Trust Us: These Are the 31 Skincare Brands That You Can Always Rely On

As a bit of a rule, we beauty editors don’t like being asked "What’s the best…” questions. Not because we don’t know what the best products around are, but because tastes and preferences vary so vastly. While the best retinol for one person might be something gentle, for another that product might seem ineffective. Most of the time, when someone asks after the best anything, we’ll have to ask what your requirements are first.

However, when it comes to skincare brands, I’m a little more inclined to make sweeping recommendations. The reason is that some popular skincare brands just get it right every single time. Out of the thousands of brands out there, there are only a few that manage it, I’ll admit, but I believe the ones that do to be the very best.

They are the brands that just seem to really understand the skin’s health. They don’t get sucked in by trending ingredients and instead focus on skincare products that give the skin exactly what it needs to stay healthy. It’s not to say that every single one of the products in that brand’s offering will be suitable for everybody, but rather everybody will find a great skincare product, whether it be a face wash, a moisturiser or sunscreen, that suits them.

In order to make a definitive list of the best skincare brands around, I didn’t think it smart to compile a list of my favourites. In a bid to make this as fair as possible, I reached out to everybody I know to get their insights. I received a huge number of nominations from Who What Wear editors to beauty PRs and every beauty buff and lover who follows me on Instagram.

After considering every single brand suggested, I used my own knowledge as a beauty editor to whittle it down. The criteria for making it onto the list were simple: Is there a single product in this brand’s offering that I would be loath to recommend? Of course, it makes sense that these brands also offer some of the best products out there in terms of formulations (there are some seriously hero face serums on this list, FYI). So without further ado, behold (in no particular order) the 31 best skincare brands in existence.

The Best Skincare Brands According to Beauty Editors

1. La Roche-Posay

I know I said that this list was in no particular order, but I would like to point out that if I had to choose only one skincare brand to label the best, it would be La Roche-Posay. Out of the 70+ nominations I received, La Roche-Posay was by far the most recommended. Traditionally a French pharmacy brand (although now available just about everywhere), it is a brand adored by skin experts who really know their stuff. I'm talking dermatologists, aestheticians, beauty editors and influencers. Forming the basis of French skincare routines far and wide, it puts efficacious ingredients that target some of the most common skin issues, from rosacea and irritation to acne and ageing, at the forefront of its formulations. The branding is minimalist, and the packaging doesn't ooze Insta-worthy shelfie, but what's inside is exceptional.

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If you experience breakouts, La Roche-Posay's Effaclar range is considered the gold standard, Toleriane is a go-to for those with sensitivity and Lipikar is, without doubt, one of the best body ranges out there for those with eczema. Oh, and the suncare is second to none.

2. SkinCeuticals

Another skincare brand that really champions science is SkinCeuticals. It's (a lot) more expensive than La Roche-Posay, but the active ingredients it delivers are much more powerful too. It was created after decades of research into skin cancer and the power of antioxidants. A straight-talking clinical brand (seriously, I've been recommended this stuff by both dermatologists and plastic surgeons), it delivers high-octane ingredients that really work. No skincare product is worth bankrupting yourself over, but if you have the money to spend on your skin, SkinCeuticals is the way to go.

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SkinCeuticals is a brand that knows how to make a stellar face serum. In particularly, the brand's vitamin C serums are regarded by many to be among the best skincare products in existence.

3. Paula's Choice

It's not a great thing for a beauty editor to admit, but there are very few brand founders who I am willing to trust implicitly. Most have an agenda that pushes their products or champion a belief that might not necessarily put skin health first. (When you really love your own products, it's only natural for this to sometimes happen.) The founder of Paula's Choice, Paula Begoun, however, is someone who really knows her stuff. She has pretty much dedicated her life to demystifying the complex world of skincare and formulating products that are backed up by proper science (not the sort of small studies a lot of other brands latch on to). The products are simple to shop and come with easy-to-follow guidance. It's safe to say the results are pretty spectacular too.

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Paula's Choice is most famous, perhaps, for its iconic BHA treatment that is adored by those with oily and breakout-prone skin. In fact, I'd say Paula's Choice is one of the best skincare brands out there for those with congested skin.

