The British high street has had a facelift. The local drugstore is no longer reserved for last minute dashes for cotton pads and toothpaste. These days the high street has become a place where the beauty obsessed flock.
Thanks to the constant – and considered – evolution of Boots, Superdrug and co. , the high street is a leading the charge for best in affordable beauty. From cult classics to game changing new-gen buys, affordable beauty has never been better. Today, you can pick up premium haircare brands on tap, swatch a sample of those buzzy buys going viral on TikTok, and even have free skin consultation if you wanted (thank you: Boots Battersea).
The offering is now so good that it can be hard to know what is really worth buying. That’s where Grazia’s Beauty Team comes in. Here, they cut through the noise of the high street’s beauty market, to bring you the make-up, hair, skin and body buys they rate most. And the best bit? They’re all under £30.
As a seasoned beauty editor of over two decades I’ve been lucky enough to base my decision on what products actually make it into my bathroom on efficacy rather than cost. The result is a mish-mash of prettifying, ‘guest-friendly’ products that I am happy to leave on show and the ones that I actually use on my face and body, and I can attest that a good percentage of these are high street.
My most loved mascaras are budget friendly buys. As a fan of the OG Volume Million Lashes by L’Oréal Paris, £9.59, it’s no surprise that its latest iteration Volume Million Lashes Panorama, £10.39, is one that went straight into my make-up bag (the press release got me at ‘1.4x bigger looking eyes’).
But it’s not just mascaras that have won me over, and while colour is something the high street also does with aplomb (3INA and Kiko Milano being my go-to for obscure shades), it’s the – now discontinued – Barbara Daly for Tesco £9 foundation which I will forever lament, having remained unrivalled as my ultimate skin perfecter.
Skincare used to be the area to splurge on, but then brands like the Ordinary entered the space. Right now, I’m slathering Cerave’s Advanced Repair Ointment, £11, on to the stubborn patches of eczema I get around my hairline when stressed, and on to my lips which seem to have developed a particular aversion to winter this year. Not glamorous but very, very welcome.
I’m a huge fan of amalgamating my skincare into as few products as possible and this multi-tasker does it with aplomb. What I really love about this particular product though is the way my makeup sits on the lightweight texture.
I would rather forgo mascara than eyeliner, so integral is it to my day-to-day aesthetic, so needless to say I have become quite the aficionado when it comes to mastering the ultimate flick. Although I have got my technique down pat, the ergonomic (patented) handle, budge-proof formula and precision tip have made my mornings even easier.
I’ve made peace with my pale skin to the point I rarely wear bronzer but for those days I’m feeling particularly pasty or for special occasions like a summer wedding this buildable bronzer gives me just the right amount of warmth, offering a whisper of sheer colour in a stick formula that’s super easy to use.
Everyone needs a does-it-all hero in their skincare arsenal and this barrier-restoring balm has usurped my previous skincare stalwart. I’ve been slathering it onto the stubborn patches of eczema I get around my hairline when I’m stressed and it’s working a treat. Not glamorous but very welcome.
It took me a while to cotton onto the fact that despite not having been a ‘natural’ blonde for about two decades, shampoos dedicated to coloured hair really do help to keep your colour fresher between salon visits. John Frieda are known in the industry as colour connoisseurs and this strengthening shampoo has been proven to preserve hair colour for 40 washes.
No7 earnt my badge of trust as soon as they launched the now iconic Protect & Perfectserum. Despite my rapidly dwindling collagen reserves, oiliness and blemishes are still beauty bêtes noires and I found that this antioxidant-rich serum did a sterling job at balancing everything out.
There are two types of handwash in my household – the ones I don’t begrudge the kids using and the ones I reserve for ‘best’ and this is one I would happily roll out to the scrutiny of guests. The warm, woody scent infused with cardamom, cedar and sandalwood is both comforting and chic.
One of my most asked questions as a beauty editor is whether expensive equals better when it comes to beauty products. My honest answer? If you’ve got the cash to splash then go for it, but when the high street is serving up so many brilliant, efficacious products at affordable prices, why would you? Some of my most loved, and most recommended products are from affordable brands – La Roche Posay, Cerave and Byoma are my skincare staples. Make-up wise, Maybelline Lash Sensational, £7.99, is my mascara holy grail – it separates, lengthens and curls my lashes for under a tenner, what more could you want?
In the last year, innovative, scientifically proven products have cropped up on the high street. Case in point? The Bright Reveal range from L’Oréal Paris, heavy on niacinamide to target discolouration.
Hairwise, I used to rely on expensive in-salon treatments to sort out my damaged hair but bond technology – the stuff that fixes frazzled locks – has filtered down to in-shower products. When I’m strapped for time, and cash, I’ve been reaching for the Pantene Pro-V Bond Repair Intensive Hair Mask, £10.
My best budget buy? It’s a toss up between the caffeine rich Revolution x Sali Hughes Ring Light Creamy Illuminating Eye Balm, £10, and the jumbo body wash, £18, from Naturium. Race you to the high street!
The public reported a rise in pigmentation concerns and L’Oreal answered their woes by bringing out a range of skincare that goes heavy on niacinamide to target discolouration. The SPF is worth a special mention, yes it protects against UV exposure but it also helps to fade signs of existing sun damage.
My best budget buy? The caffeine rich Revolution x Sali Hughes Ring Light Creamy Illuminating Eye Balm which at £7 is a revelation for reviving tired eyes. You can even apply it over makeup for an afternoon refresh. No, your makeup won’t budge.
I usually shy away from liquid blush – too much faff, too high risk of overdoing it – but this has a nice chunky applicator that makes application a breeze. Plus, the texture is more creamy balm than runny liquid, it blends seamlessly and the colour pay off is impressive.
The french pharmacy brand La Roche-Posay is one of my most recommended skincare brands. Efficacious and affordable aka everything I want in skincare. I don’t have acne but I do have monthly breakouts and this lightweight gel moisturiser lets my skin breathe during those times while keeping it hydrated. Salicylic acid helps keep redness and pigmentation down too.