Senior shopping editor Marina, and seasoned sale sleuth here! When it comes to deal days, Amazon Prime Day is my Super Bowl, and after years of covering it, I’ve become something of an expert at spotting the true gems. This year’s Prime Day beauty deals are next-level, and narrowing them down was no easy feat. Keep scrolling for my handpicked favourites — the absolute best of the best.
It Cosmetics Your Skin But Better CC+ Cream Nude Glow (Was £39, Now £27)
This CC Cream is like makeup and skincare combining in to one perfect formula. I swipe it on and instantly feel that signature ‘your skin, but better’ magic—full coverage that still feels weightless, and it blurs pores in seconds. Infused with niacinamide and hyaluronic acid, it hydrates and refines while protecting with SPF (yes, please). It never cakes, even after a full day’s hustle in unpredictable UK weather. Truly, my complexion’s best friend.
Weleda Skin Food, Dry Skin Moisturiser (Was £12, Now £8)
Whenever my skin’s feeling parched, dull, or just in need of a hug, I reach for this. Weleda Skin Food is like a cosy jumper for my face—ultra-rich, gloriously herbal-scented, and honestly a saviour in winter. I smooth it on at night as a hydrating mask or tap it on my cheekbones for a dewy glow during the day. It’s been around for a century, and now I know why.
Paula's Choice Skin Perfecting 2% BHA Liquid Exfoliant (Was £35, Now £28)
This exfoliant changed my skin. No exaggeration. When my pores are feeling congested or breakouts are brewing, a swipe of this clears the way. The 2% salicylic acid is powerful but gentle—no redness, no dryness. Just smoother, brighter skin that actually glows. I keep a backup bottle at all times because it’s that good.
St.Tropez Self Tan Purity Face Mist (Was £24, Now £9.99)
This tanning mist is my secret weapon for looking healthy (even when I’ve been indoors for days). It’s a refreshing, tropical-scented mist that I spritz on before bed, and by morning I’ve got the most believable golden glow—no streaks, no orange tones, and absolutely no self-tan smell. It’s skincare-meets-bronzer, and it lives on my bedside table for good reason.
Live from my desk in London, SEO writer Ava Gilchrist here to report on what is arguably the shopping Olympics: Amazon Prime Day. I’ve been after some hard-working beauty essentials that I’ve been meaning to stock up on, so keep scrolling through for the skin savours, hair wonders and nail staples that I’ve bought in the sale period.
Living Proof Perfect Hair Day Dry Shampoo (Was £25, Now 17.09)
Dry shampoo is a non-negotiable for me. After picking up Pilates, I’ve sworn by it to gently cleanse and deodorise my scalp between hair wash days. I’ve tried so many, but the one I swear by is Living Proof’s Perfect Hair Day. A spritz of this aerosol will go so far, and with a full-size bottle over 30% off, it’s a no-brainer add-to-cart in my opinion. Jennifer Aniston also used this product for years, so if you want A-lister locks on a budget, you really can’t look past this oil-eliminating spray.
COSRX Advanced Snail 96 Mucin Power Essence (Was £23.99, Now £11.50)
I don’t tend to buy into beauty trends. But the one “fad” that piqued my interest is the COSRX Advanced Snail Mucin Power Essence. One bottle reportedly sells every 20 seconds, and stars like Emily Ratajkowski swear by it, so the endorsements speak for themselves. Senior Shopping Editor, Marina Avraam calls it an “injection of hydration”, so I know that these co-signs are valid. And with 50% percent off, I’d be foolish not to pick this one up. Glass skin awaits!
Mylee 5 in 1 Builder Base Strengthening Gel (Was £14.99, Now 10.39)
Ask anyone who regularly gets a manicure and they’ll tell you they swear by BIAB. Builder gel strengthens and improves the overall health of your nails while still giving you that glossy, polished effect that we all love. Nail technicians and beauty experts swear by Mylee. You will need to cure it under a UV lamp, so I’m stocking up on my favourite shades to take to my next appointment.
