Out of All the Makeup Brands Editors Have Access to, We Use These 8 the Most

Have you ever wondered which cosmetic brands Who What Wear’s beauty editors swear by when met with hundreds of options? It wasn’t an easy task (our beauty cabinets are constantly overflowing, yet rarely pruned), but I tapped my team for their top eight brands and products they can’t imagine living without in no particular order.

Below, dive into the makeup kits of our beauty editors and learn which brands and products have continued to set an industry standard of excellence. Get ready to bookmark and screenshot—you’ll want to grab this finds from Merit, Saie Beauty, Haus Labs, and more while you still can.

Merit Beauty, founded by Katherine Power, seamlessly combines clean ingredients, fuss-free application, and stunning results in a range of products that prioritize the health of your skin. The brand embraces modern minimalism, impossible-to-mess up products, and a well-edited makeup routine. Among the cult favorites from Merit are their Flush Balm Cream Blush, Minimalist Perfecting Complexion Foundation and Concealer Stick, Signature Lip Lightweight Lipstick, and the Bronze Balm Sheer Sculpting Bronzer.

The lightweight formula of the creamy, buildable Flush Balm Cream Blush delivers long-lasting glow and a transparent veil of color that’s never cakey and won’t clog pores. It glides on to the skin like a dream without covering your natural skin texture. “I’ve been using this product for months and I absolutely adore it. Beautiful color, quite pigmented but can blend to look subtle, and the cream formula is super easy to apply with fingers or foundation brush. Will definitely repurchase when empty but seems to last quite a long time, even with almost daily use!” — Sephora customer

This is, by far, one of the best multitasking products to date. Merit’s buildable, lightweight complexion stick can be used as a foundation or concealer on the go and is designed for fast, all-over coverage. The bestselling formula features fatty acids to condition the skin and sea daffodil extract to diminish the appearance of dark spots and pigmentation. “This is so easy put on as the consistency is like butter! Definitely better than my other similar product that is also concealer/foundation. The color is very forgiving as it blends nicely to my skin tone, while looking very natural. This totally exceeded my expectations!” — Sephora customer

The Signature Lip Lightweight Lipstick offers sheer, sating color and the benefits of a lip balm without the heaviness of a traditional lipstick. Its hydrating, buildable formula (featuring skin-loving ingredients like papaya fruit extract, raspberry oil, and sunflower seed oil) can create a sheer finish in one swipe or rich pigment in three. “These are so beautiful. I have a few shades and they are all very lovely neutrals. Like the rest of Merit’s line, these are a ‘my skin but better’ aesthetic, so they are very hydrating, pretty subtle, and go on really easily with very little fuss. That fact the packaging is gorgeous is just a bonus!” — Sephora customer

Founded in 2004 by beauty insider Carisa Janes with the goal of transforming high-end cosmetics with technology, Hourglass Cosmetics uses breakthrough formulations, technological innovations, and groundbreaking active ingredients to create products that look good and feel good on the skin. Some of their most recognizable products include the Phantom Volumizing Glossy Lip Balm, Vanish Airbrush Concealer, Veil Hydrating Skin Tint Foundation, and Ambient Lighting line of products.

In the second addition of Hourglass Cosmetic’s best-selling Ambient Lighting Palette, these powders diffuse and soften surrounding light to refine your skin’s by filtering out imperfections. Designed to be applied individually or together, each shade can be used to define, highlight, refine, and warm the skin. “A fantastic setting powder trio. The powders are super finely milled so it looks like nothing on the skin and yet it seems to perfect the skin! It gives the skin a smooth, poreless and filtered look whilst having a natural lit from within glow. The powders pick up on the brush really nicely and its seamless to apply.” — Nordstrom customer

Fashion meets function in this innovative, all-in-one lip gloss-balm. In nourishes, hydrates, and visibly plums the lips with a conditioning complex of emollients and oils; delivering full-bodied color and shine every time. It’s comfortable to wear, helps the lips look immediately smoother, and provides an immediate cooling sensation. “These are all so stunning! I started with one shade and now I have five different shades because these are just too good. They come in the most flattering shades that have the ability to be built up or sheered out. 10/10 product for me.” — Sephora customer

Use this moisturizing product to boost skin moisture levels by 52% and provide sheer coverage with a dewy glow. Formulated with naturally derived ingredients like meadowfoam seed oil, plant-based squalane, and a naturally derived rambuten blend; the the Hourglass Veil Hydrating Skin Tint melts quickly into the skin and leaves it looking radiant. “I was skeptical about this product brocade I like minimal coverage, and I am pleasantly surprised by how light and airy it is! It gives a nice tinted glow without feeling like I have any makeup on my face! I use this daily now with a little blush and call it a day!” — Ulta customer

Saie uses high-performance formulas, sustainable packaging and practices using clean, good-for-you ingredients. Founder Laney Crowell founded Saie with the mission of creating clean, award-winning products that are sustainable, earth-conscious, and effective. Some of their most notable products are their Dew Blush, Glowy Super Gel, and Airset Radiant Loose Setting Powder.

