The Beauty Products Our Editors Love in 2025

      Welcome to The Who What Wear Podcast. Consider this your direct connection to the designers, stylists, beauty professionals, editors, and influencers shaping the fashion and beauty industry. Be sure to subscribe to The Who What Wear Podcast on Apple Podcasts and Spotify.

      From one editor's trusted hair care product to another's favorite dark-spot correcting serum, our team has rigorously tested hundreds of products across various categories to highlight their top picks. In the hair section, Senior Beauty Editor Jamie Schneider favored Crown Affair's Air Dry Mousse. "I have wavy, curly hair that is both dense and fine, so I need a very specific hair product that provides enough hold and definition without weighing my curls down or making them feel crunchy," she explains.

      Associate beauty editor Maya Thomas noted that a standout in skincare was Brownkind's Dark Spot Corrector. "I've been really enjoying the Brownkind dark spot corrector because it brightened my skin instantly, and I've started to notice the spots fading over time," says Thomas.

      For a detailed look at some of the products our editors are raving about, as well as an excerpt from the full roundtable discussion on The Who What Wear Podcast, scroll down.

      Let's start with hair as our first category, since we tested a wide range of products including shampoos, conditioners, gels, creams, and serums. I’d love to hear everyone’s favorite products and the reasons behind your choices.

      Jamie Schneider: For me, the Crown Affair Air Dry Mousse is my all-time favorite. With my wavy, curly hair that’s dense yet fine, I require a specific formula that offers sufficient hold and definition without weighing my curls down or causing a crunchy feel. This mousse fulfills all those needs.

      Maya Thomas: I often engage in protective styling, and when I don’t, I wear my hair straight. I truly love the PATTERN Beauty Breakage Barrier Hair Mask. It has significantly helped me manage breakage from frequently wearing protective styles. I tend to experience breakage around the crown of my head, so letting this mask sit in my hair has made a noticeable difference in both feel and appearance, making it look and feel much stronger. My knotless braids hold up well after using it.

      Kaitlyn McLintock: For me, the Vegamour Gro+ Advanced Hair Serum is a standout. I have fine hair, and I've noticed some traction alopecia from wearing my hair tied back often. I've experienced thinning at my hairline and temples. After using it on and off for about a year now, I’ve noticed actual growth, which is so thrilling. I see small baby hairs coming in, and I feel like it has genuinely thickened and added density to my hairline, which is exciting for someone with fine hair.

      Now, let’s shift to skincare, as that can be quite overwhelming. I'd love to hear what products you all think everyone should include in their routine.

      Schneider: I believe everyone should try the Ole Henriksen Strength Trainer Moisturizer. It makes your skin look incredible. I’ve gone through four jars since I started testing it. It gives my skin the most dewy, bouncy appearance ever. I should mention it won for best light moisturizer due to its airy gel-cream texture, making it perfect for warmer weather while still being deeply hydrating.

      Thomas: I really enjoyed the Brownkind Dark Spot Corrector as well. I've struggled with hyperpigmentation throughout my life, especially after relocating to New York, where I've had issues around my nose, mouth, and eyes. I’ve really liked the Brownkind dark spot corrector; it not only brightened my skin right away but I began to see my spots lighten over the course of three to four weeks.

      McLintock: I’ll follow up on Jamie's moisturizer recommendation because I’ve always had trouble using rich or heavy moisturizers, even though I suffer from dryness. I’m also highly prone to breakouts. I often visit Sofie Pavitt for her products, as everything is designed to be noncomedogenic and suitable for acne-prone skin. She recently launched a new moisturizer that is rich and hydrating, and it’s the only one that hasn’t caused breakouts for me. That has been a major breakthrough for me.

      Now, let’s discuss fragrances. What are your favorites?

      Schneider: Amouage Guidance is my all-time favorite for any occasion—day or night. It lasts a long time on the skin as well. A single spritz can transition you from day to night, which justifies the price a bit. I know it’s on the luxury side, but it’s exceptional.

      Thomas: I typically don’t gravitate towards gourmand scents, preferring florals and musks—especially floral musks. However, Henry Rose Dave has changed my perception of gourmands. It’s incredibly layered; the first spritz reveals lovely vanilla notes, but there’s something deeper beneath that I truly