The best part about working in beauty is, hands down, getting to try the latest products. Between makeup, skincare, hair, nails and fragrance, something new lands on our desks quite literally every week. And at Who What Wear UK, throughout the testing, swatching, spraying and comparing, we take our role of sifting through the noise to bring you the true standouts very seriously. But even for me, as a beauty writer, navigating the landscape of "game-changing" products can feel overwhelming at the best of times. With each product promising to be as innovative as the next, how is anyone supposed to know what's really worth hype?
And if I'm feeling that way, as somewhat of an industry insider, I can't even begin to imagine how you, our readers, might feel. So, to help sort the wheat from the chaff, I have taken it upon myself to compile a list of the most highly regarded beauty products ever. To gather the very best of the best, I reached out to beauty editors, brand founders and industry professionals; the people who live and breathe beauty every day. They’ve tried and tested it all, seen viral buys come and go, and, most importantly, know instinctively when a product is truly special. So, from sunscreen and moisturisers and perfumes and eyeliners, I asked each of them to share that one product they cherish with their whole heart.
Consider this collection of beauty love letters your guide to the products that are truly worth investing in.
Michele Scott-Lynch, Founder, Bouclème
"On my dry, mature skin, Merit's Flush Balm looks especially flattering, adding light[to my face] without sitting in fine lines. There’s just enough glow to lift the complexion so I can skip the highlighter. It’s versatile too; I often tap it onto my lips for a sheer, glossy wash of colour.
"I’ve [also] tried The Minimalist foundation stick, The Uniform sheer, tinted sunscreen (which is genuinely impressive) and several lipsticks. Every product feels thoughtfully made and quietly brilliant. Merit has become my go-to for that enhanced, barely there makeup look." — Michele Scott-Lynch, founder, Bouclème
Daisy Kalnina, CEO and Founder, The GelBottle
"I'm a big fan of Byredo; the fragrances are beautiful, and the packaging is always so chic. I always carry Rose of No Man's Land Rinse Free Hand Cleanser. This hand sanitiser is perfect for keeping in my bag. Unlike typical sanitisers, it has that lovely rose scent Byredo does so well, and it doesn't dry out my skin. It's a small thing, but it makes a real difference, and it looks good too." — Daisy Kalnina, CEO and founder, The GelBottle
Brittany Davy, Editorial Assistant, Who What Wear UK
"As someone who suffers from eczema and therefore extremely dry skin, finding an SPF that provides effective sun protection and hydrates my skin effectively without causing irritation has been a journey, to say the least. But I haven’t put down Naked Sundays SPF 50+ Hydrating Glow Mist since I discovered it a few years back.
"When I have a full face of makeup on, I use it after my usual setting spray to melt everything in, leaving me with a dewy and fresh base ready for the day. Not to mention, it smells amazing. So much so that I get asked all the time which body mist I’m using whenever I spray it." — Brittany Davy, editorial assistant, Who What Wear UK
Colette Laxton, Co-Founder, The Inkey List
"As a girl who wants her skin to do the work rather than rely on makeup, Vieve Skin Nova Primer has become my absolute essential. I wear it alone as my main makeup step (with a bit of concealer for travel-induced eye bags or to disguise any blemishes), and it gives the most natural, healthy glow. No glitter, no shimmer—just fresh, radiant skin that still looks like me!" — Colette Laxton, co-founder, The Inkey List
James Read, Founder, Self Glow
"I’m a true believer in wearing SPF year-round. As I’ve got older, I’ve noticed how much the sun can contribute to pigmentation and uneven skin tone. I use Medik8 Daily Radiance Vitamin C with SPF 30 daily, and it’s become one of my absolute essentials. Medik8 is genuinely one of my favourite skincare brands; I use almost all of its products, especially when performing facials on clients in New York recently. Many of the formulas are fragrance-free or contain the lowest level of fragrance, making them suitable for all skin types and a dream to work with or use myself." — James Read, founder, Self Glow
Shannon Lawlor, Beauty Director, Who What Wear UK
"As a beauty director who specialises in fragrance, I am expected to douse myself in a plethora of indulgent aromas every day, as though having a fail-safe might in some way make me a bad journalist who doesn’t do her research. But my adoration of Diptyque’s Orphéon truly knows no bounds—every spritz onto my neck is like a cloak of comfort.
"It’s powdery, there’s no doubt, but that silky powder is laced with ribbons of smoke and sparkling bubbles of gin and tonic. It carries a soft sort of intensity that oozes French olfactory craftspersonship—light on the nose, undeniably versatile and all-encompassingly magnetising." — Shannon Lawlor, beauty director, Who What Wear UK
Joanna Ellner, Founder, Reome
"Foundation [is] the one makeup category that I believe is worth investing in. It’s here that my expectations are especially high. The one that delivers? Giorgio Armani Luminous Silk. I’d spent years devoted to its sister formula, Power Fabric, but alas, it was discontinued earlier this year. Bereft, I turned to Luminous Silk and found it to be just as good—even a touch better. I’m tempted to stockpile, lest the same thing happen again. — Joanna Ellner, founder, Reome
Grace Lindsay, Junior Beauty Editor, Who What Wear UK
"I’ve re-bought countless pots of Laneige's Lip Sleeping Mask in a range of flavours (although good old vanilla is a firm favourite of mine), and I don’t plan on stopping anytime soon. I apply it before going to sleep, and wake up with soft, plump, hydrated lips.
