In case you missed it, last weekend was an extra-special one for the Who What Wear family. In celebration of our beauty vertical being (just about!) a year old, we held the ultimate immersive beauty experience on Melrose Place in West Hollywood: The Lineup—our first-ever beauty pop-up. In preparation, our beauty editors reviewed and debated droves upon droves of products—cult favorites, personal non-negotiables, forever best sellers, and beyond—to curate the ultimate collection of need-to-try formulas. Then, once we sorted said formulas into seven specially curated stations (The It List, Lip Service, Eye Intensity, Brow Down, The Skin Ritual, Good Hair Day, and Body Language), we opened our doors and let every beauty-loving human into the space to swatch, test, fall in love with, and, yes, even take home a customized goodie bag filled with samples of all their favorites.
As magical finishing touches, we featured several master classes with industry legends such as makeup artists Pati Dubroff and Kelsey Deenihan, brow icon Anastasia Soare, and hairstylist Justine Marjan, alongside a slew of ultra-cool beauty services we offered on-site. (We had everything from free Botox to manicures to foundation shade matching!)
Alas, we know not everyone who wanted to could make it, so we’re breaking The Lineup down per station so you can shop each and every product you either didn’t get a chance to fall for in person, or, quite possibly, have already used up from your sample stash. Ahead, shop the handpicked beauty formulas our editors swear for curating the ultimate beauty lineup. Keep scrolling!
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.
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