27 of the Best Hair, Skincare, and Makeup Brands Only Beauty Editors Know About

More often than not, if you were to walk up to a beauty editor and ask them to ID every single beauty product they're wearing—from bronze to strands—you'd receive an eclectic earful. My personal product roster is proof, and I also happen to be friends with and regularly attend events alongside plenty of other product-wise beauty editors

There are certain super-iconic beauty brands that are household names—the well-known power players that consistently make best seller lists and march across the glossy pages of our favorite magazines. We'd be lying if we said we don't own, love, and regularly use a collection of products from said brands, but the majority of our beauty must-haves hail from lesser-known indie beauty brands no one seems to talk about, which is odd considering how strong a following they have within the underground world of beauty-product fanaticism (i.e., beauty editor group texts and Gchats worldwide).

During seemingly historical maskless days, strangers would be met with confusion and wonder after I revealed the culprit behind my highlight or the believability of my mid-winter tan. As a beauty editor, there's nothing more satisfying than sipping product tea with a fellow beauty lover, and the party becomes twice as fun when you can reveal an unknown they'll undoubtedly fall head over heels for.

Since the current times don't warrant an in-person shopping excursion like before, we thought we might as well dish up all of our best beauty dirt here and now by highlighting 27 of the best under-the-radar hair, skin, and makeup brands beauty editors love like a fifth limb but are still relatively unknown to the general public. Keep scrolling! (And maybe ready your credit card and make some room on your vanity.)

Makeup

Onomie

Kosas

ModelCo

Lemonhead.LA

Stellar Beauty

TheBalm

Westman Atelier

Koh Gen Do

Juvia's Place

Jillian Dempsey

Skincare

Renée Rouleau

Bali Body

Knours

Tammy Fender

Maya Chia

Dr Roebuck's

Emma Hardie

Eminence Organic Skin Care

Kayo Body Care

Peach & Lily

Hair

Virtue Labs

Playa

Grown Alchemist

Unite

In Common

Fur

Leonor Greyl

Next up, 28 Holy-Grail Skincare Products That Cost Less Than $5 Per Wear

This article was originally published at an earlier date and has since been updated by Isiah Magsino.

Beauty Director

Erin has been writing a mix of beauty and wellness content for Who What Wear for over four years. Prior to that, she spent two and half years writing for Byrdie. She now calls Santa Monica home but grew up in Minnetonka, Minnesota, and studied writing, rhetoric, and communication at University of Wisconsin, La Crosse. She studied abroad in Galway, Ireland, and spent a summer in L.A. interning with the Byrdie and Who What Wear family. After graduating from UW, she spent one year in San Francisco, where she worked as a writer for Pottery Barn Kids and PBteen before moving down to L.A. to begin her career as a beauty editor. She considers her day-to-day beauty aesthetic very low-maintenance and relies on staples like clear brow serum (from Kimiko!), Lawless's Lip Plumping Mask in Cherry Vanilla, and an eyelash curler. For special occasions or days when she's taking more meetings or has an event, she'll wear anything and everything from Charlotte Tilbury (the foundations are game-changing), some shimmer on her lids (Stila and Róen do it best), and a few coats of the best mascara-type product on earth, Surratt's Noir Lash Tint.