As a bit of a rule, we beauty editors don’t like being asked "What’s the best…” questions. Not because we don’t know what the best products around are, but because tastes and preferences vary so vastly. While the best retinol for one person might be something gentle, for another that product might seem ineffective. Most of the time, when someone asks after the best anything, we’ll have to ask what your requirements are first.
However, when it comes to skincare brands, I’m a little more inclined to make sweeping recommendations. The reason is that some popular skincare brands just get it right every single time. Out of the thousands of brands out there, there are only a few that manage it, I’ll admit, but I believe the ones that do to be the very best.
They are the brands that just seem to really understand the skin’s health. They don’t get sucked in by trending ingredients and instead focus on skincare products that give the skin exactly what it needs to stay healthy. It’s not to say that every single one of the products in that brand’s offering will be suitable for everybody, but rather everybody will find a great skincare product that suits them.
In order to make a definitive list of the best skincare brands around, I didn’t think it smart to compile a list of my favourites. In a bid to make this as fair as possible, I reached out to everybody I know to get their insights. I received a huge number of nominations from Who What Wear editors to beauty PRs and every beauty buff and lover who follows me on Instagram.
After considering every single brand suggested, I used my own knowledge as a beauty editor to whittle it down. The criteria for making it onto the list were simple: Is there a single product in this brand’s offering that I would be loath to recommend? Of course, it makes sense that these brands also offer some of the best products out there in terms of formulations. So without further ado, behold (in no particular order) the 26 best skincare brands in existence.
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1. Stella McCartney Beauty
The brand: Luxury vegan beauty may sound too good to be true, but Stella McCartney made it a reality with the launch of her eponymous skincare brand in 2022. Comprising the staples of a basic skincare routine—cleanser, serum, and moisturiser—the capsule collection targets the skin's three key functions of regeneration, hydration, and protection. From the well-designed refillable packaging to the naturally-sourced ingredients that make up the product formulas, Stella has compromised at nothing to offer true sustainability—for both skin and the planet.
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Formulated with 99% naturally-derived ingredients, this powerful serum nourishes, hydrates, and revitalises skin. Skin is left firmed and plumped, with wrinkles and dark circles visibly reduced.
This two-in-one cleanser is designed to replicate the benefits of a double cleanse, while reducing the steps in your skincare routine. It melts away makeup and pollution, leaving skin feeling refreshed and balanced.
2. Templespa
The brand: If you're not yet acquainted with Templespa's formulas, then allow me to introduce you. You'll find Templespa products in the most luxurious of spas and hotels, and its skincare is seriously efficacious too (not to mention many of the products are award-winners too). The founders work alongside doctors, artisan herbalists and botanists to create luxurious products that have now garnered a devoted following around the world. The beauty of the products is that they are both results-driven and sensorial to use—making taking off your makeup less of a chore and more of a luxurious ritual. The brand also boasts a number of awards and 5-star reviews amongst its skincare, too.
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The Let's Concentrate Skin Glowing Serum is a Who What Wear UK favourite and one of the brand's bestsellers. Think of this as a shot of brightening vitamin C. Paired with alpha arbutin, it helps to brighten the skin, fade sun damage and pigmentation and improve the appearance of acne scarring. The addition of zinc and magnesium help to keep breakouts at bay, too.
Dark circles? You have to try this. You only have to look at the several 5-star reviews to know that this eye cream really works to help brighten dark under eye circles with a carefully formulated cocktail of brightening ingredients that won't upset sensitive skin either. The gel-cream consistency cools the eye area and sinks in quickly, making it great prep for concealer application.
3. La Roche-Posay
I know I said that this list was in no particular order, but I would like to point out that if I had to choose only one skincare brand to label the best, it would be La Roche-Posay. Out of the 50+ nominations I received, La Roche-Posay was by far the most recommended. Traditionally a French pharmacy brand (although now available just about everywhere), it is a brand adored by skin experts who really know their stuff. I'm talking dermatologists, aestheticians, beauty editors and influencers. It puts efficacious ingredients that target some of the most common skin issues, from rosacea and irritation to acne and ageing, at the forefront of its formulations. The branding is minimalist, and the packaging doesn't ooze Insta-worthy shelfie, but what's inside is exceptional.
