24 Products Beauty Editors Can't Stop Recommending to Their Friends

There’s a whole lot of newness out there, and it can be hard to separate the heroes from the hype when it comes to beauty shopping. That is why I asked my fellow beauty editors which products (including hair, makeup, bodycare and skincare) they couldn’t live without this year.

Beauty editors try out dozens of products every month, from hair masks and face serums to sunscreens and mascaras, to keep you updated on the best new launches, ingredient trends and product innovations. But as fun as it is being able to try out so many products, there are only a select few that win a permanent place on our bathroom shelves.


(Image credit: @THATGRACEGIRL)

These are the products that stood out in the testing process enough to make it into our personal routines, some so beloved that we continue to purchase them despite a host of fresh samples waiting on the sidelines. 

Ahead are the cult classics and new favourites that stood out enough to make a lasting impression on us this year, the beauty products that these beauty editors actually would recommend to a friend and, most importantly (for you), are 100% worth purchasing.

1. Tatcha The Dewy Skin Cream

"I won't lie. My whole skincare routine has become quite Tatcha-heavy since the brand launched into Space NK earlier this year, but it's the Dewy Skin Cream that's arguably made the most difference to my skin. I use it morning and night, and it gives my skin a gorgeously plump, smoothing finish, making it perfect as a primer under makeup.” — Chloé Burcham, Freelance Beauty Editor

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2. Dyson Airwrap Multi-Styler Complete

"If you could see into my Instagram DMs, you’d notice that I get asked for feedback about this a lot, and I totally get why. It’s a major investment but in my opinion 100% worth it. My hair is long, thick, poker-straight and always throws up major resistance to holding any type of curl or wave. In fact, I’d long since given up on attempting to curl it with regular tongs, not least because it would take about two hours to work around my entire head but also because any semblance of a curl would have dropped within a matter of hours. When I tried the Airwrap for the first time, my mind was blown. Within half an hour, I had managed to achieve the kind of bouncy blow-dry curls I could previously only dream of seeing after a salon visit, and what’s more, they lasted. Granted, no style is ever going to last perfectly for more than 24 hours in my hair, but the legacy of those curls? Soft waves and definition that live on for several more days. So now you can see why my answer is always, ‘Yes, totally worth it. Go for it!.’ Plus, if you apply a cost-per-wear analogy with an average use of two times a week, that works out at just £4.60 per week, which is a hell of a lot cheaper than a pro blow-dry.” — Grace Day, Freelance Beauty Editor

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3. Ole Henriksen Banana Bright+ Eye Crème

"I have been a longtime fan of Ole Henriksen’s cult vitamin C eye cream, so I was hesitant when I heard it had been reformulated this year. Thankfully, the new fragrance-free formula is somehow even more brilliant than its predecessor. Still brimming with brightening vitamin C and colour-correcting pigments to diminish darkness, it now also contains real gold for an extra layer of luminosity. And with a 4-month and a 2-year-old currently competing to keep me up most at night, I can truly attest to this eye cream’s ability to refresh and revive tired eyes.” — Mica Ricketts, Freelance Beauty Editor

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4. Summer Fridays Sheer Skin Tint

"I adore lightweight foundations, and I’m even more obsessed with skin tints. When you have a skin tint that creates a radiant and dewy finish, seamlessly matches your skin tone, and allows the skin to breathe, you know you’re on to a winner.” — Nateisha Scott, Deputy Beauty Editor, Harrods

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5. Supergoop! Glowscreen SPF 30

"I’m coming to the end of my tube of this as I write, and I'm starting to panic because this is quite possibly my favourite SPF ever. This illuminating SPF gives my skin the healthiest-looking glow, whether worn alone or underneath makeup. On days when I don't feel the need for foundation, I love wearing this on its own for its ability to blur redness and give my complexion that lit-from-within glow. My sensitive yet oily skin also gets on well with it, so I can’t imagine not having this in my routine.” — Eleanor Vousden, Beauty Editor, Who What Wear

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6. Isle of Paradise Self-Tanning Mousse

"Nothing peps me up quite as much as a slick of tan. Isle of Paradise’s Self-Tanning Mousse not only gives an incredible bronze glow (never orange thanks to the colour-correcting properties), but it also fades well, meaning there are no patchy ankles or wrists in sight. I adore the brand and its values. Plus, the founder, Jules Von Hep, gives the best tips for application, making it totally foolproof! For me, it’s pure joy bottled.” — Tori Crowther, Freelance Beauty Editor

