Out of All the Beauty Launches in 2020, These Are the Ones I’d Repurchase

It’s safe to say that the past year has turned the beauty industry on its head. Throughout my time as a beauty editor, I have written countless product round-ups, advising people what beauty products are worth their time and money, but never has that job been harder than it has been in 2020. The reality is that the past 12 months or so have dramatically changed our beauty habits.

At surface level, we have changed the sorts of products we’re buying (it’s definitely been a year of self-care), but beyond that, we’re also keen to make sure our money is being put to good use. We have waved goodbye to frivolous spending on products that don’t live up to their promises and instead are on the hunt for products that actually work. And this has been a particularly difficult moral to stick to as of late, considering the sheer mass of new products hitting the shelves.

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(Image credit: @ALICEZIELASKO)

With lots of the launches originally scheduled for the first half of the year having been pushed back, it’s understandable if you have felt overwhelmed by the number of new products dropping over the last six months. With what felt like hundreds of new launches all coming out at once, all promising to do the same thing, there’s no doubt that 2020 has been a particularly tough year to navigate the ever-confusing world of beauty.

However, in a bid to cut through the noise, I have tried, tested, and reviewed just about every new launch that came out this year in order to compile a list of the very best beauty products of 2020. So whether you’re looking for the ultimate cleanser or a new mascara, keep scrolling for the new products that were so good I’d buy them again.

Next up, I have a feeling this affordable skincare brand will take off in 2021.

Freelance Beauty Editor

Shannon Lawlor is a renowned beauty journalist and has contributed to Who What Wear’s beauty content since 2020. As a leading beauty editor, expert and brand consultant, she has over eight years of experience working for some of the industry’s most esteemed titles, including Who What Wear (of course), Glamour UK, Stylist, Refinery29 and Fabulous. Having also worked behind the scenes with some of the industry’s biggest brands and retailers, Shannon has a unique insight into what people really want from their beauty routines. Understanding that beauty lovers seek honest, open and responsible advice, she has it made her mission to demystify the intimidating world of beauty, taking a no-frills approach to the most relatable topics. While Shannon is the first to admit she doesn’t hold the answer to every beauty question out there, she is dedicated to sharing her expert insights in a bid to help. As a self-proclaimed lazy girl, Shannon has an affinity for easy-to-use, foolproof beauty products and has made it her mission to scope out the best of the best. When she’s not working, Shannon is likely soaking in the bath or giving no-holds-barred beauty reviews on Instagram from her bathroom floor.