From a Chili Lip Plumper to Smoothing Foundations—13 Items That Impressed WWW Editors the Most in August
Our take
The beauty landscape continues its gentle pivot towards a more considered, less maximalist aesthetic, and the recent August selections from Who What Wear’s editors reflect this shift beautifully. Their focus on “natural, minimal skin that appears smooth as butter, stained-glass lips so juicy they're practically reflective, and sun-kissed limbs” speaks to a desire for effortless radiance rather than heavily constructed perfection. This echoes a broader cultural movement away from the overly filtered, aggressively contoured looks that dominated social media for so long. We’ve seen it reflected in runway trends as well – a return to a more ‘clean girl’ aesthetic – and it's fascinating to see it validated by beauty editors, particularly as we anticipate the transition into fall. The emphasis on capturing the “golden-hour glow” is particularly evocative, suggesting a longing for the lingering warmth of summer and a desire to maintain a sense of ease even as the seasons change. It’s a mood, more than a trend, and that’s what makes it feel genuinely sustainable. This aligns with the broader conversation around mindful consumption and a rejection of fleeting, high-maintenance beauty routines, a conversation we explored in [Then and Now: Making an Entrance in Tennis], which highlights how style, even in seemingly rigid contexts like tennis, can evolve to reflect cultural shifts.
The curated list itself, spanning from chili lip plumpers to smoothing foundations, highlights the clever intersection of innovation and timelessness. While the inclusion of a lip plumper might seem initially counterintuitive to the "natural" theme, it's arguably about enhancing existing features, rather than creating something entirely new. The focus remains on a polished, healthy appearance, and these products are presented as tools to achieve that, not as transformative agents. This is a key distinction. It’s also telling that several of the listed items are focused on skincare – foundations that "smooth as butter" and products that deliver a subtle, sun-kissed glow – further emphasizing the importance of a healthy base. The ongoing search for affordable alternatives, exemplified by the [The 5 Best Drugstore Lip Liners Rival My Favorite Designer Formulas for Under $10], underscores the consumer desire for quality and efficacy without the premium price tag. Consumers are increasingly discerning, seeking products that deliver tangible results without sacrificing their budgets or compromising their values. The trend towards increasingly sophisticated drugstore options is only set to continue, blurring the lines between luxury and accessibility.
Beyond the specific products, what’s truly noteworthy is the overarching narrative being constructed around beauty in this moment. It’s a narrative of self-acceptance, quiet confidence, and a celebration of individual radiance. The absence of overtly dramatic claims or promises of instant transformation reinforces this message. The emphasis is on enhancing what's already there, rather than masking perceived flaws. This shift is particularly significant for women, who have historically been subjected to unrealistic and often harmful beauty standards. This movement towards a more natural and understated aesthetic feels like a subtle but powerful act of rebellion against those standards, a reclaiming of agency and a celebration of authentic beauty. We're seeing similar sentiments reflected in the upcoming [17 Autumn/Winter 2026 Trends That Will Define Style This Season], which hints at a broader shift towards more understated and enduring style choices.
Looking ahead, the question becomes: how will this trend of "calm beauty" evolve as we move further into the fall and winter months? Will the emphasis on sun-kissed skin persist, or will we see a shift towards a more muted, cozy aesthetic? Will the focus on natural textures and minimal makeup remain dominant, or will we witness a resurgence of bolder, more expressive looks? One thing is certain: the beauty industry is responding to a deeper cultural desire for authenticity and self-acceptance, and this trend is likely to have a lasting impact on the way we approach beauty and self-expression.
If August had a beauty aesthetic, it'd be this: natural, minimal skin that appears smooth as butter, stained-glass lips so juicy they're practically reflective, and sun-kissed limbs that capture the golden-hour glow of a late-night sunset. Nostalgic for summer yet?
The Who What Wear beauty team certainly is, if our favorite August launches have anything to say about it. While we're undoubtedly excited for fall (rich hair colors! Moody manicures! Suede!!!), we can't help but call out the products that help us hold onto summer for just a little longer. Of course, you can totally use these formulas well into September—a smoothing serum foundation and chili-infused lip plumper knows no season—but there's no denying that a self-tanning milk, Korean jelly mist, and long-wearing lip tint encapsulate late-summer magic. Behold: the 13 new beauty products that 100% deserve a place on your vanity.
Jamie Chevron, Senior Beauty Editor
Oak Essentials Moisture Rich Emulsion
Allow me to set the scene: I received a tiny lab sample of Oak Essentials's new Moisture Rich Emulsion on one of the sweatiest days of July. The thought of massaging something "rich" on my easily-congested skin sent a shiver up my spine (acne-prone friends, you can relate), but much to my absolute delight, the milky, serum-like texture absorbed like a dream and made my skin look like literal glass. Fast forward to today, and I'm literally scraping the sides of my unlabeled bottle to soak up the last drop. Trust me on this one!
Saie Supersuede Baked Eyeshadow
No lie, I didn't think I'd ever get this excited about a single pot of eye shadow. But Saie's velvety new formula is so richly pigmented and just plain gorgeous that it legitimately sets my heart aflutter. I've been living in this pearly shade called Sorbetto all summer—the perfect '90s muted neutral with just a bit of shimmer to make things interesting.
Aora México Acaríciame Más Chili-Infused Solid Lip Gloss Serum
If you're a fan of spicy lip plumpers—not ones that gradually increase volume over time, ones that give you a bee-stung pout, like, immediately—you absolutely need to get your hands on this Aora number. Infused with five (yes, five!) Mexican chilis and peppermint oil, it makes my lips look three times their size in a matter of minutes. I've been secretly hoping for a clear balm ever since I tried and loved the brand's bold red version, and it looks like the founder Nour Tayara has officially answered my prayers!
