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Walk down any beauty aisle, and you’ll be told every product is essential, transformative and worth hocking a kidney for. For every £300 miracle cream that claims to somehow change your entire facial structure, however, there’s someone – usually on social media – insisting you can buy a perfect dupe of a cult luxury fragrance. It can feel bewildering.

After more than 15 years working in the industry – and testing hundreds of products a year – I can confirm that beauty is rarely as simple as luxury v high street. But there are a few insider realities about how beauty products are made, priced and marketed that are worth knowing before you decide which are worth the spend – and which ones aren’t.

Some beauty products genuinely earn their price tags: a perfume that lasts all day, or a skincare treatment backed by proper research. Others? You can save your money without sacrificing results – by using a well-formulated sunscreen, for example. In fact, some of the best-performing products I’ve tried cost less than a fancy coffee. Here’s how to spend smarter and more strategically.

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The beauty products to save on

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Mascara

There are plenty of brilliant, affordable mascaras on the high street, and given most should be replaced around the three-month mark – when even the expensive ones tend to dry out – this is an area to save money. “Most makeup artists tend to use cheaper mascaras because we get through so much of it, and they’re just as good as the expensive ones,” says makeup artist Zoë Moore.

The brush and formula combination is more important than the price here, and many budget brands have perfected this – sometimes doing the job better than luxury ones.

Maybelline Lash Sensational Sky Tubes tubing mascara, 7ml

£13.99 at Lookfantastic £10.93 at Amazon

The flexible brush and tubing-style of this mascara grips even the shortest lashes, stretching them upwards without clumping. Expect length, volume, lift and impressive hold for the price.

L’Oréal Paris Telescopic mascara, 9.9ml

£13.99 at Lookfantastic £13.99 at Boots

The slim brush combs through lashes from root to tip to create defined, elongated length. Ideal if you prefer a fanned-out, separated look over heavy volume.

For more, read our guide to the best mascaras

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Cleanser

Because cleansers are designed to be rinsed off the skin, you don’t necessarily need to invest in luxury versions to get the benefits. Expensive ones can be lovely to use – with beautiful scents and textures – but for basic cleansing performance, there are excellent affordable options in almost every category. The key is choosing the right type of cleanser for your skin.

DHC deep cleansing oil, 70ml

£14 at Lookfantastic £15.85 at Amazon

A cult Japanese cleansing oil that melts away makeup, sunscreen and excess oil without stripping skin. Olive oil is the hero ingredient, helping dissolve impurities while keeping skin soft and balanced. Brilliant as a first cleanse, especially if you wear heavier makeup or SPF.

The Inkey List cream-to-milk cleanser, 180ml

£10.40 at Sephora £10.40 at Asos

A cleanser that removes makeup, pollution and excess oil while keeping the skin soft. The cream texture transforms into a light milk and contains rice milk and hyaluronic acid. A good everyday option for balanced-dry skin.

Youth to the People superfood cleanser, 59ml

£14 at Space NK £15 at Cult Beauty

This fresh gel cleanser has antioxidant-rich ingredients such as kale, spinach and green tea. It also removes grime, sebum and pollution without leaving skin tight, making it a good every day option for balanced-to-oily skin types. The packaging is a very cool, too.

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Body cream

If you struggle with dry skin, sensitivity or eczema, ingredients that help repair the skin barrier matter most. You don’t need to spend a lot to get results: so many of the best ones are made of pretty inexpensive ingredients and are available on the high street. If you have dry skin, as I do, body moisturiser is a daily staple – so cheap and effective is the ideal combo.

Ceramides – naturally occurring lipids that help repair the skin barrier and to lock in moisture – are particularly important. Other ingredients worth looking for include glycerine or hyaluronic acid to keep the skin hydrated and colloidal oatmeal to soothe sensitive or eczema-prone skin.

CeraVe moisturising cream, 340g

£11.62 at Superdrug £15.50 at Lookfantastic

With ceramides and hyaluronic acid, this thick but non-greasy cream has helped my super-dry skin so much.

Boots Oats daily moisturising lotion, 300ml

£4 at Boots

A simple, fragrance-free body moisturiser built around soothing oat extract to calm dryness and support the skin barrier. Light, non-greasy and excellent value – the kind of dependable basic for every day use.

Naturium Bio-lipid body lotion, 414ml

£18 at Space NK £17.92 at Amazon

A little pricier, but a genuinely well-formulated body moisturiser that focuses on skin-replenishing shea butter and fatty acids. It’s rich but sinks in quickly – and the bottle is huge.

