12 Beauty Insiders Just Gave Me a Tour of Their Bathroom Cupboards

Working in the beauty industry definitely has its perks. Not only is it an industry full of amazingly creative and inspirational women and men, but it’s also incredibly fun. Although we might not get to sit and play with lipstick and serums all day, it is a big part of the job. Which brings me to perhaps one of the most obvious perks, free products. And while being sent all of the latest beauty products is without a doubt a blessing, it does come with its issues. The main one being storage

You see, the number of new beauty products that launch every single week is a bit overwhelming, and quite frankly, it’s all too easy to end up having more products than you do space (and face). It wasn’t until I started to have a spring clean of my own collection a couple of weeks ago that I realised my at-home beauty-organisation system simply wasn’t working for me. I had boxes, drawers, cupboards and shelves full of products with no rhyme or reason whatsoever.

So, seeking inspiration, I reached out to some industry insiders (and some of beauty’s biggest names) to see if they would be happy to share their beauty-storage secrets and give us a sneak peek at the sorts of products they reach for every day. Luckily, they all obliged. Keep scrolling to see what they had to say.

Estée Lalonde, @esteelalonde, Content Creator, Estée Lalonde X Daisy Jewellery


(Image credit: @ESTEELALONDE)

"Storing my beauty product is something I'm always trying to figure out. I think the first thing to do is to not keep an excessive number of products. I do get sent a lot of press packages to review, but I have to be quite ruthless with what I keep and what I donate. I only keep what will fit in my office, and that’s just the way it has to be! 

"I find the best thing for me is to have my 'in-use' skincare on the shelf in my bathroom. I love trying new products, but I only allow myself to have as many as will fit on that shelf (which is a fair few, I must admit). I keep the rest of my products that I haven’t reviewed yet, etc., in labelled boxes in my office. When I run out of something in my bathroom, I head over to the storage boxes and switch it up for something new."

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Katie Service, @katieservicebeauty, Beauty Editorial Director Harrods



"​Being sent a lot of beauty products on a weekly basis is a blessing in many ways but a curse for your at-home tidiness levels. I am not one to waste or throw things away (my husband would say hoarder), so I have had to be clever over the years about finding things to keep everything hidden away with. My husband is really into antiques, so we have an abundance of old pots, dishes and mugs that I hide things away in or keep things to hand in that I need sink side—things like hair clips, lip balms and makeup brushes."



"I keep all my sheet masks and makeup palettes, stuff that I use regularly but not every day, in little buckets and cubby holes next to my sink. I also have a garden shed filled with boxes for overflow!"



"I have a growing collection of essential oils from my travels (I recently picked up the most amazing peppermint from New York) that I store in a little clear vanity case. I rummage around them daily, blending up my own oils in rollerballs or adding a few drops of one to a ball of cotton wool in a dish on my desk."

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Ruby Hammer MBE, @rubyhammer, Makeup Artist


(Image credit: @RUBYHAMMER)

"My beauty products are split into personal and professional. For my kit, I sort everything into groups so that it is easy for me to find in one place. I have ziplock bags and put all eyeliners in one, blushers in one, eye shadow palettes in another and then store everything in my red Rimowa case, which i’ve had for 25 years now.

"For personal products, they are split by where it falls within my routine, so my cleanser in the shower, skincare by my dressing table, cosmetics in my makeup bag."


(Image credit: @RUBYHAMMER)

"I open and go through all products I am sent or that I buy, splitting them as to test on me personally or to go into my kit. I love the Matches Fashion marbled boxes, which come in various sizes, and I store product in them and label with the season and year and then mentally it is stored in my head."

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Dija Ayodele, @dija_ayodele, Aesthetician and CEO at West Room Aesthetics


(Image credit: @DIJA_AYODELE)

"I store everything skin-related in the bathroom cabinet, organised according to daily use and treatment products. Makeup is stored in the downstairs guest bathroom, as it has the best natural light.

"My everyday skincare products are stored on the bottom shelf on the right-hand side because it is eye level. I need everything directly in front of me, as I like to be speedy with my skincare. As you move toward the left, it’s much more potent products that I use either weekly or monthly to rejuvenate my skin heath. 

"On the middle shelf, on the right, I store products I use very occasionally, maybe when I have a bit of extra time or that I am trialling. These are my nice-to-have products. I don’t really require them in my routine, but they make a luxe touch"

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Madeleine Spencer, @madeleinelovesthis, Beauty Writer, Makeup Artist and Host of Beauty Full Lives Podcast



"I don’t want to be overwhelmed when I go to my everyday skincare shelf so pare everything back to what I actually use and what works for me. I put any products I’m going to use next or want to test in a drawer."



"My makeup stash is a different affair; I love playing with different colours and finishes and need a sizeable stash for my work as a makeup artist. My personal makeup is all on a 1920s desk I had restored, with main makeup in the central drawer, lipsticks in the side two smaller drawers (nudes and pinks on the left, brights on the right), and foundation and brushes on the desk itself. My makeup kit for clients is all stored separately in suitcases and drawers."



"I make sure anything I use daily is there in plain sight where I can see it and grab it if in a hurry. I also always make sure that hygiene is considered. My flannels are folded and piled next to my sink, my makeup table always has an empty pot for used brushes, and I use Clinisept to spritz and thereby disinfect any palettes of cream products after I’ve used them."



"I am a huge fan of perfume and like to use it to direct my mood or to evoke memories. I have about 15 or 20 on the go at any one time, which I know is excessive, but I love them dearly, and they bring me a lot of joy, so I’ve excused myself for amassing so wantonly in that department. They all sit atop a desk in my bedroom in front of a neon sign, so the bottles glitter at me alluringly when I’m in there."

