Beauty editors don’t wait for Black Friday; we plan for it. In fact, many of us begin digital window shopping as early as October. We assemble lists of high-ticket items to keep an eye on. We review sale dates and info from top retailers. We sort that info into color-coded, categorized documents (at least I do).
It’s my job, but it’s also my joy—I love nothing more than giving my beauty routine a good glow-up. Plus, the thought of missing out on a really good deal is enough to keep me up at night. However, if there’s anything that being in this business for nearly 10 years has taught me, it’s that you can’t always wait for the sale to hit.
Blame it on the ever-increasing capitalist urge to shop and sell, but Black Friday starts earlier and earlier each year, and it’s not guaranteed that every product will actually be in stock on the big day. Last year, for example, I was deeply disappointed when a high-tech skincare device sold out before I could buy it. With that said, I thought I’d do a good deed and share a few Sephora products that have high sellout potential. To put it another way, they might not stick around until Black Friday. My hope, dear reader, is that I can help you prep, plan, and shop for all the products you want to, without any disappointing surprises along the way.
Laneige
Lip Sleeping Mask in Hot Cocoa
What can I say about Laneige’s Lip Sleeping Mask that hasn’t already been said? The iconic Korean lip mask is a tried-and-true editor favorite, especially when the cold weather hits. Hot Cocoa is the latest, limited-edition version, and it’s bound to sell out soon. It’s giving major stocking-stuffer vibes, so if you want it on your bedside table, I suggest buying it ASAP.
Merit
Solo Shadow Cream Eyeshadow in Glacé
The internet loves Merit, and I bet these little Solo Shadows will be in high demand ahead of the holiday season (or I suppose I should say even higher demand than usual). They have a cream formula that’s easy to use (I sometimes apply it with my fingers) and stays put (I don’t have to deal with creasing or fallout). I love the sheer wash of color and stunning shade range, too.
The matte finishes are staples for every makeup bag, but the soft, twinkling shimmer shades will naturally take center stage as we approach the holiday season. They feel so modern and of the moment, and honestly, I’m fighting the urge to buy the entire collection. The scary thing is I know I’m not the only one.
Merit
The Mini Flush Blush Balm Trio
Here’s another Merit product I highly suggest snagging sooner rather than later. The Mini Flush Blush Balm Trio contains three shades of the brand’s internet-viral cream blush, including Postmodern (berry-brown), Le Bonbon (bright pink), and a new, limited-edition shade Redux (peachy-rose). The set itself is a limited-edition release, so there’s no way this stays in stock for long.
Biodance
Bio Collagen Real Deep Mask
This internet-viral mask brought me the closest I’ve ever come to having “glass skin.” I like to wear it overnight before a big event or whenever my skin needs a serious refresh. Apply it, let it dry down for about 30 minutes, and let your head hit the pillow. It won’t budge till morning. Meanwhile, low-molecular-weight collagen, oligo hyaluronic acid, and galactomyces get to work, minimizing the look of pores, smoothing texture, hydrating dryness, and brightening discoloration. Trust me when I say it will make your skin glow like nothing else.
Sol De Janeiro
Spritz the Season Cheirosa Perfume Mist Gift Set
This limited-edition Sol de Janeiro Perfume Mist Set is perfect for anyone who loves perfume. It would make a great gift, but I also think it’s entirely acceptable to keep it yourself (no judgment here). It includes five of the brand’s best-selling Cheirosa scents that you can wear alone or mix and match.
Similarly, I think Sol de Janeiro’s Sundays in Rio Hair & Body Mist ($26) could sell out before Black Friday. It’s another limited-edition product, and thanks to a warm, sweet scent profile with notes of vanilla, pink pepper, and amber musk, I can’t imagine it will stick around for long.
Rhode
Glazing Mist Hydrating Face Spray
Rhode’s Glazing Mist already sold out during the Sephora Savings Event. Even if it doesn’t go on sale during Black Friday (although hopefully it does), I’d still bet my next paycheck that it will sell out again. The Bieber-backed face mist is packed with ectoin, ceramides, and magnolia extract to hydrate, plump, and protect the skin in a single spritz.
Rhode
Peptide Eye Prep Depuffing Eye Patches
Speaking of Rhode, this list wouldn’t be complete without Mrs. Bieber’s trendy eye patches. The cooling hydrogel material is infused with caffeine, peptides, and sodium PCA for smooth, bright, and de-puffed under-eyes. Plus, they look cute, and they’re fun to wear while drinking coffee and getting ready in the a.m. Everyone and their mother will want these as a holiday gift, so I’m stocking up now.
