30 New Beauty Buys With 5-Star Ratings at Sephora, Net-a-Porter, and Nordstrom

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(Image credit: @tobimakeup)

It's no secret there are countless product launches from the best and buzziest beauty brands coming in hot at a daily and weekly cadence. Not surprisingly, if you're good about checking the new-arrivals section of your favorite beauty retailers, you'll regularly see a fresh crop of offerings that, quite honestly, can feel overwhelming. Just when you decide one new dry shampoo or tube of mascara is worth splurging on, there are four brand-new options the following day. It's like a game of whack-a-mole that has a vendetta against your bank account.

As beauty editors, we consistently receive, test, and review all of the most exciting new formulas, but we also love to see and know what non–beauty editors are really sinking their teeth into. (There's nothing more satisfying than when a product we're completely obsessed with is met with the same approval among the masses.) So to celebrate the latest and greatest, we've trolled three of our favorite online beauty retailers—Sephora, Net-a-Porter, and Nordstrom—to locate the 30 best-selling, five-star, new-in products on their shelves. It's the perfect opportunity to build out your fall and winter beauty wardrobe.

Sephora

Net-a-Porter

Nordstrom

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.