt Shaping and Lifting Gel REFY Glow and Sculpt Face Serum Primer REFY Cream Blush REFY Dual Ended Complexion Brush REFY Water Bronzer Liquid Cushion (Image credit: @jamieeschneider; Courtesy of Victoria Beckham Beauty)"I've said it before, and I'll say it again: If I could only use one makeup brand for the rest of my life, it'd probably be Victoria Beckham Beauty. Even makeup artists agree with my assessment: Every time I name-drop the brand as one of my favorites, they say something along the lines of, “Oh yeah, those products are the best.” The creamy, buildable formulas are top of the line, the playful yet elevated shades genuinely make my heart skip a beat, and the sleek, sturdy packaging just feels expensive. Yes, it costs a pretty penny compared to other makeup items, but the products perform so well that I'd say they deserve a steeper price tag. I fall in love with every single launch, so choosing just a few to highlight is a bit of a challenge. That said, these are the six staples I know I'll use forever." — Jamie Chevron, senior beauty editor
Victoria Beckham Beauty Satin Kajal Liner Victoria Beckham Beauty The Foundation Drops Victoria Beckham Beauty Colour Wash Victoria Beckham Beauty Future Lash Mascara Victoria Beckham Beauty Eye Wardrobe Victoria Beckham Beauty Bitten Lip Tint