Grace Day
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 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.
This has to be my favourite product from the brand. The perfect daily SPF for just about everybody, there isn't a dermatologist out there who doesn't recommend it. It's lightweight and non-greasy and has an invisible finish on the skin. If you don't own this and aren't already applying a facial SPF every day, buy it right away.
If you have oily skin, I'd definitely recommend giving this a go as the glycacil and zinc work together to reduce sebum. I find it to be the perfect cleanser to use when the weather has warmed up as you don't need as much additional moisture, making a light-weight foaming gel like this one a great option.
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.
C E Ferulic is the crème de la crème of vitamin C serums, formulated to protect the skin against ageing aggressors and help boost glow while it's at it. The first time I was ever introduced to this serum, the brand handed me two slices of apple. We all know that when apple oxidises, it turns brown. However, when one drop of this antioxidant serum is applied to one slice of apple, the reaction doesn't occur anywhere near the rate of the untreated slice. The apples are not to be eaten, of course, but this proves a very impressive test to showcase just how well this product stops ageing oxidation in the skin. The results also speak for themselves. After just a few weeks of using this product, skin appears glowier, more even in tone and significantly more youthful. No other vitamin C serum out there comes close to how brilliant C E Ferulic is.
If you have a dry skin type, you'll massively benefit from this potent concentration of hyaluronic acid. It's not only deeply hydrating but also helps to plump out crow's feet and fine lines for a smooth skin texture.
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.
As mentioned, his is probably one of the most well-known and well-loved Paula's Choice products out there. It is essentially a salicylic acid toner/treatment that helps decongest pores and prevent further breakouts. If you use it twice a week, you can expect to see clearer skin basically from the get-go.
This stuff is great at improving the overall skin tone and texture, supporting skin barrier function, softening fine lines, reducing redness and minimising the appearance of the pores. In short, it's a hero product all round.
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.
This is potentially one of the best cleansing products in history. It's adored by every Who What Wear editor on the team thanks to its sensorial, spa-like formula. Just massage the rich balm into dry skin, add water to turn it into a soothing milk and flannel off to reveal the glowiest skin of your life.
A perfect pick for all skin types, it contains mimosa to take down inflammation, rose to calm and the brand's iconic padina pavonica marine algae to deliver a serious hit of hydration. One of my all-time favourite day creams.
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.
This cult cream is adored by celebrities far and wide (including Victoria Beckham). It is an intense moisturiser that aims to streamline your routine so that you can forgo other serums and lotions. It soothes, plumps, hydrates and gives skin a healthy-looking radiance that is genuinely hard to come by.
This cream gives the same benefits as outlined above, but for your entire body. Yes, please.
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.
Although this is dubbed a hydrating cleanser, that's not to say it is just for those with dry skin. In fact, it's the perfect cream cleanser for just about everybody. It's fragrance-free and doesn't irritate skin in the slightest. Instead, it delivers the perfect fuss-free cleanse and provides a hearty dose of barrier-restoring ceramides and hyaluronic acid while it's at it.
A lightweight and deeply hydrating day cream that also offers a high UV protection. Made with hyaluronic acid to hydrate and CeraVe’s famous ceramide complex, it soothes skin as it works.
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.
Asking me to choose just one Sunday Riley skincare product to champion is like asking a mother to choose her favourite child. Honestly, there isn't a single Sunday Riley product that isn't fantastic in its own right. However, this moisturising cream is suitable for everybody and anybody. It's rich, luxurious to use and leaves skin plump and glowing beyond belief. It's ideal for dry winter skin and irritated, flushed skin come summer, too.
If you have sensitive skin prone to acne and redness yet find that retinol causes irritation, give this a go. It features an ingredient called trans-retinol ester plus blue tansy, which is a super soothing, anti-inflammatory extract. When I first used it, I was alarmed with just how blue the formula is, but it quickly absorbs into the skin and doesn't stain.
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.
At the time of writing this, it is currently a little past midday—and Space NK has already sold 114 of these pots. Yes, it is that good. The texture sits somewhere between a lotion and a rich cream, but it packs an impressively intense, hydrating punch. Once you've used this cream and seen the long-term glow it delivers, you'll never look back.
If you have oily skin or a complexion that is prone to congestion, this gel cleanser makes for the ultimate daily face wash. It effectively restores the skin's natural oil balance without disturbing moisture levels and dry you out.
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.
Do not use this cleanser if you have sensitive skin—it means serious business. With exfoliating enzymes, it starts off as a powder and transforms into a foaming wash once mixed with water. After just one use, skin is left glowing and pores are near-on invisible. If you have oily skin like I do, using this once a week will totally change the way you feel about your skin.
