The way that we shop for beauty is changing. Many moons ago, we relied on TV adverts and magazines to tell us what the next big thing in beauty was. Later, when social media came along, we started looking to influencers and bloggers to give us a more honest, unbiased review of a product before we bought it. However, as times have started to change and the social media bubble becomes ever more crowded, a shift has started to occur. More so than ever before, we’re noticing a focus on word-of-mouth recommendations and online customer reviews.
Over the past year or so, I have become ever more fascinated as a beauty editor by the products that other people use. When I spot a product on a friend’s shelf that I haven’t tried before, I take great pleasure in questioning them on every minor detail. More recently, I’ve become particularly interested in the anti-ageing products that British women swear by. From fine line–erasing retinol to pigmentation-busting vitamin C, there’s no doubt that different people favour different ingredients. But this got me thinking about the products that crop up in conversation (and on shelves) over and over again.
After some extensive research, scouring the web and also getting the inside scoop from a number of retailers, I’ve managed to draw together a rather accurate list of some of the UK’s best-selling anti-ageing skincare products. So if, like me, you’re obsessed with finding out what everyone else is loving, keep scrolling to discover some of the best-selling anti-ageing products in the UK, in no particular order.
When hunting the web, I filtered search results on most major UK beauty retailers and department stores by anti-ageing and sorted the results by best-selling. It came as no surprise that this little brown bottle of magic came out on top of many lists. Not only is Advanced Night Repair my personal desert-island beauty product, but it's also a favourite across the land. Using the brand's exclusive ChronoluxCB technology, this soothing serum helps to repair skin for a more even, smoother, more glowing complexion. It's no overnight miracle product, but if you want to get on top of skin ageing, it's all about repair.
When it comes to anti-ageing serums, Double Serum is often regarded as royalty. Across various British department stores (including John Lewis), this concentrate frequents best seller lists. Containing a whopping 21 plant extracts, including anti-ageing hero turmeric, the Double Serum promises a more radiant, firmer complexion with daily use.
Considering that The Ordinary is a relatively new brand in comparison to some of the bigger names on the list, I was a little surprised to see that this particular product is considered a best seller at both Cult Beauty and Boots. While it might not be as well known as other, more hyped The Ordinary products, Buffett is one of the more hardworking of the bunch. Jam-packed with peptides, hyaluronic acid and Matrixyl 3000, this extraordinary serum comes at ageing from all angles to leave skin smoothed, plumped and hydrated.
It's worth noting here that M&S really struggles to keep this cream on the shelves. It truly is that great. While getting your hands on it might be a struggle, once you do, a combination of powerful peptides and hyaluronic acid will have you waking up with a more youthful complexion. Honestly, you should definitely give this a go before forking out more money for a higher-end alternative.
Sitting in a similar category to Advanced Night Repair and Double Serum, Lancôme's Advanced Génifique is widely considered the crème de la crème of anti-ageing serums. It's gentle, lightweight and, most importantly, full of hyaluronic acid for the ultimate plumping effect. Once you've tried it, it's unlikely you'll ever give it up.
Okay, so the numbers probably don't compare to some of the more affordable anti-ageing products. However, across luxury retailers, this cult moisturiser sat comfortably in the top-five best-selling anti-ageing products. From Harvey Nichols to Cult Beauty, the retailers that actually stock Augustinus Bader can't deny that people love to buy it. A firm favourite of Victoria Beckham, The Rich Cream contains Bader's famous Trigger Factor Complex to restore and regenerate for glowing, youthful-looking skin.
Trust me. I was just as shocked as you are when I discovered that this LED mask is one of Cult Beauty's best-selling anti-ageing products. Not because it isn't any good, of course, but because it's £430. With that being said, if a product is flying off the shelves at £430, it's safe to assume it's doing something right. Also made famous by Victoria Beckham, this mask harnesses the power of LED light therapy to smooth wrinkles, fight discolouration, reduce breakouts and firm the skin.
It's likely you will have heard all about No7's Protect & Perfect range through its rather impressive consumer feedback and reviews. Before retinol was a term that anyone outside of a lab was familiar with, No7 was already using it in Protect & Perfect. Harnessing pro-retinol, a much gentler form of the potentially irritating ingredient, this day cream not only promises to plump, but it also works to improve the appearance of fine lines and wrinkles. This particular cream might sit at the top of the best seller list on the Boots website, but honestly, the whole range is worth your attention if you're serious about anti-ageing.
Similar to another vitamin C serum further down this list but half the price (although arguably it isn't quite as hardworking), this Drunk Elephant favourite is, not surprisingly, a Cult Beauty and Space NK best seller. Not only does it work to fight pigmentation and dark spots, but it also firms and leaves skin looking brighter.
If you have ever had the pleasure of using Pro-Collagen Marine Cream, the fact that it graces this list probably won't come as much of a shock to you. A hot favourite in the UK, this cream uses collagen to plump the skin beyond belief. If you don't believe me, may I point you in the direction of the 178 five-star reviews on the John Lewis website?
Slightly more niche in comparison to some of the better-known skincare brands and products, these eye masks from 111Skin, a brand founded by Harley St.'s Yannis Alexandrides, MD, FACS, seem to be incredibly popular. In fact, Harvey Nichols claims these de-puffing eye masks sit comfortably on its list of best-selling anti-ageing products. So what's the deal? Well, with the eyes being considered one of the biggest age giveaways, these de-puffing strips alleviate puffiness and dark circles for a more youthful look.
I might have uttered the words C E Ferulic more than I have spoken my own name, but it's all for good reason. This potent vitamin C serum is one of the most efficacious anti-ageing products around. Despite its steep price tag, it is still one of Lookfantastic's top five anti-ageing best sellers. With 15% vitamin C and 0.5% ferulic acid, this high-grade serum not only brightens and helps diminish the signs of ageing but also protects skin against potentially ageing aggressors.
Here's another product that has M&S customers scrambling to get their hands on a tub. While anti-ageing face creams are everywhere, it's important to also note that your neck needs looking after too. As ageing grabs ahold of us, the neck area can become crêpey and lined. This particular cream is formulated specifically to target signs of ageing on the neck and décolletage and has rave reviews.
It would seem that the price tag hasn't put off Net-a-Porter customers from snapping up this particular anti-ageing serum, as it is one of its top five best-selling anti-ageing skincare products. It's formulated with both long- and short-chain hyaluronic acid for ultimate hydration and plumping, so expect a more radiant, youthful complexion instantly. On top of that, it's also jam-packed with antioxidants to protect your skin against other ageing aggressors.