4. Elemis

Most of the brands on this list are all substance but lack a certain "style” when it comes to packaging. Sadly, really efficacious skincare tends to be this way. However, a lot of respected dermatologists admit that while fragrance-free, sulphate-free, fun-free skincare is typically the best way to go, the very best skincare products are the ones you actually use. Elemis is a brand that straddles this line expertly. A spa brand first, the products are luxurious and joyful to use while delivering really great results, too.

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Having been a huge fan of Elemis for years, I stand by the fact that the brand does what I like to call "spa in a jar" products best. I'm talking sumptuous balms, unctuous moisturisers and great-smelling essences. These are the sorts of products that don't just smell great but also put natural-looking glow and hydration first.

5. Augustinus Bader

Please trust me when I say that recommending really expensive skincare products makes me feel very uncomfortable. However, it would be irresponsible for me to discredit certain skincare brands based on their price tag. Because, yes, while Augustinus Bader products (and a couple of others on this list) are ludicrously expensive, they're also really very good. All of the products are formulated with the brand's TFC8 complex, which aims to nourish and tackle virtually every major skin concern out there.

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While all of the products contains TFC8, which makes them particularly hardworking, I would say Augustinus Bader is best known for its richly hydrating cream textures—the moisturisers are easily some of the most adored in existence.

6. CeraVe

When it comes to affordable skincare, it can be very tricky to find a brand that hits the nail on the head every time. Many brands bring out huge lines that leave us feeling confused and let down by false claims. CeraVe, however, has a tight edit of products that really do deliver everything that they promise. The products are formulated alongside dermatologists and, as a result, give skin the essentials.

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I've never met a dermatologists who would disagree when I say that CeraVe's affordable cleansers are the best that money can buy. There are different formulas for each skin type and concern, but the Hydrating Cleanser is perhaps the most universally adored.

7. Sunday Riley

Alongside the above, Sunday Riley is another brand that is amongst the most-nominated for this roundup. The brand's ethos is "Powered by science, balanced by botanicals,” and I would say that sums it up quite nicely. The active ingredients are powerful and do their job expertly, and the botanical extracts also do their job to create a more luxurious user experience. The "natural” fragrances can take a little while to get used to, but the amazing results will have you repeat-buying for eternity.

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Truthfully, Sunday Riley products are so cult that everyone seems to have their own favourite. Having said that, the brand's ability to create a stellar glow-boosting face cream and hard-working, results-driven face oils is really exceptional.

8. Tatcha

When Tatcha finally launched in the UK back in 2022, my beauty excitement levels reach an all-time high. I had seen beauty editors and customers in the U.S. rave about the brand for years and yet had never managed to get my hands on any of the products. A part of me thought there was no way the brand could live up to its hype—but my word was I wrong. The Tatcha products in my skincare collection are, hands down, my most coveted. And it's not just me who things so—all of my beauty-editor friends are head-over-heels in love with the Japanese-inspired beauty products and rituals. The products combine clinical ingredients with luxurious botanicals to create formulas that truly work (and feel totally superior when it comes to luxury, too).

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If we're talking about the hero products that exist within Tatcha's offering, it would be wrong for me to not mention the brand's famed moisturisers—notably The Dewy Skin Cream. The brand's gentle moisturisers are, in my opinion, impossible to dislike and deliver instant buttery radiance. But don't be fooled into think Tatcha is just a moisturiser brand—its cleansers are hardworking while remaining beautifully gentle on the skin, making them my most cherished.

9. Dr. Barbara Sturm

I have written about the wonders of Dr. Barbara Sturm products a lot purely because I get asked about them a lot. It seems as though every celebrity out there swears by the power of this brand, which makes sense seeing as Sturm herself is a facialist to the stars. The products are eye-wateringly expensive but are also exquisite. Do you need to part with the cash to get great skin? Absolutely not. However, the science-backed formulas do their best to convince you otherwise.

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Sturm is probably most famed for producing one of the most popular hyaluronic acid serums amongst the rich and famous—it creates dewy, plump skin in a matter of seconds. However, do not overlook the brand's cleansers, either, particularly if you enjoy some exfoliation.