Shark SmoothStyle Heated Brush and Comb (Was £99.99, Now £51.99)
Let me put you onto something; when it comes to hot tools that suit frizzy and curly hair types, the Shark SmoothStyle is one of the best there is. My hair rivals Hermione Granger for the amount of thickness, and I find just a brush through with this device is all I need to tame and smooth. Given it’s now half the price, now’s the time to try it for yourself. My before and after pictures speak for themselves…
Before using the Shark SmoothStyle Heated Brush and Comb.
After using the Shark SmoothStyle Heated Brush and Comb.
GHD Duet Style 2-in-1 Hot Air Styler, (Was £379, Now £243)
Hi, I am back as I've spotted another incredible deal on a go-to hair tool of mine! The GHD Duet Style is currently reduced in the Amazon Prime Day sale, and I will be telling all of my friends about this deal. This is another great tool for streamlining your haircare routine, as it dries and straightens the hair at the same time. Plus, it features a "shine shot" function to give you a salon-worthy finish.
Hi everyone, editorial assistant Brittany here! I just had to jump on to tell you that some of my holy grail makeup and skincare products are currently on sale for Prime Day.
Maybelline The Grippy Serum Primer (Was £11, Now £7)
After months of seeing this primer pop up on my TikTok FYP, I finally decided to give it a try. And trust me when I tell you that it did not disappoint. I've tried it under skin tints, as well as both matte and dewy foundations and it works beautifully under them all. This was obviously meant to go under makeup, but it's so hydrating and plumping (it's infused with 2% niacinamide and glycerin) that I've started to use it as skin care on those non-makeup days as well!
Urban Decay All Nighter Makeup Setting Spray (Was £30, Now £20)
Working in beauty, I've tried a number of different setting sprays over the years, but I always return to Urban Decay's All Nighter setting spray. It's one of the only formulas on the market that locks in my makeup for all everyday wear without drying out my skin. There's also no notable fragrance, which is often hard to find with long-wear setting mists.
Caudalie Vinoperfect Brightening Dark Spot Serum (Was £52, Now £42)
As someone with sensitive skin, I spent a very long time looking for a vitamin C serum that doesn't irritate my skin. Luckily for me, one of my fellow editors recommended Caudalie's Vinoperfect brightening serum as an alternative, and I've been hooked ever since. Using Viniferine, an ingredient that's said to be up to 62X more effective than vitamin C, I've been able to reduce the dark spots without suffering from the irritation I used to get on my face. If you also have sensitive skin, I'd recommend giving this gentle formula a try.
Kérastase Genesis Nourishing & Fortifying Leave-In Conditioner (Was £50, Now £29)
I straighten and blow-dry my hair a lot, so it's important for me to use a serum that can help repair and combat any signs of heat damage. Kérastase's Genesis hair serum uses aminexil, ginger Root, and caffeine to stimulate the roots and slow down hair loss caused by things like hair tools as well as natural causes. I saw results almost instantly when I tried this, not to mention it makes my hair smell amazing.
CurrentBody Skin LED Light Therapy Mask: Series 2 (Was £400, Now £360)
Ok, I had to jump in again to spotlight this CurrentBody LED mask deal. This is hands down one of the best LED masks I’ve ever tried. The flexible silicone means that it’s super comfortable to wear, it’s so simple to use and the combination of red and near-infrared light works to stimulate the skin's natural rejuvenation process to leave you with a glowing complexion. From the looks of it, this deal isn’t just for Amazon Prime customers, so I do not doubt that it will sell out in record time.
Hi, junior beauty editor Grace Lindsay here! I have been so impressed with the beauty deals in the Amazon Prime Day sale this year and have shared lots of my editor picks below.
Maybelline Instant Anti-Age Eraser Eye (Was £10, Now £6)
This is one of the first concealers I ever bought, and I’ve been using it for well over ten years now. The sponge applicator makes covering my dark under-eye circles quick and easy, and the formula itself is truly unmatched.
Dyson Airstrait™ Straightener (Was £450, Now £360)
Next up is the Dyson Airstrait Straightener. Dyson products are hardly ever discounted, so I was super impressed to see this in the sale. What I love about this product is that it totally streamlines my hair care routine. I can dry and straighten my hair at the same time and my hair looks so smooth after using. I’m not sure I could ever be without it now.
