14 Products This Beauty Entrepreneur Buys On Repeat

As founder of online marketplace Curate Beauty and the former Beauty Editor of Grazia UK, Samantha Freedman knows exactly what works and where to spend your money – so who better to share the beauty products she relies on day in, day out? Here are the things she’s never without…

Kevyn Aucoin The Volume Mascara, £22

Even if I choose to wear less make-up, I always use a little mascara. This one from Kevyn Aucoin fits nicely into my everyday routine – it never gives me panda eyes, it doesn’t budge come 4pm and it comes off swiftly with warm water. Easy and simple, it offers good volume and definition.

Available at LookFantastic.com


NARS Creamy Concealer, £24.50

This is my go-to for disguising under eye bags and concealing any blemishes. I love the slightly matte finish, too, which means I don’t need to add powder after applying it.

Available at NarsCosmetics.com


Mellow Cosmetics Treasure Eye Palette, £28

When it comes to eye make-up, I like everything to be in one place, and I love all the shades in this palette from Mellow Cosmetics. The colours are vibrant and rich, while the formulas are vegan and cruelty-free. Everything is so easy to blend and mix. 

Availale at MellowCosmetics.com 


Anastasia Beverly Hills Brow Wiz, £23

I use this to mimic tiny hair strokes to fill in my brows where they’re looking particularly sparse – mostly at the front and then at the tail end. It’s so easy. I then follow up by running Glossier’s Brow Gel back and forth to lock everything in place.

Available at CultBeauty.com


MonPure Shampoo & Conditioner, £36

This is a brand to know. Their entire range is designed to cater to the scalp – after all, a conditioned scalp provides the most optimum environment for healthy and better-looking hair, so this has been a game-changer for me. It does a bit of everything, but above all, it offers great nourishment and hydration.

Available at MonPure.com



JS Health Hair & Energy Supplements, £19.99

I’ve been looking for supplements that help promote better hair strength, growth and volume. These were recommended to me and I’ve noticed a big difference. After just a few weeks, my hair looked so much healthier and shinier and it felt denser, too. I’m continuing to use them as the results are great – they’ve definitely boosted my energy levels as well.  

Available at JSHealthVitamins.com


Dr David Jack Good Night, £89

Every other night I like to slather on this cream. It’s a gentle retinol that my skin can tolerate. Unlike similar formulas, it never leaves my complexion irritated or red post-use, it just works to firm and tighten. 

Available at SpaceNK.com


Glossier Cloud Paint in Haze, £15

One of my top repeat buys, this is the perfect blush for my skin tone. I love sweeping a little over the bridge of my nose to look slightly sun kissed, too.

Available at Glossier.com


CeraVe Hydrating Cleanser + Fuarain Whipped Mousse Cream, £7.60

Nothing beats this CeraVe cleanser. It’s incredibly gentle, yet it removes all the dirt and make-up from my face in just two quick washes. Post-cleanse, I follow up with a brand called Fuarain to moisturise – their whipped mousse cream is packed with hydrating ingredients, including water from the Scottish Highlands, so my skin always feels so soft post-use.

Available at Boots.com


Physicians Formula Murumuru Butter Bronzer, £12.99

As the name suggests, this powder is slightly buttery, which means the formula sinks into the skin seamlessly. It also has this addictive holiday scent – I can’t resist it. Every morning I sweep it all over my skin for a speedy glow.  

Available at LookFantastic.com


Sapiens Lip Balm & HIGHR Lipstick in Mercy, £6.99

I am a lip balm hoarder and am never without one – often I have about ten on rotation. My current favourite is Skin Sapiens Lip Balm. It has zero nasties inside and is so velvet-y in texture. As for lipsticks, I love the brand HIGHR. Their ‘Mercy’ shade is beautiful, while the texture is really creamy and it never settles or creases into the corners of your lips. 

Available at SkinSapiens.com


Kevyn Aucoin Glass Glow Face Highlighter, £26

The glass sheen of this highlighter is second to none. It’s not glittery or sparkly, it just catches the light beautifully to give cheeks the perfect luminosity. I often dab it onto the bridge of my nose and eyelids, too. 

Available at SpaceNK.com


Revitalash Growth Serum, £89

I used to have the thinnest eyebrows, but ever since this was recommended to me I’ve used it religiously. After about three months I noticed quite dramatic regrowth, and since then I’ve never stopped using it. I was – and still am – so impressed by it. 

Available at CultBeauty.com


The Muses London Candles, £45

This is such a beautiful brand. I am in love with their ‘Unplug Candle’ which has an incredible mix of rose, freesia, honey and unexpected pear, too. The scents all come together so well and it’s ideal for a cosy night in. Each candle comes in a beautiful copper pot, too, and I always keep them afterwards to store cotton buds or jewellery. 

Available at TheMusesLondon.com


DISCLAIMER: We endeavour to always credit the correct original source of every image we use. If you think a credit may be incorrect, please contact us at info@sheerluxe.com.