As a beauty editor, I’m lucky enough to be able to try some really fantastic products that are on the more expensive side of things. I’m talking about multiple digits. While there are many that I think are worth the investment (if you have the money that is) – Augustinus Bader, Diptyque, Westman Atelier, to name a few – it’s the more affordable beauty brands that I keep coming back to and recommending to friends and family .
These are the brands that mean I can happily curate a beauty shopping list for someone and know that it’s not going to bankrupt them for the rest of the month, but help with their beauty woes.
So here’s my beauty editor-approved list of affordable beauty brands that I always rely on for my skincare, makeup, and hair care.
1. Nivea
It’s an unassuming, household brand you can always count on. It doesn’t try to be anything other than what it is. It’s the body collection that has really stuck with me – I love its gentle and pampering shower gels, body creams that nourish in seconds and the children’s roll-on sunscreen is a winner.
Nivea Body Lotion Rich Nourishing, RRP £5.99 | Boots
No matter how many beautiful tubs of luxurious body cream I try, I always always, come back to Nivea. This is the perfect everyday body lotion – I use it in the morning before I get dressed (absorbs lightning fast) and at night after I shower. I never worry about how quickly I go through a bottle because of how affordable it is.
2. The Body Shop
The Body Shop is a brand that I, and I’m sure many of you, grew up with. I bought my first makeup products from The Body Shop. A kohl eyeliner and some eye shadow sticks – I thought I was at the height of cool. I have grown since then and so has the brand. There are still fun and fruity body products to be had, but special mention has to go to skin care.
The Body Shop Vitamin C Glow Cleansing Polish, £12
The brand recently launched a really wallet-friendly Vitamin C line, which includes this Daily Glow Cleansing Polish. The cleansing gel is infused with microbeads of jojoba and perlite (which is made from volcanic glass) to give you a gentle exfoliation that reveals radiance. It’s the perfect way to start the day.
3. L’Oréal Paris
When in doubt, go with L’Oreal Paris. The iconic French brand has a huge research and development team that is constantly creating new and exciting formulas, delivery systems and brand new products. With a range of make-up, hair and skincare, this affordable beauty brand has you covered, and prices never exceed £30.
L’Oreal Paris Elvive Hydra Hyaluronic Acid Shampoo, £5.99 | Feelunique
Once I had highlighted my hair, I really saw the benefit of using this shampoo. While it wasn’t technically one of the best purple shampoos, it made my color sing. And that’s because my hair was so dehydrated from the color treatment that the hyaluronic acid in the formula, as well as the slight lilac tone in the shampoo, gave it the hydration and color boost it clearly needed.
4. CeraVe
If I had a pound for every time I’ve recommended CeraVe to friends and family, I think I could go on holiday to the Maldives twice a year. It’s not the prettiest packaging and it doesn’t have a particularly sexy name, but boy-oh boy- does this skincare brand impress. If you’re looking for simple products to introduce into your skincare routine that will get you results, look no further.
CeraVe Blemish Control Cleanser, £10 | Boots
I haven’t tried the newer Blemish products because I’m a woman with dry skin. However, I have already sent a link to my cousin and friend, both of whom regularly experience blemishes. I don’t mind recommending it without testing because I trust the brand and I really trust their prices.
5. Maybelline
Nobody does mascara like Maybelline. I always tell anyone who will listen if you I want spend a little money on mascara, then by all means, but you don’t really I have to. Maybelline has got you covered, whether you want length, volume, lift, waterproof, curl, firming or thickening, there is a Maybelline mascara for you.
Maybelline Lash Sensational Sky High Mascara in Cosmic Black, £11.49 | Fantastic look
My absolute favorite mascara ever, ever, ever is Maybelline Lash Sensational Sky High Mascara. It is the best Maybelline mascara, let alone the best mascara. I’m not alone in this thought, it’s the UK’s best selling mascara and the most viral TikTok beauty product ever. The latest version Cosmic Black delivers the darkest and most dramatic pigment ever.
6. The Tactic
Arguably, the brand that put affordable skincare on the map. There was a time when much of the industry and its customers believed that you had to spend a lot of money to see real results, then The Ordinary came along and changed all that. So incredibly affordable and so effective.
The Ordinary Squalane Cleanser, £13.90 | Boots
One of the brand’s bestsellers, the Squalane Cleanser spends more time out of stock than in. It is also one of Caroline Hirons favorite products. It is praised for being suitable for all skin types and works morning, night, whenever you want.
7. More shiny
Oh Glossier, you had me on Boy Brow. The ultimate millennial beauty brand that changed everything. And he did it without ever charging astronomical sums. Super minimalist in its approach, it has a cult following that I am well and truly a part of.
Glossier Ultralip, £14
I found it really hard to decide which product to shout out, so I went with the one I currently use everyday. Ultralip is a nourishing tinted balm that has the color payoff of a satin lipstick. I use the shade Villa and it looks like my lips but on a really good day.
8. Bleach London
I have been a fan of Bleach London for as long as I can remember. The salon brand has been my passion for many years when I was much more experimental with my hair color. (I once sported rainbow streaks.) Now, at 34, I’m a little less playful (but not completely devoid of joy) so when I want to add a little something to my hair, I always turn to London Color Masters. Its entire range of products, aimed at caring for colored hair, are brilliant and will leave you with change from £10.
Bleach Rosé Shampoo & Conditioner, £7.50 each | Cult Beauty
These bright shampoos and conditioners add a splash of color every time you shower. They come in a whole range of shades, but my heart will always be with Rosé.
9. La Roche-Posay
Every time someone tells me they have problems with their skin. I first ask them to walk me through their current skincare routine and the exact products they use. More often than not, this routine needs updating and getting back to basics. I then give them a shopping list of La Roche-Posay products and send them to their nearest boots. The French drugstore brand helps calm skin inflammation, especially skin that’s allergic, sensitive, blemish-prone or aging, and has the best affordable sun care on the market.
La Roche-Posay Anthelios Pigment Correct SPF 50, £25 | Boots
My choice is this daily facial sunscreen that I use as my base from April to September. It’s pigmented enough to do the job of a foundation, but also helps tackle my pigmentation at the same time.
10. Garnier
Garnier brought sustainability to the masses and democratized green. Its products are accessible, useful and kind to our planet. It continues to impress me and is a brand that has been in my life for many, many years.
Garnier Summer Body Hydrating Gradual Tan Moisturizer, £9.99 | Fantastic look
It all started with Summer Body – the gradual tan I use every day to avoid looking like a ghost. Just one whiff of the perfume and I know it’s summer. The best gradual tanner.