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Frédérique Harrel, @freddieharrel, Founder @radswan


(Image credit: @FREDDIEHARREL)

"On the bottom shelf, especially on the left, I store my daily products. Those are my main products like serums, eye creams, spot treatments and moisturiser. I use a lot of actives in the day to help with my hyperpigmentation issues, and since I moved to the U.S., my skin has been breaking out so badly and leaving scars. Since I use actives to deal with this, I have this little middle section that's all about moisturising. Whatever cleanser I'm using regularly, I keep in the shower, but I do keep usually keep an exfoliator in my cabinet next to my brushes.

"On the top shelf, I keep my nighttime products and face masks. However, on the left at the top, that's where I keep things I'm keen to try next. I keep all of my favourite products at the front so that they are really easy to grab."

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Emma Hoareau, @emmahoareau, Photographer and Blogger


(Image credit: @EMMAHOAREAU)

"I have products in the room that I'd use them in, so cleansers in the bathroom and serums and makeup on my vanity. I do half my skincare with cleansing and masks in my bathroom, then come upstairs into my office/vanity to do the rest, like serums, SPF and makeup. So they're split by where I would be using them.

"Products I barely use are more likely to be in the drawers of my beauty cupboard, as I don't need them to be easily accessible. Products I want to test, I put where I would use them, too, to remind myself. So if it's a new mask, I'll put it in the bath or by the shower so that next time I go in there, it's ready for me to use."


(Image credit: @EMMAHOAREAU)

"There's a medicine cupboard in my bathroom that has mostly cleansers and masks, etc., and things I'll need more in the bathroom so that I have them on hand."


(Image credit: @EMMAHOAREAU)

"I have a wire shelf in my office, which houses products I want to try out or shoot. I'm a very visual person so having these 'out' so I can see them helps me remember to do so!"

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Charlotte Mensah, @charlottemensah, Hair Artist and Founder of Manketti Oil Haircare Range


(Image credit: @CHARLOTTEMENSAH)

"My vanity shelf and bathroom can generally go from empty on Monday to piled high with magazines, newspapers and clothes by Friday. My bathroom gets very warm and tends to melt my moisturisers. The same goes for other products, like my lipsticks, which are prone to oxidising, as they contain oils, which can then turn rancid. To make my moisturiser last longer, I employ the odd tactic of keeping them in the fridge. It keeps them at the right temperature and allows me to get more use out of them."


(Image credit: @CHARLOTTEMENSAH)

"I keep most of my haircare, skincare and makeup on my bathroom shelf at room temperature. Storage is important and so is aesthetic. Having both allows me to have a functional and beautiful space that I always feel inspired by. I store all my extra deodorants toothpaste and extra soap in a storage box. I store Q-tips and cotton balls in glass jars and all my makeup brushes organised in empty candle jars."

Dr Ewoma Ukeleghe, @skndoctor, Cosmetic Doctor and Skin Expert


(Image credit: @SKNDOCTOR)

"I store my products in two places: my bathroom cabinet and my storage cupboard. During lockdown, I managed to get a standard IKEA bookshelf in order to convert part of my storage cupboard into a walk-in beauty area."


(Image credit: @SKNDOCTOR)

"The products I keep in my bathroom cabinet are typically the products I use on a daily basis, and therefore I make sure that they're easily accessible. Then the products I use on a weekly basis, I generally put them in the storage cupboard. My storage cupboard also has unopened products for replenishment or products that I'm testing. It's fair to say the bulk of my products are sent by brand PRs."


(Image credit: @SKNDOCTOR)

"My perfumes are by far my most cherished products. Apart from serums, this is where I do like to splurge! I keep them away from guests by my bedside on a cute mirrored tray."

Shop Ewoma's Go-To Perfumes

Lisa Potter-Dixon, @lisapotterdixon, Makeup Artist


(Image credit: @LISAPOTTERDIXON)

"I’m lucky enough to have a beauty room. It’s basically my office. I designed it last year and love everything about it. I didn’t want it to look like the standard IKEA setup. I wanted it to be beautiful. It has a ton of drawers and cupboards, meaning everything can be stored in categories. 

"I have a cool-looking triple laundry basket near the front door. Every time post comes in, it goes in that. Every Thursday, I film #lisatakesstuffoutofboxes for my Instagram. This is basically my version of an unboxing video. I chat through the product and the press release. I then put everything I want away. Everything else gets collected at the weekend by my friends who work for the NHS, and it goes to different wards around the country. The rubbish is then all recycled and collected on Friday."

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Lauren Johnstone, @thecovetco, Illustrator


(Image credit: @THECOVETCO)

"All my products are stored in a huge apothecary-style chest of drawers! They’re organised by category (including a new-in section) so that it's super easy for me to navigate."


(Image credit: @THECOVETCO)

"For products that I’m currently using or testing, I have a rotating caddy that I found on Amazon. This houses everything that I reach for on the daily and also includes my top new-in pieces that I’m desperate to try."

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Elle McNamara, @bambidoesbeauty


(Image credit: @BAMBIDOESBEAUTY)

"Under-bed storage is my best friend. Beauty products are HEAVY so keeping them in a sturdy drawer under the bed is a game changer for me. For my beauty 'currents,' I shelve them in order of use in my bathroom cabinet.

"I keep all my 'to-test' products on top to remind me to try them out, as it can become very easy to get comfortable with your routine! I also have huge boxes in my cupboard with beauty products that I wouldn't use or I want to give away."


(Image credit: @BAMBIDOESBEAUTY)

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Next up, how to cut your own hair at home.

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.