Ten of My New Favorite Beauty Products from 2024.

Happy 2025! I don’t know how we got here so quickly, but here we are. It was a year of many fun buys and several new (to me) beauty products that have left a lasting impression. 

When I started thinking about this substack post, I first thought I’d round up all of my favorites in one place, but I decided to split it into two: beauty favorites and then everything else (coming next). 

There weren’t many things that made the list—only ten new favorites, which feels like a low number considering how many products I’ve had the opportunity to try. 

---

My Ten New Favorites from 2024:

1. INNBeauty Extreme Cream:

The hype is real. You know you really love something when you run out and have slight panic over it. This cream is fantastic, especially given that it compares to those creams that cost $200+. It’s thick and layers beautifully at night or under makeup.

Code: Welcome15 should work.

---

2. INNBeauty Elastic Skin Plumping Serum.

I’ve been loving the above Extreme Cream layered with the Elastic Skin Plumping Serum. It plumps up the skin and adds such a gorgeous layer. I’ve already repurchased both on more than one occasion. If you’re interested in the duo, you can save a little.

Code: Welcome15 should also work on top of it.

---

3. RŌZ Treatment Hair Oil:

I’ve been applying a few drops of this hair oil to my ends as a prewash treatment, and it’s been such a nice ritual that my hair is very thankful for. It can be used on the ends before washing, but can also be applied to the scalp and throughout. It’s loaded with coconut, jojoba, sesame, macadamia seed, and other beautifully nourishing oils. The result is hair that feels softer, and overall just healthier. 2024 was the year that I started incorporating a pre wash treatment to my hair routine, and it’s made such a difference in the health of my hair.

---

4. Saltyface Tanning Water:

I’ve tried many facial self-tanning products over the years, with this one being a 2024 discovery. It’s quickly become my favorite for its easy application and non-orangey glow. I tend to use it every other night as the last step in my skincare routine. Tan-Luxe is still in my rotation, as sometimes I like having the easy ability to add a few drops into my moisturizer, but Saltyface has jumped into first place for how natural it looks. I use the light/medium color.

---

5. Victoria Beckham Eyeliner:

I wish I didn’t love an eyeliner that was $34, but unfortunately for my wallet, it’s become my top one in the eyeliner market. The formula and the way it glides on is absolute perfection. Then there’s the most stunning color range, with the most beautiful silky pigment. It works perfectly on the lid, and while I haven’t found a single liner that doesn’t eventually smudge on my waterline, this is the best one that I’ve found. I love the colors Cocoa, Sequin Green, Bronze, Olive & Navy. Yes, I love a lot.

---

6. Crown Affair Dry Shampoo:

As someone with fine hair that gets oily way too quickly, I've come to rely on dry shampoo. The caveat is that while I would often use them, I've never found one that worked well. Enter Crown Affair Dry Shampoo. The brilliance lies in its formula, which uses tapioca starch (natural and without talc) to help absorb oil, and persimmon powder to deodorize hair as if it's been washed. It comes with a little kabuki brush and smells divine. It's one of the only dry shampoos I've found that works on my hair. I'm also a big fan of their leave-in conditioner.

---

7. Westman Atelier Super Loaded Liquid Highlighter:

I've been an enormous fan of several Westman Atelier products, and this liquid highlighter (in the color Peau De Rosé) is the latest one added to that list. A little goes a very long way, so I've been adding a tiny amount as one of the final steps to my makeup routine. The result is the most beautiful, luminous glow that translates beautifully in photos. If you're someone with oily skin, I'd stick with their stick formula (my other favorite), as this one might be a bit too liquidity. The Sephora reviews on this one are mixed, which confuses me a bit, but I'd like to think it's either a) user error or b) not for the right skin type. Personally, I love it, and I find that it dries down nicely without much movement.

---

8. SumaNurica Collagen Mask:

When I need a massive dose of hydration, whether before an event or when my skin is feeling especially blah, I've been turning to these collagen sheet masks from SumaNurica. What makes them so unique is that these masks contain their patented Collagen Essence that mimics the natural structure of our own collagen. You put it on for 20 minutes, and you're left with skin that looks and feels so much better.

Tip: One of my favorite mask combinations is starting with either Masque Vivant from Bioloigique Recherche (holy grail favorite for over 15 years) or my most recent favorite from U Beauty, their Flash Peel Mask, followed by this Collagen Mask. It's the golden combination of treatment followed by hydration.

My other favorite sheet mask (but not a 2024 discovery) is this one from Amazon, which is meant to be slept with overnight. When I remember to apply it before bed, I love the results I'm left with in the morning.

---

9. U Beauty Resurfacing Flash Peel:

On that note, I must include the Resurfacing Flash Peel from U Beauty. It's a rapid chemical exfoliator that will give you close to clinical-grade results in a few minutes. Again, it's wildly expensive for a mask, but if you're comparing it to an in-office peel treatment, kind of what it's supposed to mimic, it's a much easier price tag to swallow. I use it for about 10 minutes, followed by some sort of hydration mask, and my skin looks like I just left my derm.

Code: The code HELENA gets you 10% off anything U Beauty (first time customers only).

---

10. ZIIP Halo:

2024 was the year that I finally got around to trying the ZIIP Halo, and now I get what the fuss is all about. It's a nanocurrent and microcurrent facial toning device, and compared to other similar devices, the Zip Halo is the only one that uses both types of current. I haven't mentioned it on Instagram, wanting to make sure I really loved it before recommending a device that costs $400. The update: I love it. The results aren't dramatic. They're subtle and require consistency, so if you don't think you can spend a few minutes a day (4-5x a week) using it, don't bother spending so much money. Otherwise, I find my skin looks a bit more lifted, my cheekbones more defined, and, as the young kids say, my face feels a bit more snatched. Yes, I like it more than the NuFace.

Code: The code HODNE gets you 10% off the ZIIP Halo.

---

I’ve added everything mentioned above to my ShopMy for easy reference if anything has caught your interest.

---

I’ve also shared my best non-beauty buys of 2024 below:

---