In 2025, we asked Good Housekeeping members how they felt about beauty. 67% said they struggled to find the best products for them; 78% were fed up of formulas promising miracle cures; and 70% wanted help finding products to tackle changes to their skin and hair.
So, we launched the GHI Believe in Beauty Awards to find and celebrate the products that genuinely deliver. We received hundreds of submissions, featuring everything from LED face masks and innovative hair tools to brightening serums, blurring balms, root touch-ups and more.
We spent five months analysing and testing them in the lab; 539 discerning GH members tried them out at home before telling us exactly what they thought; and our beauty editors and lab chemists then spent 48 hours locked in a room debating the merits of each and every product.
Now, we’re thrilled to reveal the winners: the products that actually do what they say on the tin (or tub). No empty promises, no misinformation – just beauty solutions you can truly believe in. Because we think that’s the least you deserve.
BODY
Best body lotion
Olay Vitamin C Brightening Body Lotion
Combining brightening vitamin C with moisture-locking glycerin, Olay’s lightweight body lotion left dry skin feeling softer, smoother and hydrated all day without any greasy residue.
Best body oil
This Works Deep Sleep Beauty Oil
Working overnight, this luxurious body oil combines smoothing bakuchiol with deeply hydrating ingredients and calming aromatherapy notes of lavender, chamomile and vetiver. “It made going to bed feel indulgent,” said one panel member.
Best body scrub for sensitive skin
Delivering effective exfoliation without irritating skin, this formula uses bamboo stem powder and walnut shell granules to buff away rough, dull skin. The result? Impressive skin-softening results.
Best body wash
This looks more like whipped cream than body wash, but its foaming formula won our testers over with the ultra-light texture and sweet coconut scent making every shower feel a little more indulgent.
Best exfoliating body wash
Q+A Salicylic Acid Body Wash
Thanks to the addition of salicylic acid, this delivered both a deep cleanse and gentle exfoliation, helping to tackle excess oil and body acne while leaving skin feeling soft and moisturised.
Best fake tan
Bondi Sands Liquid Gold Self Tanning Foam
This mousse is a triple threat: it dries quickly, hydrates skin and delivers a golden, natural-looking tan. “It dried in six seconds and didn’t transfer onto sheets or PJs,” said one glowing tester.
MAKEUP
Best foundation
Clarins Double Serum Foundation
This was a firm favourite among our testers (it was the talk of the office) thanks to its skincare-infused formula that softened fine lines over time, the very flattering satin finish – great for dry or dull skin – and beautifully luxe packaging.
Best full coverage foundation
Estée Lauder Double Wear Longwear Matte Foundation
Now 20% Off
This iconic full-coverage foundation (launched in 1997) has been updated with a more breathable formula that still delivers the long-lasting wear the original was known for. Testers praised its all-day staying power despite the lightweight feel.
Best balm foundation
Laura Mercier Tinted Blur Balm
Offering light coverage with a soft-blur matte finish, this compact balm foundation impressed testers with its versatility – it’s great worn by itself for everyday or layered under foundation for evenings out.
Best foundation stick
bareMinerals Complexion Rescue Skin Tint Stick
This fuss-free stick foundation impressed testers with its quick, mess-free application, glowing lightweight coverage and smooth finish that didn’t cling to dry patches. “I love the glow it gives me, and it feels lightweight,” said one panellist.
Best concealer
Hourglass Vanish Airbrush Concealer
Available in 22 shades with a detailed shade-matching quiz, this creamy concealer earned record-breaking scores for its seamless full coverage, crease-resistant finish and long-lasting wear.
Best blusher
Delilah Radiant Liquid Blush
With its lightweight texture, blend-able formula and fresh dewy finish, this liquid blush impressed. Testers particularly liked the buildable colour and its versatility – use across the cheeks, lips and eyes.
Best bronzer
Estée Lauder Bronze Goddess Bronzing Powder
Housed in a chic tortoiseshell compact, this silky bronzer was praised for its smooth, shimmery finish and shine-controlling formula that kept skin looking even and polished all day.
Best colour corrector
Bubble Skincare Secret Agent Color Correcting Balm
This lightweight formula received glowing feedback, reducing inflammation and providing a smooth base under makeup. “This definitely counteracted my redness” said one satisfied customer.
Best mascara
Maybelline Colossal Mascara 100% Black, 10.7ml
Now 22% Off
Maybelline’s iconic Colossal mascara wowed testers with its dramatic volume. A double-curved wand and collagen-infused, clump-free formula combine to create full, fluttery lashes.
