As a beauty editor, it's been impossible to ignore the makeup trend shift from black mascara to brown mascara. For a while, both the runways and several of the looks on my feeds were seemingly void of mascara altogether. But brown mascara offers a happy medium; it adds just enough definition, but is softer and less harsh than black mascara for many. My friends with fair lashes tell me that they think it's more flattering, but even for me, as someone with nearly black eyelashes, I too love the overall softer effect it creates for my eye makeup.

I've always loved drugstore mascaras (IMO, they're often just as good, or sometimes better, than their luxury counterparts), and Maybelline's mascaras are amongst some of my favourites. I've long loved its black mascara formulas (particularly Sky High, which deserves all the hype it receives), but what piqued my interest is that it has launched a whole collection of different brown shades. Whilst most mascaras come just in black or brown options, its new launches come in varying shades of brown. Allow me to tell you why this excites me so much.

Not all brown mascaras are created equal. Sometimes it can lean more red, warm brown, or maybe a rich dark brown that's more of a brown/black. They all give a slightly different effect, and what works for one might not suit another. But with the shades below, you can choose the exact kind of brown you're after. Scroll on to find the best one for you.

Maybelline Brown Mascara Shades

1. Mocha

Mocha is the shade I currently own (and that I'm wearing in the picture above), and it is the perfect chocolate hue for my brown eyes and dark lashes. It's a rich hue that adds enough definition, but isn't as intense as black, and I find it makes my brown eyes look richer. I will usually reach for this as my day-to-day shade. The formula of the mascara is brilliant, too. The flexible hourglass-shaped wand volumises, lengthens and lifts lashes, allowing you to get a natural look or layer up for a bolder effect.

2. Brick Brown

3. True Brown

This summer, blush was all the rage. In fact, blush has been one of the biggest makeup trends of the year, and many of us have been adopting the "more is more" approach. As a keen blush enthusiast and ever-curious beauty editor, I was intrigued to see whether we'd be reaching for the blusher this winter, too. So I reached out to Bernicia Boateng, leading makeup artist and Estée Lauder partner, for her expert opinion.

"I think blush has become such an essential part of everyone's makeup routine that it's no longer just a seasonal trend," Boateng tells me. "We've moved away from blush being something that simply adds a little colour to the cheeks. It's now a way to bring dimension, warmth and personality to the entire face."

Summer was all about vibrant shades, but Boateng says winter will look a little different. "I think we'll see people gravitating towards richer, more romantic tones. Think deep berries, plums, warm terracottas and beautiful rosy browns." Below, Boateng shares the biggest blush trends to try this winter, and after researching them all, I think I've found a new favourite...

6 Biggest Winter 2026 Blush Trends

1. Blush Draping

First up: what Boateng calls "blush draping". "I'm a big fan of using blush to sculpt the face," she tells me. "Rather than concentrating the colour solely on the apples of the cheeks, we'll see more blush swept upwards towards the temples, almost replacing traditional contour. It's such a beautiful way to lift the face whilst keeping everything soft."

Get the Look:

2. Berry-Stained Cheeks

"I think we're going to see a lot of deep berry, wine and plum tones this winter," says Boateng. "There's something so beautiful about that naturally flushed, just-stepped-out-into-the-cold look. These shades are particularly gorgeous on deeper skin tones."

Get the Look:

3. Blurred Blush

One of my favourite winter trends is blurred blush. "Whilst I love a dewy complexion, I think we're going to see a return to beautifully diffused, velvety blush finishes," Boateng explains. "Nothing too harsh or overly pigmented, just a soft wash of colour that looks almost airbrushed. It's timeless and incredibly flattering."

Get the Look:

4. Monochromatic Makeup

"I absolutely love a cohesive makeup look," says Boateng. "Using similar tones across the cheeks, lips and eyes creates such an expensive, polished finish. For winter, I'm thinking beautiful mauves, warm browns and muted rose shades."

Get the Look:

5. The Winter Flush

You know when you've been out in the cold and when you finally come inside, your cheeks have that natural-looking flush? Well, that's what this trend is all about. "[It's] that soft, slightly rosy complexion that makes you look like you've just come in from a winter walk," Boateng adds. "I think we'll see a lot of blush applied across the cheeks and subtly over the bridge of the nose to create that fresh, youthful finish."

Get the Look:

6. "Blonzing"

It might not be summer anymore, but "blonzing" is here to stay. "The combination of blush and bronzer is something I think we'll continue seeing more of," Boateng tells me. "It's perfect for anyone who wants to maintain that warmth and glow throughout the colder months. I particularly love warm terracotta and reddish-brown shades for this."

Get the Look:

Welcome to Who What Wear UK's Next in Beauty Awards 2026. Here, we are crowning and celebrating the very best in beauty, from game-changing industry innovators to the tried-and-tested classics that remain mainstays in our bathroom cabinets and makeup bags. To help us find the worthy winners, we called upon our esteemed panel of industry experts, hard-to-please editors and in-the-know influencers, who put each and every product to the test. We enlisted our judges to document and share their testing for every product they tried, so you can see all the winners in action—as well as those very important before-and-after results. After much testing, swatching and reviewing, the results are in. Join us in celebrating the best makeup products of 2026.

Who What Wear UK Next in Beauty Awards 2026: Best in Makeup

Best Makeup/Skincare Hybrid Product

If there's one product we love, it's a makeup/skincare hybrid. The very best? By Terry Tea To Tan Golden Glow, a water-based serum that adds instant radiance.

"This product gives a powerful and immediate glow," says Who What Wear UK graphic designer Emily Post. "The result? A long-lasting glow that washes off easily with cleanser. When wearing it, I received multiple comments on how bronzed and glowing my skin looked—what more could you want?"

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Best Concealer

We all know Chanel Beauty creates top-tier products, but this concealer is honestly one of the best launches we've tried all year.

"If, like me, you adore a no-makeup makeup look, then this is the concealer you absolutely must have on your radar," says Who What Wear UK beauty director Shannon Lawlor. "It leaves skin looking healthy and glowing, and delivers just enough lightweight coverage to make you look and feel alive. I never want to be without it."

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Best Base

I know we've spoken a little about base products already, but we have to discuss Sculpted By Aimee's Cream Cushion Foundation. We crowned this our best base product overall, and for good reason.

"A gorgeous product," says fashion and beauty blogger and founder of Byfrow, Victoria Magrath. "It made my skin look really beautiful. It offers gorgeous coverage but with a blurred, glowy finish."

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Best Multi-Use Product

Who doesn't love a multi-use makeup product? It not only makes your makeup routine much quicker, but it also means you don't have to carry a million products in your bag. Our favourite? Byfrow's Pigment Pencil.

"I was initially sceptical about the idea of using a pencil for the lips, eyes and cheeks, but I've been pleasantly surprised," says Who What Wear UK beauty editor Eleanor Vousden. "These pencils are creamy and versatile, allowing you to line the lips, eyes or even add blush, bronzer or freckles depending on the shades. The formulas blend really well, but have impressive staying power, too. I love the idea that you can throw a couple of these in your bag and create a full face of makeup; such a great time- and space-saver."

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Best Skin Tint

No skin tint impressed our judges quite like the Kylie Cosmetics Skin Tint Blurring Elixir Foundation: a lightweight, light-to-medium-coverage, "your skin but better" formula.

"I loved this skin tint. It really impressed me, said Victoria. "It has a gorgeous texture: light, glowy and blurring. Really lovely overall!"

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Best Bronzer

I never thought a bronzer could be so impressive until I discovered Victoria Beckham Beauty's Colour Wash Bronze Water Tint, which imparts a sheer, sun-kissed glow to the skin. It seems our judges were equally blown away.

"Beautifully packaged, a gorgeous product with a beautiful finish. It's really special," says Victoria.

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Best Blush

This year, it seems more is more when it comes to blush, and I'm certainly not complaining. If you're looking for a new one to add to your basket, our judges recommend Wonderskin's Wonder Blading All-Day Blush Stain.

"This product is highly pigmented yet surprisingly blendable," says Who What Wear UK senior shopping editor Marina Avraam. "It melts into the skin before setting to a weightless, radiant stain with genuinely impressive staying power."

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Best Eye Product

We love eyeshadow sticks for their quick and easy application, but it's no secret that they don't always deliver on pigment and staying power. However, Charlotte Tilbury's Exagger-Eyes Easy Eyeshadow Stick ticked all the boxes for our judges.

"This is a nice take on the classic cream eyeshadow stick. The shades are great," says global makeup artist and brand founder Ruby Hammer MBE.

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Best Lash Enhancement

Lash enhancements can be hard to get right, but Eyelure's Fluffy Underlash Pre-Glued Clusters delivered on every single level.

"These certainly take a bit of practice to apply, but once you’ve mastered it, you’re good to go," says Who What Wear UK beauty contributor Perdita Nouril. "Considering they’re worn under your lash line, they’re surprisingly comfortable, but best of all, they look just like your natural lashes."

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Best Eyeliner

When you find an eyeliner you love, you keep hold of it forever. And when Ruby Hammer MBE says she's found an eyeliner she loves, you add it to your basket straight away.

"This is a great eyeliner that does exactly what you expect," Ruby says. "Just a great product. The dry-down is relatively quick, and once it sets, it stays put. I would be happy to have it in both my personal and professional kits."

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Best Mascara

There are so many incredible mascaras out there, but it was Merit's Clean Volume Volumizing Tubing Mascara that really impressed our judges.

"This is a great addition to the Merit brand," says Ruby. "I like the little brush, and I love that [the formula] is tubing. It gave me better results than others [I have] tested."

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Best Palette

If there's one eyeshadow palette we can't get enough of this year, it's Makeup by Mario's Ethereal Eyes Eyeshadow Palette. Filled with 12 wearable shades and a mix of matte, metallic and shimmering finishes, you can create so many showstopping looks.

"A brilliant palette which I would happily recommend to others and have already bought for myself and my kit," says Ruby. "The formulas are fantastic."

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Best Lip Liner

Never underestimate the power of a good lip liner. Especially Sacheu's DoubleDown Lip Definer, a two-in-one liner and balm.

