As a Beauty Editor, I believe that Hailey Bieber's favorite mascara is significantly overlooked.

      Hailey Bieber embodies many roles, and one of them is being the go-to source for beauty recommendations online. The founder of Rhode consistently shares great beauty products without holding back, and I am grateful for that. As a beauty editor, I enjoy discovering what products are popular, particularly when they come from celebrity beauty founders. Recently, Bieber curated a beauty selection for Vogue, where she highlighted her favorite mascara. I was pleasantly surprised to find it’s also one of my all-time favorites. I’d even argue that it deserves far more recognition than it currently receives. A little hint: it’s neither high-end nor from the drugstore.

      Ami Colé

      Lash-Amplifying Mascara

      Here it is: Ami Colé's Lash-Amplifying Mascara. This dual-action formula volumizes and lengthens—though, in my view, it primarily enhances the length and definition of my lashes. It complies with Sephora's clean beauty criteria and is infused with shea butter and jojoba oil to soften, strengthen, and condition lashes, thereby minimizing fallout. I believe it’s an ideal choice for everyday wear, giving my lashes a light, fluttery effect that I adore. It also lasts well, with minimal flaking and virtually no smudging during wear. Now, I’m contemplating whether to replenish my makeup bag before it runs out, as a recommendation from Bieber is not to be overlooked.

      Explore 5 More of Hailey Bieber’s Top Makeup Picks

      Hourglass

      Vanish Airbrush Concealer

      This self-setting concealer offers full coverage and features microspherical powders that blur, brighten, and secure it for up to 16 hours.

      PAT McGRATH LABS

      Mothership VII: Divine Rose

      You can’t go wrong with a Pat McGrath eyeshadow palette.

      rhode

      Pocket Blush in Sleepy Girl

      Rhode’s Pocket Blushes rank among the best I’ve ever used. There, I said it.

      rhode

      Peptide Lip Shape in Press

      I also appreciate the Peptide Lip Shapes for their plumping and defining effects.

      Anastasia Beverly Hills

      Brow Freeze Gel

      Bieber included this strong-hold brow gel in her beauty collection as well.

      Kaitlyn McLintock is a Beauty Editor at Who What Wear, boasting a decade of experience in the editorial field. She has previously contributed to leading publications like Byrdie, InStyle, The Zoe Report, Bustle, and others. Her coverage spans beauty and wellness topics, with a particular passion for skincare content—whether it’s writing about innovative in-office procedures, researching specific ingredient benefits, or testing the latest at-home skincare devices. After living in Los Angeles, California, and Austin, Texas, she has returned to her home state of Michigan. When she's not engaged in writing, research, or product testing, she enjoys curating her expanding book collection or swimming in the Great Lakes.