Best tubing mascara
With an easy-to-use wand, this tubing mascara has become an everyday staple for many of our testers after delivering noticeably longer lashes in just two coats.
Best lipstick
Revlon ColorStay Suede Ink Lipstick
Now 11% Off
Winning unanimous praise for its impressive transfer-proof wear, rich pigment, comfortable feel and nourishing vitamin E formula, this matte lipstick is also a great value buy.
Best lip liner
Sephora 8h Colorful Lip Line
This soft, easy-glide lip liner was loved for its precise application, long-lasting pigment and colour-matched barrel, which makes it easy to find in a crowded makeup bag.
Best tinted lip balm
Revision Skincare Tinted YouthFull Lip Replenisher™
A great hybrid makeup/skincare product that uses clever ph-reactive tech to create a pink tint that’s totally unique to the wearer, while also plumping and hydrating with the help of hyaluronic acid. “It enhanced my lips with a lovely soft pink colour,” said one tester.
Best nail varnish
OPI OPI RapiDry™ Quick-Dry Lacquer
Now 41% Off
OPI’s fast-drying ‘Rapidry’ formula was a hit with testers thanks to its smooth application and quick drying time. Mess-free manicures made easy.
Best setting spray
Laura Mercier Translucent Hydrating Setting Spray Ultra-Blur
This stood out for its fine refreshing mist and impressive staying power, with one tester saying it kept their makeup in place better than any other spray they’d tried.
Best makeup brush set
Truyu Ultimate Brush Collection
These brushes were popular thanks to their ultra-soft bristles, which make applying makeup a true joy. With a foundation, blusher, highlighter, eyeshadow, and brow brush included, this set is a steal for the price, too.
HAIR
Best hairdryer
Suitable for all hair types, this lightweight hairdryer comes with multiple ionic styling attachments that left hair smooth and sleek. It dried quickly too, without the usual arm ache.
Best multi-styler
Dyson Airwrap Multi-Styler and Dryer
Dyson’s latest styling tool stood out for its fast drying time (far quicker than previous models we’ve tested), powerful motor and six versatile attachments that make switching between sleek and curly styles effortless.
Best curling tool
mdlondon WAVE Heated Styling Brush
Soft, bouncy curls and salon-worthy waves came easily with this hot brush, thanks to its adjustable heat settings, classic barrel design and gentle retractable bristles. “It’s easy to use, not too heavy, and I loved the different temperatures,” said one tester.
Best sulphate-free shampoo
Gielly Green The One SHAMPOO
This sulphate-free shampoo gave our testers’ hair a thorough clean without stripping the natural oils. It also achieved the best comb through score, which meant it was particularly fab at detangling.
Best purple shampoo
The Cornish Seaweed Bath Co. Super Nutrient Purple Shampoo
Now 21% Off
Ideal for blonde and grey hair, this purple shampoo effectively neutralised brassy tones while leaving hair smoother, softer and less tangled, all without any of the dryness often associated with toning formulas.
Best shampoo for coloured hair
Wella Professionals Care Ultimate Color Sulphate-Free Shampoo
This is designed to detox hair from colour-distorting metals found in water, increasing vibrancy rather than accelerating any fading. It left panel members’ hair feeling clean without stripping, with many noting its smoothing powers, too.
Best anti-dandruff shampoo
Philip Kingsley Flaky Itchy Scalp Anti-Dandruff Shampoo
Helping to calm itchy, flaky scalps, this anti-dandruff shampoo wowed with its gentle yet effective cleansing power and fresh, clean finish.
Best conditioner
Philip Kingsley Body Building Weightless Conditioner
This conditioner was formulated by trichologists, so it’s no wonder it took the crown for its deeply hydrating properties, leaving our testers’ hair extremely soft and shiny.
Best hair growth serum
Pantene Grow Abundant Anti-Hair Loss Scalp Serum
Now 50% Off
Our before and after analysis in the lab showed a significant increase in hair follicle density after the 12-week trial period. This was backed up by our panel feedback – many noted the added fullness, as well as a reduction in breakage.
Best hair oil
Wella Professionals Ultimate Smooth Miracle Oil Serum
Powered by nourishing squalane and omega-9, this glossy hair oil left strands sleek, smooth and intensely shiny, while keeping frizz completely at bay even in humid conditions.