"Why has no one thought of this before?" says entrepreneur and author Sharmadean Reid MBE. "It's so good for someone who wants a less-than-perfect liner look."

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Best Lip-Colour Product

If there's one brand that knows how to make an outstanding lip product, it's Hourglass, and Phantom Blur Balm is no exception.

A hybrid blurring lipstick and nourishing balm, it delivers a silky-smooth, soft-matte finish. "It's a really lovely product that I would happily use," says Ruby.

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Best Brush for Makeup Application

Sometimes, the tools you use are just as important as the products themselves. Our favourite makeup brush? The Domed Buffer Foundation Brush from Caia Cosmetics.

"This brush applies and diffuses your product evenly; it feels soft without loose bristles and picks up the product really well," says Marina. "The shape allows for good blush placement, too."

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Best Finishing Product

When you've spent time creating the perfect makeup look, you want to make sure you're using the best product to set it in place. Our judges couldn't get enough of Dior Beauty's Backstage Airflash Mist.

"I love that this product combines makeup-setting performance and hydration in one very fine, lightweight mist," says Marina.

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Best Brow Product

We couldn't test the best makeup products without talking about brows. Possibly one of the hardest products to get right, our judges were blown away by the Brow Tamer from Shavata Singh.

"This is one of the best brow gels I've tried in a long time," says Eleanor. "The clear gel provides lasting hold that keeps brows in place, but they still feel flexible to the touch without that stiff feeling you get with some brow gels. It's easily layered and doesn't go flaky. I'm really pleased I discovered this product."

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Best Reformulation

It was big news in the beauty industry when Esteé Lauder decided to reformulate its iconic Double Wear foundation. We didn't think it could get any better, but the new formula has proved us wrong.

"A great shade range with full coverage," says Ruby. "It goes on heavily, but can be sheered out. It's great for people who require more depth of coverage."

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Welcome to Who What Wear UK's Next in Beauty Awards 2026. Here, we are crowning and celebrating the very best in beauty, from game-changing industry innovators to the tried-and-tested classics that remain mainstays in our bathroom cabinets and makeup bags. To help us find the worthy winners, we called upon our esteemed panel of industry experts, hard-to-please editors and in-the-know influencers, who put each and every product to the test. We enlisted our judges to document and share their testing for every product they tried, so you can see all the winners in action—as well as those very important before-and-after results.

After much testing, swatching and reviewing, we've handpicked the very best products across our skin, hair, makeup, body and nail and fragrance categories, as well as some other special accolades. These are the crème de la crème from each category that have been awarded our prestigious Best in Class status. Ahead, you'll find the top nine beauty products pioneering efficacy, innovation and real results. Join us in applauding our Best in Class winners of 2026.

Who What Wear UK Next in Beauty Awards 2026: Best in Class

Best in Class: Skin

When it comes to skincare, we're always looking for brands that combine efficacy with cutting-edge innovation. For us, that brand is SkinCeuticals, and P-Tiox Cream is a stellar example. This powerhouse moisturiser contains a patent-pending formula packed with peptides, niacinamide and lipo-hydroxy acid, and works to plump, smooth and hydrate the skin. No wonder our judges couldn't get enough.

"I was blown away by just how much difference this made to my skin," said Eleanor Hartley, medical director at Hart Medical. "[I saw] impressively visible improvements in skin quality, texture, pores and visible lines after only a week of use. My skin was fresh and hydrated without feeling heavy; the cream turns into a watery gel and feels lightweight and invisible with no residue. The INCI list is seriously strong, with some major clinical evidence behind the individual ingredients and the formulation as a whole. It is glass skin in a jar."

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Best in Class: Makeup

There are so many makeup categories that choosing a Best in Class winner can be difficult. But this year, Chanel made it easy with its Les Beiges Serum Concealer. A true skincare/makeup hybrid packed with hyaluronic acid and white camellia extract, this serum-like formula becomes one with your complexion for radiant results.

"If, like me, you adore a no-makeup makeup look, then this is the concealer you absolutely must have on your radar," says Who What Wear UK beauty director Shannon Lawlor. "It leaves skin looking healthy and glowing, and delivers just enough lightweight coverage to make you look and feel alive. I never want to be without it."

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Best in Class: Hair

We all have different hair types, so finding a product everyone loves is no mean feat. However, I haven't met anyone who hasn't fallen in love with Hersheson's Almost Everything Cream. Designed for wet or dry hair, it can condition, define curls, boost shine, smooth and more.

"Ever since this product launched, I have refused to be without it," says Shannon. "It is the single most impressive multi-tasker around—whether I want a slicked-back look, air-dried coolness, glossy curls or lived-in texture, this cream does it all."

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Best in Class: Fragrance

Fragrance is subjective; what smells good to one person might not smell good to another. But if there's one thing our expert judges agreed on, it was that Parfums de Marly Athénaïs smells amazing. It's no surprise, really, with a blend of bergamot, orange flower, jasmine sambac, vanilla and amber.

"As a fan of Parfums de Marly and the iconic Valaya fragrance, I had high hopes for this," says Who What Wear UK beauty editor Eleanor Vousden. "It's a spring-like scent and conjures the very colour of the bottle. It's bright, juicy and citrusy with an ambery-floral trail."

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Best in Class: Nails

This year, we've noticed an increased demand for at-home nail products that deliver a professional finish, and when it comes to nail tools, you can't go wrong with Navy Professional. If you're going to invest in one thing from the brand, make it the Doris Curved Manicure Pusher.

"I know several manicurists who swear by Navy Professional, and this dual-ended tool makes tidying your cuticles effortless thanks to the curved edge that gently lifts away dead skin from the nail plate, making whatever nail colour you're using apply more seamlessly and last longer," says Vousden. "Most nail tools are an eyesore, but this is a beautiful thing to have in your manicure kit, and is a delight to use."

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Best in Class: Body

2026 was definitely the year body products got a glow-up. Shower gels, lotions, deodorants... our entire bodycare routines have been elevated. The product that stood out the most? Dove's Raspberry & Rose Whole Body Deodorant Spray. Designed to be used wherever you need it (not just underarms), it smells incredible and is suitable for all skin types, even sensitive.

"Not only does this smell great, but it also performs better than most other deodorants I've ever tried," says Lawlor. "I'm a naturally sweaty person, and this stuff has held my hand through one of the hottest summers on record."

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Innovation of the Year

Our Next in Beauty Awards champion innovation, and if there's one brand that blew our judges away in that arena, it's clinic-born Japanese brand Takami. More specifically, Takami's Daily Renewing Soft Peel.

"Exfoliation can be tricky for sensitive skin, but this gentle formulation means that anyone can use it," says Who What Wear UK beauty contributor Perdita Nouril. "I was super impressed with how it dialled up my skin’s brightness and worked to minimise the look of pores, all whilst keeping my skin barrier happy and hydrated."

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Breakout Brand

Speaking of exciting and innovative brands, our Breakout Brand award goes to Rocco.

Founded by broadcaster and creative director Laura Jackson, this brand is all about skincare that does good, but more importantly, feels good. Rooted in the connection between your skincare and your mood, Jackson has created a simple line of products which all feature Rocco's mood-boosting scent, FaceFeels. The aim? To make skincare fun again.

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Social Media Sensation

There's no denying the influence social media can have on trending beauty products, and this year, our Social Media Sensation award goes to Trinny London's Naked Ambition Azelaic Exosome + Vitamin C Serum. This innovative formula combines slow-release vitamin C with azelaic acid exosomes for glowing results.

"This product definitely helps brighten the skin, even skin tone and is an easy addition to your routine," says Who What Wear UK editor-in-chief, Jane McFarland. "I have been using various products from Trinny's range and thoroughly recommend this one."

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Industry Icon

Luke Hersheson has dedicated his career to redefining what great hair looks like. His distinctive vision and creativity have informed every Who What Wear UK trend report of the past decade, and from his work behind the chair to his influence on fashion, beauty and celebrity culture, his impact goes far beyond the salon. That being said, his impact on the salon world has also changed the game—introducing us to the concept of the super salon, he has created beauty utopias around London. He’s built a career on challenging conventions whilst making great hair feel accessible for all with his blowdry bars and lazy-girl-approved cuts, which is why he is a worthy winner of our Next in Beauty 2026 Industry Icon award.

With the temperature finally starting to drop here in the UK, the hunt for the chicest autumn/winter makeup trends is officially underway. My first port of call? The runways, of course, and after a quick browse of the beauty lookbooks at my favourite luxury designers, I already think I’ve found the low-effort hack that will make looking elegant and put-together easy this season. Enter the suede eyeshadow trend.

We already saw the resurgence of the dramatic eyeshadow looks reminiscent of 2016 pop up earlier this year, but for this season, it’s all about a slightly softer, more diffused take on the look using nude hues that flatter your skin tone. Think of it as 2026’s elegant answer to the bolder smoky-eye aesthetic that dominated the late 2010s, except way less complicated and high-effort. But the best part? This one-shadow look is incredibly easy to recreate. Simply buff out a single, satin-finish colour over your eyelid, and you’ll be left with effortless but oh-so sultry eye makeup that looks intentional and put-together.

Still not sure where to start? Keep scrolling; below, I’ve rounded up the seven best eyeshadows to get the suede eye look at home, to suit every budget and skin tone.

What Are "Suede Eyes"?

A much softer take on the classic smokey eye, suede eyes focus on a one-colour cashmere-matte eyeshadow diffused over the eyelid. Using colours typically associated with the velvety namesake fabric (think brown, tan and beige), this eye trend is the perfect balance between matte and dewy, focusing on a blurred, soft-focus finish as opposed to a more precise look. This makes it the perfect trend for those who want a low-effort, high-impact look this autumn and winter. Not to mention there’s something about the nude hues and satin finish that feels particularly well-suited for the cold-weather seasons.

