by Ten years ago, there were only a handful of effective skincare brands that ticked the boxes when it came to cleansing, toning, and moisturizing. It would often include the large heritage companies that could afford a lot of research on new ingredients, and indeed the marketing budget to match.
But recent years have seen a major shakeup, with lesser-known independent brands now reigning supreme. They may only be known for one or two must-have cult products, sometimes recommended by word of mouth, but they almost always deserve a space in your bathroom cabinet.
I’ve been a beauty editor for over a decade, so my own bathroom cabinet is now an entire selection and mix of independent brands mixed with some old tried and tested favourites.
I will never use a complete range of skin care from one brand: rather, a carefully selected selection, because there is no one brand that offers a single approach to skin care. Here are some of the best little-known skincare brands worth checking out.
tacha
Best for…gentle and effective skincare: Dewy Skin Cream, £63, Tatcha
When news broke earlier this year that US-Korean brand Tatcha would be launching in the UK at Space NK, skincare fans went wild on social media. While that’s not always a good indicator of whether a skincare range really works, in Tatcha’s case, there’s a real reason to be excited. It’s a collection of skin care products especially suited to middle-aged skin: Dewy Skin Cream’s rich texture glides beautifully on skin, giving you the type of skin that immediately looks healthier and happier.
ultraviolet
Best for… SPF Update: Queen Screen Lightweight Skinscreen SPF 50+, £36, Ultra Violette
Innovation in sun protection has come a long way in the last five years and this cult brand has been at the forefront of the revolution. Founded in Australia, which is notoriously the hardest place to get sunscreen approval, there is a whole collection of products in different formulas depending on your skin type. I have used Queen Screen Lightweight Skinscreen SPF 50+ to the last drop twice – it sits on the skin like a luxury serum.
Byoma
Best for…reducing redness: Clarifying Serum, £12.99, Byoma
After years of strong acids being dangerously trendy in skincare, the industry has changed direction: brands are increasingly concerned with protecting the skin’s barrier and the microbiome (the microorganisms found in skin). the surface of the skin). Enter Byoma, an affordable skincare brand that’s great for skin of all ages, and particularly good if you have teens looking for their first foray into “proper” skincare. I really appreciate the ceramide-rich Clarifying Serum, which is great for sensitive skin or to calm redness.
balance by hourglass
Best for…deep hydration: Intensive Moisturizing Eye Balm, £92, Hourglass Equilibrium
I always wonder when established makeup brands launch into the skin, because most of the time the formulations and efficacy don’t come close to brands that simply focus on the skin. This is not the case for established makeup brand Hourglass, which launched a small but mighty skincare line last year. The Intensive Hydrating Eye Balm alone is the first I’ve used religiously every day for months, and the resulting empty bottle is proof of how much I rate it. There’s even a face cream version too.
Irayé
Best for… puffy skin: Radiance Firming Serum, from £77, Iraye
The lymphatic system, which is the network of vessels that move fluids through the body, is at the heart of this new skincare brand. Because as we all know, a sluggish system is often first noticeable on the skin. Founded in 2020 by two pioneering lymphatic scientists, Iraye products are proven to activate the lymphatic system, improve skin radiance, and create a more sculpted appearance to the face. If you’re prone to puffiness or a dull complexion, try Radiance Firming Serum.
Ranavat
Best for… an at-home spa moment: Radiant Rani Brightening Saffron Serum, £135, Ranavat
When the Indian-American founder of luxury skincare brand Ranavat was formulating her range, she wanted to harness the rituals of Ayurveda with science-backed formulas. While all of the products have the smell, look, and feel of the kinds of skin care products you’d find at a fancy spa, they also have impressive skin-enhancing benefits. If you like to use oil, try the Radiant Rani Brightening Saffron Serum, which is so good the brand can’t keep it in stock fast enough.
Typology
Best for… budget skincare: Lip Plumping Serum, £20.80, Typology
This Parisian brand was founded by the same man behind interiors site made.com, in a bid to create great skincare at affordable prices. It certainly fits the bill. Apothecary-style smart bottles are functional and stylish, and clever formulations are reassuring and sensible. Targeted Blemish Serum (£12, uk.typology.com) and Vitamin C Serum (£13.80) are two of the best sellers because they really work, but the Lip Plumping Serum is one of my favourites.
Curel
Best for… sensitive skin: Deep Moisture Spray, £15.60, Curel
Curel is Japan’s leading skincare brand and, like Byoma, is a range that focuses on protecting the skin barrier. Yes, you can get it at Boots, but don’t let that distract from its cult status: its Deep Moisture Spray sells out time and time again for good reason. Rehydrates skin in seconds and enhances the look of makeup throughout the day. There are a variety of cleansers in different formulas, from oils to gels to creams, so you’re sure to find a skincare product for you.
Allies of the skin
Best for… problem-solving skincare: Mandelic Pigmentation Correction Night Serum, £89, Allies of Skin
This expert-favorite skincare brand started life in Singapore in 2016: Its founder, Nicolas Travis, suffered from severe acne as a teenager and wanted to create a brand that had high-tech ingredients at its core. The serums in particular are extremely results-oriented: the Mandelic Pigmentation Correcting Night Serum eliminated a patch of post-inflammatory pigmentation on my skin in a month. The equally brilliant 20% Vitamin C Brighten + Firm Serum (£85) is a bestseller.
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