It’s no secret there are countless product launches from the best and buzziest beauty brands coming in hot at a daily and weekly cadence. Not surprisingly, if you’re good about checking the new-arrivals section of your favorite beauty retailers, you’ll regularly see a fresh crop of offerings that, quite honestly, can feel overwhelming. Just when you decide one new dry shampoo or tube of mascara is worth splurging on, there are four brand-new options the following day. It’s like a game of whack-a-mole that has a vendetta against your bank account.
As beauty editors, we consistently receive, test, and review all of the most exciting new formulas, but we also love to see and know what non–beauty editors are really sinking their teeth into. (There’s nothing more satisfying than when a product we’re completely obsessed with is met with the same approval among the masses.) So to celebrate the latest and greatest, we’ve trolled three of our favorite online beauty retailers—Sephora, Net-a-Porter, and Nordstrom—to locate the 30 best-selling, five-star, new-in products on their shelves. It’s the perfect opportunity to build out your fall and winter beauty wardrobe.