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Face moisturiser

Facial moisturiser is designed to sit on top of your skincare and seal everything in. It will help prevent transepidermal water loss (Tewl) – the process where moisture evaporates from skin, leaving it dry and vulnerable.

So think of moisturiser as the protective coating for the more potent active ingredients – such as retinoids, vitamin C or exfoliating acids – that you might be using in other products. Look for ceramides to help reinforce the skin’s natural barrier. But your moisturiser doesn’t need to be especially fancy or expensive – all it needs to do is lock in moisture. There’s a stack of well-made, affordable ones.

Aestura Atobarrier 365 cream, 80ml

£26 at Sephora £35.99 at Superdrug

This Korean cult favourite is great at repairing a compromised skin barrier. With ceramides and fatty acids, it helps restore moisture and calm irritation without feeling heavy. Ideal for dry, sensitive or over-exfoliated skin.

Dr Althea 147 barrier cream, 50ml

£19.79 at Sephora £19.79 at Boots

A soothing moisturiser designed to strengthen the skin barrier and reduce sensitivity. The lightweight cream hydrates while calming redness, making it a good option for reactive or easily irritated skin. Leaves all skin types soft, balanced and comfortable.

Yepoda the Day Light, 50ml

£23 at Sephora £23 at Amazon

If creams are too heavy for your skin, a lightweight daily moisturiser that hydrates without clogging pores is ideal. Formulated with botanical ingredients and hyaluronic acid, this helps support the skin barrier without overloading it. Good for oily skin and summertime.

For more, read our guide to the best face moisturisers

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Body wash and soap

It’s on the skin for a short time before being rinsed away, so spending a lot on body cleanser rarely makes a meaningful difference. Look for a simple, gentle formula that cleanses without stripping the skin.

Dr Max’s olive oil soap, 85g

£8.49 at Healf

A traditional soap made with olive oil and French green clay that cleanses but doesn’t strip. It’s fragrance-light and ideal if you prefer straightforward soaps with minimal ingredients.

Space NK Nordic Wilds body wash, 100ml

£8 at Space NK

This body wash turns a basic shower into something more spa-like. The gel lathers softly and leaves skin clean without that tight, squeaky feeling. The scent is fresh, green and quietly woody, and smells way more expensive than it is.

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Sunscreen

You should never skip sunscreen, but you don’t necessarily need to spend a lot. There are plenty of excellent affordable options available, particularly in the UK and EU, where sunscreens are required to meet strict standards for protection against both UVB (SPF) and UVA, which is what contributes to long-term skin damage.

What matters more than price is choosing the right type for your skin and actually applying enough. Look for SPF30 or higher, broad-spectrum protection, and a texture you’re happy to wear every day.

La Roche-Posay Anthelios UVAir daily invisible fluid SPF50+, 40ml

£20 at Lookfantastic £20 at Amazon

La Roche-Posay’s Anthelios is one of the most reliable sunscreen ranges around, particularly for sensitive skin: it’s non-greasy and designed to provide high, broad-spectrum protection without clogging pores. It’s super lightweight and sits well under makeup. I use this every summer.

Vichy Capital Soleil solar protective water SPF50, 200ml

£16.50 at Boots £17.60 at Lookfantastic

If you hate the feeling of heavy creams on your skin, then this is the one for you. It’s full of antioxidants, has strong UV protection and feels as light as water. The spray makes it easy to apply and re-apply – but be wary of under-applying spray-type SPFs. You need much more than you think: I double up on layers. I’ve used this since its launch and haven’t found anything better.

Elf Skin Suntouchable All Set for Sun SPF30, 60ml

£11.42 at Amazon

A budget-friendly makeup setting spray meets SPF. The ultra-fine mist distributes evenly without soaking the skin or feeling greasy. I used this during a trip to India and was really impressed.

For more, read our guide to the best face sunscreens

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The beauty products that are worth the money

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Heated hair styling tools

Here, the difference between a £20 and a £300 model is genuinely noticeable. Cheaper tongs or straighteners often lack sophisticated heat control, meaning they can easily exceed safe temperatures, causing cuticle damage and, in extreme cases, “bubble hair”, where heat causes moisture inside the hair shaft to expand, weakening the strand so it becomes uneven, rough and eventually splits or breaks. Good hair tools use ceramic or tourmaline-coated components to distribute heat evenly. Many also include ionic technology, which helps reduce static and frizz by smoothing the hair and helping it retain moisture.

Lower-quality motors on hair dryers also tend to produce weaker, inconsistent airflow – the sort you might recognise from those useless hotel hair dryers. When airflow is poor, you end up relying on higher heat for longer, which increases the risk of damage, says hairstylist Sally Brooks, creative director at London salon Brooks & Brooks: “Always apply a heat protectant first to create a barrier between the hair and high temperatures.”