The Best Suede Eyeshadows

• Best Overall Suede Eyeshadow: Saie Supersuede Baked Eyeshadow, £21
• Best Powder Suede Eyeshadow: MAC Cosmetics Eyeshadow, £21
• Best Cream Suede Eyeshadow: Marc Jacobs Born Star Eyeshadow, £24
• Best Liquid Suede Eyeshadow: Armani Eye Tint, £33
• Best Suede Eyeshadow for Dark Skin:  Jones Road The Best Eyeshadow in Dark Brown, £26
• Best Suede Eyeshadow for Tan Skin: MERIT Solo Shadow in Midcentury, £23
• Best Suede Eyeshadow for Pale Skin: Vieve Eye Wand in Sand, £26

1. Saie Supersuede Baked Eyeshadow

I sometimes find that traditional powder eyeshadows can make my face look too flat; whilst creams and liquids often add too much unwanted shine, I was very happy to have discovered Saie’s Supersuede Baked Eyeshadow a few months ago. It's a suede-finish formula that sits in between being dewy and matte, and comes in a range of beautifully natural-nude shades that add a wash of colour on the eyelids without feeling too dry or heavy.

It has a medium pigment, meaning it will give you the flush of colour but is incredibly hard to overdo and look too harsh (which is great if you have a heavy makeup hand like me). I also love that it can go straight onto my eyelids without any need for a primer, making it extremely low-effort.

2. MAC Cosmetics Eyeshadow

I don’t think I’ve ever seen as many eyeshadow shades as I have in MAC’s single-colour powder range. I was initially worried the formula wouldn’t sit right on my lids because of how dry my skin can be, but with the right amount of skin prep, it glides on seamlessly and settles into a beautiful lived-in look that looks extremely polished but never overdone.

I also have to give it credit for just how easy the shades are to blend out, which makes them ideal for those who are just starting their eyeshadow journey. Not to mention that they’re the ideal shape and size to take on the go with you, whether it be on holiday or on a night out.

3. Marc Jacobs Born Star Eyeshadow

When my eyelids feel too dry for traditional powders due to my eczema, I turn to a creamier formula that will still give me that satin-sheen finish without causing flaking or irritation. Marc Jacobs Beauty’s Born Star eyeshadow is a cream-to-powder formula that’s easy to blend, delivering a high colour payoff in just one swipe.

Not only is the packaging extremely cute, but this formula has become my everyday go-to for a low-effort, high-impact look when I want to look put-together. The shade 130 Hater, a matte chocolate brown, is my personal favourite, but there are also three other “suede” colours I have my eye on, including 100 On Brand, the medium-brown hue above.

4. Armani Eye Tint

If you’re a lover of liquid eyeshadow, look no further than Armani’s eye tint. I haven’t had this in my makeup bag for very long; however, it's already become a firm favourite in my "suede eyes" collection. It's a highly pigmented but easily blendable formula that settles into a second-skin-like satin finish.

The shade Wood is a deep neutral brown that’s perfect for my dark skin tone; however, there are plenty of other hues to suit a wide range of complexions (like the beige hue shown above). Just be aware that a little goes a very long way and the product dries down rather quickly, so blend it out immediately to avoid an uneven wash of colour.

5. Jones Road Beauty The Best Eyeshadow

When I want a slightly more sultry suede look, I tend to opt for a deep, almost-black-brown that will contrast nicely against my skin tone. And my personal favourite is Jones Road’s Beauty The Best Eyeshadow in Dark Brown, which gives me a softer version of the smokey-eye look we all know and love.

It has a soft, velvety finish but doesn't feel dry on the eyelids at all, making it ideal for those of us with eczema-prone, dry or mature skin. Plus, if you think Dark Brown will look just a tad too harsh on you, there are six lighter neutral shades to suit those with a paler complexion.

6. MERIT Beauty Solo Shadow

Perfect for on-the-go use, Merit Beauty’s Solo Shadow has quickly become a cult favourite amongst editors and makeup artists alike. This cream-to-powder formula blends into the eyelids seamlessly without creasing or settling into fine lines, and it also comes packed with sunflower seed oil, chamomile and calendula extract to nourish the skin.

There are five suede shades to choose from, but if you have a medium skin tone, you’ll love Midcentury, a warm brown that will add dimension to the lids without looking too harsh. My only note would be that if you have oily or acne-prone skin, I’d recommend using an eyeshadow primer underneath and setting powder on top to keep this in place, as it might bring out your natural oils and not last as long as it does on drier skin types.

7. Vieve Eye Wand

If you have a paler complexion, opting for a light cream or beige tone is your best bet for a natural-looking suede eye look that doesn't look muddy or orange. And when looking for the perfect recommendation, Vieve’s Eye Wand in Sand was by far the most popular amongst my fellow editors. Described as a sandy-pink hue, this colour will add depth to the eyelids without looking too harsh or unnatural.

But don’t just take it from me; one reviewer says, "I bought Sand after seeing Jamie [Genevieve] use it in literally every single video since they came out. I bought this to make my eyes look done when I don't have the time to do a full makeup look, and it does not disappoint! The blend is so beautiful, and it doesn't budge all day!"

Why Trust Us?

At Who What Wear UK, we know that beauty isn’t one-size-fits-all. Our editors have tested thousands of products, including some skincare, makeup, hair and nails, over the years and work closely with trusted experts—dermatologists, make-up artists and leading industry insiders—to ensure every guide is well-researched, inclusive and relevant to you.

We focus on formulas that deliver, whether they’re affordable favourites or luxury investments. Our product selection is based on tangible results, ingredient know-how and what we’d truly recommend to a friend.

If you ask me, under-eye concealer is probably the hardest concealer to get right. Unlike other areas on the face, the eye area is up against a few challenges. The skin here is thinner, and our eyes are expressive, meaning that product can be prone to settling into fine lines more easily. And if, like me, you have dark circles, you'll know how tricky it can be to find a concealer that disguises them without looking heavy. So, when the new Jones Road Wide Awake Brightening Concealer (£32) landed on my desk, I had high expectations.

Jones Road Wide Awake Brightening Concealer Review

The Formula

Jones Road founder Bobbi Brown is one of the world's most renowned makeup artists and is known for her minimal approach to makeup. Rather than caking the skin in foundation, she instead takes a "no-makeup" makeup approach to the skin. And that ethos is a thread that runs throughout all of her products and is very much apparent in this new concealer.

This pot concealer features a creamy texture that I instantly knew I'd like. It has a waxy quality, which means it really melts into the skin rather than sitting on top, especially if you're using the warmth of your fingers to apply it. It glides over fine lines and won't settle into them, as the texture flexes seamlessly with the movements around the eye area. I can see just how well this concealer was considered for the eye area.

It also boasts some great ingredients to aid the eye area. It includes a botanical complex of marshmallow root, rice bran and liquorice root, which help to brighten discolouration. Squalene and shea butter are there to hydrate the dry eye area, and vitamin E has antioxidant properties that shield the skin from the day-to-day environmental effects, such as pollution, that can accelerate signs of ageing around the eyes.

The Coverage

As for the coverage, it's very adaptable. It applies with medium coverage, but is easily buildable if you want more coverage on dark circles. Even if you layer it up generously, there's no cakey look or feeling on the skin, which is a huge bonus. It has a brightening effect on the skin, and brightens the under-eye area even after the most sleep-deprived nights. I prefer to use my fingertips to tap the product into the skin, as it helps to melt the product seamlessly into the skin, but the Detail Blending Brush (£30) helps to buff the product in if you prefer using a makeup brush. FYI: I used the shade 3W, a light shade with warm undertones, which worked well for my skin tone whilst adding a brightening effect.

For very dark circles, I'd recommend using it with the Jones Road Wide Awake Brightening Neutraliser (£30) first to cancel out the darker tones, which means your concealer doesn't need to work as hard on top. And regardless of your skin type, I'd recommend applying an eye cream first, but particularly so if you have very dry skin or mature skin.

Before

After

My Verdict

If you're looking for a new under-eye concealer, then I can wholeheartedly recommend this one. Since I first tried it, I've reached for it every single day, and I can confidently say that it has a permanent spot in my makeup bag. It's actually up there as one of my favourite products from Jones Road. It offers great coverage and works seamlessly with the skin around the eye area. If you're wanting more of a generalist concealer to use all over the face, you might prefer a multi-purpose formula, but for the eye area specifically, this concealer is brilliant.

Why Trust Us

At Who What Wear UK, we know that beauty isn’t one-size-fits-all. Our editors have tested thousands of products, including some skincare, makeup, hair and nails, over the years and work closely with trusted experts—dermatologists, make-up artists and leading industry insiders—to ensure every guide is well-researched, inclusive and relevant to you.

We focus on formulas that deliver, whether they’re affordable favourites or luxury investments. Our product selection is based on tangible results, ingredient know-how and what we’d truly recommend to a friend.

The autumn/winter 2026 runways have spoken: the "cashmere makeup" trend spotted at the shows of all the most coveted luxury fashion houses is about to dominate the season, and several professional makeup artists have already hopped on the trend, showcasing the most beautiful cashmere looks on the chicest celebs. Personally, after a long summer of constant heatwaves forcing me into a lightweight, stripped-back routine, I cannot wait to experiment with a more complete makeup look, and this trend feels like the perfect one to try.

Favouring beige and brown hues, a blurred, soft-focus finish and flushes of colour as opposed to overly pigmented tones, there’s just something about the cashmere makeup trend that feels particularly well-suited for the cold-weather seasons. And, after many attempts, I think I’ve found the perfect nine-step routine to achieve the ultimate cashmere makeup look. Keep scrolling to see and shop the nine makeup products I recommend so that you too can re-create the cashmere makeup look at home.

What Is "Cashmere Makeup"?

The cashmere makeup trend focuses on creating a soft-focus, velvety base featuring the neutral hues that mimic the cosy but weightless look and feel of a cashmere knit. Sitting somewhere between a matte and dewy finish, but without any of the glow or shine found in a typical makeup routine, the cashmere makeup aesthetic stays away from harsh lines and shimmery bases and instead focuses on a natural-looking, diffused look that’s perfectly suited to the current autumn and upcoming winter season.

