This Is the Beauty Brand Every Fashion Person Loves to Show Off

The beauty industry has come leaps and bounds since the days of Instagram "shelfies" made up of hundreds of pretty, pink products that probably hadn't been touched in months—and thank goodness. Not only did this trend encourage us to buy products that we knew nothing about (except that they looked nice on our IG grids), but it was also terrible for the environment, encouraging excessive purchasing of products that would only end up in the bin.

As time has moved on, we've binned this mindset and set our beauty standards higher. 2022 is far less about how many products we showcase and more about which products we showcase. It only takes a quick scroll on Instagram to find an influx of chic luxury products that are basically the bathroom-shelf equivalents of the season's It bag. But what's inside an aesthetically pleasing bottle has to be just as exceptional as the bottle itself if it's going to impress our beauty lineup. In other words, it has to ooze luxury from the inside out. And while brands such as Byredo, Diptyque, Chanel and Augustinus Bader might spring to mind, there's one beauty brand that people really love to show off, and that's Loewe.


(Image credit: @EMMAHOAREAU)

Loewe has long been the fashion-person brand to be seen with. Recently, it's become such a hit that it's easily one of the most featured brands on my Instagram Discover page, where the fashion set sports everything Loewe from basket bags and beach towels to tank tops and fisherman hats. I suppose you could say that donning Loewe is like a cool-girl badge of honour.

Needless to say, Loewe is expensive and elite. Being able to afford its products is one thing, but getting your hands on the brand's sell-out designs is another. While we're used to this concept in high-end fashion, Loewe has managed to adopt it across beauty, too—something few designer brands have managed. While super-luxe fashion houses such as Chanel, Dior, Givenchy, Gucci and Prada offer fragrance and makeup to the masses so that everyone can experience the joy of luxury, Loewe took a different approach with its beauty offering.


(Image credit: @SHANNONLAWLOR)

Despite the fact that designer beauty products are considered relatively mainstream, Loewe's beauty products have an understated exclusivity about them. For starters, you can't just pick them up in any old beauty hall—you'll have to peruse the aisles of Liberty, Selfridges and Harrods to see the products in the flesh. Then there's the fact that the brand's product offering is limited but considered. Loewe Beauty revolves around fragrance, but there are also chic lifestyle additions such as hand soaps, candles and, most recently, body care. Much like our go-to Instagram beauty aesthetic right now, Loewe Beauty aims to keep things concise and cool.

Plus, there's the packaging. Besides the brand name, I think it's the way the products look that keeps fashion girls lapping it up. As an editor who takes the efficacy of beauty products very seriously, I don't get a huge sense of joy in saying that a brand's main selling point is the way its products look, but this is Loewe. I would be foolish to deny that Loewe's beauty products look like works of art. Much like the brand's fashion pieces, its beauty products are understated and svelte in an entirely effortless sort of way. They sit on shelves like fashionable ornaments that radiate luxury.


(Image credit: @SHANNONLAWLOR)

But because I'm a beauty editor who refuses to recommend products on aesthetics alone, it's important to note here that Loewe's beauty products are also really special. The scents are unlike others out there—they're light, zesty and airy (keeping true to the brand's effortlessly chic roots) but have a richness that leaves them lingering on the skin all day. Unlike so many other zesty scents, they smell expensive and don't actually prove as costly as others from competitor luxury brands.

Keep scrolling for the best Loewe beauty products money can buy.

Shop the Best Loewe Beauty Fragrances

Shop Loewe Bath and Body

Shop Loewe Home Fragrance

Next up, these 13 perfumes will make you smell like a chic Parisian.

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.