The brand: If you experience breakouts, La Roche-Posay's Effaclar range is considered the gold standard, while Toleriane is a go-to for those with sensitivity, and Lipikar is without a doubt one of the best bodycare ranges out there for those with eczema. Oh, and the suncare is second to none.
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This has to be my favourite product from the brand. The perfect daily SPF for just about everybody, there isn't a dermatologist out there who doesn't recommend it. It's lightweight and non-greasy and has an invisible finish on the skin. If you don't own this and aren't already applying a facial SPF every day, buy it right away.
If you have oily skin, I'd definitely recommend giving this a go as the glycacil and zinc work together to reduce sebum. I find it to be the perfect cleanser to use when the weather has warmed up as you don't need as much additional moisture making a light-weight foaming gel like this one a great option.
4. SkinCeuticals
The brand: Another skincare brand that really champions science is SkinCeuticals. It's (a lot) more expensive than La Roche-Posay, but the active ingredients it delivers are much more powerful too. It was created after decades of research into skin cancer and the power of antioxidants. A straight-talking clinical brand (seriously, I've been recommended this stuff by both dermatologists and plastic surgeons), it delivers high-octane ingredients that really work. In fact, the brand's vitamin C serums are regarded by many to be the best skincare products in existence. No skincare product is worth bankrupting yourself over, but if you have the money to spend on your skin, SkinCeuticals is the way to go.
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Yes, I have had to choose two products from SkinCeuticals to hero—the offering is just too good. Out on top is this stuff. C E Ferulic is the crème de la crème of vitamin C serums, formulated to protect the skin against ageing aggressors and help boost glow while it's at it. The first time I was ever introduced to this serum, the brand handed me two slices of apple. We all know that when apple oxidises, it turns brown. However, when one drop of this antioxidant serum is applied to one slice of apple, the reaction doesn't occur anywhere near the rate of the untreated slice. The apples are not to be eaten, of course, but this proves a very impressive test to showcase just how well this product stops ageing oxidation in the skin. The results also speak for themselves. After just a few weeks of using this product, skin appears glowier, more even in tone and significantly more youthful. No other vitamin C serum out there comes close to how brilliant C E Ferulic is.
If you have a dry skin type, you'll massively benefit from this potent concentration of hyaluronic acid. It's not only deeply hydrating but also helps to plump out crow's feet and fine lines for a smooth skin texture.
5. Paula's Choice
The brand: It's not a great thing for a beauty editor to admit, but there are very few brand founders who I am willing to trust implicitly. Most have an agenda that pushes their products or champion a belief that might not necessarily put skin health first. (When you really love your own products, it's only natural for this to sometimes happen.) The founder of Paula's Choice, Paula Begoun, however, is someone who really knows her stuff. She has pretty much dedicated her life to demystifying the complex world of skincare and formulating products that are backed up by proper science (not the sort of small studies a lot of other brands latch on to). The products are simple to shop and come with easy-to-follow guidance. It's safe to say the results are pretty spectacular too.
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This is probably one of the most well-known and well-loved Paula's Choice products out there. It is essentially a salicylic acid toner/treatment that helps decongest pores and prevent further breakouts. If you use it twice a week, you can expect to see clearer skin basically from the get-go.
Great at improving the overall skin tone and texture, supporting skin barrier function, softening fine lines, reducing redness and minimising the appearance of the pores. In short, a hero product all round.
6. Elemis
The brand: Most of the brands on this list are all substance but lack a certain "style.” Sadly, really efficacious skincare tends to be this way. However, a lot of respected dermatologists admit that while fragrance-free, sulphate-free, fun-free skincare is typically the best way to go, the very best skincare products are the ones you actually use. Elemis is a brand that straddles this line expertly. A spa brand first, the products are luxurious and joyful to use while delivering really great results, too.
