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Who What Wear published an editors’ round-up naming MAC, Merit, Donna Karan, Refy and Victoria Beckham Beauty as brands its contributors expect to keep buying. The feature reflects the editors’ personal experience and preferences, not a ranking or independent product test of all five brands.
Who What Wear has named five beauty brands its editors say they expect to keep buying over the next two decades: MAC, Merit, Donna Karan, Refy and Victoria Beckham Beauty. The feature, published ahead of the outlet’s 20th anniversary, is a collection of editors’ personal recommendations spanning makeup and fragrance—not a formal ranking or a guarantee about how long the brands or products will remain available.
The round-up is part of Who What Wear’s monthly Shop in Shop column, which collects new arrivals, seasonal trends and selections from brands and retailers. The writer says the idea grew from conversations with the publication’s beauty team and a look back at products colleagues had tested and continued to use. Each selection is backed by an individual editor’s account rather than a shared scoring system.
MAC is the choice of associate beauty editor Alyssa Brascia, who describes the brand as an early introduction to makeup artistry and highlights its color-rich, versatile products. Beauty director Stephanie Johnson names Merit, citing its complexion stick, Flush Balm blush, lip liner and Retrospect perfume. Editor Emma Walsh picks Donna Karan, focusing on the Cashmere Mist fragrance and related products, including body cream and deodorant.
Senior editor Aniyah Morinia says Refy is her year-round favorite, pointing to its brow gel as well as blush, gloss and brushes. Senior beauty editor Jamie Chevron names Victoria Beckham Beauty, praising its creamy, buildable makeup formulas, shades and packaging while acknowledging its higher prices compared with some alternatives. The article lists examples from each brand but does not provide a complete product-by-product comparison or independent performance data.
How Editors Choose Repeat Buys
The feature offers readers a compact guide to the brands these editors personally return to, with recommendations across different beauty categories. That can help shoppers identify products to investigate, particularly if they want to compare a familiar makeup staple with newer or less widely known options.
At the same time, the recommendations are subjective editorial opinions. The source does not set out criteria for selecting the five brands, report prices across the full product lists, or compare them against competitors. Readers should treat the article as a starting point for research rather than evidence that every listed product will suit every person or budget.
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A 20-Year-Lookback Feature
The article frames its choices around Who What Wear approaching its 20th anniversary. Its writer says beauty editors have tested many products over the years and were asked which brands had earned their loyalty. The source does not identify a specific anniversary date or say that the selections were based on a formal review of the publication’s entire archive.
The five choices cover a mix of makeup and fragrance. MAC, Merit, Refy and Victoria Beckham Beauty are discussed mainly through makeup products, while Donna Karan’s Cashmere Mist range anchors the fragrance selection. The source also names particular products, including MAC Lip Pencil, Merit Flush Balm, Refy Brow Sculpt and Donna Karan Cashmere Mist, but the final Victoria Beckham Beauty product list is cut off in the supplied material.
“MAC was my first real introduction to glam—not just makeup.”
— Alyssa Brascia, associate beauty editor at Who What Wear
What the Round-Up Does Not Measure
The feature does not say whether the five brands were selected from a larger shortlist, how many editors contributed, or whether the recommendations were evaluated under standardized testing conditions. It also does not provide sales data, comparative ratings or independent verification of the editors’ performance claims. The phrase “for the next two decades” expresses an intention or prediction, not a confirmed future buying record.
The source material supplied for this report ends partway through the Victoria Beckham Beauty product list. It is consequently unclear which additional products the original article names for that brand. Readers should check the original feature for its full product selection and current availability; prices, formulas and stock may change.
Check Products Before Buying
Who What Wear’s feature presents the editors’ selections as recommendations, but it does not announce a follow-up test, update schedule or purchasing event. Readers considering any of the products can compare current prices, ingredients and retailer availability, and review product details for their own needs. The publication’s monthly Shop in Shop column is described as covering new arrivals and seasonal trends, so future editions may feature other brands or products; no specific next installment is announced in the source.
Key Questions
Which five beauty brands did Who What Wear editors choose?
The five are MAC, Merit, Donna Karan, Refy and Victoria Beckham Beauty.
Is this a ranked list or a formal product test?
No ranking or standardized comparison is described. The feature presents individual editors’ preferences and examples of products they use or recommend.
What products are highlighted in the article?
Examples include MAC Lip Pencil, Merit Flush Balm, Donna Karan Cashmere Mist, Refy Brow Sculpt and Victoria Beckham Beauty makeup. The supplied source cuts off during the Victoria Beckham Beauty list, so it does not show all of that editor’s picks.
Does the article confirm the editors will buy these brands for 20 years?
No. The “next two decades” framing describes the editors’ stated outlook. It does not establish what they will buy in the future or whether the products will remain available.
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