Saie’s effortless blendable blush has a liquid-cream formula that seamlessly melts into the cheeks for a natural flush of color. Packed with ingredients like plant-derived glycerin and licorice root extract for nourished skin, it’s now available in eight stunning shades for a wide range of complexions. “This is a great blush. The color payoff is good and you can control how much you want with how much you apply. Feels kind of sticky on the skin at first, but once it’s set, it feels lightweight and stays on. Such a beautiful natural color!” — Sephora customer

Made with unique air-cream technology, this weightless and translucent loose powder sets, smooths, and diffuses for a radiant finish. Packed with clean ingredients like squalane and ethically sourced low-level mica for a radiant glow, its velvet-cream texture that blends in seamlessly. “I got the Saie Airset Radiant Loose Setting Powder in the shade Translucent and I have never had a powder make my face so airbrushed and flawless since. It is my go to powder and I love using their tapered brush with it. I am an oily girl and it really helps soak up my oils and mattify my dewy foundation if I need it too. Very reliable!” — Sephora customer

Saie’s water-based multipurpose illuminator hydrates and brightens the skin for a fresh, dewy finish. Its lightweight formula uses plant-derived glycerin, squalane, and fine micropearl particles give instant lit-from-within glow while locking in moisture. It’s also fragrance free, safe for sensitive skin, and dermatologist tested.

Meet Kosas Cosmetics: a next-level clean beauty brand that creates skin-improving, clinically proven products. Founder Sheena Zadeh-Daly launched Kosas in 2015 with a line of natural-toned lipsticks. The brand has since grown to include comfy makeup and active skincare products like their bestselling Revealer Concealer, DreamBeam SPF, Cloud Setting Powder, and Wet Stick.

The Feathering Pencil is longwear, ultra-precise, twist-up nano tip pencil that can be used to create tiny, hair-like details for a clean, natural brow look. Perfect for adding dimension to the smallest sparse patches, your hair-like strokes will stay put all day (especially when layered with Kosas’ Layer Air Brow Tinted gel and/or Air Brow Clear gel). “The pencil in this being so thin really makes a huge difference in terms of being precise and allows you to build the strength of the brow up— you can also create really life-like individual hairs. It would be difficult to go wrong as a result, even if you are not so great with brows like me. It has good staying power and the color (dark brown) is perfect.” — Nordstrom customer

This SPF treatment foundation uses a powerhouse blend of hyaluronic acid, niacinamide, peptides, and squalane to hydrate, visibly brighten, soothe, and protect the skin over time. Its dreamy, natural-looking finish blurs, smooths textures, and minimizes the appearance of pores and blemishes. “I love this foundation and have repurchased 3-4 times now. I get a lot of compliments on how it looks very natural and like I’m not even wearing makeup. I have sensitive dry skin with acne scars and this is perfect for me. I would not recommend if you want a high glam look, but it’s perfect if you want a clean minimal makeup look.” — Sephora customer

Kosas’ super creamy concealer provides medium coverage and a fresh, radiant finish. Its silicone-free formula uses caffeine, pink-algae extract, and arnica to reduce the appearance of dark circles, blemishes, and hyperpigmentation while improving the quality of bare skin over time. “This concealer is a game-changer! Its lightweight formula effortlessly covers imperfections, leaving a flawless finish. The creamy texture blends seamlessly, providing long-lasting coverage without caking. A must-have for a natural, radiant look that lasts all day!” — Nordstrom customer

French beauty guru and creative director of makeup for Guerlain Violette Serrat launched Violette_Fr with almost to decades of industry knowledge. The brand’s products are safe, effective, luxurious, and accessible with clean and highly pigmented formulas. A staple for anyone looking to achieving French girl-inspired beauty, some notable products include the Petal Bouche Matte, Boum-Boum Milk, Bisou Balm, and Invisible Bandage.

This weightless, long-wearing lipstick replicates the suppleness of a rose petal using a rich, velvety formula that glides on and stays put. Now offered in three gorgeous shades (Cerise Désir, a sophisticated burgundy, is the newest to the lineup) the matte lip product offers comfortable all day wear without feathering or transferring. “I found this to be the most velvety, smooth lipstick. Its staying power is phenomenal. The matte finish along with such a perfect red is a really great find in vegan and lead free cosmetics. Couldn’t be happier about it!” — Violette_FR customer

The matte-cream Bisou Blush melts into the skin to create a natural-looking, fresh-faced flush using a marbled pigments to deliver a multi-dimensional wash of color. It also comes with an attached brush that allows you to apply and blend the product easily without clashing with your foundation. “I am on my second Bisou Blush in Louise after wearing my first one down to a nub, and I can now say this is a staple product that I find joy in using. I can’t wear much makeup due to eye issues, so I focus on my complexion and lip color. Louise perfectly subtle and smells so good! Though I rarely need to, I’m happy to reapply— it’s one of the little luxuries during a busy day running around at my retail job.” — Violette_FR customer

