We've Judged Them All—The 8 Best Beauty Products Money Can Buy in 2025

Welcome to Who What Wear UK's Next in Beauty Awards 2025. Here, we are crowning and celebrating the very best in beauty, from game-changing industry innovators to the tried-and-tested classics that remain mainstays in our bathroom cabinets and makeup bags. To help us find the worthy winners, we called upon our esteemed panel of industry experts, hard-to-please editors and in-the-know influencers, who put each and every product to the test. We enlisted our judges to document and share their testing for every product they tried, so you can see all the winners in action—as well as those very important before-and-after results.

After much testing, swatching and reviewing, we've hand-picked the very best products across our skin, hair, makeup, body and nail and fragrance categories, as well as some other special accolades. These are the crème de la crème from each category that have been awarded our prestigious Best in Class status. Ahead, you'll find the top eight beauty products pioneering efficacy, innovation and real results. Join us in applauding our Best in Class winners of 2025.

As beauty editors, we know better than most when a skincare product really works—we want no false promises and almost immediate action. And the best ingredient for such products is, unquestionably, a retinoid. This product didn’t just blow our judges away with its highly potent formula, but also with its immediate and long-term results. With a 5% "power complex" of retinoid, retinal and bio-bakuchiol, plus lactic acid, GGA, hyaluronic acid, ceramides and niacinamide, you can expect instantly glowing skin as well as smoothness in the long run. It is, without question, the punchiest retinoid formula to have graced our faces in 2025.

"I'm on prescription tretinoin, and this serum feels more potent," says beauty editor Eleanor Vousden. "It's certainly not a retinoid for beginners, but for those who want a stronger formula, this is a great option to step up their retinoid journey. I saw my skin tone and texture improve over the testing period, and I'm excited to see how the results accumulate."

And fellow judge, beauty writer and content creator, Laura Pearson, agrees. "I have actually cancelled my tretinoin prescription to switch to this, as it’s just as effective. The triple-blend formula is advanced and effective, and the addition of bakuchiol means it covers all bases. It’s not harsh or drying on the skin either, which my tretinoin could be. I got the same results in this non-prescription formula without any side effects," she says.

Shop the Winner:

Beauty Pie

Youthbomb Extreme Retinal Triple Renewal Serum

Price shown is members' price.

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