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7. Gucci Mascara L'Obscur

"I have tried a lot of mascaras in my day (trust me), but this is my number one. It gives great curl and volume that layers without looking clumpy thanks to its precise comb wand. I’ve been asked a few times if I’m wearing extensions or falsies when I have this on, but it’s always my beloved Gucci.” — Grace Gargini, Senior Beauty Editor, Selfridges

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8. It Cosmetics Your Skin But Better CC+ Cream

"Anyone who knows me knows how much I adore this face base. If I could buy shares in it, I would. It’s the perfect dewy-skin, medium-coverage foundation, leaving your complexion looking healthy and plump, without ever caking, drying or feeling heavy on the skin. Since discovering it around five years ago, it’s been the one product that’s never left my makeup bag.” — Burcham

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9. Omorovicza Even Tone Serum 

"I spent the majority of my teens battling acne, which meant that my 20s have consequently been spent attempting to clear up the mess of post-inflammatory pigmentation that 10 years’ worth of breakouts left behind. Prescription-strength retinoids and high-potency vitamin Cs certainly did their thing, but never has a product impressed me so fast as this one. The last lingering marks I was dealing with have been stubbornly resistant, but within a matter of weeks of using this (twice daily), they were gone completely.” — Day

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10. L'Oréal Paris True Match Liquid Foundation

"I try a lot of base products for work, but without fail, I always come back to this one from L'Oréal Paris. In fact, I was recently reminded to repurchase a bottle after the brand announced a range expansion to include 48 shades, all of which contain up to six different pigments for an even more nuanced range of tones and a more precise skin match. It has a beautiful, satin-like finish that looks natural on the skin but can be layered up for extra coverage, and the addition of hyaluronic acid really helps to create juicy-looking, healthy skin. It genuinely holds its own against foundations that I’ve tried for four times the price, and I recommend it to everyone.” — Ricketts

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11. Sisley Paris Exfoliating Enzyme Mask

"This powder-to-cream mask is sensational for exfoliating skin. While it’s not harsh (due to the exfoliating enzymes), it works just as hard as a chemical exfoliant would, making it a great option for even the most sensitive of skin types. I enjoy using this twice weekly to gently remove dead skin cells and build-up, leaving skin soft and hydrated.” — Scott

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12. Rose Inc Blush Divine Radiant Lip & Cheek Colour

"I’ve been trying a lot of Rose Inc products recently (I’ll try anything that might help me emulate founder Rosie Huntington-Whiteley’s glow), but the Cheek & Lip Colour compact is hands down my favourite. I’ve been wearing the shade Heliotrope every day since trying it. This cream blush can be used on both the cheeks and lips and has a texture that melts into the skin for a realistic flush of colour that stays put all day and has a subtle glow to it (read: no shimmer, just an expensive-looking sheen). It also comes in a stylish mirror compact, which now has permanent residence in my bag for top-ups on the go.” — Vousden

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13. Revitalash Advanced Eyelash Conditioner

"Revitalash is a product I never want to be without, and I honestly can’t see myself ever not using it. I’ve tried my fair share of lash serums over the years, and none seems to come close to the results this formula gives. It takes little to no effort to apply, and my lashes literally double in length after three months. It’s more on the pricey side, but the results are worth every penny to me.” — Crowther

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14. Dior Forever Natural Nude Foundation

"Okay, if I had to pick just one foundation to wear for the rest of my life, I think it would have to be this. I’m a fan of glowy, natural-looking skin, which this gives, but it also magically hides imperfections and lasts for ages—something that is still hard to find with foundations that give a more natural finish.” — Gargini

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15. Diptyque Eau des Sens Eau de Toilette

"I’m funny when it comes to fragrance. One minute I love a certain scent; the next minute I can’t get it out of my nostrils quick enough. But one that’s remained a constant for me is Diptyque Eau des Sens. It’s soapy and fresh—with a blend of orange blossom and patchouli—and always has people asking me what I'm wearing, without feeling overpowering or too lingering on the skin.” — Burcham

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16. Naked Sundays Collagen Glow 100% Mineral Perfecting Priming Lotion SPF 50

"The last few years have seen a new wave of sunscreen brands and products launching to address the common bugbears that most people have with SPF: heavy textures, chalky-white finishes and breakout-inducing formulas. I have a whole host of new favourites, but the stand-out for me has to be this one from Aussie brand Naked Sundays. Firstly, if it’s Australian-made, you know it’s going to be good since formulations have to adhere to super-strict regulations. Secondly, it ticks all of the boxes above, with a silky-smooth consistency, a universally flattering finish and (one for all my fellow acne sufferers) zero breakouts! I love that the formula really melts into skin, and it has a subtle blurring effect, which takes out any redness and gives skin a radiant glow.” — Day

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17. Stria Lab Redefining Stretch Mark Cream 