The Best Cashmere Makeup Products

• Best Cashmere Foundation: Dior Forever Skin Wear Foundation, £54
• Best Cashmere Concealer: Chanel Ultra Le Teint Le Correcteur, £42
• Best Cashmere Blush: MAC Skinfinish Colourstruck Blush, £28
• Best Cashmere Eyeshadow: Danessa Myricks Groundwork Palette, £74
• Best Cashmere Lipstick: Bobbi Brown Luxe Cashmere Matte Lipstick, £36

1. Iconic London Velvet Smooth Pore Refining Primer

2. Dior Forever Skin Wear Foundation

3. Chanel Ultra Le Teint Le Correcteur Flawless Finish Concealer

4. Refy Skin Finish Setting Powder

5. MAC Skinfinish Colourstruck Blush

6. Marc Jacobs Beauty Legally Bronze Bronzer

7. Danessa Myricks Beauty Groundwork Palette

8. Charlotte Tilbury Lip Cheat Contour Duo

9. Bobbi Brown Luxe Cashmere Matte Lipstick

Why Trust Us

At Who What Wear UK, we know that beauty isn’t one-size-fits-all. Our editors have tested thousands of products over the years—spanning skincare, makeup, hair and nails—and work closely with trusted experts including dermatologists, makeup artists and leading industry insiders to ensure every guide is well-researched, inclusive and relevant to you.

We focus on formulas that deliver, whether they’re affordable favourites or luxury investments. Our product selection is based on tangible results, ingredient know-how and what we’d truly recommend to a friend.

The past few weeks have been busy, to say the least. Team Who What Wear UK has been reporting backstage and front row at every major fashion show, jotting down runway trends, snapping street-style looks, and getting clips of our favourite celebs. However, as deputy beauty editor, I've been keeping an eye on the major nail, hair and makeup trends during fashion month, and dare I say, they might be the best ones yet.

From Simone Rocha's beaded brows to Gucci's statement smokey eye, maximalism is very much back for spring/summer 2027, and I'm certainly not mad about it. If you're also feeling excited about the prospect of having fun with hair and makeup once again, you might want to keep scrolling. Below, I've rounded up every major S/S 27 beauty look to reference next season, straight from Paris, Milan, London and New York.

Paris

Dior

Illuminated eyes took centre stage at Dior. Peter Philips, Dior Makeup's creative and image director, created a striking silver wing paired with a fresh, glowing base.

Saint Laurent

Created by none other than legendary makeup artist Dame Pat McGrath, smokey eyes were paired with deep burgundy lips for a touch of drama on the Saint Laurent runway.

Stella McCartney

Meanwhile, Stella McCartney embraced soft makeup and natural hair texture. Now this is the kind of pared-back beauty I can get on board with.

Acne Studios

Bleached brows are cool, but pink brows are the ultimate move next season, according to Acne Studios.

Chloé

This fringe has been living in my head rent-free ever since the Chloé show.

Givenchy

A beauty look that perfectly complemented Givenchy's statement silhouettes, the makeup saw unexpected bursts of colour on the eyes, using the brand's Khôl Couture Waterproof Eyeliners in 4-Cobalt and 5-Jade.

Victoria Beckham

According to the Victoria Beckham show, spring is set to be the season of the bold lip. Models showcased the new Victoria Beckham Beauty Rouge Victoria in House Red (£71), a striking shade that perfectly complemented the collection's richer tones. Skin was prepped using Augustinus Bader's iconic The Rich Cream (£250), and for nails, the OPI team created bespoke sheer manicures using Passion, Put It In Neutral and Baby, Take a Vow.

Miu Miu

Miu Miu was all about the wispy, exaggerated side fringe.

Chanel

The Chanel show, held inside the Grand Palais, was nothing short of spectacular. Skin was fresh and illuminated, with a metallic shadow adorning the lid, created by makeup artist and Chanel creative makeup director Lucia Pieroni. The hair followed suit, with slicked-back buns twisted into chignons and high-shine finishes creating a timeless yet modern appeal.

Milan

Prada

Prada brought serious volume to Milan. The statement hair was paired with a softer makeup look, featuring a fresh-faced complexion and a matte pink lip.

Fendi

The brows! The eyeshadow! The waves! Everything about Fendi's S/S 27 beauty looks screams summer to me.

Gucci

If there's one beauty look I can't stop thinking about, it's Gucci's statement smokey eye. Makeup artist Sam Visser created the ultimate "goth girl" glam, with pops of blue, pink and green shadows blended beneath the lower lash line for added drama.

Ferragamo

It may be subtle, but I can't stop thinking about Ferragamo's luminous skin look.

Giorgio Armani

Bold lips are in, but it seems bold eye makeup is going to be just as popular next season, as proven by Armani. "The eyes are elongated with a soft, diffused black shape and a touch of gold at the centre of the lid, creating a sense of movement. Natural, softly matte skin and intensely glossy lips complete the look, balancing softness and strength, structure and movement,” said Armani global makeup artist Hiromi Ueda.

London

Mithridate

Beauty director Shannon Lawlor was backstage at Mithridate and described the beauty look as "an ode to the ‘80s". As you can see, it was all about the statement liner, which was swept out from the corner of the eyes. Meanwhile, hair was blown out and flipped to one side, whilst nails featured half-moon manicures.

Harris Reed

At Harris Reed, the makeup was as showstopping as you'd expect. "Harris’ vision this season is bold, expressive and sculptural, so we wanted the makeup to feel equally powerful," said Sofia Tilbury, Global Artistry Director at Charlotte Tilbury. "The graphic liner creates structure and strength, while fresh, lit-from-within skin and softly enhanced lips bring balance. It’s about creating tension between the dramatic and refined, the bold and wearable."

Petra Fagerström

Backstage at Petra Fagerstrom, makeup artist Mel Arter partnered with Byredo to create a "subtly rebellious" look. Soft, smokey eyeshadows were paired with glossy lip lacquers in warm brown, red and terracotta tones.

M&S

This year, M&S made its London Fashion Week debut, and Estée Lauder partnered with makeup artist Rebecca Wordingham to create a modern makeup look. "I subtly sculpted the complexion using cool-toned shades of Futurist Soft Touch Brightening Skincealer, adding Futurist Blushmaker Dewy Cheek Tint in Skinny Dip to bring warmth and dimension to the cheeks," Wordingham says. Of course, we can't forget a dusting of Bronze Goddess Highlighting Powder Gelee (£44) on the cheeks.

Susan Fang

Fresh-faced complexions ruled supreme at Susan Fang, but it was the hair that had everyone talking. Authentic Beauty Concept's creative advocate and hair lead, Anna Cofone, created two key looks, which explored themes of fluidity and strength. "We wanted to have these contrasting textures and contrasting shapes. We've got lots of texture internally, but with a really strong structure that's very flat to the head, using hero products like the Nymph Salt Spray," she told me.

Toga

Beauty editor Eleanor Vousden went backstage at Toga, where lead hairstylist Claire Grech used Bumble and Bumble Hairdresser's Invisible Oil (£30) to create a range of architectural hair looks. Oh, and can we talk about these statement glittery ears?

Richard Quinn

Vousden also headed backstage at Richard Quinn, where she described the beauty looks as "doll-like on all accounts." Complexions were prepped with the 111Skin Precision Peel (£250) to create a natural glow for the matte base, which Vousden tells me was void of any bronzer or blusher. Instead, multiple coats of mascara framed the eyes.

Simone Rocha

Simone Rocha was all about the beaded brows. Makeup artist Thomas de Kluyver partnered with Byredo to create this statement look. I managed to grab a minute with Kluyver backstage and was keen to know if he thought maximalist beauty was back for good. "I do feel like we are slightly moving away from the clean-girl thing," he told me. "It feels like people are wanting to express themselves again."

Erdem

This wispy fringe caught my eye at Erdem, but the glowing skin was just as good. Makeup artist Lynsey Alexander created this fresh, sheer makeup look using Merit's Great Skin Serum (£34) and the brand's tinted SPF. For added glow, Alexander applied a touch of the Day Glow Highlighting Balm (£28) on the cheekbones.

Roksanda

Bobs are back! I loved this structural style at Roksanda. Yes, it's sleek, but there's still some natural movement shining through, highlighting Cofone's goal of creating hair that is "polished, but never too perfect".

Burberry

It was bold lips galore at Burberry, in striking lavender and fuchsia tones.

New York

Ralph Lauren

Berry blush and matching satin lips define spring/summer for Ralph Lauren.

Michael Kors

If a black smokey eye feels too heavy, take a leaf out of Michael Kors' book and opt for a swipe of sunflower yellow shadow all over the lid.

Calvin Klein

Calvin Klein marked the return of the headband for S/S 27.

Connor Ives

Meanwhile, Connor Ives made a case for a side-swept bouncy blowdry.

Carolina Herrera

Who knew a wash of gold shimmer on the lids could have so much impact?

Beauty Products Our Editors Packed During Fashion Month

After years of glassy, ultra-dewy skin, there has been a noticeable shift in the way that we’re all wearing our base makeup this year, and that includes the best primers. Autumn/winter 2026 is ushering in a more diffused approach to skin, with blurred, soft-focus finishes that look polished without looking heavily made up. And we’ve seen the effect across red carpets too, with celebrities stepping out with skin that looks smooth and luminous whilst still retaining a sense of real texture. Because of this, I’ve found myself gravitating away from "no-makeup makeup" looks, packing away my skin tints and embracing more velvety foundations and concealers. However, whilst I used to see makeup primer as an optional extra, my skin has changed and so has the way that my makeup wears.

Now that I’m 37, my once excessively oily skin is now prone to shine and dehydration, meaning that carefully-applied foundation can fade, cling to texture and generally look less fresh as the day goes on. So whilst, for a long time, I saw makeup primer as an optional extra— something I’d reach for before a big event but rarely bothered with every day—it now feels like a necessary step in keeping my natural-looking base intact.

What Is a Makeup Primer?

From hydrating options that smooth over dry patches (see our guide to the best primers for dry skin) to oil-controlling primers designed to stop your makeup from going patchy by lunchtime, these products offer so much more than just longevity. "Primers are brilliant if you need your makeup to last or simply want to blur any imperfections, and are especially good in areas like around the nose,” explains celebrity makeup artist Tania Grier. “Anyone can use them as long as you match them to your skin type, and there are lots of options on the market for dry to oily skin.”