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This is potentially one of the best cleansing products in history. It's adored by every Who What Wear editor on the team thanks to its sensorial, spa-like formula. Just massage the rich balm into dry skin, add water to turn it into a soothing milk and flannel off to reveal the glowiest skin of your life.
A perfect pick for all skin types, it contains mimosa to take down inflammation, rose to calm and the brand's iconic padina pavonica marine algae to deliver a serious hit of hydration. One of my all-time favourite day creams.
7. Augustinus Bader
The brand: Please trust me when I say that recommending really expensive skincare products makes me feel very uncomfortable. However, it would be irresponsible for me to discredit certain skincare brands based on their price tag. Because, yes, while Augustinus Bader products (and a couple of others on this list) are ludicrously expensive, they're also really very good. All of the products are formulated with the brand's TFC8 complex, which aims to nourish and tackle virtually every major skin concern out there.
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This cult cream is adored by celebrities far and wide (including Victoria Beckham). It is an intense moisturiser that aims to streamline your routine so that you can forgo other serums and lotions. It soothes, plumps, hydrates and gives skin a healthy-looking radiance that is genuinely hard to come by.
This cream gives the same benefits as outlined above, but for your entire body. Yes, please.
8. CeraVe
The brand: When it comes to affordable skincare, it can be very tricky to find a brand that hits the nail on the head every time. Many brands bring out huge lines that leave us feeling confused and let down by false claims. CeraVe, however, has a tight edit of products that really do deliver everything that they promise. The products are formulated alongside dermatologists and, as a result, give skin the essentials. In fact, most dermatologists will say that CeraVe's affordable cleansers are the best that money can buy.
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Although this is dubbed a hydrating cleanser, that's not to say it is just for those with dry skin. In fact, it's the perfect cream cleanser for just about everybody. It's fragrance-free and doesn't irritate skin in the slightest. Instead, it delivers the perfect fuss-free cleanse and provides a hearty dose of barrier-restoring ceramides and hyaluronic acid while it's at it.
A lightweight and deeply hydrating day cream that also offers a high UV protection. Made with hyaluronic acid to hydrate and CeraVe’s famous ceramide complex, it soothes skin as it works.
9. Sunday Riley
The brand: Alongside the above, Sunday Riley is another brand that is amongst the most-nominated for this roundup. The brand's ethos is "Powered by science, balanced by botanicals,” and I would say that sums it up quite nicely. The active ingredients are powerful and do their job expertly, and the botanical extracts also do their job to create a more luxurious user experience. The "natural” fragrances can take a little while to get used to, but the amazing results will have you repeat-buying for eternity.
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Asking me to choose just one Sunday Riley skincare product to champion is like asking a mother to choose her favourite child. Honestly, there isn't a single Sunday Riley product that isn't fantastic in its own right. However, this moisturising cream is suitable for everybody and anybody. It's rich, luxurious to use and leaves skin plump and glowing beyond belief. It's ideal for dry winter skin and irritated, flushed skin come summer, too.
If you have sensitive skin prone to acne and redness yet find that retinol causes irritation, give this a go. It features an ingredient called trans-retinol ester plus blue tansy, which is a super soothing, anti-inflammatory extract. When I first used it, I was alarmed with just how blue the formula is, but it quickly absorbs into the skin and doesn't stain.
10. Dr. Barbara Sturm
The brand: I have written about the wonders of Dr. Barbara Sturm products a lot purely because I get asked about them a lot. It seems as though every celebrity out there swears by the power of this brand, which makes sense seeing as Sturm herself is a facialist to the stars. The products are eye-wateringly expensive but are also exquisite. Do you need to part with the cash to get great skin? Absolutely not. However, the science-backed formulas do their best to convince you otherwise.
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Do not use this cleanser if you have sensitive skin—it means serious business. With exfoliating enzymes, it starts off as a powder and transforms into a foaming wash once mixed with water. After just one use, skin is left glowing and pores are near-on invisible. If you have oily skin like I do, using this once a week will totally change the way you feel about your skin.