GHD Speed Ionic hair dryer

£299 at GHD £299 at Amazon

This is the fastest I’ve seen a hair dryer perform – which helps minimise damage. It’s lightweight, and the range of detachable combs, diffusers and nozzles you can buy on top means you can tailor it to your hair type and style.

For more, read our guide to the best hair dryers

Dyson Airwrap Origin multi-styler

£299.99 at John Lewis £329.99 at Lookfantastic

I’m a big fan of this time-saving tool, which combines multiple stylers in one – hair dryer, curler and, my favourite attachment, the anti-snag loop smoothing brush that detangles as it dries. There are other versions of the Airwrap designed for coily and curly hair too but this simpler set has everything my wavy hair needs.

For more, read our Dyson Airwrap Co-anda 2x review

K18 HeatBounce conditioning heat protectant, 47ml

£24 at Space NK £24 at Cult Beauty

This lightweight heat protectant shields hair from damage up to 232C. Unlike many sprays that weigh down the hair, this one is virtually undetectable while still conditioning, softening and helping to detangle. It’s suitable for all hair types.

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Foundation and concealers

The biggest issues here are shade match, undertone and longevity. While you can find good options on the high street, it’s trickier to get matches for olive, golden or yellow undertones. “Mistakes tend to show up more obviously on deeper skin tones, where the wrong undertone can make skin look ashy or grey,” says Zoë Moore.

Base products also last a long time as they’re concentrated, so the cost per use becomes relatively small. In my experience, more expensive foundations and concealers tend to last longer and, crucially, still look good throughout the day without separating or turning greasy.

Estée Lauder Double Wear foundation, 30ml

£29.63 at Lookfantastic £29.62 at Amazon

A cult classic recently reformulated, this is still one of the longest-wearing foundations on the market, but noticeably more lightweight than the original. Oil-free without feeling drying, full coverage without the mask-like feeling – it’s clever stuff.

Clarins Double Serum foundation, 30ml

£39.20 at Debenhams £18.42 at Amazon

A smart skincare/foundation hybrid that lets you customise the finish. An adjustable dial allows you to increase the serum level for a lighter, tinted moisturiser effect, or dial up the pigment for more traditional foundation coverage. In 37 shades, it works well for all skin types, but it’s especially good for drier skin.

Armani Luminous Silk foundation, 30ml

£32.90 at John Lewis £39.20 at Armani Beauty

This foundation is particularly good for harder-to-match undertones such as olive and yellow that aren’t often catered to on the high street. It offers reliable medium coverage – ideal for those who want a polished, even finish without the heaviness of full coverage. It comes in 44 shades.

For more, read our guide to the best foundations

Milk Hydrogrip concealer, 3g

£26 at Sephora £26 at Asos

A gel-to-cream formula that works particularly well on dry skin or for anyone with texture or lines around the eyes, as it blends smoothly without going patchy or looking cakey, even if you reapply it. Total makeup witchcraft and available in 25 shades.

Charlotte Tilbury Airbrush Flawless Blur concealer, 8.3g

£31 at Cult Beauty £31 at Charlotte Tilbury

This is the one if you want your concealer to really last. There’s a wide range of shades to suit different undertones, it’s long-wearing, and has a matt finish that doesn’t cake. I love that the applicator wand allows for precise application, so a little goes a long way. It comes in 34 shades.

Makeup by Mario SurrealSkin Awakening concealer, 5.8ml

£28 at Sephora

This concealer offers medium, buildable coverage that can disguise even the darkest undereye circles. It’s crease-resistant, long-wearing and looks so natural – almost undetectable on the skin. I’m already on my second tube.

For more, read our guide to the best concealers

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Eyelash curlers

I’ve learned through painful experience that it’s worth finding an eyelash curler that fits your eye shape best, as the wrong one can pinch, miss outer lashes or create that awkward right-angle bend rather than a soft curl. You can also avoid the latter by “replacing the pads that come with them every few months and pulsing gently rather than pressing down super hard,” says Zoë Moore.

By lifting the lashes at the root, a well-fitting pair of curlers also makes mascara work harder by opening the eye, giving the illusion of length and volume before you’ve even applied any product.

Koji curving eyelash curler

£15.80 at Amazon

Celebrity makeup artist Kenneth Soh tipped me off about these brilliant Japanese curlers. They’re particularly good for east Asian eye shapes and hooded lids, as the curved design fits closer to the lash line for a more even, lifted curl.

Kevyn Aucoin eyelash curler

£17.60 at Debenhams £21.95 at Sephora

A reliable curler that suits most eye shapes, this gives a smooth, even lift without pinching, and holds the curl well throughout the day.

