17 Most-Loved Beauty Products Ever, According to Experts

The best part about working in beauty is, hands down, getting to try the latest products. Between makeup, skincare, hair, nails and fragrance, something new lands on our desks almost every week. At Who What Wear UK, through all the testing, swatching, spraying and comparing, we take the responsibility of filtering through the noise very seriously to bring forward the products that truly stand out.

Even as a beauty writer, however, navigating the world of so-called “game-changing” products can sometimes feel overwhelming. With nearly every launch promising groundbreaking results, it can be difficult to determine what genuinely deserves the hype and what does not.

If it feels confusing for someone inside the industry, it’s easy to imagine how overwhelming it might feel for readers searching for reliable recommendations. To make things easier, this curated list brings together some of the most highly regarded beauty products recommended by editors, founders and professionals who live and breathe beauty every single day.

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Think of this collection as a series of beauty love letters to products that professionals truly swear by — the ones that consistently deliver results and remain favourites long after trends fade.

Michele Scott-Lynch, Founder, Bouclème

Michele Scott-Lynch praises Merit Beauty’s Flush Balm for its ability to enhance dry, mature skin without settling into fine lines. The balm adds a subtle glow that lifts the complexion naturally, making highlighter unnecessary. It also works beautifully on lips, offering a sheer glossy tint.

She also highlights other Merit products including the Minimalist foundation stick and the Uniform tinted sunscreen, noting that each formula feels thoughtfully designed and effortlessly wearable.

Daisy Kalnina, CEO and Founder, The GelBottle

Daisy Kalnina is particularly fond of Byredo’s Rose of No Man’s Land Hand Cleanser. Unlike typical hand sanitisers, it carries the elegant rose scent the brand is known for and avoids drying out the skin.

According to her, it’s a small everyday essential that feels luxurious and practical at the same time.

Brittany Davy, Editorial Assistant, Who What Wear UK

Brittany Davy recommends Naked Sundays SPF50+ Hydrating Glow Mist, especially for those dealing with dry or eczema-prone skin.

The product provides strong sun protection while keeping the skin hydrated and comfortable. It can also be used over makeup to melt everything together, leaving a fresh, dewy finish.

Colette Laxton, Co-Founder, The Inkey List

Colette Laxton calls Vieve Skin Nova Primer one of her absolute essentials. Instead of relying on heavy makeup, she often wears the primer alone to create a naturally radiant complexion.

The formula delivers glow without shimmer or glitter, leaving the skin looking healthy and fresh.

James Read, Founder, Self Glow

James Read believes strongly in wearing sunscreen all year round, which is why Medik8 Daily Radiance Vitamin C with SPF 30 has become a daily staple in his routine.

The formula combines brightening vitamin C with reliable sun protection, making it suitable for almost all skin types.

Shannon Lawlor, Beauty Director, Who What Wear UK

For fragrance, Shannon Lawlor says her heart belongs to Diptyque Orphéon Eau de Parfum.

The scent blends powdery softness with smoky depth and sparkling gin-like notes, creating a fragrance that feels both comforting and sophisticated.

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Joanna Ellner, Founder, Reome

Joanna Ellner believes foundation is the one makeup product truly worth investing in. Her long-standing favourite is Giorgio Armani Luminous Silk Foundation, which delivers a flawless finish while remaining lightweight and natural on the skin.

Grace Lindsay, Junior Beauty Editor, Who What Wear UK

Grace Lindsay swears by the Laneige Lip Sleeping Mask, which she has repurchased many times.

The nourishing formula contains coconut oil, murumuru butter and shea butter, helping lips stay soft, hydrated and plump overnight.

Fatma Shaheen, Founder, Skin Design London

Fatma Shaheen has used Tom Ford Gel Eyeliner in Cocoa for years because of its rich pigment and smooth glide.

The brown tone defines the eyes softly while still creating a lifted and polished look.

Estée Lalonde, Content Creator and Founder, Mirror Water

Estée Lalonde recommends Reome Biogenic Melting Cream, describing it as a next-generation skincare product that hydrates, strengthens the skin barrier and enhances long-term skin health.

Laney Crowell, Founder and CEO, Saie

Laney Crowell enjoys the gentle yet effective Caudalie Vinoclean Instant Foaming Cleanser, particularly because it cleanses without stripping the skin.

Nicola Elliot, Founder, Neom Wellbeing

Nicola Elliot highlights the brightening power of Paula’s Choice C15 Super Booster Treatment. The lightweight formula contains a strong 15% vitamin C concentration that enhances glow and improves skin clarity.

Larry King, Founder, Larry King Haircare

Larry King relies on Dyson Supersonic Nural Hair Dryer for professional styling, praising its advanced technology that offers speed, control and smooth results.

Eleanor Vousden, Beauty Editor, Who What Wear UK

Eleanor Vousden treasures Maison Crivelli Tubéreuse Astrale Extrait de Parfum, a fragrance inspired by the image of creamy tuberose flowers beneath a star-filled sky.

The scent combines floral richness with luxurious warmth, creating a perfume that feels luminous and memorable.

Charlotte Mensah, Founder, Charlotte Mensah Hair Lounge

Charlotte Mensah credits Viviscal Healthy Hair Supplements for helping reduce hair shedding and encouraging stronger, fuller hair growth over time.

Keely Gough, Managing Director, Lookfantastic

Keely Gough highlights Sarah Chapman Skinesis Ultimate Cleanse as a transformative skincare product that helped her build a routine that truly supports her skin.

Tonya Kidd-Beggs, Founder and CEO, Stories Parfums

Tonya Kidd-Beggs appreciates products that combine skincare benefits with daily protection. Her favourite formula includes SPF 30, zinc oxide, niacinamide and peptides, helping brighten the complexion while supporting long-term skin health.

Recommended Beauty Products Overview