Best affordable hair oil
Monday Haircare Repair Hair Oil
Now 25% Off
This argan oil-infused treatment delivered salon-worthy smoothness and shine without leaving hair greasy, proving great haircare doesn’t have to come with a hefty price tag.
Best heat protector
K18 Heatbounce Conditioning Heat Protectant
From smoothing frizz to boosting shine and protecting against humidity, K18’s heat protector delivered across the board, shielding hair up to 230ºC with its patented ‘Resilicore’ tech, while leaving strands softer, sleeker and more hydrated. “It made my thick hair much softer and way more manageable,” said one tester.
Best hair mask
Gielly Green The One Hair Mask
This once-a-week nourishing hair mask was described as “a miracle product” by one of our panel members, who was thrilled with the improved condition of their hair. It increased smoothness and helped make hair more manageable across the board.
Best lightweight hair mask
L’Oreal Professionnel Keratin Alpha Sleek Mask,
This lightweight hair mask worked a dream – our lab results showed it helped improve smoothness without weighing strands down. Keratin is key here, working to seal the cuticle, which effectively reduced frizz.
Best mask for coloured hair
Wella Professionals Ultimate Color Miracle Leave‑In Mask
Designed to help colour stay fresher for longer, Wella’s leave-in mask left hair looking glossy and vibrant with glycerine and vitamin B5 working to nourish and protect against dye-related damage.
Best bond repair treatment
TYPEBEA R4 Intense Repair Leave-In Treatment
In need of immediate hair TLC? This bond-building treatment delivered noticeably softer, shinier strands after just one use, with lab tests also showing it helped smooth rough, broken ends.
Best hair dye
L’Oreal Paris Excellence Crème Permanent Hair Dye
Now 17% Off
Complete with a three-step colour care routine, this blonde dye left hair looking naturally highlighted while keeping it soft, smooth and healthy-feeling after colouring.
Best colour range
Clairol Nice’n Easy Bold
This permanent dye from Clairol stood out for the vibrant colour range on offer, from a Sunset Copper to Cherry Red. It includes a hair mask for extra conditioning and long-lasting softness and shine, too.
Best root cover-up
Jerome Russell Root Color Wand
This root cover-up is a quick and easy solution for bottle brunettes and blondies and banished greys in seconds. Our testers loved using it in between dyes and praised the seamless colour match. Roots who?
Best precision touch-up
Josh Wood Colour Precision Wand
Like a mascara wand for your roots, this clever touch-up tool made covering greys quick and precise, with testers loving how easy it was to use on the go.
Best semi-permanent hair dye
Jerome Russell Colour Bomb Brunettes
Now 12% Off
If you want to colour your hair without the commitment, our testers liked who easy it was to achieve a rich, glossy dose of colour with this semi-permanent dye impressed. You don’t have to mix it either, which won it extra brownie points.
Best curl defining cream
Curlsmith Awestruck Definition Cream
A cream that perfectly defines each coil, without adding crunch, is a curly-hair dream, and this does both. It added instant softness and shine to our testers’ hair, too.
Best shine spray
TRESemmé Lamellar Shine Ultra Gloss Spray
This spray worked wonders for testers with naturally frizzy hair, who said it refined their hair and added a salon-worthy shine. It’s also formulated with added heat protection. Bonus.
Best hair primer
Used before heat styling, this lightweight priming spray impressed testers with its smoothing, softening and heat-protecting benefits, all without weighing hair down. “I got so many compliments on my suddenly frizz-free ‘do,” said one tester.
Best strengthening treatment
Philip Kingsley Elasticizer Deep-Conditioning Treatment
Transform your hair from dry and tangled to smooth and sleek with this deep conditioning treatment. Out of all the treatments we tested, it improved smoothness the most and was particularly effective at detangling and strengthening strands.
Best hair filler extensions
Made from real human hair, these clip-in filler extensions blended seamlessly with testers’ natural lengths and colour, offering an easy way to add fullness and spot-increasing thickness.
Best hair towel
Designed to minimise frizz and breakage, this organic cotton hair towel was a hit with our long-hairedtesters in particular for its soft, snag-free feel.
SKIN
Best LED face mask
Nooance Paris Elite X600 LED Face Mask
The comfortable fit and flexibility of this mask meant greater LED light coverage and precision, leading to strong improvements in skin firmness in the lab.
Best at-home facial laser
Delivering powerful at-home anti-ageing results with a speedy two-minute daily treatment time (compared to an average 10 minutes for LED masks), this wrinkle-reducing laser tool stimulates collagen production and is suitable for all skin tones.