This is definitely at the pricier end of the scale for a hyaluronic serum, but if someone is looking to invest, I always point them in the direction of a doctor-led skincare brand. It's a deeply hydrating, and acts as an anti-oxidant and anti-inflammatory.
11. Avène
The brand: A far cry away from some of the really active skincare brands on this list, Avène puts skin-soothing formulas at the heart of its ethos. Another French pharmacy brand, Avène utilises the "healing” powers of thermal spring water. I'm not entirely sure I buy into it, but the products are great nonetheless. Ideal for those with skin prone to redness or those with particularly dry skin, Avène products make for great skincare-shelf staples.
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This serum is probably one of my most-recommended skincare products. It is soothing, nourishing and comforting all at once without saturating the skin in greasy moisture, making it perfect for just about every skin type. It is rare that my skincare cabinet is without a bottle of this stuff.
One of my favourite products to have to hand during the summer months, and perfect for all skin types. Just spritz over the face to instantly cool and refresh.
12. FaceGym
The brand: You might not be familiar with FaceGym's skincare offering, but trust me when I say it's time to get on board. Famed for its hardworking, lunchtime facials, the brand knows a thing or two about what people really want from their skincare products. While the intense facial massages that they offer (seriously, they're like a workout for your face) focus on lifting and tightening, the products are simple and put general skin health first.
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It's not very often you find a hyaluronic acid serum formulated with niacinamide, which is odd considering they make the perfect pair. With polyglutamic acid to further amp up the hydrating, plumping benefits of hyaluronic acid, this serum gives dolphin-esque levels of dewiness. Plus, niacinamide helps to soothe and smooth while it works.
Face gym are known for their collection of at-home face tools which mimic the results from their iconic facials. Use this one evening a week after your nightly cleanse, which is designed to visibly reduce redness and fine lines.
13. The Ordinary
The brand: I have been feeling some sort of way about The Ordinary for a little while now. I know that the products are great, but I can't help but feel as though the brand has contributed to the growing confusion around skincare products in recent years. Having said that, the products are truly excellent given the price. Before you shop from The Ordinary, I recommend doing a little bit of research into the product you are buying, the skin types it is best suited for and exactly how to use it. It's not an easy brand to navigate. However, if you know your stuff and buy the right products, you're on a one-way track to great skin.
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Again, if your skin is sensitive in any way at all, steer clear of this product. TikTok reviews would have you believe this little red bottle will clear up acne—it won't. What it will do, however, is help prevent and tackle congestion, give skin a stellar glow and refine the appearance of pores. It contains a seriously impressive blend of actives for a product that costs just £6, but as a result of its efficacy, make sure you only use it once a week absolute maximum.
Niacinamide is a hero ingredient when it comes to calming inflammation and keeping breakouts at bay. The addition of zinc encourages the production of collagen fibers and elastin, which firms skin and boosts healing.
14. Kate Somerville
The brand: Another facialist to the stars, Kate Somerville really knows skin. Having worked with it every day of her career, she sees exactly how skin reacts to certain products and ingredients. As a result, it's safe to say that every single one of her skincare products works exactly as she promises. The thing that is most admirable about Somerville is her honesty. She doesn't promise that her products will clear up chronic skin conditions, but she can deliver products that will help keep issues at bay and prevent exacerbating them.
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Rumour has it that Cleopatra herself would bathe in goat milk thanks to its skin-loving benefits. This cleanser is gentle but works a bit harder than other milk cleansers on the market. It contains proteins to soothe and nourish and gives a deeper, glow-boosting cleanse. I'm yet to meet a soul who's tried this cleanser and hasn't fallen head over heels.
I love using the cleanser alongside this cream in the day, especially in spring/summer. It's light-weight yet super nourishing thanks to its glorious blend of jojoba, avocado oils, grape seed oil and, of course, goat milk.
15. Dermalogica
The brand: Ask any esthetician which skincare brands they recommend and I can pretty much guarantee that Dermalogica will be in their top three. Indeed, chances are if you've ever had a facial, then you've already experienced the brand. It's a favourite amongst skincare professionals and facialists worldwide. With hundreds of cult products—plus a continuous stream of innovative new launches—the brand has something to offer to every skin type, goal, and concern.
