Thank you, Elizabeth Mott, for finally making a primer that lasts! I love this stuff!" — Melissa Mae Bushbalm is an ...

Gen Z Says is a bimonthly column chronicling the latest trends in the fashion-and-beauty space through the lens of Who What Wear's own Gen Z editors. Expect a download on the upcoming class of ...

A magical liquid blush from Rare Beauty to give you the blush of your hopes and dreams. It's easy to blend, pigmented, and ...

Cameron Brink is entering her beauty era. The WNBA athlete has always been interested in makeup growing up, but now she’s an ...

Whitening strips with jaw-dropping results, pore strips that look oh-so-satisfying, a tear-free detangling brush, and 37 ...

Discover how Jorgina Heugh transformed her side hustle into a thriving business, Adore Her by G, after losing her job during ...

This year has already seen some incredible beauty launches, from The Inkey List's Ectoin Hydro-Barrier Serum, to Marc Jacobs' ...

“It really does give you amazing length and volume,” says makeup artist Anabelle LaGuardia, and Lee was astonished at how it managed to “dramatically plump and intensify my lashes in every ...

At Messmer High School in Milwaukee, an innovative program is transforming the way teens learn and prepare for their futures.

Many beauty enthusiasts consider mascara as their 'desert island makeup item', given its ability to instantly rejuvenate tired eyes. Recently, I found myself in need of a new one and stumbled upon ...

Need a last-minute Valentine’s Day gift that’s also incredible value? Well look no further than Give Me Cosmetics, the highly ...