Olaplex No. 7 Bonding Oil (Was £28, Now £19)
Speaking of hair care routines, this Olaplex oil is another staple of mine. It makes my ends impossibly soft, adds serious shine and even tames those annoying flyaways. A little bit goes a long way, meaning this pot will last you ages.
Lancôme La Vie Est Belle Eau de Parfum & Génifique Serum Bundle (was £125, now £88)
If you want an everyday fragrance that will always earn you compliments, then look no further than this Lancôme scent. Both my mum and I are hooked on this sweet, floral fragrance, and when I saw that this deal also came with a Lancôme Génifique Serum, I practically ran to checkout.
La Roche-Posay Anthelios UVMune 400 Ultra-Light Invisible Fluid (was £19.85, now £12.48)
I’ve tried my fair share of sunscreens over the years and the idea of the UV index and the long-term damage it can cause has always left me slightly on edge. A necessary note is that I’m also a bit of a baby when it comes to creams. The sensation of thick, heavy lotions makes me want to run straight to the shower. However, a few years ago, I stumbled across the La Roche-Posay Anthelios Ultra-Light, and I haven’t looked. Its ultra-fine formulation glides on the skin with ease, blending within seconds and leaving no white cast, which is essential, especially when using SPF on melanated skin. At £13, with the Amazon Prime Day discount, it’s the lowest I’ve seen in a while, and trust me, it's worth every penny.
Foreo Luna 3 Cleaning Brush ( was £209, now £84)
Hi guys, Junior Fashion Editor Imani here! When I saw the FOREO Luna 3 cleansing brush was in the Amazon sale, I had no choice but to run and tell you about it. I live and die by this brush. Growing up, I suffered (and still suffer) from severe hormonal acne, and to make matters worse, I have incredibly oily skin. For years, I tried countless products, but none seemed to truly cleanse my skin in the way I needed them to in order to prevent breakouts, that is, until I stumbled upon my first FOREO. With a battery life that lasts for months and 16 different pulsation intensities, it’s so easy to find the rhythm that works for your skin, just squeeze on your favourite cleanser and enjoy. I know this product does fall on the pricer side, even with the Amazon Prime Day discount, but if you’re looking for a worthwhile facial tool that does what it says on the tin, I highly recommend this!
Gatineau Golden Glow Gradual Tanner (was £36, now £29.44)
Before I log off... I thought I’d already lucked out with my Funny Bunny, but it turns out the Prime Day gods are really looking out for me, as I just spotted my favourite tanning product is in the sale too! What are the chances? If you’ve never tried Gatineau’s gradual tan and love a natural-looking bronzed glow, where have you been?! It’s hands-down the best gradual tanner I’ve ever used. In fact, it's so good, it even won Best Body Tanner in our Next in Beauty Awards last year. It’s rarely discounted, so you better believe I’ve stocked up this morning!
OPI Funny Bunny Nail Polish (was £12.50, now £9.49)
Hi, managing editor Poppy here! I couldn't not jump in to share that one of my all-time favourite products is in the sale today... It’s become a bit of a running joke in the Who What Wear UK office that I am the biggest fan in the country of OPI’s Funny Bunny nail polish, and that’s saying something, as I’m pretty sure everyone I’ve ever mentioned it to also loves it. Why? It’s hailed as the perfect barely-there milky hue; not quite a bright white (of which I am not a fan) and not a nude (which doesn’t feel right for my skin tone, especially in winter when I am on the pale side), it sits perfectly between the two as the ultimate minimalist mani. It’s not transparent, although I do always do three coats, works perfectly for a mani at home or at the salon (there’s a gel version!) and always lasts much longer than any of my other polishes. Now if I am honest, I do normally get my Funny Bunny mani at my local salon, but with the polish on sale this Amazon Prime Day, I couldn’t pass up the opportunity to stock up for my at-home stash! It might only be a small saving, but if you wear it as much as I do, it’s worth it. Every penny counts people!
GHD Chronos Max (was £299, now £190)
I've tried and tested every single GHD hair straightener there is, but this model is by far my favourite and so I can't not rave about this very generous discount. The Max model features wider plates compared to the original, which not only makes it easier to straighten your hair if you have long, thick or curly lengths, but it will cut your styling time in half. One pass leaves my thick, wavy hair smooth, sleek and frizz-free. Whenever I've bought GHD hair tools, they maintain their performance for years, so if you're in the market for a new hair straightener, this makes for a very smart investment.
