These Are, Hands Down, the 13 Best Makeup Products on the Market

Welcome to Who What Wear UK's Next in Beauty Awards 2025. Here, we are crowning and celebrating the very best in beauty, from game-changing industry innovators to the tried-and-tested classics that remain mainstays in our bathroom cabinets and makeup bags. To help us find the worthy winners, we called upon our esteemed panel of industry experts, hard-to-please editors and in-the-know influencers, who put each and every product to the test. We enlisted our judges to document and share their testing for every product they tried, so you can see all the winners in action—as well as those very important before-and-after results. After much testing, swatching and reviewing, the results are in. Join us in celebrating the best makeup products of 2025.

When it comes to removing makeup, no other makeup remover did it more gently than Curel's Intensive Moisture Care Hydrating Makeup Cleanser. With its milky texture, it left our judges' skin clean and comfortable.

"The Curél Intensive Moisture Care Hydrating Makeup Cleanser is a product I genuinely use and love," says Zakiyah Shani, global makeup artist. "I’m already a big fan of Curél skincare, and this cleanser has been a favourite of mine for a while. It removes makeup effectively whilst leaving skin feeling clean, hydrated and moisturised. It’s easy to use every day or on the go, and I like to use it on clients before makeup application. I would definitely recommend it."

Shop the Winner:

When it comes to base products, inclusivity and diversity in the shade range are paramount. Our judges were impressed by the extensive shade spectrum of Beauty of Joseon Daily Tinted Fluid Sunscreen Broad Spectrum SPF30 PA +++, and they also praised the featherlight formula and SPF protection.

"I love this product," says Mira Parmar, makeup artist, hair stylist and content creator. "It's lightweight with a matte finish, and is a great product with SPF in it. The price point is easily accessible, and it's lovely under makeup and blends easily. The colours stretch really well," she says.

"I really love this," says beauty director Shannon Lawlor. "It has a beautifully silky texture and negates the need for a daily base product on top, considering it packs impressive coverage."

Shop the Winner:

Hundreds of bronzers grace our judges' complexions every year, but we've not yet met one that compares to Chanel Les Beiges Healthy Glow Bronzing Cream. With its iconic texture and ability to impart a natural-looking glow, its formula is truly unmatched.

"This has just become my new favourite bronzer," says celebrity makeup artist Min Sandhu. "It blends seamlessly into the skin, and the texture is unique. It’s lightweight and has an almost pressed-mousse consistency. It’s easily blendable and smells delicious," she says.

"This is the cream bronzer to rule all cream bronzers," says Lawlor. "Dupes come and go, but nothing will ever compare to the buttery, easy-to-blend, natural-looking formula of Les Beiges. It is, frankly, in a league of its own," she says.

Shop the Winner:

Finishing products can make all the difference to our makeup, but we often forget them in our routines. Our judges adored the Delilah Wake Up Radiant Hydrating Skin & Make-Up Mist, which became a permanent staple in prepping, finishing and refreshing their makeup throughout the day.

"I love this and so do my clients," says beauty educator Aarti Pal. "It is excellent and does what it says, giving a beautiful, [luxurious] finish," she says.

This is a lovely skin mist," says acting deputy editor Rebecca Rhys-Evans. "I'm often a bit dubious about face mists, but I put this in my handbag when I received it, and I did actually go to use it multiple times. It helped to hydrate and retain my makeup on hotter days. I like the fragrance, too. It's light but fresh, floral and feminine."

Shop the Winner:

With new lip balms launching almost every week, it took something truly special to stand out. Dior's Dior Addict Lip Glow Butter did just that, not only thanks to its covetable packaging (complete with a Dior charm dangling from the tube), but the formula is also unmatched, drenching lips in a buttery formula with a hint of colour.

"A lovely formula with a nice finish. It's not tacky and is slightly plumping, which looks nice on the lips," says Ruby Hammer MBE, global artist and brand founder.

"There's a lot I love about this lip balm," says beauty editor Eleanor Vousden. "Firstly, can we talk about the packaging? The Dior charm makes it feel extremely covetable and collectable—it's very much an It lip balm. As for the formula, the buttery texture feels incredible on the lips and has a hydrating slip that makes it great as an everyday lip balm," she says.

Shop the Winner:

When we learned that Dolce & Gabbana's Cheek&Eyes Match Lasting Blush and Eyeshadow Powder could be used on both the eyes and cheeks, we were immediately sold. The chic colours work simultaneously as eye shadow and blush, streamlining our makeup routines whilst delivering beautiful texture and pigment.

"A beautiful powder in beautiful packaging—I love how simple it is to refill, too," says Hammer MBE. "The formula is lightweight and blends easily with no chalkiness. It's great across all skin tones," she adds.

"I really like that these blushers have been designed to be used on both the cheeks and the eyes, which makes creating a monochromatic look really effortless and easy," says Vousden. "The formula is buttery soft, and applies to a matte finish that is so flattering on the skin, whether worn on the eyes or cheeks."

