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Anya Elliman
Writer and expert13 days ago
View Anya Elliman's profile
A wide shot of two models with brunette hair hugging with large smiles on their faces while wearing make up

Yep, you heard correctly – we’re turning 16! This year has really been one to remember, but before we let you in on our top 16 new and trending beauty buys, let’s recap on the past 12 months. From launching our Can’t (Re)Touch This campaign and signing the Body Image Pledge (a voluntary commitment that brands, organisations and charities can make to not digitally alter a person’s body proportions in any of their direct imagery) to our partnership with Hertility that marked International Women’s Day 2024 and much more, this past year has been full of memorable moments. Oh, and we can’t forget to mention our Beyond Skin Deep Campaign where we heard from voices in the beauty community about all things skin compassion.

It doesn’t stop there though; we’ve launched 30 brands (OLE HENRIKSEN, Ceremonia, Jo Malone London, just to name a few…) alongside 14 incredible edits, and we *have* to give a well-deserved shoutout to our sell-out advent calendar – which was bursting with 39 products.

To celebrate all these major achievements and another year here at Cult Beauty? We thought we'd take you straight to Cult Beauty HQ and talk to the people behind the scenes (or should we say screens). From our resident Senior Social Media Creative Leah’s big-time splurge to Senior Affiliates and Partnerships Manager Lucy’s ride-or-die hair hero, here's our sweet sixteen…


You know the trend 'what would you repurchase instantly if you lost your make up bag'? Well… here’s ours. First up, Charlotte Tilbury's Setting Spray. Locking your make up in place all day long, this high-performance formula is a fan-favourite for all the right reasons. Skin-loving ingredients? Check. Keeps make up in place for up to 16 hours? Check, check, check! Next up, we’re absolutely blushing over Saie's Dew Blush – whether you prefer a subtle tint or an intense, rich pop of colour, this buildable formula seamlessly melts into skin for a natural-looking, just-pinched flush. As for the Hourglass Vanish Airbrush Concealer? You only need to hear Paid Social Executive Eleanor’s words of praise to fast track your way to checkout…

“I have tried so many concealers and I always come back to the Hourglass Vanish Airbrush Concealer! Not only is it lightweight (AKA it doesn’t settle into fine lines or creases), but it is also incredibly pigmented, so you get full coverage but without the thickness. Understandably this concealer is a little more expensive than most, however, a little goes such a long way – I’m obsessed!” Eleanor Clarke, Paid Social Executive



We can’t give shoutouts without calling out our skin care saviours – enter: Drunk Elephant's Bronzing Drops. Taking the hard work out of getting a tan, this viral bronzing bestseller is bursting with chronopeptides and antioxidants to hydrate skin and grant sunshine's enviable glow without the risk of sun damage. Another two of our fan-favourites? Perfect for gently removing dead skin cells to reveal long-lasting radiance is Paula’s Choice Skin Perfecting 2% BHA Liquid Exfoliant, while the Sunday Riley C.E.O Afterglow Brightening Vitamin C Cream  delivers long-lasting moisture and luminosity. What more could you ask for?

“Acting as the perfect complexion companion, the Sunday Riley C.E.O Afterglow Brightening Vitamin C Cream is super lightweight – leaving the skin feeling glowy and hydrated. Plus, it's cruelty free! What’s not to love?” Sian Lewis, Sustainability Communications Project Assistant

Loved for all the right reasons here at Cult Beauty HQ, Summer Fridays' Jet Lag Mask is a staple in all our skin care routines (just ask our Senior Partnerships Marketing Manager Katie). Infused with hyaluronic acid, glycerin and panthenol, this nourishing formula leaves your complexion dewy, radiant and ready for anything. And why we’re on the topic of Summer Fridays, we cannot live without the Summer Fridays Lip Butter Balm. Brimming with seed butters and botanical extracts, it naturally nourishes and conditions by cloaking your lips in veil of rich moisture. Pucker up…

“What can’t I live without? It would have to be the Summer Fridays Jet Lag Mask. It does everything! It has a comforting, rich texture yet is still lightweight and soothes my skin instantly. I’m also obsessed with my Lip Butter Balm and Dream Lip Oils, in short, I’m just slowly making my way through the entire Summer Fridays range.” Katie Moulton, Senior Partnerships Marketing Manager