Suqqu eyelash curler

£18 at Liberty £20 at Cult Beauty

Most traditional curlers don’t quite fit my deep-set, large eyes, but these do – they’re wider than most, so they capture more of the lash line. I’ve had the same pair for a decade.

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Fragrance

Perfume, to me, should feel special. If that happens to be a £20 scent you love, brilliant – wear it with abandon. But in my experience, some truly beautiful fragrances do cost more, and there are reasons for that beyond good branding and a lovely bottle.

Luxury perfumes usually contain a higher concentration of fragrance oils and use more complex raw materials, which is why, unlike eau de toilette and cologne formulas, eau de parfum, parfums and extraits last longer on skin.

There’s also the chemistry of scent itself. Some notes – particularly light citrus ones – evaporate quickly because their molecules disperse faster. Heavier notes such as woods, amber and oud tend to cling to the skin for longer, which is why richer perfumes often feel more long-lasting.

Applying scent to moisturised skin helps it last longer, as oils give the perfume something to hold on to (a little body oil or Vaseline on pulse points works well). Remember perfume degrades over time, so buying fewer bottles you genuinely love – and using them regularly – makes more sense than building a huge collection. If you can, store them away from direct sunlight and heat (so ideally, not in your bathroom) as this can make them degrade more quickly.

Shop during seasonal sales, make use of department store loyalty schemes and recycling discounts.

Glossier You Soie eau de parfum, 50ml

£70 at Space NK £70 at Sephora

Glossier makes gentle fragrances that smell like a heightened version of clean skin. Although they’re light and often floral, there’s always a grounding base that helps the scent cling softly to the skin. This one blends jasmine, bergamot and ambrox into a soft, warm floral that feels intimate but still manages to last all day.

Frédéric Malle Contre-Jour, 50ml

£170 at John Lewis £200 at Cult Beauty

Inspired by the Mediterranean everlasting flower, known for its unusual longevity, this fragrance channels its brightness and staying power. Rose absolute adds sultry depth, while creamy sandalwood helps it last and sit close to the skin.

Byredo Bal d’Afrique roll-on perfumed oil, 7.5ml

£58.50 at Liberty £65 at John Lewis

Perfume oils can last longer than a traditional spritz because they adhere to the skin so well. This oil-based scent from ultra-cool beauty and fashion brand Byredo opens with uplifting African marigold and juicy blackcurrant, but the base of warm cedarwood lingers beautifully on skin. Apply to pulse points where skin is warmest to help the scent bloom.

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Hand wash

Hand wash has quietly become one of those subtle taste signifiers. First it was Molton Brown lined up beside the sink, then came Aesop. A well-made hand wash can bring a little luxurious joy to your daily routine. But look for brands that offer refill pouches so you can save on cost and unnecessary packaging.

Byredo Lost Rose hand wash, 450ml

£47 at Byredo £47 at John Lewis

Byredo does the most incredible hand washes. If you have a tiny bathroom, as I do, they add a cool minimalist edge. Plus the rose, musk and pink pepper notes smell as hazy and romantic as a Sofia Coppola film. Recyclable and refillable.

Commune Seymour hand wash and cream, 2 x 500ml

£149 at Fwrd £140 at Niche Beauty

Somerset brand Commune takes inspiration from the British countryside. The Seymour scent blends geranium, grapefruit and cypress, while the hand cream combines coconut, rosehip and sweet almond oils with shea and cocoa butters. These are a pricey investment, but the scents really linger on the skin. The aluminium bottles are recyclable – just keep the pump and add it to the new bottle.

Diptyque softening hand wash, 350ml

£59 at John Lewis £59 at Selfridges

This statement hand wash feels more like a fine fragrance than a bathroom basic. With lavender from Provence, rosemary and honey, it’s the kind of finishing touch that makes a bathroom feel like a very cool boutique hotel – it upgraded my bathroom instantly. Refills are also available.

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Serums

It’s worth spending a bit more on a serum, particularly those with retinoids, vitamin C and other targeted actives: these products rely heavily on stability, concentration and delivery systems, and that’s often where better formulations stand apart.

Vitamin C is, for example, notoriously unstable and degrades quickly when exposed to light and air. Well-made serums use stabilised forms, protective packaging and supporting ingredients to help them remain effective for longer. The same goes for retinoids and other prescription-strength actives, where the way it’s formulated can make the difference between results and irritation.

Personally, I’ve often seen better results – and better skin tolerance – from more thoughtfully formulated serums that do inevitably cost a little more. A potent serum might last three months or more when used correctly, which makes the cost per use less dramatic than it first appears.

