Obvious statement: I'm a fashion editor who loves to shop. And I do 98% of my shopping online. As a very experienced online shopper, I don't have that many shopping misses, but some of my purchases do get returned. Others are so good that I can't imagine being without them. In fact, they're so good that I felt the need to share them with the internet, so here we are.
Below, I've rounded up a slew of fashion, beauty, and travel finds I've added to my life in 2025 that fit the no-regrets bill. I've even contemplated ordering multiples of some of them in case they ever get discontinued or I misplace them. The fashion category consists primarily of basics (excellent basics, that is), beauty runs the gamut from splurge-worthy skincare to mini-sized makeup, and travel is all of the new (to me, at least) accessories I won't leave for a trip without. Keep scrolling to shop my 2025 favorites (so far).
Fashion
Confession: I love these jeans so much that I now own four pairs (including this wash in two different sizes).
Reformation
Wren Knit Top
This high V-neck tank is such an upgrade from a typical scoop-neck.
I honestly don't know what took me so long to order this iconic linen dress—she's perfect.
Dear Frances
Balla Mesh Flats
The mesh flats that started it all. The hype is well deserved—they semi-loose fit is so chic and they're wildly comfortable.
Miu Miu
50mm Oval Sunglasses
I fine with being one of the many who own these cult-favorite shades.
Now I get why this pretty DÔEN top keeps selling out.
Polo Ralph Lauren
Chino Cap in Nubuck & Relay Blue
I admittedly own this hat in several colors but this one has been getting the most wear.
I ordered this Leset tee immediately when they recently released it and am so glad I did. It's not too loose and not too slim.
DEHANCHE
Hollyhock Mixed Metal Belt
In case you haven't noticed, us Who What Wear editors are obsessed with this belt. It makes everything you wear so much cooler.
I own an abnormal amount of black miniskirts but this is the one I wear the most.
Beauty
ANFISA Skin
Ân-Gloss Ceramide Lip Tint in Berry Crumble
In a sea of buzzy tinted lip balm tubes, this one stands out from the pack. It stays on for a surprisingly long time and has made my lips look so much better since I started using it—even when I don't have it on.
Tatcha
Dewy Milk Moisturizer
Tatcha read our minds and created a lightweight summer-friendly version of its highly acclaimed Dewy Skin Cream.
Rare Beauty
Soft Pinch Liquid Blush Mini Size in Spirited
For some reason Rare Beauty has only released this new Soft Pinch Liquid Blush shade in a mini size, so I ordered three at once.
Obagi Medical
Nu-Cil Eyebrow Boosting Serum
I think I've tried every brow serum under the sun but Obagi's is next-level good. I've never seen them grow faster. It's 100% worth the splurge.
VIOLETTE_FR
Lip Nectar Hydrating Lip Stain
I'll try any lip product VIOLETTE_FR makes, and its new Lip Nectar has quickly become my new favorite. I've been wearing the pretty tint in Bêtise.
CYKLAR
Ceramide Milky Essence
As someone who hates the way body lotion feels on my skin, I gravitate toward lightweight formulas, but many of them seem to do nothing at all. This new Cyklar one is noticeably hydrating and sinks right in.
Laura Mercier
Real Flawless Foundation Brush
I've been on a mission to find the *best* foundation brush this year, and I finally landed on it. The subtly pointed shape is what initially sold me, but the not-too-soft, not-too-stiff bristles were a very nice surprise.
Vintner's Daughter
Active Treatment Essence
I was already a fan of Vintner's Daughter's Active Botanical Serum (who isn't?), but applying this as the first step has upped the glow even more. It gently exfoliates and erradicates any redness and discoloration.
Crown Affair
The Volumizing Shampoo & Conditioner Duo
Lately I've been feeling like all of my favorite shampoos and conditioners are too heavy for the summer so I tried Crown Affair's volumizing duo and was instantly converted. My hair looks and feels cleaner and bouncier than I ever thought it could be this time of year.
Olaplex
Lashbond Building and Enhancing Serum
I have light-colored eyes and always worry about darkening prostaglandin analogs in many lash serums. I heard that Olaplex's serum (which is sans-prostaglandin analog) is a great alternative and I am in agreement. My lashes started looking much fuller after a month of use.
Dr. Dennis Gross Skincare
8-Pack Alpha Beta Glow Pad Self-Tanner for Body Buildable Glow
As someone who avoids the sun as much as possible but also hates self tanner, I really appreciate the ease of these (and the fact that they don't make me look orange).
Travel
KUSSHI
Everyday Makeup Bag
I've been using the larger size of this bag for years but I recently bought the mini size and was shocked by how much it holds despite being so compact. It's perfect for my underseat carry-on.
Fabrinique
Purse Insert Pillow
I have no idea why I didn't invest in these sooner. Bye, smooshed handbags.
NAGHEDI
St. Barths Medium Tote
This elegant yet functional tote is going to be my companion for every summer (and beyond) trip.
Steamery
Cirrus 2 Handheld Steamer
I refuse to travel without a mini steamer. This one is the best I've tried yet (and I've tried many).
LOUIS VUITTON
Key Pouch S
This serves as my keychain and a handy place to store can't-live-without items such as my stevia packets.
OLIGHT
Tiny Rechargeable Keychain Flashlight
Ever dug for something in your bag on a dark plane to no avail? You're welcome.
LISEN
Airplane Travel Essentials Phone Holder
This handy phone stand (which attaches to your seat's tray) is also surprisingly chic.
CALPAK
Luka 14″ Padded Laptop Sleeve
Don't let bad things happen to your laptop.
DUILOG
iFan Portable Mini Handheld Fan
Ignore the jealous stares from your in-flight seat mates.
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