Shop the Winner:

The right concealer can do all the heavy lifting in our makeup routine, helping to hide dark circles and blemishes alike. Our judges were impressed with Estée Lauder Double Wear Stay In Place Concealer, applauding its exceptional coverage that never looks cakey. It effortlessly concealed and stayed put throughout the day—bonus points for the inclusive shade range.

"This is a really good concealer. I prefer minimal coverage when it comes to all my makeup, so I like that this is buildable, meaning I can use just a dab of it in summer and can then layer it up a little more in winter, when my skin is paler and my under-eye bags are worse," says managing editor Poppy Nash. "It has a lovely creamy texture, but isn't cakey or thick. It lasted really nicely throughout the day, and seemed to be pretty resistant to sweat and the London underground humidity, too," she says.

Shop the Winner:

We couldn't ignore the unanimous glowing reviews for Kylie Cosmetics Skin Tint Blurring Elixir. With its lightweight texture and impressive second-skin blurring effects, it's a very deserving winner of Best Base Product.

"As a makeup artist, I absolutely love the Kylie Cosmetics Skin Tint Blurring Elixir," says Shani. "I really appreciate how easy it is to work with and how lightweight the formula is. It makes skin look super-fresh but blurred and hydrated at the same time. It's perfect as a base for makeup, especially when you want breathable but flawless coverage," she says.

"I love this product," says junior beauty editor Grace Lindsay. "It has a very lightweight texture that blends into the skin like a dream, and I find that it offers more coverage than other skin tints I've tried, whilst still giving that natural, second-skin finish that I love. One thing that really stands out is its blurring effect. My pores look significantly smoother when wearing this product," she adds.

Shop the Winner:

A good mascara has the power to transform your entire makeup look, and this one more than delivers. Makeup By Mario Master Mascara wowed our judges with its ability to lift, lengthen and volumise without a single clump in sight. The jet-black formula builds beautifully, taking lashes from subtle definition to full-on drama in just a few sweeps. It's safe to say it's become a mainstay in our makeup bags.

"I could not be more obsessed with this mascara," says Lawlor. "It lengthens lashes like nothing I've ever seen before, and it really knows how to hold a curl. Seriously, a couple of coats of this opens up my whole face—so much so that I get compliments on my makeup every time I wear it," she says.

Shop the Winner:

Bridging the gap between makeup and skincare, Mecca Cosmetica’s Illuminating Drops offer the kind of lit-from-within glow that looks good on every skin type. Our judges praised its silky texture and skin-loving formula, which can be mixed into moisturiser or foundation for a dewy, healthy radiance that feels as good as it looks.

"I’d recommend this product as it truly adds such a natural-looking radiance," says hair and makeup artist Michelle Leandra. "It’s versatile enough to be worn alone, which adds a flattering glow to the skin. I also like it as a highlighting product, applied just to the cheekbones and high points of the face. The texture is smooth and light, with no large glittery particles, which gives a subtlety that enhances any complexion," she says.

"I don't typically wear any base makeup, but Mecca Cosmetica's Illuminating Drops have really levelled up my daily routine," says client success manager Jerrylyn Saguiped. "It comes in four shades, with each one catering to a range of skin tones and purposes. I use the shade Golden alongside a moisturiser when I want a more dewy look, and the Dusk shade as a liquid blush. It applies really smoothly, doesn't dry out and I love that it contains niacinamide and SPF," she says.

Shop the Winner:

Brows can make or break a makeup look, and Morphe’s Nano Brow Pencil makes achieving that natural, hair-like finish effortless. With its ultra-fine tip and buildable pigment, it allows for total precision and control. Our judges were especially impressed by its staying power and versatile shade range. It's perfect for defining, shaping and fluffing up brows with ease.

"[This is] excellent for precise brows and it's really easy to use; it allows full control and the colour range and formulation is excellent," says Pal.

"I didn't think I would ever be a brow-pencil person, but as I'm getting older, my thick brows are starting to thin," says Lawlor. "This super-fine pencil has been a game-changer; it fills in sparse areas with strand-by-strand definition."

Shop the Winner:

Few products have achieved cult status as quickly as Rare Beauty’s Soft Pinch Liquid Blush—and for good reason. A little goes a long way with this highly pigmented formula, which melts seamlessly into the skin for a fresh, natural flush. Our judges couldn’t get enough of its blendability and radiant finish that lasts all day long, and the extensive shade range means there's a hue for every skin tone, mood and makeup personality.

"I love this product," says celebrity makeup artist Zoe Taylor. "I use it on myself and my clients. It's a beautiful product, giving a natural flush to the cheeks," she adds.

"I really love this blush. For anyone who loves a highly pigmented finish, this one really can't be beaten," says Lawlor.

Shop the Winner:

The right tools make all the difference, and The Brush Collection from Victoria Beckham Beauty are both beautiful and effective in equal measure. Each brush is meticulously designed to deliver professional-level precision, whether you’re applying your base or blending eye shadow. Our judges praised the luxurious feel and thoughtful design of these brushes, along with the flawless finish they help achieve. They're a sure-fire way to elevate your makeup routine.

"I was excited to try these brushes," says Hammer MBE. "They feel very comfortable in the hand, apply product beautifully, are easy to use and the smallest brush head is also very innovative," she says.

Shop the Winner: