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We're Scrolling All Day—These Are the Amazon Prime Day Beauty Deals Worth Knowing ASAP
Consider this your guide to the very best Amazon Prime Day beauty deals, live and direct.
As a beauty director, I consider it my duty to ensure the masses are armed with all of the information they require before stepping into the daunting territory of sales—and this is truer than ever when it comes to the Amazon Prime Day sale. You see, shopping for beauty products can feel overwhelming, particularly when the offering is as vast as it is on Amazon.
When it comes to be beauty products, it's all too easy to be lured in by big discounts, and I want to make sure no one makes a wrong turn today. So, before you even think about bashing "Amazon Prime Day beauty deals" into your search bar and frantically adding every enticing beauty product you see to basket, I want you to take a breath, remember it's not that deep and relax in the knowledge that our editors have got you covered. There's no need for mistakes to be made today and no need for time to be wasted.
Luckily for you, team Who What Wear UK is made up of editors whose job it is to scroll and shop. We know every hack, trick and game in the book to ensure we're selecting only the very best products. On top of this, our Who What Wear UK beauty team are experts in beauty products—from LED masks and hair straighteners to mascara and shampoo, we know what's worth the money, what's a waste of time and, critically, when a deal is really worth your attention.
So, I've asked the entire Who What Wear team to bring you the very best Amazon Prime beauty deals live and direct all day long so that you don't have to stress—you're welcome.
Best Amazon Prime Day 2025 Beauty Deals
- Best Skincare Deal: Elemis Pro-Collagen Cleansing Balm (
was £49,now £37) - Best Skin Tools Deal: CurrentBody Skin LED Light Therapy Mask: Series 2 (was £400, now £360)
- Best Hair Tools Deal: ghd Platinum+ Hair Straightener (
was £239, now £152) - Best Haircare Deal: Olaplex No. 3 Hair Perfector (
was £28, now £18) - Best Hair Stying Deal: Color Wow Dream Coat Supernatural Spray (
was £27, now £16) - Best Makeup Deal: Maybelline Lash Sensational Sky High Mascara (
was £13, now £7) - Best Body Deal: St Tropez Self Tan Express Mousse (
was £33,now £12) - Best Perfume Deal: Ouai Hair & Body Mist St Barts (
was £26, now £21)
What Is Amazon Prime Day?
This year, Amazon Prime Day is a four-day sale event exclusively for Amazon Prime members. The sales range from the best of beauty to new in fashion, with plenty of other savings on tech and homeware. There are hair tools we've been wanting to try, health and wellness items for a summer reboot, home appliances (a couple of the team are in the process of moving) and bits and pieces in between.
When Is Amazon Prime Day 2025?
Amazon Prime Day is a bi-annual event that runs in July and October each year. This year, the July event is running from 8 July to 11 July.
How to Access Amazon Prime Day
Amazon Prime Day sales are available to all Amazon Prime members. You can sign up for an Amazon Prime membership here. It's free for 30 days so you can access all the benefits of the Amazon Prime Day discounts without shelling out a penny (just remember to cancel before the 30 days is up if you don't want to pay the monthly fee going forward).
When Does Amazon Prime Day 2025 End?
For the first time, Prime Day will run for four days and end at midnight on 11 July.
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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.