This creamy balm gives the skin a subtle, sun-kissed glow that can be added wherever you need to some extra luminescence including the cheekbones, cupid’s bow, bridge of the nose, and décolléte. Simply glide the highlighting stick over the skin to achieve your desired level of glow and blends with fingertips. “Love the obvious thoughtfulness and knowledge shown in [their] fabulous products. This makes me cheeks glow and fresh looking—like I stepped off of a cold ski slope run.” — Violette_FR customer

You don’t have to be a fan of singer-songwriter Lady Gaga to fall in love with Haus Labs’ cruelty-free cosmetics. Combining science and nature to create high-performing products, the brand is committed to experimentation and innovation. Some of their most notable products include the Triclone Skin Tech Medium Coverage Foundation, PHD Hybrid Lip Oil, Optic Intensity Eco Eyeliner, and Power Sculpt Velvet Bronzer.

Haus Labs’ clean, creamy, gel-like eyeliner offers intense, long-wearing pigment that glides on like liquid. In addition to being sharpenable, the pencil’s formula features vitamin E, argan oil, and kajal to smooth, condition, and protect. It’s also safe and comfortable to use on the waterline. “I am obsessed with this eyeliner. I have never felt loyal to an eyeliner, but now this is my go-to into infinity. The texture is amazing and so smooth, it blends so perfectly, and has an incredible tone. Highly recommend.” — Sephora customer

This long-wearing, non-comedogenic concealer visibly blurs, brightens, and conceals the skin with medium, buildable coverage. It’s unique formula of niacinamide, fermented arnica, and hyaluronic acid complex works to de-puff the under eyes after 2 weeks of daily use while concealing redness and hyperpigmentation. “I tried a few clean brands and this was the only one that worked on me. Not only is still nourishing and doesn’t accentuate my wrinkles, but it also covers the dark circles without looking too white. It matched my skin perfectly. Definitely will buy again!” — Sephora customer

The Triclone Skin Tech Medium Coverage Foundation delivers medium and weightless coverage with a formula using fermented arnica (in addition to 20+ skincare ingredients) to reduce redness and provide protection from environmental stress. It’s serum-like texture doesn’t cake or slip throughout the day and remains looking luminous and natural. “Ms. Gaga ATE with this foundation. This is honestly the best foundation I have ever bought. It applies so smoothly and leaves a weightless, natural, and radiant finish. Well worth the money!” — Sephora customer

Non-irritating ingredients meet high-performance formulas in Tower 28 Beauty’s line of products. Founded by Amy Liu, the brand’s cosmetics are accessible, irritant-free, high performance, and designed for all skin types. Some products to be on the hunt for by Tower 28 are the S.O.S. Rescue Spray, ShineOn Lip Jelly, SuperDew Highlighter, and JuiceBalm Lip Balm.

Here’s a creamy, high-pigment, non-drying liner that can be used to contour lips, define the eyes, or add a pinch of color or faux freckles to the cheeks for infinite looks. It’s made with moisturizing shea butter and marula oil that moisturizes and softens; allowing the product to glide effortlessly across the skin. “I’m a brown liner lover, and Draw Me has got to be one of the best I’ve tried. it’s smooth and creamy, richly pigmented, and blends out like a dream. seems to have great longevity, too! Tower28 has done it again!” — Sephora customer

This buttery, smooth product by Tower 28 is a vegan, tinted lip balm boosted with nourishing ingredients like shea butter, marula oil, mango seed oil, vitamin E, and vitamin C, that hydrates and soothes the skinIn the end, it delivers juicy color and a dewy sheen. In other words, there’s a good chance it’s a staple in every beauty editor’s makeup kit. “For some reason, Tower 28 products are friendly to my super dry lips. I love this stick—it’s moisturizing, has the right amount of tint, and does not taste bad. The texture is moisturizing. It gives a really nice sheer wash of color. I’ve tried many similar tinted lip balm products, and this is the most moisturizing one in my kit. I wish there were more color options—[I]plan to buy it in the berry shade later.” — Sephora customer

The SuperDew Highlight Balm has no shimmer or glitter; delivering that gorgeous effortless no-makeup makeup, luminous-skin effect. The lightweight cream formulation combines green tea and aloe vera extract that work to soften and condition the skin for a lit-from-within glow you’ll love. “The best highlighter for everyday wear. It does take a sec to dry down, but once it dries down it looks gorgeous. It gives your skin a natural but radiant glow, and I love that it doesn’t have glitter or shimmer because it looks good with every makeup look.” — Sephora customer

Founded by renowned celebrity makeup artist Mario Dedivanovic, Makeup by Mario’s purposeful product use smart, innovative formulas designed to recreate Mario’s signature techniques. Every product is easy-to-use and beginner friendly with shades that are universally inclusive. Some of our favorite finds from the brand are the Master Crystal Reflector, Master Mattes Eyeshadow Palette, Surrealskin Foundation, and Softsculpt Shaping Stick.