Every year, we try a lot of beauty products – but there are only a few that we use down to the very last drop. From new beauty brands to old favorites, these are the must-have products we bought again and again. Because in 2026, why not put your best face forward?
There are a few brands that really defined beauty in 2025 for me. The first: Victoria Beckham Beauty. I’m consistently impressed with her skincare-forward formulas, the range of colors and shades, and the beautiful packaging. The Satin Kajal liner is a great place to start. It’s super creamy, glides on effortlessly, and you can easily smudge it. In fact, you can create a whole smokey eye look with just one pencil! Her Foundation Drops and the Cell Rejuvenating Illuminator were created with Augustinus Bader, so you know the skincare technology is top tier.
Westman Atelier continues to stay at the top of the list. From their Foundation Drops which provide just the right amount of buildable coverage to their peachy, pink fully loaded Highlight compact, they’ve more than earned their cult-favorite status on every beauty list.
In terms of stand out products, I was shocked by how much I loved Haus Lab’s foundation. It’s light enough not to cake, but gave me the best looking coverage I’ve ever had. For more everyday occasions, I still haven’t found anything better than Erborian’s CC color correcting Creme with SPF.
And as far as skincare goes, I’ve been trying to simplify. Science-backed products with an emphasis on hydration and rejuvenation that goes not just skin deep, but cellular deep. Neova’s Total Repair serum, Elemis’s cleansing balm, and Augustinus Bader’s The Cream are the products I’ve been buying even before I run out.
Shop our best of beauty edit below:
All of our recommendations are curated by Susan & the In The Groove editorial team. In some, but not all cases, we receive a small commission for leading you to what, how, and where to buy all this wonderful stuff.
