We’ve tried them all: Here are the 10 most iconic beauty products from the last ten years.

      (Image credit: Who What Wear)

      November 2025 marks the 10th anniversary of Who What Wear UK. For a decade, we've been covering trends worth noticing, luxury items that deserve your investment, beauty tips and tricks we eagerly share, and the outfits our team has been showcasing! We hope you’ve enjoyed our stories as much as we've relished creating them. To commemorate this special occasion, there will be various ten-year-anniversary features on our site this month, including reflections on remarkable fashion moments, couples who have shaped the decade, and cult-favorite products. Look out for our 10th birthday badge and celebrate this milestone with us! Thank you for being part of our journey thus far.

      At Who What Wear UK's beauty team, we have a deep understanding of what makes a product iconic. We mean products that spark conversation, perfumes that symbolize status, and LED masks that define an era. Over the past decade, our beauty editors have dedicated countless hours to scrolling through social media, examining sales data, and interviewing esteemed experts, allowing us to bring you the latest beauty trends ahead of others. In doing so, we've also gained expertise in identifying the truly significant beauty products.

      Having spent 87,600 hours testing, trialing, and reviewing countless products, we strive to provide the most balanced and honest reviews possible. From contour kits to extensive eyeshadow palettes and innovative hair masks, we've explored it all. Feeling nostalgic, we've reflected on the most outstanding beauty products that have marked the past ten years—those that have transformed the beauty landscape. So, without further ado, here are the ten most significant beauty products from our Who What Wear careers...

      1. Merit Flush Balm

      "Merit may have launched in the UK in 2023, but this cream blush has impacted our lives since its inception. Created by Who What Wear co-founder Katherine Power, I remember trying a secret sample of Flush Balm in 2020, eagerly awaiting its UK launch for three years. The creamy texture applies effortlessly, establishing the current trend for foolproof, natural-looking cream makeup."—Shannon Lawlor, beauty director.

      2. Dyson Airwrap

      "It would be a mistake to discuss cult beauty products without mentioning the Dyson Airwrap. Its Coanda technology revolutionized hair drying and styling, creating a new category of hair multistylers. While others have tried, none have surpassed its sleek design. Each new version improves upon the last, and though it's certainly an investment, it has appeared on every beauty lover's wishlist since its original launch in 2018."—Eleanor Vousden, beauty editor.

      3. Dr Dennis Gross LED Mask

      "My all-time favorite LED mask is the Dr Dennis Gross LED mask, a true skincare icon. It not only looks chic but also combines blue and red light to address various skin concerns, boasting a brief treatment time of just three minutes. Launched in 2020, it was ahead of its time and is bound to remain a staple in my skincare routine."—Grace Lindsay, junior beauty editor.

      4. Victoria Beckham Beauty Satin Kajal Liner

      "The most influential launch in beauty over the past decade has to be Victoria Beckham Beauty. This brand showed that celebrity-founded beauty lines could stand out in the market. This eyeliner has topped our sales on Who What Wear UK for the past ten years. The Cocoa Satin Kajal Liner is the ultimate brown eyeliner, cherished by VB and us alike."—Shannon.

      5. Maison Francis Kurkdjian Baccarat Rouge 540

      "In 2015, a fragrance was launched that transformed the scent landscape: Baccarat Rouge 540 by Maison Francis Kurkdjian. At £245, this is an investment, but I've kept it in my perfume collection for nearly a decade. Its warm, sweet scent consistently draws compliments, and saving it for special occasions makes it even more indulgent."—Grace.

      6. OPI Bubble Bath

      "Can we discuss the milky manicure trend over the past decade? It's dominated social media, and our content featuring the milky manicure has spread widely. The leader in this trend? OPI Bubble Bath. This sheer pink is favored by manicurists as a perfect French manicure base but is now celebrated for its minimalist look."—Shannon.

      7. Aesop Resurrection Hand Wash

      "What do upscale hotels, Michelin-star restaurants, exclusive clubs, and stylish bathrooms all have in common? Each has at least one bottle of Aesop Resurrection Hand Wash. This luxurious hand soap boasts a world-class scent and texture, but its elegantly designed bottle is what solidifies its iconic status."—Shannon.

      8. Hourglass Phantom Volumizing Glossy Balm

      "After trying numerous lip products, I can confidently say that Hourglass Phantom Glossy Balms are unparalleled. The creamy formula glides onto lips, providing a glossy finish with just the right amount of color. One swipe offers a subtle touch, while two layers create a