10. Biossance

It is of my firm opinion that Biossance does simply not receive enough airtime. Among beauty editors and skincare insiders, Biossance is regarded as one of the best skincare brands of the moment (hence why it's on this list), but I simply don't think its products are well-known enough across the masses. So, let me indulge you. Biossance is a pretty science-led brand, but the formulas are still a total joy to use and possess an air of luxury.

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All of the products champion squalane, in this case a skin-identical molecule to works to really effectively boost hydration that the brand creates from sustainable sugarcane. Each product is formulated with the brand's iconic squalane ingredient as its heart, along with other active ingredients to cater to your skin's needs.

11. Templespa

If you're not yet acquainted with Templespa's formulas, then allow me to introduce you. You'll find Templespa products in the most luxurious of spas and hotels, and its skincare is seriously efficacious too (not to mention many of the products are award-winners). The founders work alongside doctors, artisan herbalists and botanists to create luxurious products that have now garnered a devoted following around the world. The beauty of the products is that they are both results-driven and sensorial to use—making taking off your makeup less of a chore and more of a luxurious ritual. The brand also boasts a number of awards and 5-star reviews amongst its skincare, too.

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12. Avène

A far cry away from some of the really active skincare brands on this list, Avène puts skin-soothing formulas at the heart of its ethos. Another French pharmacy brand, Avène utilises the "healing” powers of thermal spring water. I'm not entirely sure I buy into it, but the products are great nonetheless. Ideal for those with skin prone to redness or those with particularly dry skin, Avène products make for great skincare-shelf staples.

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13. Medik8

Medik8 products might not look fancy and don't really spark much joy on application, but that's not the point of them. You see, Medik8 products are formulated for the purpose that all great skincare should be: to work. It's likely you have seen Medik8 products dotted around at some the best skin clinics in the country, and that's because they're potent, proven and really efficacious.

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I could sit here and say that all Medik8 products are as good as each other, but I'd be lying. Not that any of the products in the line-up are bad, of course, but rather there is one category that Medik8 does so well that it would be wrong to recommend anything else above it. Listen carefully: if you are ever in the market for a new retinol serum or cream, Medik8 should be your first destination.

14. Naturium

Naturium has fast become my most highly recommending skincare brand of the past year. Why? The products look great on the shelf, they are formulated to perfection, and they don't totally break the bank. If you are wanting to start taking your skincare routine more seriously and also like for your products to ooze a certain luxury, Naturium is the brand for you.

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I truly don't think you can make a wrong turn when shopping Naturium's extensive product offering. While the brand is most famed for its cult favourite body washes, its facial skincare is equally as good—most notably its active-ingredient serums and multi-tasker moisturisers.

15. FaceGym

You might not be familiar with FaceGym's skincare offering, but trust me when I say it's time to get on board. Famed for its hardworking, lunchtime facials, the brand knows a thing or two about what people really want from their skincare products.

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While the intense facial massages that they offer (seriously, they're like a workout for your face) focus on lifting and tightening, the products are simple and put general skin health first.

16. The Ordinary

I have been feeling some sort of way about The Ordinary for a little while now. I know that the products are great, but I had a moment where I worried that the brand was contributing to the growing confusion around skincare products in recent years. But after sitting on it, I have come to the conclusion that without The Ordinary, accessible skincare might not exist in the way that it does now. Truly, the products are truly excellent given the price.

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I'm a little reluctant to recommend hero products from The Ordinary. Before you shop from the brand, I truly recommend doing a little bit of research into the product you are buying, the skin types it is best suited for and exactly how to use it. It's not an easy brand to navigate. However, if you know your stuff and buy the right products, you're on a one-way track to great skin.

17. Kate Somerville

Another facialist to the stars, Kate Somerville really knows skin. Having worked with it every day of her career, she sees exactly how skin reacts to certain products and ingredients. As a result, it's safe to say that every single one of her skincare products works exactly as she promises. The thing that is most admirable about Somerville is her honesty. She doesn't promise that her products will clear up chronic skin conditions, but she can deliver products that will help keep issues at bay and prevent exacerbating them.

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Personally, I adore Kate Somerville's Delikate range, but it would be irresponsible of me to recommend it to the masses when not everyone needs barrier-help as intensely as I do. Goat Milk, on the other hands, is a total all-rounder. The face cream and cleanser sit in my top 10 beauty products ever made, and I know I'm not alone in those views.

