There’s no doubt that the very best part of being a beauty editor is getting to try the latest beauty innovations. Beauty journalists are among some of the (very lucky) first to test out new launches, often weeks or even months ahead of a product’s launch date. Whether it’s the latest high-tech skincare, the very best hairstyling tools and the most coveted makeup and fragrance brands—there’s a real rush of excitement whenever a parcel lands at the Who What Wear UK offices.
From bronzers to the best nail polishes to super serums and cleansers, between our network of beauty experts and me, virtually no new launch goes untested. But with so many new launches every single day, each with claims as groundbreaking as the next, how is anyone actually supposed to know what’s any good? Even as a beauty editor, it can often be overwhelming with the sheer amount of choice now available.