I Don't Believe in Anti-Ageing, But These 17 Products Are Seriously Promising

I'm going to let you in on a little secret. It’s a secret that the beauty industry doesn't want you to know, but it's about time someone just laid it down for us: There is no such thing as anti-ageing. There isn't a single moisturiser, serumcleanser, or mask with the power to knock five years off your face. Sure, there are ingredients around that can smooth very fine lines under a microscope, make skin look temporarily glowy and plump sagginess in the short-term, but as far as one hero product that guarantees eternal youth goes, it just doesn’t exist.

What's really frustrating is that, deep down, we all know this is true. We know it's true because we spend hundreds of pounds on skincare products that promise us age reversal, and they never live up to their claims. However, people will continue to buy every miracle-promising product out there. Why? Because the anti-ageing narrative is so deeply etched into our being through clever marketing techniques. No matter what the evidence says, as the decades tick by, we will continue to buy the next "wrinkle-reducing" cream that comes our way, just in case it's the one that actually works.


(Image credit: @POLLIANI)

So as much as it pains me to admit, as long as we're going to spend money on anti-ageing products anyway, we might as well be spending our cash wisely. While it's true that no product can make us look substantially younger, there are "anti-ageing" products out there that can optimise our skin's function, making it appear healthier and more youthful. For example, retinol, peptides, hyaluronic acid and antioxidants won’t rid your face of wrinkles, but they can help plump the skin, boost radiance and slow down any further ageing.

In recent months, luckily, there has been an influx of anti-ageing products that harness formulas and technologies that can make a real difference to our skin's health and the way that it looks. I still don't believe in anti-ageing, but these are 17 products that I do think are worth adding to your skincare routine.



(Image credit: @GRECEGHANEM)



(Image credit: @FRANNFYNE)

Hyaluronic Acid


(Image credit: @ALEXISFOREMAN)



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.