18. Dermalogica

Ask any facialist which skincare brands they recommend and I can pretty much guarantee that Dermalogica will be in their top three. Indeed, chances are if you've ever had a facial, then you've already experienced the brand. It's a favourite amongst skincare professionals and facialists worldwide.

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With hundreds of cult products—plus a continuous stream of innovative new launches—the brand has something to offer to every skin type, goal, and concern.

19. Fresh

You might best know Fresh for its bodycare products, but the brand's extensive skincare line is well worth checking out. As a brand, it champions natural ingredients and botanicals that really work in tandem with the skin. Every single one of the products leaves your skin feeling just what the brand's very name promises: undeniably fresh.

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From cleansers and moisturisers to face masks and serums, there's something for everyone, no matter what your skin type, concern, or goals. Plus, all of the products are packed with high-quality natural ingredients, and look (and smell) amazing. My advice? You really can't go wrong with any Fresh cleanser or face mask.

20. The Inkey List

On a mission to make ingredient-led skincare feel more accessible and less intimidating, The Inkey List is another brand you'll frequently find popping up in our affordable skincare recommendations. It shines the spotlight on both familiar ingredients (like hyaluronic acid and niacinamide) as well as lesser-known ones (such as polyglutamic acid and succinic acid), and provides useful information about how to apply and layer each one within your skincare routine. If you're just getting into skincare, it's a great place to start.

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The area I think The Inkey List really excels in? Moisture and hydration. Every serum and moisturiser that the brand offers has a distinct lack of stickiness or coating—it just feels like straight-up, no-fuss nourishment.

21. Skin Rocks

With 26 years of beauty industry experience, it only made sense for Caroline Hirons to channel her knowledge and expertise into her own product line. Although only just over two years old, Skin Rocks has already built up a huge fan base thanks to its no-nonsense, easy-to-figure out products, which do exactly what they say on the bottle. Whether you're a skincare newbie, a seasoned retinoid user or prefer fragrance-free products, there's something for everyone.

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Two things Caroline Hirons knows better than anyone (besides just skincare as a whole, I suppose)? Cleansing balms and exfoliants. If you're looking to try something from Skin Rocks and you're not quite sure what, you won't regret investing in The Cleansing Balm.

22. Beauty Pie

I love Beauty Pie’s candles, body washes, and lipsticks, but its skincare really is *chef’s kiss*. What makes it so good? The brand's business model sits at the heart of why its more affordable products give those ten times their price a run for their money. By functioning on a membership model, Beauty Pie cuts out the middle men between the manufacturing process and the point in which we, as customers, buy said product. Just sign up for your membership to get seriously impressive products for a fraction of their RRP.

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Offering everything from moisturisers and exfoliants to cleansers and an (always sold out) LED mask, Beauty Pie presents a more affordable alternative to luxury skincare, but with the same quality of ingredients and formulations.

23. Dr. Sam Bunting

With a clinic in Harley Street and a passion for delivering expert skincare advice, you know that Dr Sam Bunting's eponymous skincare brand is going to be good. Designed to make building your own skincare routine as simple as possible, the brand has an impressive range of products to choose from depending on your skin type or concern.

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Dr Sam's products are total gems for when your skin is overwhelmed and is craving some simplicity. Look to the brand for basics, such as cleansers, moisturisers, and problem-solving serums.

24. Byoma

Affordable skincare products that still deliver results aren’t always easy to come by, however the Byoma range does just that. With skin barrier support at the forefront of the brand’s mission, every product is designed to work without stripping or irritating skin—and nothing costs more than £18.

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Another great brand for basic skincare, Byoma's cult products really champion daily no-fuss skin rituals that just create a healthier-looking complexion. There are no gimmicks, no intense fragrances and no frills—just great basics that you'll want to use over and over again.

26. Perricone MD

Founded by world-renowned dermatologist Dr. Nicholas Perricone, Perricone MD set the precedent for results-targeted skincare over two decades ago, drawing from proven ingredients, cutting-edge research, and extensive clinical and consumer studies. The products are powered by antioxidants and nutrients that our bodies naturally create on their own in order to deliver dramatic results more quickly.