Shark Beauty
Cryoglow Cooling + LED Face Mask & Facial Glo Skin Tool – Blue
Shark Beauty’s Cryoglow Cooling + LED Face Mask is already sold out in the Lilac shade, and this Blue one is surely next. Jamie Schneider is Who What Wear’s senior beauty editor and my friend and colleague. She swears by this skincare device, and after reading her review, I’m not chancing anything by waiting to buy it until Black Friday. It includes four skin treatments, extra clip-on chill pads (for smooth, wide-awake under-eyes), and a remote to scroll through treatments and track progress. High-tech? Yes. Effective? Indeed.
Jo Malone London
Mini Cologne Collection Sampler Set
Here at Who What Wear, we’re big fans of Jo Malone’s elegant fragrances. While it’s tempting to collect every single full-size bottle in existence, that can get expensive. So I recommend buying this limited-edition Sampler Set instead. It’s chic AND adorable and contains five iconic scents in mini sizes: Wood Sage & Sea Salt, English Pear & Freesia, English Pear & Sweet Pea, Nectarine Blossom & Honey, and Peony & Blush Suede Cologne. It’s perfect for the Jo Malone superfan or anyone who wants to find their Jo Malone signature scent before dropping an entire paycheck to do so.
Patrick Ta
Major Dimension Eye Illusion Eyeshadow Duo in Always on Your Mind
I’ve been seeing Patrick Ta’s new Major Dimension Eye Illusion Eye Shadow Duos all over TikTok. Each palette, of which there are nine, houses two shades of sparkling, twinkling, celestial-looking eye shadow. With superfine sparkle and multidimensional pearl pigments, they’re practically begging to be used in holiday makeup looks.
Sephora
Backstage Glow Maximizer Face Palette in 002 Frosted Opal Glow
Dior’s Backstage Glow Palette is an iconic, internet-viral makeup product, and it lives up to the hype. Use it as blush, eye shadow, or highlighter. Regardless, it will give you a celestial, ethereal glow. This new, limited-edition Frosted Opal colorway is stunning. The collection of frosted pink and icy blue shades is perfect for winter, and I can see it selling out stat.
Ouai
Mini St. Bart’s Body Set
I’m convinced that this three-piece kit is the fix for my annual onset of winter blues. It contains Ouai’s Body Crème, Body Cleanser, and Hair & Body Mist in the brand’s St. Barts scent. With notes of dragon fruit, orange blossom, tuberose, and Baltic amber, it’s like a luxurious beach vacation, bottled. No PTO necessary.
Summer Fridays
The Lip Butter Balm Minis
I’m honestly shocked this limited-edition set isn’t sold out yet, but mark my words: It will be. It contains four mini sizes of the brand’s TikTok-viral Lip Butter Balms. There’s Vanilla Beige (sheer beige), Pink Guava (sheer bright pink), Cherry (sheer red), and Sweet Mint (transparent).
Armani Beauty
Eye Tint Long-Lasting Liquid Eyeshadow in Wood
Here’s another TikTok-viral product. Armani Beauty’s Eye Tints are beloved by makeup artists, beauty editors, and celebrities alike. (Hi, Sabrina Carpenter and Addison Rae!) I love them and use them regularly in my makeup routine—here’s what they look like IRL. While I doubt every single one will sell out before Black Friday, I bet a few of the most popular matte, metallic, and shimmer finishes will.
Prada
Mini Hydrating Lip Balm Holiday Gift Set
If your vibe is Prada but your bank account is begging you to budget, I have the perfect solution—this Mini Hydrating Lip Balm Holiday Gift Set. It contains one mini-size version of the U000 (Universal) shade, and one mini-size version of the U001 (Astral Pink) shade, which pH-adjusts to create a customized pink color. Oh, and don’t bother wrapping it; that gift box is too chic to cover.
Phlur
Mini Perfume Sampler Set
I was going to include Phlur’s new Cashmere Skin Hair & Body Mist ($38) on this list, but it’s already sold out *sighs.* So while it would do no good to include it, I’m turning to this Mini Perfume Sampler Set. It contains four mini sizes of my most beloved perfumes: Father Figure, Vanilla Skin, Rose Whip, and Missing Person. (The latter is the closest thing I have to a signature scent.)
Wonderskin
Wonder Blading All-Day Lip Stain in Whimsical
With celebrity fans like Billie Eilish, Kim Kardashian, and Sofia Richie Grainge, it’s no wonder this lip stain recently hit Sephora’s shelves (both IRL and online). However, as is the nature of internet-viral beauty products, it’s unlikely to stay in stock for long, especially with such stunning shades. I’ve always been a fan of the pinky-nude shade XOXO, but I might swap it for the slightly deeper rose shade, Whimsical, come winter.
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