This is definitely at the pricier end of the scale for a hyaluronic serum, but if someone is looking to invest, I always point them in the direction of a doctor-led skincare brand. It's deeply hydrating and acts as an anti-oxidant and anti-inflammatory.
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.
If you're in the market for no-fuss face cream that really works on dryness and dehydration, this is it. With squalane and omega, it nourishes and strengthens the skin barrier in a way that leaves skin looking its absolute healthiest. This product is adored among beauty editors, and I have a feeling lots of my peers would rather we collectively gatekeep this one.
For those who love a face oil, trust me when I say this is up there with the best that money can buy. It soothes and nourishes skin but also delivers the most beautiful natural glow. Seriously, I thought it was impossible for skin to feel as soft as it does after a quick massage with this stuff.
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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The Let's Concentrate Skin Glowing Serum is a Who What Wear UK favourite and one of the brand's bestsellers. Think of this as a shot of brightening vitamin C. Paired with alpha arbutin, it helps to brighten the skin, fade sun damage and pigmentation and improve the appearance of acne scarring. The addition of zinc and magnesium help to keep breakouts at bay, too.
Have dark circles? You have to try this. You only have to look at the several 5-star reviews to know that this eye cream really works to help brighten dark under eye circles with a carefully formulated cocktail of brightening ingredients that won't upset sensitive skin either. The gel-cream consistency cools the eye area and sinks in quickly, making it great prep for concealer application.
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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This serum is probably one of my most recommended skincare products. It is soothing, nourishing and comforting all at once without saturating the skin in greasy moisture, making it perfect for just about every skin type. It is rare that my skincare cabinet is without a bottle of this stuff.
One of my favourite products to have to hand during the summer months, and it is perfect for all skin types. Just spritz over the face to instantly cool and refresh.
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.
Not a retinol but a retinal, this serum is widely considered to be the best retinoid serum out there. Being a retinal, it is more effective than a retinol, still delivering the same sort of radiance—just supercharged. Because of its potency, it comes in various different strengths so you can start low, but I'd say Crystal Retinal 3 is a good place to start before working your way up.
Combining both retinal (I wasn't lying when I said Medik8 knows how to do reitnoids) and vitamin C, this supercharged serum might be pricey but boy, oh boy is it good. With hyaluronic acid and vitamin E, it is gentle enough on the skin to reap the benefits of both the retinal and vitamin C morning and night.
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.
Finding a genuinely good vitamin C serum for less than £25 is almost unheard of. This stuff contains highly stable l-ascorbic acid (the best form of vitamin C you can get when it comes to antioxidant benefits and glow), along with hyaluronic acid and vitamin E, leaving you with almost impossibly healthy-looking skin.
Peptides are typically the sorts of ingredients featured in super-luxe skincare, but Naturium has made them available to the masses in this very clever, does-it-all moisturiser. It helps to improve skin elasticity, plump, hydrate and boost glow thanks to an added boost of vitamin C.
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.
It's not very often you find a hyaluronic acid serum formulated with niacinamide, which is odd considering they make the perfect pair. With polyglutamic acid to further amp up the hydrating, plumping benefits of hyaluronic acid, this serum gives dolphin-esque levels of dewiness. Plus, niacinamide helps to soothe and smooth while it works.
FaceGym is known for its collection of at-home face tools which mimic the results from their iconic facials. Use this one evening a week after your nightly cleanse, which is designed to visibly reduce redness and fine lines.
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.
If your skin is sensitive in any way at all, steer clear of this product. TikTok reviews would have you believe this little red bottle will clear up acne—it won't. What it will do, however, is help prevent and tackle congestion, give skin a stellar glow and refine the appearance of pores. It contains a seriously impressive blend of actives for a product that costs just £9, but as a result of its efficacy, make sure you only use it once a week absolute maximum.
Niacinamide is a hero ingredient when it comes to calming inflammation and keeping breakouts at bay. The addition of zinc encourages the production of collagen fibers and elastin, which firms skin and boosts healing.
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.
Rumour has it that Cleopatra herself would bathe in goat milk thanks to its skin-loving benefits. This cleanser is gentle but works a bit harder than other milk cleansers on the market. It contains proteins to soothe and nourish and gives a deeper, glow-boosting cleanse. I'm yet to meet a soul who's tried this cleanser and hasn't fallen head over heels.
I love using the cleanser alongside this cream in the day, especially in spring/summer. It's lightweight yet super nourishing thanks to its glorious blend of jojoba, avocado oils, grape seed oil and, of course, goat milk.
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.