Sabrina Talbert, Assistant Beauty Editor
Farmacy Lip Smoothie Vitamin C + Peptide Lip Balm
"As someone who struggles with dry lips year round, I'm really enjoying this lip smoothie from Farmacy. The lemon mint scent is so subtle and fresh, and I love that it has ingredients like peptides, mango seed butter, and vitamin C. I also appreciate the screw on, container-style lid since sometimes regular tubes can break and leak in my bag."
Pattern Curl Gel Crème
"To keep my 3B/3C curls frizz-free throughout the summer, I've been using this Curl Gel Creme from Pattern. Pattern has been my go-to for well over five years, and I had never tried the gel prior to this month (boy, was I missing out.) It gave me way more definition and shine than I was expecting, and it smells great."
Chillhouse Tips Off Press on Nail Remover
"I've never used a press-on nail remover formula, so I was admittedly a bit skeptical of this formula from Chillhouse, but this actually delivered. I tried coffin press-ons for the first time and turns out, the style wasn't quite for me (almond nails for the win, IMO). I had put them on just a few days prior, but was worried that taking them off so soon would damage my nails. This nourishing remover came to the rescue and the nails were off in no time."
Kaitlyn McLintock, Beauty Editor
Prequel AM/PM Moisturizer
"I recently tested a whole host of Prequel skincare products after three dermatologists recommended the brand to me (true story). While I loved virtually every single item I tried, I fell in love with the AM/PM Moisturizer. It's a true "mid-weight" formula, meaning it's not too thin or too rich. It's fast-absorbing, non-greasy, and plays well with makeup. The best part? It features high-grade ingredients like a ferment-peptide complex, ceramides, glycerin, and polyglycerides that quench dry skin and keep moisture locked in place. 10/10 recommend."
Cyklar Self-Tanning Milky Essence
"Cyklar Self Tanning Milky Essence ($36): This is the latest self-tanner to pass—nay, exceed—my strict criteria. Part body serum, part traditional self-tanner, it has a milky formula that contains nourishing ingredients like ceramides, allantoin, squalane, and papaya oil. Meanwhile, sugar-derived tanning agents create a sun-kissed, natural-looking glow. Check out my before-and-after pictures for proof. I'm obsessed."
Biodance Collagen Peptides Jelly Serum Mist
"If you're almost always unimpressed by traditional face mists, I recommend looking into Korean jelly mists. They contain gelling agents that provide long-lasting hydration with a bouncy texture. Translation? They're basically the face mist version of internet-viral hydrogel masks. This one contains collagen water and a 10-signal peptide complex for smooth skin, deep moisture, minimized pores, and glass-like shine"
Erin Jahns, Beauty Director
Drunk Elephant Kamo Triple-Peptide Cover Drops
As Jahns shared in her monthly newsletter (subscribe here!), Drunk Elephant's Kamo Triple-Peptide Cover Drops have become a summer-to-fall mainstay. "For makeup, I like to keep things as light and dewy as possible, and our beauty team's Slack channel has been positively agog since Drunk Elephant debuted its brand-new triple peptide–infused serum foundation," she writes. "It gets five-star reviews across the board, and it just might be the best complexion product I've ever used on my face. (That is very high praise, people.)"
Alyssa Brascia, Associate Beauty Editor
Westman Atelier Suprême Bio-Complex Liquid Foundation
"Oof, I could have cried tears of joy when I applied this dreamy foundation. First off, I've been having a big-pore summer like no one's business, and this stuff smoothed my texture like weightless Spackle. It cancelled out my redness, camouflaged small blemishes, and blended into my skin like a dream. I wore it from 8 am to 10 pm, and my skin still looked flawless when I came home—commutes, crying (I saw a sad movie, okay), eating, and all. The price sounds high, but it's officially dethroning my much more expensive original top foundation pick. GO BUY IT NOW!"
RéVive Rescue Elixir Light Oil
"I'm skeptical of most facial oils, but this nourishing formula was the product I didn't know my lineup needed. My sensitive skin can't tolerate a heavy oil, which makes this thinner, lighter formula a refreshing sip for my temperamental complexion. It's infused with a retinoid derivative, light doses of squalane, meadowfoam, and jojoba seed oils, plus hyaluronic acid (among a bevy of others) that ensures healthy, hydrated, and glowing skin. Pro tip: Mix a pump into your foundation for a glowier look. Changed my life."
MAC Lustreglass Stainglass Long-Wearing Glossy Lip Tint
"Oh, how I love a long-wearing product, especially when it's hydrating. (The two qualities usually do not co-exist!) This glassy lip stain has been the perfect addition to my summer lineup. One swipe before leaving the house not only gives me a buildable kiss of color that lasts for hours, but also effectively hydrates my lips—leaving my pout plump, punchy, and nourished. I keep every shade in arm's reach these days."
McLintock also considers herself a member of the MAC Lustreglass fan club: "It has a hydrating, serum-like formula that cushions my lips in moisture, while transfer-proof 'stained-glass' color sets for up to 12 hours. There are so many stunning shades, but I've worn Sneaky Pink the most (it's a pretty, rosy hue). New summer-to-fall lip product, found."
Why Trust Who What Wear
At Who What Wear, we know that beauty isn't one-size-fits-all. Over the years, our editors have tested thousands of products—including skincare, makeup, haircare, and nails—while also working closely with trusted experts, like renowned dermatologists, celebrity makeup artists, and other leading industry insiders. Together, this ensures every guide is well-researched, inclusive, and relevant to you.
We focus on formulas that deliver, whether they're affordable favorites or luxury investments. Our product selection is based on tangible results, ingredient know-how, and what we'd truly recommend to our closest friends and family members.
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