"This new launch comes with a bit of a disclaimer from me: Stretch marks aren’t something that we should feel pressure to be rid of. They’re an entirely natural result of our bodies stretching, growing and changing over time, and I’m all for embracing the stories that they tell if (and it’s a big if) you feel comfortable doing so. Personally, I prefer to minimise the appearance of these newcomers to my body, and this new launch has been remarkable in helping. It contains the hero ingredient TECA, which is the only ingredient besides tretinoin that has genuine evidence to prove that it can reduce the appearance of stretch marks. And it works. Not only does it instantly make skin look and feel smoother and firmer, but I have been using it for a couple of months now, and the red, angry stretch marks on my stomach are already paler in colour and less pronounced in depth. I can’t wait to see what another two months of use will do.” — Ricketts

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18. Initio Parfums Paragon Extrait de Parfum

"My first love in beauty is fragrance, so you can guarantee I have my nose sniffing around anything new, and the latest release from Initio has absolutely caught my eye. Bridging wellness with fragrance, this perfume is centred on the calming and purging notes of palo santo blended with bergamot, white sage, lavender and plum. It's a sweet, fresh and awakening scent, not something you would have been used to.” — Scott

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19. Beauty Pie Triple Hyaluronic Acid Serum

"Finishing a bottle or tube of skincare is a marker of it being a keeper, particularly among beauty editors who need to try multiple products for their jobs. I’ve squeezed every last drop out of Beauty Pie’s Triple Hyaluronic Acid Serum and would recommend it to anyone who is looking for a hydrating serum that also plumps the skin. While using this, my skin has never felt better or healthier. For those not familiar with Beauty Pie, the brand creates high-quality formulas that you may expect from premium beauty brands, but it takes out the markups that come with marketing and retailing, passing the savings directly on to the customer. A serum like this would typically set you back £60, but it’s just £19 for members, so I’ll be stocking up on this.” — Vousden

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20. Heliocare 360 Mineral Tolerance Fluid SPF 50

"Like a lot of people, I’m picky when it comes to sunscreen. Thankfully, we’ve moved on from the thick, heavy products that were once the SPF norm years ago. Now, formulas are far more elegant and, dare I say it, enjoyable to use. This Heliocare 360 Sunscreen is ultra lightweight, sits well under makeup and doesn’t irritate my rosacea-prone skin. It’s a product I always find myself coming back to.” — Crowther

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21. Maison Francis Kurkdjian 724 Eau de Parfum

"A more understated yet incredibly elegant iteration of its famous cousin (the Baccarat), I find myself reaching for this clean, grounding scent on mornings I want to feel put together and the best version of myself. It’s the fragrance equivalent of a crisp white shirt and a fresh manicure. You just feel grown-up.” — Gargini

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22. DPHue Brightening Powder

"If you highlight your hair and find that the colour often turns dull after a few washes, you need to try this hero brightening powder. You simply mix it with water, and apply it to your hair in the shower before washing it out after a couple of minutes. The vitamin C acts like a magnet and helps to pull any dulling minerals out of your hair, leaving your colour super bright.” — Burcham

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23. Advanced Nutrition Programme Skin Accumax

"Supplements are the most underrated category in beauty. Most people give up on them when they don’t notice instant results, but it typically takes up to three months to see the benefits, and the perseverance (and patience) is well worth it. I almost exclusively take supplements from Advanced Nutrition Programme. It takes a skin-first approach to supplementation, uses the highest-quality ingredients and has the evidence to prove just how effective its products are. Its best seller, Skin Accumax, has totally transformed my acne-prone skin. It combines vitamins A, C, and E with phytonutrients to clarify skin from the inside out.” — Day

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24. S'able Labs Baobab Moisturiser

"With the change in season, moisturiser is even more essential (even for those of us with oily and combination skin). I adore this moisturiser’s formulation. Ingredients such as niacinamide to lock in moisture and improve elasticity and texture, as well as tranexamic acid to help fade dark spots and discolouration.” — Scott

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Next Up: These 7 New Beauty Brands Deserve All the Hype

Freelance Beauty Editor

Grace Day is a beauty editor and content creator. She has over 10 years of beauty-industry experience, spanning editorial, retail, and e-commerce, which gives her a unique understanding into how people shop for their beauty routines. While studying for a history degree (specialising in the history of beauty) and working as a beauty adviser in department stores, Grace started writing her own beauty blog in order to share the products she discovered while dealing with acne. After graduating, she moved to Beauty Bay as beauty editor and content manager. Grace is currently a beauty contributor to Who What Wear. She has also written for Hypebae and PopSugar and works as a brand consultant and copywriter.