I'm sure you've noticed by now that we're big Hailey Bieber fans. I'll admit that I don't exactly spend hours combing through her TikTok page, but I am always interested in what buzzy skincare products and devices she's using. After all, the woman has some seriously amazing skin—it would be a major missed opportunity not to pay attention to what she's doing on that front. One day, when I did happen to be perusing TikTok, I discovered that she uses an innovative tool from Medicube called...

e.l.f Beauty is expanding its portfolio as a parent company, announcing its plans to acquire TikTok viral skincare brand Naturium for a cool $355 million USD, marking e.l.f's Beauty's biggest deal to date.The parent company is the owner of e.l.f. Cosmetics, Well People, and Keys Soulcare all of which are popular brands in the beauty industry. The acquisition etches out a significant message that the Naturium on the skincare market is strong in awareness and profitability. Naturium is expected to...

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 tester...

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 tester...