In our opinion, a self care session isn’t complete without adding a luscious body lotion to your routine. That’s right – it’s time to talk body care. Cue the iconic Sol de Janeiro Brazilian Bum Bum Cream which is bursting with antioxidant-rich açaí and brightening guarana to smooth, firm and brighten skin. Ready to be whisked a-OUAI to a state of deep nourishment? Then lather limbs in the OUAI St. Barts Body Crème – a luxurious formula that is bursting with coconut oil and squalane to deliver long-lasting hydration. Plus, who wouldn’t want to be transported to the dreamy destination this cream was inspired by? Expect notes of dragonfruit, orange blossom and Baltic amber…

“The Ouai St Barts Body Crème is hands down a firm favourite of mine! Not only can I not live without it, but I’ve also gotten my family obsessed with it too (we all use it). I simply apply the ultra-rich formula before bed and wake up with smooth, soft skin – plus it has that signature OUAI scent that lasts for ages! I can’t recommend it enough.” Jack, Influencer Marketing Executive 



Enter our selection of hair care obtressions – the formulas we rely on to deliver soft, silky strands time after time. Cue: your hair's new favourite double act... OLAPLEX's Shampoo and Conditioner Bundle. Powered by the brand's patented Bond Building Technology, this pairing is designed to rebuild the damaged bonds in your hair. Confused? Let us explain; in short, they work to strengthen your tresses, prevent breakage and repair split ends.

The one thing we must have close at hand to restore your hair's elasticity and bounce? That’s okay because you’re about to fall in love at first swish with the K18 Leave-In Molecular Repair Hair Mask. Boasting salon-like results instantly, this concentrated formula is brimming with moisture magnets and protectors to leave your hair feeling prepped, primed and voluminous. Why not keep the luscious locks going with a spritz (or multiple per instructions) with the Color Wow Dream Coat Supernatural Spray. What makes it such a mane-changer? All you need to do is continue reading to hear Lucy’s thoughts…

“If I had to choose my favourite product from Cult Beauty it would have to be the Color Wow Dream Coat Supernatural Spray – it is a game-changer for my 4C hair. It tames flyaways and adds brilliant shine without weighing hair down. A must-have!” Lucy Zimuto, Senior Affiliates and Partnerships Manager



There wouldn’t be a round-up of Cult Beauty favourites without an honourable mention for those beauty bits that are the ultimate (and well-deserved) treat. Bring the salon straight to the sofa with the Dr. Dennis Gross Skincare's DRx SpectraLite FaceWare Pro. This innovative device sits comfortably over the entire face and uses a total of 100 red and 62 blue LED lights to minimise the look of *deep breathe* wrinkles, sun spots, sun damage, redness and breakouts. Ready to meet your new signature scent? Boasting accords of musky ambrette, crisp amber and cedarwood, BYREDO's Mojave Ghost Eau de Parfum has quick become a firm favourite in everyone’s fragrance collection. An ode to the rare ghost flower that blooms in the wilderness of the Mojave Desert, this aroma possesses a comforting woody composition that will have heads turning…

“I literally cannot live without BYREDO's Mojave Ghost Eau de Parfum – it’s my go-to scent as I love the musky yet fresh accords! I already plan on restocking it and I might even treat myself to the matching body lotion and hair mist as I’m absolutely obsessed.” Amy, Product Copywriter

Finally? The Slip Silk Pillowcase. Given how well-acquainted we are with our pillows, it's worth investing in the best pillowcase possible. Made from 100% proprietary slipsilk (AKA the highest-grade mulberry silk), this self care saviour is gentle on the skin and hair – so you can say a fond farewell to sleep induced facial creases and twisted, damaged strands.

“I love the Dr Dennis Gross Skincare's DRx SpectraLite FaceWare Pro – my complexion has never looked more luminous, clearer and healthier looking! It takes just three minutes out of my day so I have no worries fitting it into my busy schedule and now I can’t live without it. My friends can tell you how often I talk about this mask and if you ever meet me I will 100% be influencing you to get it too!” Leah, Senior Social Media Creative


And there you have it; it’s time to blow out the candles and make a wish to always have these fan-favourites in our beauty rotation…

Anya Elliman
Writer and expert
View Anya Elliman's profile
Anya is one of Cult Beauty’s Junior Copywriters. A huge lover of all things skin and body care, time spent intently researching product ingredients has resulted in a mass of skin care know-how (which don’t worry, she’s more than happy to share). When Anya's not treating herself to a new Maison Margiela fragrance or Aesop hand cream, you'll find her at the latest natural wine bar with friends, buying a new book (even though there is already a stack waiting), or walking through Hampstead Heath with her regular order of an almond latte.