SkinCeuticals C E Ferulic antioxidant vitamin C serum, 30ml

£169 at Cult Beauty £169 at SkinCeuticals

I’ve used this serum religiously for over a decade, and I genuinely think it’s part of the reason I have so little hyperpigmentation, despite a longstanding love of sun loungers and Caribbean beaches. The lightweight liquid sinks in easily, and the formula combines 15% pure vitamin C with vitamin E and ferulic acid to brighten skin and soften the appearance of fine lines over time.

For more, read our guide to the best vitamin C serums

Medik8 Crystal retinal, 30ml

From £45 at Medik8 From £45 at Lookfantastic

Instead of traditional retinol, this serum uses retinaldehyde – a more advanced form of vitamin A that works faster while still being relatively gentle on the skin. The product helps smooth fine lines, improve texture and boost brightness over time, and the brand’s numbered strength system makes it easy to gradually build tolerance without overwhelming your skin.

Dr Barbara Sturm the peptide serum, 30ml

£185 at Cult Beauty £185 at John Lewis

This serum is built around a blend of peptides and amino acids designed to support collagen and elastin production. Added vitamin E boosts hydration and adds antioxidant protection, helping defend skin against oxidative and environmental stress. I’ve used it for a few weeks, and my skin already feels bouncier.

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Face masks

After years of testing face masks – and seeing what makeup artists and facialists use behind the scenes – I’ve realised that the more expensive ones do often feel noticeably better.

Better masks tend to use higher concentrations of hydrating and soothing ingredients such as glycerine, hyaluronic acid, ceramides or calming plant extracts. They’re also usually designed to sit comfortably on the skin without drying it out or leaving that tight, chalky feeling some cheaper clay masks can cause. Masks are also an occasional purchase – I use them weekly – so they tend to last a while.

Reome Hydra-Plasma veil, pack of 5

£88.20 at Liberty £98 at Space NK

These sheet masks are designed to flood dehydrated skin with moisture. Made from bio-fermented coconut fibre, they cling closely to the face, helping ingredients such as hydrolysed collagen and glycerine draw water into the skin for a plumper, dewier look. Use any leftover serum on your neck, hands and arms.

Omorovicza Ultramoor mud mask, 50ml

£63.75 at Lookfantastic £74 at Cult Beauty

This is made with mineral-rich Hungarian moor mud known to draw out impurities and excess oil while gently exfoliating the skin for a brighter, smoother complexion. This is the deep-cleansing mask I always go back to, especially during the summer when your skin produces more sebum because of increased temperatures.

Sisley Black rose mask, 60ml

£145 at John Lewis £145 at Selfridges

This cult cream mask is designed to revive tired, dehydrated skin. The formula uses black rose extract to smooth and plump, and the rich, silky texture leaves your skin feeling soft and hydrated. I managed a year and a half from my last tube – a little goes a long way.

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Highlighter

Highlighter is one category where very cheap formulas can sometimes look … well, cheap. Budget powders often contain larger shimmer particles, which sit on top of the skin rather than blending into it, and can also emphasise dryness. Better highlighters use finer, light-diffusing pigments that melt into the skin and reflect light softly.

Chanel Baume Essentiel multi-use glow stick, 8g

£32.30 at John Lewis £40 at Selfridges

For that glossy, almost wet-looking sheen you see on the catwalks. The balm texture melts into skin and reflects light for a subtle, sculpting radiance – this new version doubles as blush with a hint of iridescent shimmer. I’ve yet to find any dupes that do the job as well.

Kosas Shiny Objects highlighter, 4.5g

£25.60 at Space NK £32 at Cult Beauty

A great option if you want a strong highlight, but without the chunky glitter that many powders have. This one is very finely milled, with a wet-looking sheen that still feels skin-like.

Rare Beauty Positive Light liquid luminizer, 15ml

£20.80 at Space NK £26 at Sephora

A silky liquid highlighter that blends easily into foundation or bare skin for a natural-looking, shimmering glow. Lightweight but surprisingly potent – just a tiny amount gives a bright, reflective finish.

For more, read Sali Hughes’s best anti-ageing creams, serums and treatments and the best LED face masks

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Anita Bhagwandas is a beauty editor and consultant obsessed with finding products that actually do what they promise. When she’s not helping beauty brands shape their diversity strategy or trend forecasting, she writes for titles such as Condé Nast Traveller, Elle, Allure, Vogue and many more. An expert with more than 15 years in the beauty industry, she is the author of Ugly: Why The World Became Beauty-Obsessed and How To Break Free and writes the beauty culture newsletter the Powder Room