We enlisted more than 60 experts to evaluate hundreds of entries—here are the 8 top beauty products available in 2025.

      Welcome to Who What Wear UK's Next in Beauty Awards 2025. Here, we are honoring and celebrating the finest in beauty, from groundbreaking industry pioneers to the beloved classics that consistently stand out in our bathroom cabinets and makeup bags. To identify the deserving winners, we convened a distinguished panel of industry experts, discerning editors, and knowledgeable influencers who meticulously tested each product. Our judges documented and shared their experiences for every item, allowing you to see all the winners in action and those crucial before-and-after results.

      After extensive testing and reviewing, we have carefully selected the top products across our skin, hair, makeup, body, nail, and fragrance categories, along with a few special accolades. These represent the best of the best in each category, receiving our prestigious Best in Class recognition. Below, you’ll discover the eight leading beauty products that excel in effectiveness, innovation, and tangible results. Join us in celebrating our Best in Class winners of 2025.

      As beauty editors, we are well-aware when a skincare product truly delivers—we expect no false promises and nearly instant results. The essential ingredient for such effectiveness is undoubtedly a retinoid. This particular product dazzled our judges not only with its potent formula but also with both immediate and long-term results. Featuring a 5% "power complex" of retinoid, retinal, and bio-bakuchiol, together with lactic acid, GGA, hyaluronic acid, ceramides, and niacinamide, it promises instant glow and long-term smoothness. It is hands down the most powerful retinoid formula we encountered in 2025.

      "I'm on prescription tretinoin, but this serum feels even more potent," comments beauty editor Eleanor Vousden. "It’s not for beginners, but for those looking for a stronger formula, this is an excellent way to enhance their retinoid routine. I noticed improvements in my skin tone and texture during the testing phase, and I’m eager to see how the results develop."

      Fellow judge Laura Pearson, a beauty writer and content creator, shares her endorsement. "I've even canceled my tretinoin prescription to switch to this, as it’s just as effective. The triple-blend formula is sophisticated and efficient, and the inclusion of bakuchiol ensures comprehensive benefits. It’s not harsh or drying on the skin like my previous tretinoin could be. I achieved similar results with this non-prescription formula without any side effects," she explains.

      Shop the Winner:

      Beauty Pie

      Youthbomb Extreme Retinal Triple Renewal Serum

      Price shown is member price.

      Let’s give a round of applause for our skin category winners:

      - Best Professional Skin Treatment: Sarah Chapman Barrier Repair Facial

      - Best Skin Supplement: Aegle's Clear Skin Complex

      - Best Moisturiser: Dr Sam's Flawless Moisturiser Intense

      - Best Face Mask: Dr. Althea Jelly Seal Dewy Mask

      - Best Targeted Skin Treatment: E45 Cica Soothe & Repair Cream

      - Best Toner: Elemis Pro-Collagen Toning Mist

      - Best Exfoliating Product: Grown Alchemist Polishing Facial Exfoliator

      - Best Vitamin C Product: Medik8 C-Tetra Advanced

      - Best Tinted SPF: Merit The Uniform Tinted Mineral SPF 50

      - Best Cleanser: Orveda High Cleansing Skinmulsion

      - Best for Sensitive Skin: Skin + Me Daily Moisturiser SPF 50 for Sensitive Skin

      - Best Skincare Innovation: Skinceuticals P-Tiox Anti-Wrinkle Serum

      - Best Facial Tan: St. Tropez Express Sunlit Face Tint

      - Best Lip Treatment: Summer Fridays Lip Butter Balm

      - Best Cleansing Balm: Tatcha Indigo Cleansing Balm

      - Best Serum: The Inkey List Exosome Hydro-Glow Complex

      - Best Skin Tool: ZIIP Dot

      - Best Personalised Treatment: Klira The Special

      - Best Skin Renewing Products: Beauty Pie Youthbomb Extreme Retinal Triple Renewal Serum

      - Best Facial SPF: Haruharu Wonder Black Rice Moisture Airyfit Daily SPF50+

      - Best Night Product: Oskia Midnight Elixir

      - Best Tinted Tan Drops: Self Glow by James Read Sunbright Tinted Tan Drops

      - Best Light-Therapy Device: Shark Cryo-Glow Under-Eye Cooling & LED Anti-Ageing & Blemish Repair Mask

      In 2025, new hair tools promising the bounciest curls launch almost daily, offering a plethora of options. However, sometimes a traditional curling wand is the best choice—and our winner is anything but traditional. The GHD Chronos Curve Max Wand utilizes innovative technology to achieve tightly defined curls faster than ever, setting the benchmark for other curling tools.

      "As someone with very long, fine hair, curling it can be a hassle. It takes forever and often falls flat within an hour or