Best at-home microneedling device
Seranova The Micro Infusion System™
Now 46% Off
This visibly plumped, hydrated and smoothed panellists’ complexions, with everyone commenting on their skin’s improved appearance after use. The microneedling process was surprisingly easy to master, too.
Best cleanser for oily skin
Skin Rocks The Cream Cleanser
Backed by aesthetician Caroline Hirons’ vast expertise, this creamy cleanser left skin feeling soft, fresh and hydrated, delivering a luxurious lather without stripping the complexion.
Best cleanser for dry skin
Gatineau Skincare Collagene Expert™ Melting Cleansing Balm
This proved to be exceptionally softening (that will be the 10 nourishing oils and butters in the formula), leaving our testers’ skin looking noticeably smoother long after the balm had been rinsed off.
Best makeup remover
Q+A Collagen Cleansing Balm
This brilliant balm made makeup removal less of a chore for our panellists, who said it cleaned off their mascara in just a couple of swipes.
Best everyday moisturiser
Bubble Skincare Power Wave Face Moisturizer
Don’t be fooled by the playful packaging – this brand is serious about skincare. Testers loved how thick and rich this cream is, which is rare for a formula that sinks in so swiftly.
Best moisturiser for mature skin
Blue Lagoon Iceland BL+ The Cream
Our testers couldn’t resist this fragrance-free cream, despite its steep price point. “Having seen the benefits to my skin – an instant glow and faded sunspots – I’d be tempted to buy it again. It’s made a difference where others haven’t,” said one.
Best plumping moisturiser
Elizabeth Arden Hyaluronic Acid Peptides Ceramide Water Cream
Now 20% Off
Praised for its premium feel and lightweight-but-plumping hydration, this was dubbed a “game-changing cream” by one tester, while another noted their skin felt “nicely hydrated and plumped” after use.
Best rich moisturiser
Charlotte Tilbury Charlotte’s Magic Cream
If you’re after rich hydration, immediate brightness, plumper-looking skin and something that sits oh-so-smoothly under makeup (without pilling), then Tilbury’s new and improved formula is for you, darling.
Best night cream
Murad UK Retinal ReSculpt™ Overnight Cream
Thanks to the inclusion of NAD+ (which helps with collagen promotion), the retinal in this cream works even harder, with testers telling us their skin looked plumper after the trial period.
Best skin relief cream
Dr.Althea 345 Relief Cream
Now 27% Off
Lauded for its soothing texture, quick absorption and reliable hydration, this was repeatedly described as “a joy” to slot into skincare routines. Testers told us it worked instantly to provide relief for sore skin and a little goes a long way.
Best exfoliator
Revision Skincare Triple-Action Exfoliator
Dry, winter layers were sloughed away to leave plump and soft skin in their wake, thanks to this powerful physical exfoliator, with many testers lamenting their new – rather pricey – ride-or-die product.
Best pore-refining treatment
Dr LEVY Switzerland Fire Snow
This spa-like two-step routine (made up of a ‘fire’ leave-on micro peel and a nourishing ‘snow’ serum) reduced the visibility of pores and fine lines, while evening skin tone, for those who tried it.
Best sheet mask
Dr Althea Jelly Seal Repair Mask
This dewy mask left our testers feeling relaxed and de-puffed (thanks to the cooling feel on the skin), with its generous dose of hydration lasting long after they’d peeled it off.
Best capsule serum
Elizabeth Arden Hyaluronic Acid Peptides Ceramide Capsules Hydra-Plumping Serum
Now 20% Off
These clever capsules are not only convenient to take on holiday, with perfect portion control, but the serum inside delivered standout smoothing results in our tests.
Best hydrating serum
Revision Skincare HA HydraSerum+™
This improved skin hydration by over 100% according to our facial scans in the lab, with testers saying it helped them blend their makeup more smoothly.
Best serum stick
Loved for its convenience and compatibility with airline liquid allowances, reviewers praised the stick format and said the formula left them with brighter skin. “Loads of people told me how good my skin looked,” said one tester.
Best smoothing serum
Olay Olay Regenerist Active Firming Serum with Collagen Peptides
Now 50% Off
The pipette application, smoothing results and speedy-sink-in convenience of this serum won it a lot of fans. It also increased skin hydration by 75% in the lab.