How to Use a Makeup Primer

As someone who loves to keep my makeup routine as simple and streamlined as possible, adding a primer was never high on my agenda. However, I almost think of it as the last part of my skincare routine. After applying my SPF, I tend to apply a small, pea-sized amount of primer using my fingertips and focusing specifically on areas like my forehead, chin and nose where makeup tends to fade first.

“I wouldn’t say they are essential for most people, but a good primer definitely has its place, and I always have a selection in my pro kit,” says Grier. “For brides, it really will lock that makeup in for the duration of the day and for any events lasting more than a few hours; I’d recommend a primer just to keep makeup in place, especially in a sweaty nightclub or on a vacation in a humid environment.”

The Best Natural-Looking Makeup Primers

• Best Radiant Primer: Vieve Skin Nova Instant Radiance Primer, £33
• Best Smoothing Primer: Prada Refine Blurring Extending Primer, £37
• Best Primer With SPF: Airyday Pearl Glow SPF50+ Dreamscreen, £39
• Best Long-wearing Primer: Maybelline Grippy The Serum Primer, £11
• Best Primer for All Skin Types: Tatcha Silk Canvas Primer, £53

1. Vieve Skin Nova Instant Radiance Primer

I would have avoided a radiance-boosting primer like the plague a decade ago when my skin was a whole lot oilier than it is now. However, I’m now 37 and for the past few years I have had one aim for my makeup, and that's to transform my rather dull and tired-looking skin into something bright and glowy, and Vieve’s Skin Nova does just that. It became a staple in my makeup bag after having my first child when I’d wear it alone to add instant radiance, but now that I’m back into wearing a little more makeup on my face, it acts as a glow-boosting prep step. Infused with beta-glucan, niacinamide and rose water, it has a lovely skincare-meets-makeup quality that makes my skin look fresh before I’ve even applied foundation, and I love that it adds a layer of hydration as well as extending the longwear of my makeup.

2. Prada Refine Blurring Extending Primer

If I’m going to use a makeup primer then I want one that does so much more than just helping my makeup to stick to my face for longer, and Prada’s Refine Blurring Extending Primer is the perfect example. Aiming to improve the actual texture of the skin through a blend of exfoliating acids (salicylic and lactic, to be precise), it reduces the appearance of fine lines and pores to create a really smooth canvas for whatever you apply on top. I’d say it’s particularly good for combination skin that can be both dry and oily, as well as anyone like myself who has quite uneven texture. Combined with a layer of skin tint or concealer, the result is velvety-smooth, soft matte skin that looks so expensive.

3. Airyday Pearl Glow SPF50+ Dreamscreen

Appealing to those like me who want to keep their morning routine as streamlined as possible, this ticks off my daily sunscreen step whilst also doubling as a brightening primer. Whilst it comes in two other shades—bronze glow and golden glow—pearl glow is my finish of choice, as it adds a luminous glow to my pale skin without any obvious shimmer or glitter. I’m always impressed by how fresh-faced I look just with this on, but I love how it shines through any product that I apply on top too for some extra dewiness.

4. Maybelline Grippy The Serum Primer

5. Tatcha Silk Canvas Primer

6. Armani Luminous Silk Illuminating Primer

Armani’s iconic Luminous Silk foundation has always been one of my go-to bases. In fact, the finish is so delightful that I wore this exact foundation on my wedding day. The primer feels very much in keeping with that luxurious, radiant finish, but what makes it particularly appealing is how hydrating it is too. The water-based formula is beautifully lightweight and means that it works just as well on oily skin as it does on dry skin and makes a surprisingly big difference to how foundation sits on top. Best of all, though, it instantly gives skin that covetable lit-from-within glow, and it really lasts.

7. YSL Touche Éclat Blur Primer

The obvious benefits of a makeup primer are what it can do for the products you apply afterwards, but there's something very appealing about a primer that makes your skin look better before you put any other makeup on. YSL’s Touche Éclat Blur Primer does exactly that, adding a subtle luminosity to skin and diffusing any uneven texture. I wasn’t sure about the gel texture, but it blends effortlessly into skin, creating a smoother, more even-looking base with a touch of trademark YSL radiance. If you find that illuminating primers tend to be a bit too shiny, and mattifying primers too drying, then this is the perfect in-between option that leaves skin looking refined and softly lit in the best way.

8. ILIA The Base Face Milk

I skipped primer for far too long, as I thought it meant adding yet another product to my morning routine, but ILIA’s The Base Face Milk takes a slightly different approach to priming. It’s effectively really a hydrating skin-prep step rather than a traditional primer, and that’s exactly why I think it will appeal to anyone who finds that their foundation looks worse when their skin is dehydrated.

Walking the line between lightweight moisturiser, milky toner and hydrating primer, it drenches skin in squalane, glycerin and several forms of hyaluronic acid to really plump and hydrate your complexion. Whilst it won’t give you that obvious gripping or pore-blurring effect, if you have dehydrated skin and your foundation tends to catch on dry patches or emphasise texture, then this is a beautiful starting point.

9. Hourglass Vanish Airbrush Primer

This is much closer to the kind of primer I used to gravitate towards in my twenties, when oil control was my biggest concern. However, there's one key difference: this has a silky, weightless texture that makes my skin feel smoother rather than some of the thick and chalky primers that I tried in my younger years. On my combination skin, I find it particularly useful through the centre of my face, where foundation can start breaking down first, whilst I’d probably use less on areas that are feeling dehydrated.

The formula uses microspherical powders to blur the appearance of pores and fine lines whilst absorbing excess oil, so it’s a good choice if texture and shine are your main makeup frustrations. Plus, I love the translucent finish, which takes down shine without making my complexion look completely matte. I wouldn’t necessarily choose it on a day when my skin is feeling parched, but for a long-wear base or a more polished finish, it has a very useful role.

Why Trust Us

At Who What Wear UK, we know that beauty isn’t one-size-fits-all. Our editors have tested thousands of products over the years—spanning skincare, makeup, hair and nails—and work closely with trusted experts including dermatologists, makeup artists and leading industry insiders to ensure every guide is well-researched, inclusive and relevant to you.

We focus on formulas that deliver, whether they’re affordable favourites or luxury investments. Our product selection is based on tangible results, ingredient know-how and what we’d truly recommend to a friend.

After a summer spent in lightweight, dewy makeup reminiscent of that sun-kissed glow, I can’t explain how excited I am to pull out my fuller-coverage products. But as someone with extremely dehydrated skin, heavier matte makeup formulas always end up looking flaky and dry on my face. The solution? Well, this autumn I’m all about that satin-finish look. Sitting halfway between a matte and dewy finish, satin-finish products offer the best of both worlds. With a soft, natural-luminous finish that comes without any of the excess shine, this naturally blurred makeup will still allow my skin to look smooth, fresh and, most importantly, feel hydrated.

Not to mention that there’s something about a satin base that feels particularly well-suited for the autumnal season. And as someone who's tested my fair share of products over the years, in pursuit of that perfect in-between finish, I’ve decided to make things easy for you and round up the very best satin make-up products so that you, too, can curate your own "your-skin-but-better" beauty routine.

So, whether you’re like me and in the mood to embrace a slightly more polished beauty aesthetic for autumn or simply prefer a foundation or base that sits somewhere between matte and dewy, below are the 11 satin-finish products I’d recommend for that naturally blurred, second-skin makeup look.

The Best Satin-Finish Makeup Products

• Best Satin-Finish Primer: Danessa Myricks Yummy Skin Blurring Balm, £43
• Best Satin-Finish Foundation: Giorgio Armani Luminous Silk Foundation, £49
• Best Satin-Finish Concealer: Hourglass Vanish Airbrush Concealer, £37
• Best Satin-Finish Blush: Charlotte Tilbury Airbrush Flawless Blush Blur, £35
• Best Satin-Finish Setting Spray: ONE/SIZE Powder Melt Glass Setting Spray, £34

1. Danessa Myricks Beauty Yummy Skin Blurring Balm  

I never do a full face of makeup without starting with a primer, and Danessa Myricks’ Yummy Skin Blurring Balm is unlike any other. It smooths the appearance of pores and texture without making the skin look too one-dimensional or flat, creating the perfect base for blurred, velvety makeup. You can opt for a clear universal shade, a tinted shade to match your complexion, or a radiant iteration for those looking for that extra glow. My only note would be that this product can be very mattifying, so as someone with very dry skin, I like to apply this product strategically rather than all over my face.

2. Giorgio Armani Luminous Silk Foundation 

There’s a reason why Armani Luminous Silk foundation has become such a beauty editor's favourite. Perfectly sitting between a dewy and matte finish, this weightless foundation creates a your-skin-but-better base that’s hard to find on the market. Of course, I love to use this underneath all of my other beauty products; however, this foundation has also become my go-to for “no makeup” makeup days as well.

3. Hourglass Vanish Airbrush Concealer 

Creamy but highly pigmented, this concealer goes a surprisingly long way. Hourglass Vanish Airbrush Concealer gives my under-eye area a smooth, airbrushed appearance without making the rest of my makeup look overly flat or dry. And although it does require slightly more skin prep than the other concealers in my collection, I’d say it’s well worth it for the blurred, brightened effect it gives me.

4. Yves Saint Laurent All Hours Hyper Finish Powder

Powder can be a tricky step when you’re aiming for satin skin: use too little and your natural oils will eventually seep through and leave you looking dewy, but use too much and you risk undoing all your hard work and making the skin look overly matte. However, YSL’s All Hours Hyper Finish Powder is the perfect medium, allowing me to set strategically while retaining a naturally radiant complexion. Not to mention, it comes with just the right amount of colour, meaning I can take it on the go to apply top-ups when needed.

5. Charlotte Tilbury Airbrush Flawless Blush Blur

If you’re looking for a blush that’s not too dewy and will still give you that natural but soft-focus effect, a powder blush is your best bet. And although Charlotte Tilbury’s Airbrush Flawless Blush Blur hasn’t been in my collection for very long, it’s quickly become a favourite of mine. With a finely milled powder that gives cheeks a soft, diffused look rather than an overly glass-skin glow, this blush is the perfect addition to a satin-finish makeup look. My favourite shades are Pillow Talk Dream (a burnt rose) and Forbidden Cherry (a burgundy), two shades that feel perfectly suited to the autumn season; however, there are also plenty of lighter alternatives that those with a paler complexion will love.

