If you’ve been on social media sometime in the last week, odds are you’ve come across the trend of creators sharing their favorite products that they think are worthy of the high price tag. What started as a fun way to share honest opinions on devices like Oura rings and LED masks quickly turned into a frenzy of egregious recommendations that went beyond everyday luxuries, expanding into categories like business-class flights and credit card memberships (help!). The serviceable product recs transformed into an overt flex of wealth.
Luckily, Team Cosmo is here to bring the conversation back down to earth and share the beauty products we’d actually spend our hard-earned dollars on. From must-have hair products to pro skin treatments, Cosmo’s beauty team is sharing the five beauty products we think are truly worth the splurge, below.
Obagi’s Eyebrow Growth Serum
Price: $150
“If you have sparse or fine brows that you’ve been trying to grow out after years of over-plucking without much success, Obagi’s Eyebrow Boosting Serum can completely transform your arches. After using it consistently for three months, my brows went from thin to fluffy, to the point where they actually became too thick (something I never thought I’d say), and I had to scale back to applying it just once or twice a week. Simply swipe the wand through your brows before bed, and within a few weeks you’ll start noticing new growth along with thicker and stronger hairs.
I no longer have to meticulously fill in my brows with a pencil every morning. And while $150 is undeniably a splurge, I’ve been using the same tube for months. Of all the hair-growth serums I’ve tested, this is the one that has delivered the most dramatic results.”—JASMINE HYMAN, ASSISTANT BEAUTY EDITOR
Bond-Building Haircare
Price: Starting at $34
“I’ve gone through a lot of hair journeys in the last two decades of life (I first highlighted my hair in sixth grade, and it’s been an uphill battle ever since). I remember looking in the mirror in 2018, and my ends were fried, my hair was breaking off in the back, and nothing was giving me shine or smoothness. I bought my first bottle of Olaplex that day, and I’ve been in a love affair ever since.
Now, there are many types of bond-builders on the market, and some are more expensive than others. But Olaplex and K18 have completely revived my hair over and over again, no matter what damage I do to it. Most damage-repair treatments just use proteins to strengthen your hair, and then mask split ends with silicones and other sealing oils. Bond builders, though, actually go into your hair shaft and can repair what’s been damaged. It’s not the immediate difference you might see with a rich hair mask, but over time, these actually improve your hair. And they both work on a wide variety of hair types, from my ultra-fine, thin, short hair to long, thick waves to coarse, curly, and coily textures.”—BETH GILLETTE, BEAUTY EDITOR
A Great SPF
Price: Starting at $36
The best sunscreen is going to be the one you use every day. So, it’s worth splurging on a high-quality formula that will not only protect your precious face but also feel comfortable enough that you’ll actually want to apply it repeatedly. And in 2026, there are tons of luxe formulas that not only skip the greasiness and feel like an extended skincare step but also have tons of benefits alongside SPF.
Some of our favorite splurge-worthy sunscreens include Tatcha’s Milky Sunscreen that goes on extremely nicely under makeup and absorbs into the skin like, well, a milky serum. It boasts SPF 50+, ectoin, and vitamin E for skin barrier protection, and aloe to soothe. We also love Alastin’s HydraTint Pro Mineral Sunscreen that not only defends against harmful UV rays but is also loaded with antioxidants and signature ingredients to minimize skin damage from pollution, oxidative stress, blue light, and more. Beauty director Lauren Balsamo says it’s “the best $84 you will ever spend on a sunscreen.” And for a true serum-like consistency, you can’t go wrong with ISDIN’s Fusion Water Magic, which feels like nothing on the skin and is beloved by derms for its invisible and noncomedogenic formula.
The Dyson Supersonic Hair Dryer, specifically the travel version
Price: $300
If you’re in the market for a powerful blow dryer, there’s good news and bad news about why the Dyson Supersonic is worth the hype. The bad news? Yes, everything you’ve heard about the device is true. It’s incredibly powerful, but that performance comes with a hefty price tag. The good news: The Supersonic now comes in a travel-size version that’s compact, weighs less than a pound, still boasts impressively strong airflow, and features universal voltage, so you can use it wherever your travels take you.
The best part: It costs $150 less than the original Supersonic. While it doesn’t quite match the full-size Supersonic’s power, we think it still delivers a fast blowout, making it a great option for anyone who wants Dyson’s signature performance in a more portable package and for a fraction of the price.
Botox, Daxxify, or Xeomin
Price: $400+
“I’ve tried every topical wrinkle reducer and trust me when I say there’s nothing that even comes remotely close to the effects of injectable neurotoxins. So I tell all my friends: skip the pricey wrinkle serums and creams, and book yourself a twice-yearly appointment with an experienced provider for Botox, Daxxify, or Xeomin (I’ve tried them all and had great experiences with each). The skin-smoothing and wrinkle-reducing effect is neatly instant and lasts a minimum of three months.”—LAUREN BALSAMO, BEAUTY DIRECTOR
Why Trust Cosmopolitan?
Jasmine Hyman is the assistant beauty editor at Cosmo who covers everything from hair tools to nail trends. For this story, she and beauty editor Beth Gillette and beauty director Lauren Balsamo used their combined experience of 20+ years in the industry to share their worthwhile beauty splurges.
Jasmine Hyman is the Assistant Beauty Editor at Cosmopolitan, where she writes about the latest beauty trends and must-have products. Her most prized beauty possessions are a meticulous skincare routine and salon blowouts. You’ll also likely find her in bed reading a good book or endlessly scrolling TikTok (spoiler: it’s usually the latter) while listening to Harry Styles’ entire discography on repeat. Follow her on Insta to be inundated with pictures of her meals.