Best brightening serum
Trinny London Naked Ambition
This serum, designed to slowly release vitamin C to brighten and even skin tone, delivered on its claims, showing dullness the door and leaving testers with a more radiant complexion.
Best lightweight serum
LANEIGE Water Bank Aqua Facial
All the feedback for this moisture-boosting serum mentioned its lovely lightweight texture and refreshing skin feel, while notable hydration improvements were registered by our specialist probe machine in the lab four hours after application.
Best firming serum
ChitoCare Anti-Aging Repair Serum
Designed with mature skin in mind, this barrier-supporting serum delivered visible results without aggravating any sensitivity, and testers said a little product went a long way.
Best toner
Nip + Fab Ceramide Fix Base Build Moisture Milk 8%
This soothing milky toner is kind to dry, stressed-out skin, leaving complexions feeling far more comfortable and softer after use. The long-term barrier-bolstering effects were a welcome bonus.
Best collagen pads
Mediheal Collagen Ampoule Pad Square Cotton Facial Toner Pads
Now 15% Off
Our lab expert said she was dubious about pads delivering real results, but the difference in her VISIA skin scans before and after the two-week trial spoke for itself – her wrinkle density had decreased.
Best exfoliating pads
Glow Recipe LHA AHA Exfoliating Toner Pads
These won favour for being convenient to use, thin enough to leave on target areas when necessary and for clearing pores to reduce their appearance. The acids managed to exfoliate and resurface without causing irritation, too.
Best eye cream
Dr Sam’s Flawless Brightly Eye Serum
This scored 4/5 for key markers such as brightening dark circles and evening skin tone when we analysed our testers’ before and after images in the lab.
Best neck serum
Prai Beauty Ageless Throat & Decolletage Serum
This neck sculpting serum effectively firmed lines in testing. The metal rollerball applicator won praise for its lymphatic drainage benefits, which felt great and kept panellists coming back for more.
Best lip serum
Bubble Skincare Talk Back Lip Treatment
Don’t be fooled by the playful packaging – this brand is serious about skincare. Testers loved how thick and rich this cream is, which is rare for a formula that sinks in so swiftly.
Best lip balm
E45 E45 Lips & Dry Skin Lip Balm
E45’s gentle balm soothed dry lips and rough skin, with the combination of lanolin, vitamin E and beeswax delivering long-lasting moisture without irritation.
Best cuticle balm
OPI To the Rescue Overnight Cuticle Balm
Now 30% Off
Even gel-damaged nails were left looking healthier after treating them to this nourishing balm, which softened dry cuticles overnight and restored moisture without any sticky residue. One person told us their nail bed felt “completely soft again”.
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Florence is our Senior Beauty Writer, specialising in expert-tested beauty and grooming reviews — from toothbrushes to the latest skincare launches. She’s committed to sharing recommendations for products that truly work and make people feel confident and healthy. Prior to this she was at Tropic Skincare, where she worked closely with biochemists in the lab, delving into the functions of each fresh, natural ingredient and conveying its efficacy to her audience in easy-to-digest terms.
With over five years’ experience in beauty and health journalism, Florence has written for ELLE, Women’s Fitness, Sister Magazine, National Geographic Traveller and many more, with a strong sustainability angle thread through much of her work.
When she isn’t packing for a trip away, working out, eating out or reading up on retinol serums, you’ll probably find her experimenting with her film camera and building her portfolio of portraits. Florence’s photography can be found at florencereeves-white.com, her Instagram is @florencereeveswhite and her twitter is @floreadsnwrites
Madeleine is our Lifestyle Writer, specialising in expert-tested reviews and round-ups on the latest beauty Beauty and Health & Wellness products. From skincare to protein powders, Maddie is committed to providing honest and helpful reviews to help guide readers to the best product for them. Maddie has a BA in English Literature and Language, which stemmed from her lifelong interest in reading and writing. She started her post graduate life at Hearst UK within a marketing capacity, which quickly turned into a desire to fulfil a writing career.
When she is not writing about the latest expert reviewed products, you can find her rifling through vintage shops or car boots, reading a print magazine, or capturing portraits on her film camera.
Juliet has masters degrees in both chemistry and cosmetic science, and has worked in formulation development for both Dove and The Body Shop. She has an in-depth knowledge of ingredients and tests used in the beauty industry, as a result of working in research and development for five years.
She uses this all this experience and learning to test products against their claims in the GHI beauty lab. She loves working with our reader panel directly to hear about their experiences with the many products we test.