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Dermalogica basically invented the concept of double cleansing when they launched Precleanse, a light, oil-based cleanser designed to be used before a water-based gel cleanser. The oil breaks down makeup, sunscreen, sebum, and other debris without stripping skin.
Exfoliating doesn't get more gentle than this. Just add water to this loose powder to whip it into a silky foam—the hardworking formula utilises enzymes to slough away dead skin.
16. Fresh
The brand: You might best know Fresh for their bodycare products, but the brand's extensive skincare line is well worth checking out. From cleansers and moisturisers to face masks and serums, there's something for everyone, no matter what your skin type, concern, or goals. Plus, all of the products are packed with high-quality natural ingredients, and look (and smell) amazing.
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This lightly foaming gel cleanser is Fresh's bestselling product. Suitable for using at any time of day and for any and every skin type, it's a tried-and-tested staple which makes light work of removing makeup and refreshing skin.
Fresh is well known for its face masks—it has a vast collection to choose from, catering to multiple skin types and concerns. For skin that's feeling a little dehydrated or sensitive, we love this cooling gel mask which soothes skin and packs in moisture.
17. The Inkey List
The brand: On a mission to make ingredient-led skincare feel more accessible and less intimidating, The Inkey List is another you'll frequently find popping up in our affordable skincare recommendations. The brand shines the spotlight on both familiar ingredients (like hyaluronic acid and niacinamide) as well as lesser known ones (such as polyglutamic acid and succinic acid), and provides useful information about how to apply and layer each one within your skincare routine. If you're just getting into skincare, it's a great place to start.
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Got dehydrated skin? Polyglutamic acid has the ability to hold four times more moisture than Hyaluronic Acid. Layer this lightweight serum beneath your moisturiser to boost its benefits.
Thicker moisturisers tend to feel heavy and greasy, which can be off-putting if you're prone to oiliness or breakouts. Despite delivering a powerful hit of hydration, this cream doesn't leave any unwanted greasy residue on the skin. It's dense, nourishing, and helps to strengthen the skin barrier to balance skin.
18. Skin Rocks
The brand: With 26 years of beauty industry experience, it only made sense for Caroline Hirons to channel her knowledge and expertise into her own product line. Although only just over a year old, Skin Rocks has already built up a huge fan base thanks to its no-nonsense, easy-to-figure out products, which do exactly what they say on the bottle. Whether you're a skincare newbie, a seasoned retinoid user, or prefer fragrance-free products, there's something for everyone.
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Formulated with sensitive skin and skincare newbies in mind, this exfoliating toner relies upon gentle forms of acids, such as mandelic acid and lactic acid. It's perfect for targeting skin concerns like hyperpigmentation, dark spots, and rough texture, while it's sister product (The Control Acid), is more suited to congested skin in need of oil control.
Using retinol or exfoliating acids for the first time? Think of this nourishing oil as your skin's comfort blanket in a bottle—helping to combat dryness, sensitivity, and irritation by strengthening and supporting the skin barrier.
19. Beauty Pie
The brand: I love Beauty Pie’s candles, body washes, and lipsticks, but their skincare really is *chef’s kiss*. Offering everything from moisturisers and exfoliants to cleansers and an (always sold out) LED mask, Beauty Pie presents a more affordable alternative to luxury skincare, but with the same quality of ingredients and formulations.
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The brand’s bestselling serum is a souped-up concoction designed to address fine lines, wrinkles, and dull skin.
This lightweight SPF is the kind you’ll actually enjoy applying to your skin. It’s invisible, hydrating, and won’t clog pores or cause irritation.
20. Dr. Sam Bunting
The brand: Affordable skincare products that still deliver results aren’t always easy to come by, however the Byoma range does just that. With skin barrier support at the forefront of the brand’s mission, every product is designed to work without stripping or irritating skin—and nothing costs more than £18.
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The brand’s bestseller is this gentler-than-gentle cleanser—a non-foaming gel formula which leaves skin feeling refreshed bu comfortable. Just how it should be post-cleansing.