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I have noticed that, in recent years, the buzz around Perricone MD products has died down somewhat, but in my opinion the brand's core products will always be great. Its vitamin C products are particularly stand-out, but if I'm spending big on my skincare I want them to deliver a real pamper moment, so that puts cleansing balms and masks high up on my personal Perricone MD shopping list.

27. Allies of Skin

One thing that Allies of Skin does particularly well is active ingredients. The brand's formulas are powerful, draw from top quality ingredients and are rigorously tested to ensure that they deliver the benefits they promise. Powered by the likes of vitamin C, prebiotics, niacinamide, peptides, these products work fast to target stubborn skin concerns like dull skin, congestion, and hyperpigmentation.

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Truth be told, Allies of Skin specialises in any and all skincare ingredients that are really proven by science. If you want your product to work, Allies of Skin is going to deliver. Look towards products that contain the likes of vitamin C, retinal, peptides, antioxidants and clarifying acids.

28. Eve Lom

As effective as it is luxurious, Eve Lom is the kind of skincare brand that will make you actually enjoy your daily skincare routine. Founder Eve Lom developed the line based on herbal remedies sourced from her family, as well as from her training as a facialist to some of the most famous faces in Hollywood.

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Much like a couple of the other brands on this list, Eve Lom is a great brand to turn to for those days when you really want a skincare treat (for me, this is every day). Most famously, the brand is known for its famous cleansing balm and results-promising face masks.

29. Curél

Formulated specifically for dry and sensitive skin, cult Japanese skincare brand Curél has become increasingly popular in recent years, especially with trends leaning towards hydration and skin barrier repair. The brand advocates for double moisturising—the practice of applying a pre-moisturising lotion before moisturiser in order to prep the skin for deep and lasting hydration.

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Obviously it's hydration that Curél does best, so I would say stick to its moisturising creams and hydration-boosting additions. In fact, I know several dermatologists and skin experts who typically advise against adding in unnecessary steps to your skincare routine, but are willing to make an exception for Curél's moisture spray.

30. Murad

Although doctor-led skincare brands are becoming far more common, back in 1989 when Murad was founded it was pioneering—a line of clinical formulations with high-performing results. Aiming to help everyone achieve healthy skin, these products are focused on helping skin to retain water to improve hydration at a cellular level and alleviating the visible signs of stress on the skin.

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Contributing beauty editor Mica Ricketts is a huge fan of this brand (and not just because she shares the same birth year!) but credits the products with keeping her adult acne in check and boosting brightness. And it's no surprise, either—Murad is considered to know acne, dark spots and scarring better than most beauty brands around.

31. Caudalie

I am forever in shock at how overlooked Caudalie is in the UK in comparison to some of its other French pharmacy shelf mates. As a brand, it harnesses the antioxidant powers of grapes but stills comes at its product development with a science-first approach. The thing I love most about Caudalie is that you get all of the French skincare expertise without having to forgo the sensorial aspect of skincare application that I really adore. The products feel, look and smell as great as their results.

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Chances are you have encountered Caudalie's Grape Water facial mist at some point in your skincare travels, but in my opinion there are so many other harder-working products that I don't want to spend too much time talking about it. If you're in the market for a hydration-focussed moisturiser or a treatment serum, I urge you to take a look at Caudalie's offering

How We Tested

To create this list of the best skincare brands, beauty editors Shannon Lawlor and Grace Day drew on over a decade of combined experience within the world of skincare. Each brand was rigorously evaluated across multiple criteria, including ingredient efficacy, formulation innovation, product range, consumer perception, and overall skin benefits. Products were tested on various skin types to ensure broad suitability, while long-term results and consistency were also considered. The team consulted scientific studies, expert insights, and customer feedback to corroborate their findings. This comprehensive approach ensures that every brand featured meets the highest standards of performance, safety, and luxury.

Why Trust Us

At Who What Wear UK, we know that beauty isn’t one-size-fits-all. Our editors have tested thousands of products, including skincare, makeup, hair and nails, over the years and work closely with trusted experts—dermatologists, make-up artists and leading industry insiders—to ensure every guide is well-researched, inclusive and relevant to you.

We focus on formulas that deliver, whether they’re affordable favourites or luxury investments. Our product selection is based on tangible results, ingredient know-how and what we’d truly recommend to a friend.

This story was published at an earlier time and has since been updated.