I Have a Feeling This Will Be 2021’s Biggest Skincare Brand

You know how most people manage to map out their memories around major life events (such as a wedding, a birth, meeting their partner, buying a new house, etc.)? Well, as a beauty editor whose life revolves around testing and trialling every skincare launch that comes my way, I find it far easier to remember things by using skincare launches as my cues.

Take, for example, last week when my boyfriend asked me what year we moved out of our last flat. While he was convinced we made our move in late 2017, I know for a fact it must have been late 2018, as I specifically remember a bottle of Drunk Elephant serum sitting on my skincare shelf in the bathroom, and Drunk Elephant wasn’t a thing here in the UK in 2017. And while this skill seems totally useless, it has its benefits—mainly when it comes to predicting the future.


(Image credit: @BUBBLYAQUARIUS)

And no, I’m not going mystic on you. In essence, having the ability to remember exactly what was happening in the world when certain skincare brands rose to fame means I’ve actually become quite good at predicting what brands are next just by looking at the world around me. At present, we're in a bit of a limbo—both in life and our skincare routines. It would appear there is space for a new brand du jour. But if you ask me, this vacancy won’t be around for much longer and certainly not if Allies of Skin has anything to say about it.

Chances are, if you like to keep up to date with what’s hot in the world of skincare, you are already familiar with Allies of Skin. It’s been on the radar of beauty buffs for the last few years, and its highly efficacious yet basic skincare products often pop up in editor-approved lists and Instagram round-ups. However, in recent months, I’ve spotted that more and more people have something to say about the wonder of Allies of Skin's products—so much so, in fact, that I’m expecting it to gain official cult status in 2021.


(Image credit: @EMMAHOAREAU)

So what do you need to know? Well, launching back in 2016, Allies of Skin has always taken a zero-fuss approach to skincare, championing highly effective, clinically proven actives. Essentially, while other skincare brands were opting for single-ingredient, more affordable products (e.g., The Ordinary), Allies of Skin was busy combining ingredients to produce really great skincare products that do it all. While this approach definitely comes at a cost (Allies of Skin sits in the high-end category when it comes to its pricing), it’s safe to say that 2020 has a lot of us rethinking our skincare routines. 

While this time last year we were all about buying up affordable serums and layering them in order to create the ultimate bespoke regimen, nowadays, our priorities are changing. We want products that just do what they say they’ll do. We want skincare we can slap on without thinking too much about it. The fewer products we have, the better. (On top of everything, we’re trying to save the planet, too, don’t you know.) And yes, Allies of Skin ticks all of those boxes. While it’s expensive, when it comes to our beauty routines, many of us are taking a closer look at what we’re spending our money on right now. I, for example, have recently pulled out three products (each costing around £30 each) that I simply don’t get the promised results with. Instead, I’m vowing to cut back on the amount I’m using and invest in multi-hyphenate products that require no extensive planning or thought. That's where Allies of Skin is a clear winner for me.

From personal experience, I can safely say that Allies of Skin is at the forefront of the skincare game right now. The products are simple and fuss-free and yield serious results. Each individual product is carefully formulated to deliver maximum impact, meaning you don't have to layer serum after serum. So if you’re looking to invest and curate a skincare routine that packs a punch, I highly recommend turning your eye to Allies of Skin. Keep scrolling to shop the products that are garnering some serious attention right now.

Freelance Beauty Editor

Shannon Lawlor is a renowned beauty journalist and has contributed to Who What Wear’s beauty content since 2020. As a leading beauty editor, expert and brand consultant, she has over eight years of experience working for some of the industry’s most esteemed titles, including Who What Wear (of course), Glamour UK, Stylist, Refinery29 and Fabulous. Having also worked behind the scenes with some of the industry’s biggest brands and retailers, Shannon has a unique insight into what people really want from their beauty routines. Understanding that beauty lovers seek honest, open and responsible advice, she has it made her mission to demystify the intimidating world of beauty, taking a no-frills approach to the most relatable topics. While Shannon is the first to admit she doesn’t hold the answer to every beauty question out there, she is dedicated to sharing her expert insights in a bid to help. As a self-proclaimed lazy girl, Shannon has an affinity for easy-to-use, foolproof beauty products and has made it her mission to scope out the best of the best. When she’s not working, Shannon is likely soaking in the bath or giving no-holds-barred beauty reviews on Instagram from her bathroom floor.