Most Wantedis a weekly series in which one editor, staffer, or influencer shares their top 30 must-haves or current wish-list items.
A lot of people hate on Valentine’s Day, but I low-key love it—and not only because it’s my birthday and I’m a sucker for sappy love stories. I love any excuse to shop, and if my birthday isn’t reason enough, then a holiday that pressures us to overindulge in sweets, love, and pink and red products surely is. I’m officially old enough to admit when I don’t really need something, but that doesn’t mean that you don’t need it. I can’t help myself—”window” and “desktop” shopping brings me joy, and joy is all I can ask for on my day of birth. So with that in mind, I present to you 30 standout beauty finds. Some I’ve tried, and others are on my wish list, but everything is perfect for embracing this love-filled holiday. After all, we all deserve some self-love.
I’m not asking for flowers or chocolates this year. All I want is effective skincare. This serum hydrates to erase fine, dry lines, minimizes the depth of wrinkles, and boosts natural collagen. Need I say more?
I’m a sucker for a classic red nail polish on my toes around Valentine’s Day.
This new trio of liquid lipsticks is everything. Aside from the fact that the colors are perfect, the formulas are lightweight and have a mousse-like texture that sticks to your lips, creating the ultimate soft matte finish.
What’s Valentine’s Day without a self-care moment? I’ll be applying this moisturizer throughout the whole month for plump, glowing skin. The hydration is said to last for 100 hours, so it’s an immediate yes from me.
This delicious fragrance will earn you so many compliments. It’s infused with ruby orchid accord, juicy peach, and bourbon vanilla. It’s sweet yet sensual and bold but not overwhelming.
My hair gets oily very fast, so I’m always looking for shampoos that deeply cleanse to remove dirt, oil, and product buildup. This one lathers up nicely, but what really sold me was the smell—it’s heavenly.
This serum foundation has simply changed the game. It’s easy to apply, full coverage, lightweight, and made with mineral SPF 25. The list goes on and on, but all you need to know is that it will even your skin tone and hydrate your skin all while giving you a flawless matte finish.
Stack on layers of volume and length with this buildable, clump-resistant formula.
This cream-to-powder formula has a unique, bouncy texture that’s creamy, super pigmented, and blends like a dream.
It’s hard to come by a high-shine gloss that delivers major hydration and no stickiness at an affordable price point, but this checks every single box.
E.l.f. Cosmetics has some of my favorite makeup brushes. The synthetic bristles are light and fluffy, making it easy to blend any type of concealer formula from liquid to powder.
If you’re like me and love makeup in stick form, then this $5 blush has to make its way into your collection. It’s the creamiest, most buildable formula that creates a healthy flush in an instant.
Everyone’s favorite lip-plumping formula is now in balm form. The balm sticks also contain Maxi-Lip (Lawless’s signature ingredient), a natural peptide that has been clinically proven to aid in collagen stimulation.
If you want to instantly brighten up your complexion, this is for you. You can wear it on its own or mixed with your favorite moisturizer or foundation, and it’ll give you that lit-from-within glow.
This is a favorite among Who What Wear editors. Consider it a go-to everyday scent that’s fresh and familiar. The beauty of it is that it smells slightly different on everyone.
I haven’t met an About-Face product I haven’t liked, and these new lip butters might take the cake. Not only do they come in so many perfectly pigmented shades from pink and red to dark purple and brown, but they melt into your lips, leaving them silky smooth and juicy.
This is the type of eye shadow palette that can get you through any sort of occasion. It’s a limited-edition set of nine matte, satin, shimmer, and glitter shades inspired by the brand’s most coveted Orgasm hue.
You can probably tell that I have a thing for tinted lip balms, and this new launch from Tower 28 doesn’t disappoint. It not only seriously hydrates lips but also leaves the prettiest wash of color.
Adding a scalp scrub to my weekly routine has upped my hair game in more ways than I thought possible. This exfoliates my scalp to remove product buildup while visibly smoothing out and nourishing my dry skin. You know what they say: Healthy hair starts with a healthy scalp.
This highlighter quite literally glides on skin like silk and gives it the ultimate sheen. It’s perfect to add to your Cupid’s bow, brow bone, or cheeks.
Brown eyeliner is chicer than black. Don’t @ me.
This translucent gel-cream primer blurs pores and imperfections while softening and refreshing skin before makeup application.
I’m terrible at contouring, but this lightweight cream-to-powder contour stick makes it easy. It creates a natural, subtle contour that adds dimension to any makeup look.
Every single beauty editor is low-key obsessed with this hair crimper. It creates the perfect beach waves and actually works on a variety of hair types.
Everyone seems to have the perfect white teeth except me! I’m determined to find an easy formula that doesn’t hurt my sensitive teeth, and this sounds like it’ll do the trick. It’s an easy-to-apply, brush-on gel formula that visibly whitens teeth, removes the look of stains without sensitivity, and has a cinnamon, minty-fresh flavor.
If beach waves aren’t your thing, these hot rollers will give you the voluminous retro waves of your dreams.
I currently have this on my nails and can confirm it’s perfect.
You know when you peel a tangerine and you’re hit with the freshest smell for a split second? That’s what this scent is.
I don’t know about you, but I love finding a product that can help reduce the amount of products in my makeup bag. This is not only a lip liner but an eyeliner and cheek pencil, too.
I never cared about my hair brushes until recently, and this one works wonders on my long strands. It gently detangles and adds volume while stimulating hair growth.
