I'm a beauty editor and these are the luxe beauty buys I swear by that all cost less than £20
Great beauty doesn't have to be expensive. Fact. But, then again, not all affordable beauty is worth even the couple of quid on the price tag. The trick is to know where to spend and where to save in order to get the smug pay-off of exceptional performance and plenty of change left over from a £20 note.
Case in point: Collection's Fast Stroke Liner. It's an unassuming little pot of liquid liner that'll set you back £2.99 in Boots. But the formula, and the quill-nib applicator, rival every single high-end alternative I've tried (and I've tried dozens).
Smart initiatives like Beauty Pie offer high end products, made in the same factories as iconic high end brands, sold direct to consumers, but at transparent and fair prices. The trick? Cutting out the middle man and the mark-ups created by advertising and store overheads (since the cost of those, historically, fall firmly on customers' shoulders).
French pharmacy brands like La Roche Posay and Avene offer gentle, established, effective formulas, created in the labs by the creme of French scientists, but with reasonable price tags that make them as accessible as they should be.
Italian import, KIKO is changing the game with opulent-feeling makeup that cost less than a tenner. The crayon eye sticks, for example, glide on like a dream with impressive pigmentation that stacks up against more expensive luxury brands. And Italian-inspired Milani Cosmetics has picked up an enormous social following with several of its products blowing up on TikTok – all costing under £15.
Drugstore brands like Maybelline know their way around a triple threat mascara (length, volume and definition). The Lash Sensational Sky High Mascara simply can't be beaten – a fact that's backed up by the countless five star reviews and 490 million views on TikTok. Me? I'd have to agree. I'd happily pass-up my high-end mascaras for the game-changing wand and formula. Likewise NYX, e.l.f., Revolution and Cerave have all gone viral with holy grail products that cost a fraction of their competitors.
The viral TikTok mascara is a Glamour editor staple.
Meanwhile, mid-to-higher-end brands like Nuxe and The White Company offer up products that span from as little as £7 (in the case of Nuxe's delicious Reve De Miel lip balm), or £13 (for a fancy hand wash in The White Company's pretty scents).
Beauty's whole point is to boost mood, so it's important to have little pick-me-ups on our radar that really do the job. These are the under £20 beauty heroes I keep in my stash. Not because they're cheap, but because they out-perform their high-end counterparts.
Shop the editor-approved guide to affordable beauty.
Maybelline Lash Sensational Sky High Mascara, £9.99, LookFantastic
This is the best mascara on the high street (not an overstatement), and it's better than high-end mascaras, too. If you're looking for an XXL flutter and next-level lashes, this is your gal. Plus, it's buildable, so you can opt for super feathery, naturally full-looking lashes or omg oomph depending on how many coats you apply.
Save when you shop affordable beauty with these LookFantastic discount codes.
NYX Professional Makeup Brow Glue, £7.50, Look Fantastic
If you're looking to keep your brows perfectly in place all day, this is unbeatable, and totally budge-proof.
Cerave Hydrating Cleanser, £8, Look Fantastic
Cerave's products in general are TikTok famous thanks to their affordable effective formulas, plus they're dermatologist-developed and approved, which means they offer a whole lot of happy skin action for the reasonable price tag. The hydrating cleanser melts away makeup without stripping skin barriers.
Save when you shop for affordable beauty products with these LookFantastic discount codes.
e.l.f. has carved out a reputation for affordable, but next-level products. The innovative putty blush melts into cheeks and gives a gorgeous, natural-looking hit of colour. She's beautiful.
MAC Woodwinked Eyeshadow, £14.45, LookFantastic
This is the eyeshadow I wear almost every day (unless I've gone rogue and experimental). The pigment is luxe and buttery and the colour is gorgeous.
Save when you shop affordable beauty with these LookFantastic discount codes.
Collection Fast Stroke Eyeliner, £2.99, Boots
I've tried just about every liquid liner going. None beat this. If you struggle to get on with felt tips (I do), this offers more control. The nib is rigid enough to stay in a precise line, the colour is a deep, jet black and the weighted tip helps you to follow the curve of your lash line. Overall, an undefeated eyeliner champ – and it's £2.99.
Save when you shop affordable beauty with these Boots discount codes.
L'Oreal Paris True Match Nude Plumping Tinted Serum, £14.99, Look Fantastic
Makeup artists swear by this pretty skin tint, to create a your-skin-but-fresher, barely-there base. It's perfect for creating healthy-looking complexions and feels and looks way more luxurious than its price tag.
Milani Color Fetish The Flora Collection Matte Lipstick, £11, Boots
This soft velvet matte lipstick has the colour payoff. and lasting power of lipsticks that are double and triple its price. It's another one that's had #beautytok hyped up.
The Ordinary Glycolic Acid 7% Toning Solution, £8, Look Fantastic
The Ordinary changed the game with affordable, simplified, targeted skincare. Sweep the glycolic solution over skin once or twice a week as needed and it'll polish away dull, lacklustre skin and leave it feeling fresh and smooth.
Glossier Cloud Paint, £17, Glossier
For a water-light finish, Glossier's Cloud Paint blushers are incredible. My favourite shade is Dawn, an affronting orange that blends into the most beautiful coral when dotted in teeny, tiny amounts onto cheeks – which also means it'll last you for ages.
Kiko Long-Lasting Stick Eyeshadow, £6.99, Feel Unique
Look familiar? KIKO's Long-Lasting Stick Eyeshadow has all the hallmarks of a much more expensive, high-end alternative. The crayon-style nib distributes colour at speed, the creamy texture blends beautifully and it looks gorgeous alone or as a base for any powder shadows you want to follow-up with, to keep them in place.
Save when you shop affordable beauty with these FeelUnique discount codes.
La Roche Posay Cicaplast B5 Soothing Repairing Spray, £14, Cult Beauty
A cult skincare hero, now in a lighter, mess-free mist. If you suffer from sensitivity or your skin's feeling uncomfortable, this will help to refresh, rehydrate and soothe in an instant.
Nuxe Reve De Miel Lip Stick, £7, Cult Beauty
Reve De Miel translates to 'honey dream' – a little preview of what it feels like on lips. Originally, this was in pot form only, so you had to dig your fingers in to feel the benefits. Now, it's in a swipe-on stick, giving easy access to pillowy soft lips.
Save when you shop affordable beauty with these Cult Beauty discount codes.
L'Oreal Elvive Hydra Hyaluronic Moisture Boosting Shampoo, £6, Look Fantastic
This stuff is dreamy for dry or sapped hair. It's intensely moisturising, delivers tons of shine and feels weightless.
The White Company Lime & Bay Hand Wash, £13, The White Company
Everything about The White Company feels fancy, from the fresh, Egyptian cotton sheets to the tissue-paper wrapping and rope-handled bags. For less than £15, you can leave with the latter, and a glorious hand wash that will leave you feeling smug every time you wash your hands.
Revolution Conceal & Define, £4.95, Beauty Bay
Sounds too good to be true, but this concealer provides full coverage, longevity and an excellent shade range, no wonder the peeps on TikTok are raving about it.
Weleda Skin Food, £5.74, Boots
Every makeup artist has this in their kit for soothing chapped lips, dry patches, scaly hands, elbows and knees or to deliver a dewy layer of moisture to complexions. It's a classic, and an affordable one at that.
