Fragrance brands

Cult classics and hot new brands: beauty editor-approved treatments

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kincare routine need a pick-me-up?

Allow us to draw your attention to hot new brands and cult secret weapon products the beauty industry can’t live without.

Check out our list of insider-approved skincare results.

Oodee

USP: an “allergen neutral” innovation

Oodee

Sensitive skin, listen up. Oodee is the world’s first allergen-neutral skincare brand that launched last month and formulates its products without food and fragrance allergens, or other known triggers, which can cause flare-ups. My hyper-allergic colleague won’t use anything else. The line is also cruelty-free and vegan, and boasts impressive sustainability credentials, incorporating grapeseed, apple and blackcurrant oils that are derived from waste from the juice and wine industries.

Add to Cart: Aurora Perfecting Serum (£65)

Byoma

USP: barrier booster formulas

Byoma

Every once in a while, a new skincare launch gets editors and influencers buzzing. Enter Byoma: the new brand that’s here to help you undo the damage caused by all that over-exfoliating you’ve been partaking in during lockdown. These derma-approved formulas are enriched with three essential lipids that strengthen the barrier to strengthen a weakened complexion. Again, everything is vegan and cruelty-free and comes packaged in neon-colored bottles that are all fully recyclable and reusable – the brand will start offering refills from spring. The best piece? Everything is available at an affordable and refreshing price. We predict good things.

Add to Cart: Byoma Brightening Serum (£12.99)

The youth to the people

USP: the superfood smoothie for your face

The youth to the people

California’s best-selling brand, Youth to the People, arrived in the UK last year to (deserved) fanfare – its Superfood Cleanser has become a cult favorite across the pond. Founded by cousins ​​Greg and Joe, inspired by their grandmother who was an early pioneer in skincare, the brand is known for its plant-based formulas that draw on antioxidant-rich ingredients like kale, spinach, cactus, and green tea — the products are like a good old-fashioned superfood smoothie for your face. Just what your parched winter skin needs.

Add to Cart: Superfood Cleanser (£31) and Triple Peptide + Cactus Oasis Serum (£52).

Skin allies

USP: skincare worthy of a splurge

Skin allies

At the more established end of the spectrum, Singaporean brand Allies of Skin is renowned in the industry for its powerful formulations that really deliver (and are particularly effective at treating acne-prone skin). It’s an investment, but you can’t put a price on the guaranteed longevity of just one use of its now cult-favorite overnight masks, which, packed with acids and antioxidants, go to work decongesting and brightening. your complexion while you sleep. If they are too far out of your budget, give a sister brand Message of public interest a trial, which Allies of Skin founder Nicolas Travis launched in November 2020 to appeal to Gen Z. Both brands are now also available at Boots, making it easier than ever to stock up on your favorite products.

Add to Cart: Promise Keeper Blemish Sleeping Facial (£115) is a bestseller, while the new Molecular Barrier Recovery Cream Balm (£80) focuses on healing a weakened skin barrier, and the recently launched Bakuchiol Firming Oil CE15 (£141) is a face oil developed over five years that contains bakuchiol, a naturally occurring alternative to retinol.

Romilly Wilde

USP: active ingredients of plant origin

Romilly Wilde

British high-performance skincare brand Romilly Wilde harnesses the power of naturally-derived plant actives, without the use of synthetics or preservatives. The result is a range of products that penetrate deep into the skin to rejuvenate it (and smell divine). We love the rich texture of the Active Boost face oil, which is the perfect accompaniment to your daily lymphatic drainage facial massage, while the Light + Energy cleansing serum, made with saffron, sea buckthorn and manuka, melts like butter on the skin.

Add to Cart: Light + Energy Cleansing Serum (£58) and Active Boost Face Oil (£80).

Zelens

USP: anti-aging backed by science

Zelens

Zelens is the brainchild of London-based plastic surgeon and anti-aging authority Dr Marko Lens, who reformulated his entire skincare range last year, 15 years after it was launched. It’s known for its innovative use of prebiotics and vitamin D, with products that boost skin barrier function and help protect against environmental aggressors with just a few sprays. Its retinol serum, which combines retinoids with fermented herbs with skin peeling powers, is considered one of the best. Skincare queen Caroline Hirons is a fan of the brand for good reason.

Add to Cart: Power A Vitamin Concentrate (£95).