Bunting is passionate about the use of azelaic acid and was one of the first to champion its use in mainstream skincare formulas. The ingredient helps with everything from pigmentation and redness to clogged pores and breakouts.
21. Byoma
The brand: Affordable skincare products that still deliver results aren’t always easy to come by, however the Byoma range does just that. With skin barrier support at the forefront of the brand’s mission, every product is designed to work without stripping or irritating skin—and nothing costs more than £18.
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Proving that face creams can be powerful and skin quenching without feeling heavy or greasy, it’s easy to see why this is the brand’s best-selling moisturiser.
This refreshing gel cleanser leaves skin feeling clean but not tight or stripped. Its perfect for using as a morning cleanser or for a second cleanse in the evening.
22. Perricone MD
The brand: Founded by world-renowned dermatologist Dr. Nicholas Perricone, Perricone MD set the precedent for results-targeting skincare over two decades ago, drawing from proven ingredients, cutting-edge research, and extensive clinical and consumer studies. The products are powered by antioxidants and nutrients that our bodies naturally create on their own in order to deliver dramatic results more quickly.
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This silky smooth cleansing balm melts away makeup with no scrubbing required—and leaves skin nourished in the process.
Puffy, dehydrated skin doesn’t stand a chance against these sheet masks, which deliver intense hydration while soothing and cooling the skin.
23. Allies of Skin
The brand: One thing that Allies of Skin does particularly well is active ingredients. Their formulas are powerful, draw from top quality ingredients, and are rigorously tested to ensure that they deliver the benefits they promise. Powered by the likes of vitamin C, prebiotics, niacinamide, peptides, these products work fast to target stubborn skin concerns like dull skin, congestion, and hyperpigmentation.
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This lightweight moisturiser simultaneously hydrates and brightens skin, while also smoothing texture to create a perfect canvas for makeup.
Not your average retinoid formula—this one is boosted with hydrating and nourishing ingredients in order to support the skin and prevent any unwanted dryness and irritation.
24. Eve Lom
The brand: As effective as it is luxurious, Eve Lom is the kind of skincare brand that will make you actually enjoy your daily skincare routine. Founder Eve Lom, developed the line based on herbal remedies sourced from her family, as well as from her training as a facialist to some of the most famous faces in Hollywood.
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The brand has been known for years for its cleansing balm—an indulgent formula which cleanses, exfoliates, and moisturises skin in one go.
This powerful decongesting mask is perfect for treating sore, cystic acne and for calming inflammation.
25. Curel
The brand: Formulated specifically for dry and sensitive skin, cult Japanese skincare brand Curel have become increasingly popular in recent years, especially with trends leaning towards hydration and skin barrier repair. The brand advocates for ‘double moisturising’, the practice of applying a pre-moisturising lotion before moisturiser in order to prep the skin for deep and lasting hydration.
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Despite its lightweight texture, this is an intensely moisturising cream—packed with ceramides to support the skin’s natural barrier function.
If you’ve previously found that hydrating sprays don’t really do anything for your skin, try this one. It feels more like a spray-on serum than a traditional mist—perfect for soothing dry and irritated skin.
26. Murad
The brand: Although doctor-led skincare brands are becoming far more common, back in 1989 when Murad was founded it was pioneering—a line of clinical formulations with high-performing results. Aiming to help everyone achieve healthy skin, these products are focused on helping skin to retain water to improve hydration at a cellular level and alleviating the visible signs of stress on the skin. Contributing beauty editor Mica Ricketts is a huge fan of this brand (and not just because she shares the same birth year!) but credits the products with keeping her adult acne in check and boosting brightness.
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Pigmentation can be hard to tackle at home, but this intensive serum works to boost cell turnover to even skin tone and improve brightness while a patented resorcinol technology reduces the intensity of dark spots and prevents the appearance of ones that aren't visible yet.
Working both short and long-term, this innovative treatment instantly fills in and blurs scars and uneven skin texture—but also exfoliates the skin's surface to reduce the depth and appearance of post-acne scars and discolouration.
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