In the world of viral fragrances, few are very elusive. In fact, most of them are instantly recognizable to those who know what they're smelling. I can peg when someone walks into a room wearing fragrances like Maison Francis Kurkdjian's Baccarat Rouge 540 or Tom Ford's Lost Cherry, for instance. I'm personally all for a recognizable scent—most scents do end up smelling a bit different person-to-person based on their pheromones and body chemistries anyway. That being said, most fragrances ar...

Welcome to Deep Reviews—your one-stop destination to discover the absolute best products and brands the beauty industry has to offer. The Who What Wear staffers you already know and trust will research, test, and review the market's most sought-after and buzzed-about products to see which formulas (of the hundreds up for consideration) are truly worth your hard-earned money and attention. You can expect honest, completely uncensored feedback and no-BS recommendations our hard-to-please teste...

Every day, it feels as if a new aesthetic is making its rounds on TikTok. As a major social media platform, there's no doubt as to why these circulate, with the participation of countless fashion fans and beauty savants joining in. It should also be noted how because of their sudden rise in popularity, more often than not, there may be certain images and products begin to associate with them. Whether it's the frilly ribbons of "balletcore," the sky-high sparkly heels of "night luxe," or the ...

While France is renowned for its perfume industry, with some of the famous perfumeries hail on UK soil. British perfumers are beginning to shake things up, with industry heavyweights such a Jo Malone London long flying the flag and more niche perfume brands stepping on the scene. British perfume brands are expanding and creating scents to meet the standards of even the most sophisticated noses. ''Fragrance is still dominated by France, and for good reason—they have a long history of amaz...