La Roche-Posay Cicaplast Baume B5+ (was £20, now £13)
I've recently run out of my Cicaplast Baume B5+ so I'm stocking up on a couple of these while it's on sale. It's a French pharmacy skincare staple and has so many uses, from soothing irritated skin and healing—you can use it for basically any skin concern. As someone with sensitive skin, I go through tubes of the stuff, but perhaps my favourite way to use it is by applying a thick layer overnight. In the morning, my skin always look plumped and glassy.
L'Oreal Paris Lash Paradise Big Deal Mascara (was £13, now £8)
When I first tried the L'Oréal Paris Big Deal Mascara, my friends genuinely thought I'd just gotten lash extensions (seriously, take a look at the before and after pictures). It creates dramatic length, definition and a generous curl that holds all day. It's already a steal at £13, but the Amazon Prime Day discount makes it all the sweeter. Try it and I promise it might just become your new favourite mascara.
Color Wow Dream Coat Supernatural Spray (was £27, now £16)
Yes, I can confirm that the TikTok hype around Colorwow's Dream Coat is totally valid. This spray can be used on damp hair before blow-drying to create a waterproof shield to make your hair humidity- and rain-proof. It leaves my frizz-prone hair sleek and with a mirror-like shine that is unmatched. Plus, it lasts in between shampoos, so you only need to apply it once a week to reap the benefits. There is also a version for curly hair and an extra-strength version (which are also in the Amazon Prime Day sale) to work across different hair types.
TheraFace PRO Microcurrent Facial Device (Was £375, Now £225)
I've been keeping an eye on all the best beauty tools in the Amazon Prime Day sale and this deal from TheraBody is too good to miss. With an impressive eight different technologies in one device, it helps to lift, sculpt and boost collagen production. It uses microcurrent and LED (including red, blue and near-infrared lights) which if bought separately would cost hundreds of pounds, so this is an incredible deal if you want to supercharge your at-home skincare routine.
Ouai Hair & Body Mist in St. Barts (was £26, now £21)
Anyone who knows me will tell you that I'm a luxury beauty girl through and through, but trust me when I say this body mist is probably the best summer perfume in my entire perfume collection. It smells like tropical beaches, coconut cocktails and exotic flowers. Whenever I spritz it, I am flooded with compliments
Maybelline Lash Sensational Sky High Mascara (was £13, now £7)
I stand by the fact that no one needs to spend big on mascara. In fact, my favourite mascaras of all time are all under £15 each, and this one is top of the list. It lengthens lashes like you wouldn't believe, gives them unrivalled lift and possesses a blacker-than-black finish. Whenever I wear Sky High, I find myself double-taking in the mirror—it's that good. And for £7, I'm stocking up.
Elemis Pro-Collagen Cleansing Balm (was £49, now £37)
The original cleansing balm that, truthfully, will never be beaten, Elemis Pro-Collagen Cleansing Balm is a pricy skincare product, but one that I am always willing to part with the cash for. Believe me, this £12 discount is not to be sniffed at. It melts away makeup and grime in seconds, leaves skin pillowy soft and is basically a spa in a jar. You can't go wrong.
Beauty of Joseon Relief Sun Rice + Probiotics SPF50+ (was £17, now £11)
If you're yet to hear of this facial sunscreen, let me explain. Beauty of Joseon is a K-Beauty skincare brand that is absolutely adore by beauty editors and insiders—it's one of those if you know, you know brands. This lightweight but hydrating SPF has basically been the product of the summer.
Dyson Airwrap i.d. (was £480, now £400)
I'm kicking things off with something truly mind blowing, here. Consider this a PSA: the Dyson Airwrap is in the Prime Day sale! This, truly, never happens. And it's not just the Airwrap, by the way, it's the Airwrap i.d., a later iteration of the classic that utilises top-notch technology to make sure you're getting the most out of your bouncy blow. As a beauty director, the Airwrap is easily my most asked-after product, and I can't believe I'm saying this but it's actually £80 off. I don't imagine this will be staying in stock for very long.