Dermalogica basically invented the concept of double cleansing when it launched Precleanse, a light, oil-based cleanser designed to be used before a water-based gel cleanser. The oil breaks down makeup, sunscreen, sebum and other debris without stripping skin.
Exfoliating doesn't get more gentle than this. Just add water to this loose powder to whip it into a silky foam—the hardworking formula utilises enzymes to slough away dead skin without seriously disrupting the skin's natural hydration barrier.
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.
This lightly foaming gel cleanser is Fresh's bestselling product. Suitable for using at any time of day and for any and every skin type, it's a tried-and-tested staple which makes light work of removing makeup and refreshing skin.
Fresh is well known for its face masks—it has a vast collection to choose from, catering to multiple skin types and concerns. For skin that's feeling a little dehydrated or sensitive, we love this cooling gel mask which soothes skin and packs in moisture.
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.
Got dehydrated skin? Polyglutamic acid has the ability to hold four times more moisture than Hyaluronic Acid. Layer this lightweight serum beneath your moisturiser to boost its benefits.
Thicker moisturisers tend to feel heavy and greasy, which can be off-putting if you're prone to oiliness or breakouts. Despite delivering a powerful hit of hydration, this cream doesn't leave any unwanted greasy residue on the skin. It's dense, nourishing, and helps to strengthen the skin barrier to balance skin.
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.
Formulated with sensitive skin and skincare newbies in mind, this exfoliating toner relies upon gentle forms of acids, such as mandelic acid and lactic acid. It's perfect for targeting skin concerns like hyperpigmentation, dark spots, and rough texture, while its sister product (The Control Acid), is more suited to congested skin in need of oil control.
If you're still using micellar water to remove your SPF and makeup, it's time to level up. This seriously unctuous cleansing balm melts away any impurities in its tracks, smells absolutely amazing and leaves skin silky-soft. It's the best of the best
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.
The brand’s bestselling serum is a souped-up concoction designed to address fine lines, wrinkles, and dull skin.
This lightweight SPF is the kind you’ll actually enjoy applying to your skin. It’s invisible, hydrating, and won’t clog pores or cause irritation.
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.
The brand’s bestseller is this gentler-than-gentle cleanser—a non-foaming gel formula which leaves skin feeling refreshed but comfortable. Just how it should be post-cleansing.
Bunting is passionate about the use of azelaic acid and was one of the first to champion its use in mainstream skincare formulas. The ingredient helps with everything from pigmentation and redness to clogged pores and breakouts.
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.
Proving that face creams can be powerful and skin quenching without feeling heavy or greasy, it’s easy to see why this is the brand’s best-selling moisturiser.
This refreshing gel cleanser leaves skin feeling clean but not tight or stripped. It's perfect for using as a morning cleanser or for a second cleanse in the evening.
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.
This silky smooth cleansing balm melts away makeup with no scrubbing required—and leaves skin nourished in the process.
Puffy, dehydrated skin doesn’t stand a chance against these sheet masks, which deliver intense hydration while soothing and cooling the skin.
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.
This lightweight moisturiser simultaneously hydrates and brightens skin, while also smoothing texture to create a perfect canvas for makeup.
Not your average retinoid formula—this one is boosted with hydrating and nourishing ingredients in order to support the skin and prevent any unwanted dryness and irritation.
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.
The brand has been known for years for its cleansing balm—an indulgent formula which cleanses, exfoliates, and moisturises skin in one go.
This powerful decongesting mask is perfect for treating sore, cystic acne and for calming inflammation.
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.
Despite its lightweight texture, this is an intensely moisturising cream—packed with ceramides to support the skin’s natural barrier function.
If you’ve previously found that hydrating sprays don’t really do anything for your skin, try this one. It feels more like a spray-on serum than a traditional mist—perfect for soothing dry and irritated skin.
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.
Pigmentation can be hard to tackle at home, but this intensive serum works to boost cell turnover to even skin tone and improve brightness while a patented resorcinol technology reduces the intensity of dark spots and prevents the appearance of ones that aren't visible yet.
Working both short and long-term, this innovative treatment instantly fills in and blurs scars and uneven skin texture—but also exfoliates the skin's surface to reduce the depth and appearance of post-acne scars and discolouration.
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
If I had a penny for every time someone told me how much they love this serum, I could buy myself a lifetime's supply. Utilising the brand's patented active ingredient, Viniferine, Vinoperfect seriously improves skin luminosity while reducing the appearance of dark spots.
With 98% natural-origin ingredients, this moisturiser provides a real slurp of moisture for dehydrated skin. It contains chamomile to soothe irritation and, of course, the brand's iconic grape water for a hydrating glow boost.
This story was published at an earlier time and has since been updated.
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