6. Saie Supersuede ™ Radiant Baked Bronzer

I sometimes find that traditional powder bronzers can make my face look too flat; whilst creams and liquids often add too much unwanted shine, I was very happy to have discovered Saie’s Supersuede ™ Radiant Baked Bronzer, which is a baked formula that adds warmth and radiance to the face without looking too dewy. The finish is healthy and sun-kissed rather than sparkly and glass-like, which is exactly what I want when the overall goal is a soft-focus effect.

7. Makeup By Mario Master Mattes Cream Eyeshadow 

I never deny the ability of a shimmery eyeshadow to take a look from basic to elevated; however, when I’m doing my satin makeup routine, I find that nothing compares to a blurred, suede-like finish on the eyelids. Makeup By Mario’s Master Mattes Cream Eyeshadow can be mixed and matched to create a range of neutral eye looks, and each shade can be swept all over the eyelid for an easy but sophisticated one-colour look. I was initially worried that it wouldn’t sit right on my lids, due to how dry my skin can be, but it glides on seamlessly and blends into a beautiful lived-in look that looks elegant but never overdone.

8. MAC Cosmetics Macximal Sleek Satin Lipstick

I have to admit, before trying MAC’s Macximal Sleek Satin Lipstick, I’ve always stayed away from lipsticks due to how drying they felt on my lips. However, this formula is packed with skin-loving ingredients such as rosehip seed oil, camellia oil and pomegranate flower extract to hydrate and condition the lips throughout the day. Because of this, it doesn’t last as long as a traditional matte formula, but the elegant satin finish, along with what might just be the biggest lipstick shade range I've personally ever seen, makes this a product that I reach for time and time again.

9. By Terry Starlight Glow CC Highlighter Powder

For a satin makeup look, highlighter needs to be subtle; you want light-catching skin rather than an obvious streak of glitter. And By Terry’s Starlight Glow CC Highlighter is my go-to product for this. It’s a beautifully radiant hybrid gel-to-powder formula that blends into the skin easily without any of the unwanted sparkle, and instead leaves the skin looking healthy and fresh. In fact, I love it so much that I own all three shades and can confirm that they are all dark-skin friendly.

10. ONE/SIZE Beauty Powder Melt Glass Setting Spray

ONE/SIZE’s Powder Melt Setting Spray has been a game changer when it comes to creating a soft-focus, second-skin makeup look. It melts all products into the face seamlessly to create that blurred finish, but doesn’t feel too dry on my eczema-prone skin. If you, like me, are prone to applying too much powder and blush onto your face, this is the kind of setting spray that will bring life and dimension back into your makeup.

11. Shiseido Hasu Fude Foundation Brush

The right makeup brush can make just as much difference to a satin complexion as the products themselves, and Shiseido’s Hasu Fude foundation brush is dense and compact, meaning it applies and buffs complexion products into the skin with ease, creating an evenly smooth and natural-looking finish. It is tiny, so it doesn't take significantly longer to blend products into the skin, especially if you like to start with a small amount and build your base up as I do, but the effect is so blurring and seamless that I’m happy to take the time to do so.

Why Trust Us?

At Who What Wear UK, we know that beauty isn’t one-size-fits-all. Our editors have tested thousands of products over the years—spanning skincare, makeup, hair and nails—and work closely with trusted experts including dermatologists, makeup artists and leading industry insiders to ensure every guide is well-researched, inclusive and relevant to you.

We focus on formulas that deliver, whether they’re affordable favourites or luxury investments. Our product selection is based on tangible results, ingredient know-how and what we’d truly recommend to a friend.

If the first sight of auburn leaves inspires you to switch up your makeup routine instead of your wardrobe, then you've come to the right place. While I, too, am looking forward to trading my tank tops for funnel-necked jackets, I've slowly been transitioning my makeup looks into autumn mode with the help of my favourite It girls. As a beauty editor, it's my job to eye tastemakers as they try new looks for special outings: a kiss of lavender shadow on Zendaya, a punchy black smoky eye à la Charli XCX as she takes the stage during her ongoing Music, Fashion, Film tour… I could go on. As arbiters of taste, modern-day style icons have been slowly planting the seeds for what will soon become autumn's biggest makeup trends—and the trends emerging first are all about eyeshadow.

When the jackets and boots come back into rotation, it's only natural to want to pair leather and suede with coordinating makeup. Thanks to New York Fashion Week, movie premieres and album tours, our favourite trendsetters are out and about right now—awash in everything from autumnal smoky eyes to icy matte finishes and pops of playful colour. Keep reading for the six eyeshadow trends sweeping autumn 2026 and find out how you can re-create them all season long.

The Top 6 Autumn Eyeshadow Trends of 2026

Soft Purple

Zendaya's makeup artist Ernesto Casillas recently sculpted the actress's face in a bevvy of "tan and lavender hues" during a recent trip to New York, where the star wore a full face of Prada Beauty and instantly made us want to break out purple shadow. "We were inspired by Prada Beauty’s new Wisteria Makeup Collection to pop that beautiful lilac colour on the eyes," Casillas said in a press release. The celebrity MUA used the Prada Dimensions Eyeshadow in Portrait to achieve this soft purple look, but you can also achieve this look at home with a pigmented purple shadow from the drugstore or a creamy lilac eyeshadow stick.

Shop Soft Purple Eyeshadows

Ivory Matte

If there's one thing we can always expect from Nara Smith, it's a serve. This sculpted matte eyeshadow look from her appearance at the S/S 27 Magda Butrym show is a perfect example of '90s glam made modern—a tight, sharply arched brow; a chiselled cut crease carved with cool tones; and matte, ivory eyeshadow on the lids. The look is equal parts classic and editorial, with the exaggerated eye shape, and the pop of white makes it oh so interesting. If you want to tell people you have taste without uttering a word, dust ivory shadow over the apex of your lids.

​​Shop Ivory Eye Shadows

Sepia Smoke

One of the most classic autumn eyeshadow looks is a brown smoky eye, but Charli XCX is taking this look into cool-girl territory this season. The multi-hyphenate favours a smoky, smudged look—usually fashioned by her longtime makeup artist, Yasmin Istanbouli—but this softer iteration feels like an easy way to channel Charli's rock-star glam in everyday autumnal fashion. Concentrate the product along the lash line to create the appearance of thicker lashes and eyeliner. Then blend the pigment up toward the brows for a diffused look. (This is especially easy with a brown eyeshadow stick—simply swipe and blend with your fingers.)

​​Shop Sepia Smoke Eye Shadows

Pastel Pop

Iris Law is one of our favourite up-and-coming fashion girls, but her beauty looks are just as newsworthy. This recent snap from the model's Instagram instantly captured my attention thanks to her glistening gradient eyeshadow look that morphs from wispy grey to ballerina-pink shimmer and glistening pale green, making us rethink what an "autumn colour palette" can be. Shop a few shimmery pastels that work beautifully with browns, olive greens and other traditionally autumnal eyeshadow hues below.

​​Shop Pastel Pop Eyshadows

Rock-Star Smudge

We can't help but be inspired by Charli's rock-star-inspired makeup looks, especially as we slip into darker clothes and bury ourselves inside leather jackets this autumn. While the star established the "party-girl makeup" aesthetic on her back-to-back Sweat and Brat tours (which significantly helped shift grunge beauty into the mainstream), she's tailored her look for the Music, Fashion, Film tour into something more traditionally metal. Her recent tour looks and Instagram posts feature opaque black smoky eyes and imperfect blending—an intentional choice that celebrates imperfection. With indie sleaze and "IDGAF" eyes making waves at A/W 26 shows, it's no surprise that we're seeing rock-star eyes today.

​​Shop Rock-Star Smudge Eyeshadows

Cool Definition

I speak for my team of fellow beauty editors when I say that Paloma Elsesser is constantly on our inspiration boards. We know that when we see a micro-trend on the model, it's bound to get widespread attention in a matter of weeks, so consider this your sign to get on the sculpted eye trend (specifically in cool tones!) early. Chic people have been embracing "clean girl" makeup for quite some time, but cool people like Elsesser have been experimenting with angsty beauty for quite some time, and autumn is the perfect season to hop on this bandwagon.

​​Shop Cool Definition Eyeshadows

Why Trust Who What Wear

At Who What Wear UK, we know that beauty isn’t one-size-fits-all. Our editors have tested thousands of products, including some skincare, makeup, hair and nails, over the years and work closely with trusted experts—dermatologists, make-up artists and leading industry insiders—to ensure every guide is well-researched, inclusive and relevant to you.

We focus on formulas that deliver, whether they’re affordable favourites or luxury investments. Our product selection is based on tangible results, ingredient know-how and what we’d truly recommend to a friend.

With autumn finally here, I’ve started to pack away my lightweight skin tints to make room on my vanity for my favourite full-coverage foundations. But as someone who suffers from both eczema and extremely dehydrated skin, I’m well aware that getting my makeup to last all day without flaking, looking patchy, or completely drying out my face can be a challenge, especially as the temperatures start to drop. That's why I spent the last few months on the hunt for the best gripping primer to add to my routine.

What Does a Primer Do?

A primer is the first step in your makeup routine and helps prepare the skin for complexion products such as foundation and concealer. It aims to improve the overall texture of the skin, making sure that the surface is as even as possible so that your products glide on smoothly and last all day.

What Is a Gripping Primer?

A gripping primer is a primer that is specifically designed with a tacky texture to lock in base products for wear that lasts all day. It does this by creating a sticky surface 20-30 seconds after application, which helps prevent makeup from sliding or breaking up on the face.

So whether you prefer a “no-makeup” makeup look or a full face of glam, a gripping primer plays a crucial role in creating a smooth canvas for your products to adhere to and last all day. And with a myriad of primers on the market that claim to create a tacky base to help your complexion products last all day, I decided to put them all to the test. Keep scrolling to discover the best gripping primers to add to your routine for makeup that lasts all day.

