I'm Kicking Off 2025 With an Elite Beauty Routine—30 Finds I Can't Wait to Start Using

Who What Wear assistant beauty editor Maya Thomas.

(Image credit: @itsmayalala)

Most Wanted is a weekly series in which one editor, staffer, or influencer shares their top 30 must-haves or current wish-list items.

Like so many people know, finishing one year and diving headfirst into another can be somewhat daunting. In addition to wondering what a new year may have in store (good, bad, or otherwise), I always find myself doing small things to prepare to step into the year with confidence. As I'm a beauty editor who loved testing, reviewing, and recommending products long before starting their career, this process ends up being pretty fun. At the conclusion of all the holiday festivities when the clock strikes 12, I know I'll be heading into a brand-new year of possibilities with everything that makes me feel my prettiest in tow.

This time around, I've pulled together an edit of the 30 beauty and wellness products that have reserved spots on my wish list so you can get some helpful shopping inspiration. Who knows? You may end up falling head over heels for a product that's completely new to you!

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Maya Thomas
Associate Beauty Editor

Maya Thomas is Who What Wear's Associate Beauty Editor based in New York City. Her strong love for all things beauty and fashion stems from a strong childhood interest in the fine arts. During a gap year spent in Paris studying the history of French fashion, she shifted her focus to English literature and journalism as a student at Loyola Marymount University with the goal of one day pursuing a career in fashion. After graduating in May 2021, Maya began freelancing for Parade.com as a contributing commerce writer while also building a following on her lifestyle blog, Itsmayalala.com. When she's not writing, Maya spends her free time catching up on reading, perusing art galleries, and enjoying a night out at the ballet every now and then.