One of my favorite skills that I've picked up throughout my career as a Who What Wear beauty editor is the ability to ID the top beauty finds for Black Friday weeks before it happens (it's like I've developed a sixth sense with every product tested and reviewed). Since editors jump at the opportunity to discover new favorites, a juicy sale is all we need to completely revamp daily beauty routines. With nearly six years of experience on the job, I've gotten into the habit of pulling my top picks long before a sale by revisiting online baskets, taking inventory of my current product lineup, and taking a scroll through TikTok.
If you, like me, never feel like you can move fast enough to snag the items you've been holding off on buying from Ulta Beauty, take this as an official sign to keep and eye out for the best beauty deals sooner, rather than later. They come our way earlier every year, so it's a good idea to get a head start. Need some inspiration to get started? Below, I'm sharing all the hair, skin, and makeup buys I'm adding to my basket ahead of Ulta's Beauty's Black Friday sale just in case I score some discounts. The clock is ticking, but I've got you completely covered.
Makeup
Still struggling to find your winter shade? This long-wearing foundation by Nars is available in an impressive selection of undertones using an award-winning formula that's buildable, full-coverage, and fade-resistant.
In 2026, my goal is to finally get the "falsie" look with my natural lashes, and I'm betting this new mascara will make it happen. It has a sculpting comb brush with 300 bristles that coats lashes with layers of magnetic pigments and lengthening fibers.
Ever since it was revealed that this was the iconic shade worn by Liv Tyler in The Lord of the Rings and Molly Ringwald in The Breakfast Club, I've been itching to get my hands on it. Sheer and buildable, this products melts into the lips with a blend of nourishing emollients.
I swear by this trio of bestselling and limited-edition finishing powders to give me glass skin in seconds. Its multidimensional glow is the result of blending cutting edge photo luminescent and soft-focus technologies to smooth and enhance the complexion.
Sacheu Beauty's liquid contour offers everything from subtle definition to bold sculpting with a silky formula powered by peptides and polyglutamic acid. I'm obsessed with how glowy and smooth my complexion looks after a full day of wearing it.
As much as I love the '90s-inspired brow trend, I like to keep mine nice and full. Morphe's dual-ended eyebrow brush helps me whip them into shape since it can be used to fill, define, and shape them with a hard-wax formula. Plus, it's retractable and the perfect size to tuck into a bag.
Skincare
My skin needs all the extra hydration it can get once winter begins, and this serum has made a visible difference in its texture. It replenishes moisture using a mixture of hydration-boosting hyaluronic acid, algae extract, and kelp serum.
I've only just reached my late-twenties, but I'm already paying attention to my undereye area. This treatment reduces the appearance of puffiness, fine lines and wrinkles with peptides and seaweed extract without leaving any residue behind (and there's no pilling or pulling).
During my last facial, I was told that using an exfoliating toner is one of the best ways to add glow to my skin when it begins to get dull. The Ordinary's Glycolic Acid 7% Exfoliating Toner improves skin radiance and clarity with a brightening composition of glycolic acid and Tasmanian pepperberry.
This one can be used as a face primer and a moisturizer with a revitalizing formula infused with vitamins, shea butter, hyaluronic acid, and squalane. While its texture is decadent, it feels light on the skin and leaves behind a healthy glow.
If you've been on the hunt of a physical exfoliator that can lightly buff away dead skin cells, this should be at the top of your list. Ideal for all skin types, it combines superfine crystals with an antioxidant-rich blend of black currant and raspberry leaf extract to balance oily skin.
I've already written a love letter to milky skincare, but there's always room for one more in my routine. This one promotes smooth, bright, and hydrated skin using fermented NAG (a gentle exfoliant) and squalane to support the skin barrier.
Haircare
Every now and then, your scalp deserves a detox to help it reset. This shampoo cleanses away dirt, oil, and product buildup without stripping the scalp of natural oils. Its formula has chelating acids (an essential to combat hard water deposits), apple cider vinegar, and hydrolyzed keratin.
I've been obsessed with this product since it launches (so of course, I stock up on it during Black Friday). Color Wow's curl styler moisturizes and de-frizzes strands with alcohol-free, weightless finish. I like to use this one on my knotless braids.
Verb's Ghost Weightless Hair Oil smoothes, fights frizz, and delivers shine for all hair types and textures with a formula powered by moisturizing moringa oil, green tea extract, and vegan proteins. It's one of my go-to's for preserving my annual silk press.
When using a detox shampoo isn't enough, I like to go in with this scalp serum by Pattern. Tingly and moisturizing, it relives the scalp of dryness and itchiness. I love the fact that its designed to work well with protective styles, and is great for hair types 3B-4C.
Designed for medium-to-course hair, Olaplex's cuticle-sealing mask works by wrapping each strand in Biomimetic Cuticle Technology to enhance hydration, while an avocado and shea conditioning complex delivers deep moisture and high-slip softness. In other words, it's a steal.
Whether I'm wearing my curls out, in a protective style, or in a silk press, I always finish off my looks with a blast of finishing spray. This one, by Kristin Ess, is light, layerable, and provides medium hold. It keeps strands in place without leaving them feeling crunchy or weighed down.
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