I'm a 44-Year-Old Beauty Editor Who Tests Everything—Meet the Products That Survived My EOY Purge

Megan Adelaide Best Beauty Products for 2025

(Image credit: @meganadelaide)

At the end of each year, many people take the time to reflect on the past 12 months or make resolutions for the future ones to come. I, however, like to survey my big bag of beauty empties. I’ll analyze these used tubes and bottles of products and ask myself three questions. Which ones were so bad I don’t care to see them on my vanity ever again? Which were way too overhyped? And most importantly, which ones earned a permanent spot on my beauty roster?

I’ll admit that for a good chunk of 2024, things were more chaotic than cute. But I found solace and amusement in the small things, including a handful of beauty gems that helped me get through the drama. And they’re coming with me to 2025, baby! Take, for example, my new favorite setting spray—which has been loved by practically everyone—that completely lives up to its viral reputation. Or the shampoo and conditioner that literally get me excited to wash my hair. While most of these are newbies to my routine, there are one or two that I feel are underrated and need to be celebrated!

As for the ones that didn’t make the cut? They’re getting their love from someone else, so I'm not worried. Sorry to that lip balm that literally every beauty editor is obsessed with except me. And apologies for not including the blush stick that made best-of lists everywhere but put my pores on display like a science experiment. I simply cannot be holding space for you all!

The products coming with me into 2025 aren’t just effective—they’re the ride-or-dies of my beauty stash, proving themselves every single time. (Even when I do something irresponsible, like fall asleep with my eye makeup on! Literally happened last night… Please don't judge me.) Ahead, you'll learn about my favorite skincare, hair, and makeup gems from 2024. Just pretend to be surprised if you see me still talking about them in the coming year, and keep scrolling!

Marie Lodi
Freelance Beauty and Fashion Writer/Editor

Marie has covered beauty, fashion, and lifestyle for almost 15 years. She contributes to the beauty section here at Who What Wear. Previously, she was the Looks Editor for Bust Magazine, built the beauty vertical at HelloGiggles as its beauty editor, and was a founding staff writer at Rookie mag, giving fashion advice to teens. Her bylines have appeared in The Cut, Allure, Glamour, The Hollywood Reporter, and more. She was born and raised in Southern California and is based in L.A. Marie is a self-proclaimed costume design nerd and a co-host of Makeover Montage, a podcast about fashion in film and costume design. You'll see her writing about her beauty obsessions: red lipstick, winged eyeliner, pink hair, nail art, and skincare for people over 40. When she's not working, she's playing with her dog, Gnocchi, and writing her style newsletter, Overdressed.