The Best Gripping Primers

• Best Overall Gripping Primer: Maybelline New York The Grippy Serum Primer, £12
• Best Luxury Gripping Primer: ICONIC London Underglaze Grippy Primer, £26
• Best Affordable Gripping Primer: Essence Jelly Grip Hydrating Primer, £4
• Best Gripping Primer for Dry Skin: Milk Makeup Hydro Grip Primer, £35
• Best Gripping Primer for Oily Skin: Fenty Beauty Grip Trip Mattifying + Blurring Primer, £29

1. Maybelline New York the Grippy Serum Primer

Maybelline’s the Grippy Serum Primer has been a TikTok favourite since it launched at the end of last year, and for every good reason. It comes with all the tack you’d expect from a traditional gripping primer that your complexion products can stick to. But it's also extremely lightweight, sinking into the skin and leaving it looking plump and hydrated, something my dry and eczema-prone skin loves. I've tried it under tinted SPFs and full-coverage foundation formulas alike, and it works beautifully under them all, keeping them on all day without me having to reapply or spot conceal.

2. ICONIC London Underglaze Grippy Primer

ICONIC London’s Underglaze Grippy Primer hasn’t been in my collection for very long, but it's quickly found itself a spot in my cosmetic bag. Not only does it give my skin a glass-like glow that I love, but it also allows my foundation to last for hours on the skin without budging. Not to mention that both the packaging and glittery formula are gorgeous. At £26, this product sits at a significantly higher price point than other gripping primers on the market, but if you do decide to splurge on it, you won't be disappointed.

3. Essence Jelly Grip Hydrating Primer

Makeup can be very expensive, and if you’re already splashing out £50+ on your complexion products, I can’t blame you for wanting a much more affordable primer. Essence’s Jelly Grip Hydrating Primer is only £4, but is formula that far outperforms its affordable price tag. It keeps my makeup in place all day without flaking or clinging to dry patches; however, I do have to note that a little goes a very long way, as this product can pill under foundation if too much is used.

4. Milk Makeup Hydro Grip Primer

Milk Makeup’s Hydro Grip Primer has been a cult favourite for many years now, due to its ability to both plump the skin and leave the face tacky enough for base products to stick to all day. And as someone with dry skin, the skincare benefits are a particular plus for me, formulated with hyaluronic acid and hemp-derived cannabis seed extract to hydrate and seal in moisture whilst also improving the skin barrier.

5. e.l.f Cosmetics Power Grip Primer

It should come as no surprise that e.l.f Cosmetic’s Power Grip Primer has made its way onto this list. Fast becoming a cult favourite, this product is known for its ability to keep makeup on the face all day long at a fraction of the cost of other primers on the market. Although the original formula is the best for those with normal to combination skin, there’s also now a Power Grip Primer + 4% Niacinamide to brighten and add glow to the face, and a Power Grip Matte Primer that will help absorb excess oil on those with oily skin.

6. Fenty Beauty Grip Trip Mattifying + Blurring Primer

A lot of gripping primers help to extend the wear of complexion products but don’t address the issue of excess shine and oil, so they can actually end up causing more issues with wear time than they solve on those with oily skin. But luckily. Fenty Beauty has come out with a solution in the form of its Grip Trip Mattifying + Blurring Primer. Formulated with maple sap extract to lock makeup in place, chia seed extract to mattify the skin and silica to minimise pores, this primer is the perfect option for those with acne-prone skin to try

7. NYX Professional Makeup the Face Glue Gripping Primer

If you need your makeup to last from morning to night, with no additional top-ups needed, then you need to try out NYX’s Face Glue Gripping Primer. A blend of polyglutamic acid for long-lasting hydration that will stop patchiness and flaking, and sugar maple extract to provide a strong, flexible grip for makeup to last up to 24 hours, this “face glue” primer is aptly named. It adds a healthy, plump glow to my face without looking or feeling greasy, and has genuinely allowed my makeup to last for hours on end.

How I Tested

As a beauty writer, I've tried and tested a lot of different primers over the years. I've been wearing each gripping primer daily to see how well they apply and how long they allow my makeup to last throughout the day. I also took the added skincare benefits as well as the price into consideration when creating my edit of the best.

Why Trust Us?

At Who What Wear UK, we know that beauty isn’t one-size-fits-all. Our editors have tested thousands of products over the years—spanning skincare, makeup, hair and nails—and work closely with trusted experts including dermatologists, makeup artists and leading industry insiders to ensure every guide is well-researched, inclusive and relevant to you.

We focus on formulas that deliver, whether they’re affordable favourites or luxury investments. Our product selection is based on tangible results, ingredient know-how and what we’d truly recommend to a friend.

Anyone who knows me will tell you that I adore the precision of a lip liner. I mean, its contouring and volumising effect is hard to replicate. However, as we move into a new season, I’m in the mood for something just a little more low-effort. And luckily for me, one of autumn 2026's biggest lip trends is equally as chic as it is low-effort. Enter the bitten lip look.

What Are Bitten Lips?

Known as “bouche mordue” by elegant French beauty lovers, bitten lips refer to a blurred-out and naturally flushed lip stain that mimics how your lips look after being kissed or drinking red wine. Because of this, it avoids harsh lines and makes for a much lower-effort process that doesn’t need as much precision or reapplication as your typical lip liner and gloss combination.

And don’t just take it from me. Makeup artist Jordana Keen says, "Autumn always makes me want to reach for deeper lip colours, but for AW26 I think we’ll see them worn in a much softer, more diffused way, also known as the 'bitten lip' effect. Burgundy, berry and chocolate tones are still coming through strongly, but rather than a really opaque statement lip, it’s more about creating a flush of colour with a softer, blurred edge. It feels cosy, polished and really wearable for autumn, not to mention that it’s brilliant for longevity too, as you’re not having to top up every time you have a pumpkin-spiced latte!”

How to Create the "Bitten Lip" Look

Keen says, “I still love using liner to contour and shape the lips, but rather than leaving a really crisp outline, I’ll soften it with a brush so the lips still look full and defined without becoming the main focus of the makeup. Think cosier season, softer lips. You can also use a lip stain through the centre and diffuse it outwards for that plush, lived-in effect.

"I’d always prep with a really hydrating lip balm first, especially going into the colder months, then pair the finished lip with bronzed skin, rich, warm blush and a softly smoked brown eye," she says.

And with moodier, vampy makeup really coming into its own throughout the colder months, there’s no better time to try out the bitten lip look. But the best part? To help you out, I’ve rounded up the best bitten lip products for you below; scroll down to see and shop them.

Best Bitten Lip Products

• Best Overall Bitten Lip Product: Victoria Beckham Beauty Bitten Lip Tint, £37
• Best Luxury Bitten Lip Product: Westman Atelier HydroBalm Tinted Lipstick, £45
• Best Affordable Bitten Lip Product: E.l.f Cosmetics Sheer for It Tint, £6
• Best Bitten Lip Product for Dark Skin: Refy Lip Blush in Canyon, £16
• Best Bitten Lip Product for Pale Skin: Wonderskin Wonder Blading All-Day Lip Stain in Whimsical, £18

1. Victoria Beckham Beauty Bitten Lip Tint

2. Westman Atelier HydroBalm Tinted Lipstick

3. E.l.f. Cosmetics Sheer for It Tint

4. Benefit Benetint

5. Refy Lip Blush in Canyon

6. Laneige Juice Box Lip Tint in Jazzy Jam

7. Wonderskin Wonder Blading All-Day Lip Stain in Whimsical

Why Trust Us

At Who What Wear UK, we know that beauty isn’t one-size-fits-all. Our editors have tested thousands of products, including skincare, makeup, hair and nails, over the years and work closely with trusted experts—dermatologists, make-up artists and leading industry insiders—to ensure every guide is well-researched, inclusive and relevant to you.

We focus on formulas that deliver, whether they’re affordable favourites or luxury investments. Our product selection is based on tangible results, ingredient know-how and what we’d truly recommend to a friend.

My mum and I share many things—among them a love of heels, a fancy glass of wine, and, of course, a good romcom. But our shared love of makeup is one of the things that connects us most. We’ve been “borrowing” makeup out of each other’s cosmetic bags for as long as I can remember, and that’s only become more true over the years. That was until recently, when she came to me with a dilemma: what makeup products should she invest in now that she has mature skin?

The idea that your makeup routine should change with age is nothing new. As your skin changes and, in turn, your collagen production declines, it’s only natural that the products that work for you change as well. Sun exposure, genetics, ethnicity, and lifestyle choices such as drinking and smoking can all affect skin maturity. And if you’re also on the hunt for mature-skin-approved makeup products that are genuinely worth the investment, never fear. As someone who’s luckily enough to work in beauty and have a contact book filled with professionals with years of experience, I sat down with an expert to answer my mum’s burning questions about mature skin and what makeup products are actually worth the splurge. Here’s what she had to say...

What Happens to Our Skin As We Age?

Cassie Lomas, a professional makeup artist with over 30 years of experience and the founder of the brand CASSIE, states, “Skin loses collagen and elastin as we age, so it becomes thinner and less bouncy. You get more dryness, less natural radiance, and fine lines start showing up more, especially around the eyes and mouth. Makeup that used to sit beautifully can start clinging to dry patches or settling into lines. It's not a bad thing; it just means your approach needs to change with your skin.”

How Do I Prep Mature Skin for Makeup?

"Prep matters more with mature skin than at any other age. Cleanse, serum, then a good moisturiser, giving each layer a minute to sink in before the next. Don't rush straight into makeup after moisturiser, or everything will slip. A hydrating primer on top smooths things out without adding weight. Comfortable, cushioned skin is what you're after—never dry or tight—because makeup always looks better on well-prepped skin", says Lomas.

Makeup Application Tips for Those With Mature Skin

When it comes to applying makeup on mature skin, Lomas always follows four application tips:

1. Less is more - Build in thin layers rather than one heavy layer, so it still looks like skin.
2. Blend upwards and outwards - Work in the direction the skin naturally lifts.
3. Set only where you need to - Target the T-zone rather than the whole face, so you don't lose radiance elsewhere.
4. Soft over hard - Whether it's your brows, eyeliner, blush, or more, a soft and blended finish will always win over anything harsh or defined.