"It has a silky, non-sticky texture that glides on, with a nourishing blend of coconut oil, murumuru butter and shea butter, alongside vitamin C to protect the lips from environmental aggressors." — Grace Lindsay, junior beauty editor, Who What Wear UK
Fatma Shaheen, Founder, Skin Design London
"I’ve used Tom Ford’s brown eyeliner for years. It defines the eyes without ever looking heavy. The brown is softer, more flattering and lifts my eyes beautifully. The pigment is rich, it glides effortlessly and it works for every situation." — Fatma Shaheen, founder, Skin Design London
Estée Lalonde, Content Creator and Founder, Mirror Water
"I’ve been a huge fan of Reome for years now because everything the brand creates feels genuinely next-generation. Its new Biogenic Melting Cream [is] one of those products that you’re excited to try and immediately think, 'Oh, this is different.' My skin feels hydrated, bouncy and luminous, but I’ve also noticed a long-term strengthening effect that I really appreciate.
"It's formulated with ingredients that target the skin barrier, helping to support and preserve skin health over time. I use this cream every morning for its luxurious feel and noticeable effectiveness." — Estée Lalonde, content creator and founder, Mirror Water
Laney Crowell, Founder and CEO, Saie
"Less is more for my skin type. I love this cleanser because it doesn't strip my skin, and it also comes in a mini size, so I can travel with it. I travel a lot, and keeping my nighttime routine the same ensures that I don't break out. Of course, I love how mission-driven Caudalie is as well." — Laney Crowell, founder and CEO, Saie
Nicola Elliot, Founder, Neom Wellbeing
"The texture of [Paula's Choice C15 Super Booster Treatment] is incredibly light—almost water-like—so it absorbs beautifully without feeling heavy or sticky. What really sets it apart is the 15% vitamin C concentration. It boosts brightness, enhances my natural glow and has become an essential part of my daily skincare routine." — Nicola Elliot, founder, Neom Wellbeing
Larry King, Founder, Larry King Haircare
"My styling kit starts with precision tools, and the technology in Dyson’s hair tools gives me control, speed and smooth results." — Larry King, founder, Larry King Haircare
Eleanor Vousden, Beauty Editor, Who What Wear UK
"I had to pick a favourite perfume, it would undoubtedly be Maison Crivelli Tuberose Astrale. It’s a fragrance I just know I’ll treasure forever. Inspired by the founder’s memories of standing beneath the star-studded Milky Way surrounded by creamy tuberose blossoms, it’s a floral-leather scent that captures the awe of looking up at glittering stars in the night sky.
“On the skin, the fragrance feels as though it’s quite literally glowing like starlight, leaving a shooting star-like trail wherever you walk, thanks to its long-lasting projection. As for the scent, it’s milky, velvety, smouldering and utterly luxurious in a way that’s hard to describe. It’s one of my most-complimented perfumes." — Eleanor Vousden, beauty editor, Who What Wear UK
Charlotte Mensah, Founder, Charlotte Mensah Hair Lounge
"Viviscal hair supplements [stopped my] excessive shedding, and I began to see new growth coming through. Over time, that growth continued, and my hair felt stronger, fuller and healthier overall. As I’ve entered the menopausal stage of my life, I’ve found Viviscal incredibly supportive in helping to minimise hair loss and maintain my hair’s density.
"The supplements are formulated to nourish thinning hair, help reduce shedding, strengthen fragile strands and support the natural hair growth cycle, all of which are so important for long-term hair health.." — Charlotte Mensah, founder, Charlotte Mensah Hair Lounge
Keely Gough, Managing Director, Lookfantastic
"This cleanser introduced me to a new level of skincare sophistication—elevated and considered. At the time, I was trying to build a routine that truly worked for my skin, which needed some real love and attention. What inspired me most was hearing [Sarah Chapman] speak about the thought and care that goes into every formulation. That authenticity and passion resonated, and it’s why I’ve continued to use the cleanser all these years later. It’s more than a product for me; it’s a reminder of where my beauty journey began and how transformative good skincare can feel." — Keely Gough, managing director, Lookfantastic
Tonya Kidd-Beggs, Founder and CEO, Stories Parfums
"I wear this all year round. It evens me out, adds a healthy glow and photographs beautifully, but it still feels light and breathable. And honestly, no matter how tired I am or how little sleep I’ve had, this combination wakes up my skin, making me look fresh when I don’t feel it. The SPF 30 is also a big deal for me; I want daily protection built into what I’m already wearing, not a separate step I forget.
"I also appreciate the ingredients: mineral SPF from zinc oxide, plus niacinamide for brightness and resilience and peptides that support that smoother, more refined look over time." — Tonya Kidd-Beggs, founder and CEO, Stories Parfums
