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When you work in media, you get the chance to try a lot of brands. New launches and current trends land on our desks daily, and our Slack threads are buzzing with beauty and fashion recs. But even with the constant stream of products to test and play with, there are a few brands that have earned permanent status in our routines. The kind we recommend without hesitation, repurchase without thinking, and keep coming back to like clockwork.
These are the editor-favorite brands that just get it—whether it’s the perfect everyday denim, a holy grail serum, or glasses you’ve had for years and years. They’ve stuck with us through changing seasons (and algorithms), and no matter how many new products come across our radar, these are the ones we’ll never stop reaching for.
“I have terrible vision—near-sighted, far-sighted, astigmatism, and even double vision. So for me, glasses aren’t just a fashion accessory—they’re essential. Over the years, I’ve tried pretty much every vision solution out there, but I always find myself coming back to Warby Parker. Their frames are the cutest on the market, and I love being able to pop into a store, try on a bunch of styles, and get my eye exam all in one visit. If you’re indecisive (hi, it’s me), the Virtual Try-On tool is also a lifesaver. And their new summer collection has so many fun options, I’ll be ordering a new pair ASAP.” – Kirra Wallace, Deputy Art Director
“Dieux is one of those brands that just gets it—like, they actually care about results and integrity. I love that their products feel luxurious and effective without all the fluff or marketing BS; it’s like skincare that respects both your skin and your intelligence. Their formulas are clinically-backed but still feel like a self-care ritual—hydrating, healing, and honestly kind of magical. Using Dieux makes me feel like I’m prioritizing my skin the way it deserves to be prioritized: no gimmicks, just really, really good skin.” – Josie Santi, Wellness Editor & Podcast Host
“Since my days of walking around the house wearing every piece of jewelry from my ‘Pretty Pretty Princess’ game, I’ve been a jewelry lover. Despite having moved on from wearing dainty everyday pieces to gravitating toward more attention-catching ones, I still try to prioritize quality when adding to my arsenal. (I want to make sure I’m investing in pieces that are going to last.) Over the past couple of years, Jenny Bird’s pieces have started completely dominating my rotation. Every collection they launch is full of out-of-the-box jewelry that adds to every single outfit I pair it with, and their pieces survive the wear and tear I inevitably put them through. If I’m looking for a new piece of jewelry, Jenny Bird is always where I start.” – Maddie Galassi, Senior Fashion & Beauty Editor
“E.l.f Cosmetics has been around since the early aughts, but the last 10+ years have been exceptionally good to them (like, buying Hailey Bieber’s Rhode for $1 billion level of good). There hasn’t been a moment in the last decade when e.l.f. hasn’t been part of my makeup kit. Even when I got good enough to freelance as a makeup artist in my early to mid-20s, e.l.f. products touched every single one of my clients’ faces. From photoshoots to prom to even wedding makeup, e.l.f. is the one drugstore brand that always impresses during a session and at the checkout line. As a former makeup artist and drugstore makeup aficionado, it will always be my go-to.” – Steph Alleva Cornell, Branded Content Editor
“Day-to-day, I am a simple girl who likes simple things: favorite coffee at home, skincare over makeup, and an easy jeans and T-shirt outfit. You know they’re good jeans when you actually want to wear them for working from home and running errands. For me, those are my Levi‘s 501 ’90s jeans, specifically. I have these in multiple colors and will be wearing Levi’s and these wardrobe staples for years to come.” – Keely Geist, Senior Social Media Editor
“As someone who’s spent literally thousands of dollars on swimwear, I’ve had more than my fair share of trial and error finding suits that make me feel my best. For a while, I resigned myself to inconsistent sizing, questionable coverage, awkward padding, and flimsy fabric that seemed to disintegrate after three wears. But after trying on my first swimsuit from Monday Swimwear, I knew I’d be a forever fan. With flattering, feminine designs that prioritize an immaculate fit and soft-to-touch fabrics that I don’t dread putting on, I know I can count on them to keep me confident for years to come.” – Ashley Selleke, Branded Content Managing Editor
As the Branded Content Editorial Assistant, McKenna assists the sales team with the content creation process by updating stories, sourcing images and graphics, pitching and contributing stories of her own, and more. Some of her favorite topics to write about are entertainment, culture, and lifestyle
