The Bestselling Beauty Products Of 2025
Honey Infused Hair Oil
£35 | Gisou
There are over 600 million views of the hashtag ‘Gisou’ on TikTok and that hype has translated into sales for the honey-powered brand, with a bottle of its multi-use hair oil selling every 20 seconds globally. Suitable for all hair types and seriously nourishing, it’s a favourite of the SheerLuxe beauty team.
Available at SPACENK.COM
Relief Sun: Rice + Probiotics SPF50+
£13.17 (was £15.50) | Beauty Of Joseon
2025 was the year that Korean beauty truly exploded here in the UK, especially when it comes to skincare. Leading retailer Boots reported that they sold one K-Beauty product every 15 seconds this year, and this – a soothing, skin-barrier boosting SPF – was the best-selling of them all.
Available at BOOTS.COM
C E Ferulic For Visible Signs Of Ageing
£165 | SkinCeuticals
If you look inside a beauty editor’s bathroom cabinet, chances are you’ll find this pigmentation-busting serum in their skincare line-up. Even with the higher price tag it remains a market leader among the antioxidant-filled formulas, with one bottle selling every ten minutes.
Available at SKINCEUTICALS.CO.UK
MACximal Silky Matte Lipstick
£25 | M·A·C
Despite a booming lip market, including the rise of lip oils and balms, this bullet formula tops the list as the UK’s number-one most popular lip product, proving a classic lipstick is as popular as ever. It helps there are more than 40 shades in the collection, including cult-favourites ‘Ruby Woo’ and ‘Velvet Teddy’.
Available at MACCOSMETICS.CO.UK
Double Wear Stay-in-Place Foundation SPF 10
£29.63 (was £39.50) | Estée Lauder
Bucking the trend for low-coverage skin tints and newer forms of foundations like sticks and cushions, this iconic formula still holds its own, with one sold every 15 seconds in the UK. We personally love its concealer counterpart, which has the same impressive staying power of the foundation.
Available at ESTEELAUDER.CO.UK
Wonder Blading All-Day Lip Stain
£18 | Wonderskin
A truly viral product, this innovative, ‘kiss-proof’ lip stain sold over 413,000 units on TikTok Shop UK this year, making it the Breakthrough Beauty Seller of the Year. If that doesn’t convince you, there are also almost 13,000 five-star reviews backing it too.
Available at SELFRIDGES.COM
English Pear & Freesia Cologne
£122 | Jo Malone London
With around 200 different fragrances and colognes produced in its roster (some discontinued or limited-edition), there’s truly something for everyone at Jo Malone London, so it’s somewhat unsurprising that it’s the number one luxury fragrance brand in the UK. If you don’t have time to sift through the scents you could start with English Pear & Freesia, a crisp and pear cologne which is currently the most popular across the entire offering.
Available at JOMALONE.CO.UK
The Fine Lines Collection For Age Support
£19.60 | The Ordinary
It might be surprising to hear this minimalist skincare pairing was named TikTok Shop UK’s ‘beauty product of the year’, on a platform where everything is so visually led. But the combination of the affordability and rave reviews helped it rank among the retailer’s top-selling products, proving the TikTok generation are seriously skincare savvy.
Available at LOOKFANTASTIC.COM
Satin Kajal Liner Longwear Waterproof Eyeliner
£32 | Victoria Beckham Beauty
We’ve yet to meet a single person who doesn’t like this eye liner – which explains why one is sold every 30 seconds. The deep-brown ‘Cocoa’ shade is the most popular but we also love ‘Bordeaux’ and the metallic khaki ‘Sequin Green’.
Available at VICTORIABECKHAMBEAUTY.COM
The Minimalist Perfecting Complexion Stick
£34 | Merit Beauty
Considering Merit isn’t a giant household name, the chic make-up brand has still managed to make impressive waves within the industry, especially with this foundation stick, which has seen one sold every ten seconds since its launch in 2021. Creamy, long-wearing and so easy to use, we’re not surprised.
Available at MERITBEAUTY.COM
Radiant Creamy Concealer
£29.50 | NARS Cosmetics
Available in more than 30 shades, this launched over ten years ago and immediately gained popularity due to its crease-proof, glow-boosting finish. Despite a seriously crowded market and the fact it sits at the luxury end of the price range, today it’s the number one, top selling concealer in the UK.
Available at NARSCOSMETICS.CO.UK
Versace Woman Eau De Parfum
£24 (was £66) | Versace
Launched in 2000, this fragrance proves the noughties obsession went nowhere in 2025, and also bucks the trend for the rise in gourmand scents. A woody floral, this (very affordable) designer fragrance was Boots’ bestselling female fragrance of the year.
Available at BOOTS.COM
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