18 Miracle British Beauty Products Americans Don't Know About

We have a deep-seated passion for familiarizing ourselves with all things beauty from all over the world. From secrets to products to brands, we want to collect all the best beauty dirt, and we've been reaching out to some of our favorite industry comrades to find out what our beauty-loving friends across the pond are obsessed with right now. And more specifically, the brand and product obsessions we're either completely, or at least, less, familiar with over here stateside.


(Image credit: @amy_lawrenson)

We already divulged 12 non-basic French beauty brands that most American shoppers haven't heard of (and if you have, props to you!), so this week, we're jumping over to the UK to sleuth out the best British beauty buys found affordably priced at the drugstore. To help, we asked beauty and wellness editor Amy Lawrenson (who's written for Byrdie, Elle, and Women's Health) and Alyss Bowen, Who What Wear UK's beauty-gifted social media editor. Here, we're revealing the top drugstore beauty picks British girls love. Keep scrolling!

Makeup Obsession

Revolution Skincare London

Sleek Makeup


Colab Hair


The Inkey List


Soap & Glory

Beauty Director

Erin has been writing a mix of beauty and wellness content for Who What Wear for over four years. Prior to that, she spent two and half years writing for Byrdie. She now calls Santa Monica home but grew up in Minnetonka, Minnesota, and studied writing, rhetoric, and communication at University of Wisconsin, La Crosse. She studied abroad in Galway, Ireland, and spent a summer in L.A. interning with the Byrdie and Who What Wear family. After graduating from UW, she spent one year in San Francisco, where she worked as a writer for Pottery Barn Kids and PBteen before moving down to L.A. to begin her career as a beauty editor. She considers her day-to-day beauty aesthetic very low-maintenance and relies on staples like clear brow serum (from Kimiko!), Lawless's Lip Plumping Mask in Cherry Vanilla, and an eyelash curler. For special occasions or days when she's taking more meetings or has an event, she'll wear anything and everything from Charlotte Tilbury (the foundations are game-changing), some shimmer on her lids (Stila and Róen do it best), and a few coats of the best mascara-type product on earth, Surratt's Noir Lash Tint.