With all of this in mind, I asked Lomas for the go-to products she relies on when putting makeup on mature skin. Keep scrolling to discover her expert-approved suggestions.

The Best Makeup for Mature Skin

• Best Primer for Mature Skin: Bobbi Brown Vitamin Enriched Face Base+ Primer, £54
• Best Foundation for Mature Skin: CASSIE I Am Enough Face Makeup, £33
• Best Powder for Mature Skin: By Terry Hyaluronic Pressed Hydra-Powder, £42
• Best Setting Spray for Mature Skin: Charlotte Tilbury Airbrush Flawless Setting Spray, £33
• Best Brow Pencil for Mature Skin: M.A.C Cosmetics Pro Brow Styler Pencil, £24

1. Bobbi Brown Vitamin Enriched Face Base+ Primer

2. CASSIE I Am Enough Face Makeup

3. By Terry Hyaluronic Pressed Hydra-Powder

4. Charlotte Tilbury Airbrush Flawless Setting Spray

5. M.A.C Cosmetics Pro Brow Styler Pencil

6. NARS Climax Mascara

7. CASSIE We Are One Colour Wand

What Ingredients Should Those With Mature Skin Should Look for in Makeup?

Lomas states, "Look for hyaluronic acid, glycerin and squalane, which are all great for skin hydration; these stop makeup from sitting in fine lines. Then, look for peptides and niacinamide, which will help with texture and barrier support over time. I also always suggest opting for makeup products marketed as hydrating or radiance-boosting rather than heavier matte finishes, as these will sit better on the skin and look more natural instead of cakey and accentuating fine lines."

What Ingredients Should Those With Mature Skin Should Avoid in Makeup?

"If you have mature skin, you should avoid products that contain large amounts of heavy silicones, as they can sit on the surface and highlight texture instead of smoothing it. High alcohol content should also ring alarm bells, because of the harsh drying effect it can have on the skin. I also always suggest avoiding makeup products marketed as matte or long-wear formulas, as these are built to grip the skin and tend to dry it out, as well as any formulas with shimmer or glitter because they draw attention to texture instead of disguising it," explains Lomas.

Why Trust Us?

At Who What Wear UK, we know that beauty isn’t one-size-fits-all. Our editors have tested thousands of products, including skincare, makeup, hair and nails, over the years and work closely with trusted experts—dermatologists, make-up artists and leading industry insiders—to ensure every guide is well-researched, inclusive and relevant to you.

We focus on formulas that deliver, whether they’re affordable favourites or luxury investments. Our product selection is based on tangible results, ingredient know-how and what we’d truly recommend to a friend.

There’s been an undeniable shift towards no-mascara makeup this summer, sparked in part thanks to Zendaya’s ethereal bare lash look at The Odyssey New York premiere, but I’ve never really been a mascara person anyway. And not because I’m some kind of trend-setting beauty maverick, but just because I’ve been omitting mascara from my daily routine long before it became a more intentional beauty statement. But whilst I do love the bare-lash look, for me the choice has always been less about embracing a minimalist makeup look and more about the fact that I simply don’t get along with mascara.

As someone who’s constantly touching their face (I apologise to all the dermatologists that I spend time talking with), even the most promising mascaras tend to end up smudged beneath my eyes or transferred onto my lids by lunchtime. Add in the fact that my eyes can be quite sensitive and are prone to reacting to everything from pollen to windy weather, and it’s not long before any carefully applied mascara starts to migrate down my face. There’s also the fact that my lashes are naturally short and quite curly. Not only have I never felt that I really look like myself with dramatic, false-lash effect mascara, but getting the product onto said lashes in the first place is no easy feat. So, instead, I decided years ago to just skip it entirely and now only apply it on the very special occasions that I fancy a proper face of glam.

Yet when Jones Road launched its Minimalist Defining Mascara last month, I found myself drawn in by the campaign imagery of subtly defined, softly fluttering lashes. “Put together, but never overdone,” read one of the teaser posts. Jones Road has built its reputation around pared-back, effortless makeup, and the idea of a mascara that focused purely on definition rather than drama immediately appealed to me. Could this be the formula that would finally make mascara feel like something I actually want to wear, rather than another step I’m waiting to remove? I decided to put it to the test and find out…

Jones Road Minimalist Defining Mascara

The Formula

Like all of the Jones Road skin-friendly formulas, the Minimalist Defining Mascara is packed with ingredients that actually look after your lashes first and foremost. It contains a peptide complex blend to help support keratin production to strengthen lashes and help them to look fuller, alongside panthenol to help condition. When I’m choosing a mascara, I’m always looking for something that can define without the weight; I really hate my lashes to feel stiff, overloaded or coated in a thick layer of product, so I was also impressed that this formula uses plant-derived waxes to help build volume and definition without any heaviness. It has definitely been formulated with a more natural finish in mind, and feels designed for those, like myself, who want their lashes to look elevated but still feel natural.

The Application

When it comes to mascara application, the key to success often lies with the wand. This one is a flexible, silicone wand that’s actually quite small in size—perfect if you have smaller eyes, shorter lashes or hooded eyelids (of which I tick all three boxes). It’s slightly curved so you can reach even the tiny corner lashes, and the bristles themselves aren’t hugely long, which makes it easy to apply precisely and without ending up with product all over your eyelid.

I’m sure most of us know how to apply mascara, but I started at the roots, giving the wand a little wiggle before pulling it up to the tips and was really impressed with how it glided through the lashes to disperse the pigment evenly. For me, a single coat was perfect for a subtle daytime look, but it’s easy enough to layer up slightly for extra definition and never ended up looking clumpy. Also, as someone with naturally very dark lashes, I really liked the shade Pitch Black, which is beautifully inky and deep. However, the mascara also comes in a Rich Brown option, which might appeal to those who find black mascara too stark or want an even more natural-looking lash.

Before and After

Before

After

The Verdict

Honestly, I never thought I’d see the day that I’d be writing a mascara review with quite this much enthusiasm, but Jones Road Minimalist Defining Mascara has seriously impressed me. For years, mascara has been one of those makeup products I would happily do without, but I’ve been reaching for this tube on more days than not over the last few weeks.

I think what appeals to me about it is that this isn’t a mascara that is trying to convince me that I need dramatic lashes. Instead of trying to mimic the kind of fullness and volume that a set of falsies provides, it offers a more understated approach, providing careful definition, expert separation, and a pop of pigment which feels much more in line with how I actually like to wear makeup.

I’m also drawn to the formula itself, which shows careful consideration for the condition of the lashes themselves. Although it doesn’t claim to be anything close to a lash-care treatment, the inclusion of peptides and other nourishing ingredients is a definite bonus and means that the mascara feels genuinely weightless on lashes. Plus, the fact that it’s dermatologist-tested and safe for sensitive skin is a dream for this watery-eyed editor.

For me, the appeal of a great everyday mascara is that it can add just enough emphasis to the eyes without changing the entire feel of my makeup. I prefer a softer, more understated look, and this is exactly what Jones Road Minimalist Defining Mascara provides. For anyone who usually skips mascara because they dislike a bold lash look and want something that looks like a slightly more polished version of their natural lashes, this fits the bill.

Shop Jones Road Minimalist Defining Mascara

How We Tested

I have been working as a beauty editor for over ten years and, as such, have tested a lot of mascaras. I've been wearing Jones Road Minimalist Defining Mascara for the last few weeks to see how well it separates lashes, adds definition and lasts on my short lashes.

Why Trust Us

At Who What Wear UK, we know that beauty isn’t one-size-fits-all. Our editors have tested thousands of products over the years—spanning skincare, makeup, hair and nails—and work closely with trusted experts including dermatologists, makeup artists and leading industry insiders to ensure every guide is well-researched, inclusive and relevant to you.

We focus on formulas that deliver, whether they’re affordable favourites or luxury investments. Our product selection is based on tangible results, ingredient know-how and what we’d truly recommend to a friend.

Whether I like it or not, concealer is one of those makeup products I couldn't be without. As someone with chronically dark under-eyes, lots of redness and the occasional blemish, it's always the one product in my makeup bag that comes to the rescue whenever I need it. However, if anyone asks me what concealers I actually enjoy wearing, I struggle to think of more than one or two recommendations. The drying formulas, the creasing, the uneven coverage...there are so many things that get on my nerves when using this product. Plus, as someone who favours a glowy makeup look, I often find concealers create a mattifying effect, which is the opposite of what I want.

Call it coincidence, but it seems some of my favourite brands read my mind, as more and more are launching dewy concealer formulas that give me a smooth, radiant complexion without a hint of dryness. Formulas have become more advanced, and much like the wave of new-gen foundations on the market, concealers are now packed with skin-loving ingredients such as glycerin, hyaluronic acid and peptides. Since getting my hands on these glow-giving products, I actually look forward to using concealer, so I thought it was only right to share my edit of the best dewy concealers with you.

The Best Dewy Concealers, Tried & Tested

• Best Overall: Kosas Revealer Super Creamy + Brightening Concealer, £28
• Best Under-Eye Concealer: Nars Cosmetics Radiant Creamy Concealer, £30
• Best Affordable Concealer: L'Oréal Paris True Match Radiant Serum Concealer, £11
• Best Luxury Concealer: Prada Reveal Concealer, £36
• Best for On-the-Go Application: Victoria Beckham Beauty The Concealer Pen with TFC8, £64

1. Kosas Revealer Super Creamy + Brightening Concealer

This concealer is a beauty editor favourite, and for good reason. The serum-like formula glides onto the skin like butter, with a hydrating blend of hyaluronic acid and peptides. The formula is impressive, but it's the finish that blows me away every time. Smooth, soft and naturally dewy, it makes my under-eyes (and anywhere else I apply it) look instantly healthier, as if I actually sleep eight hours a night and drink two litres of water a day (because really, who has time for that?).

2. Nars Cosmetics Radiant Creamy Concealer