From a £5 Hair Mask to a £200 Serum: 6 Products I've Emptied Recently as a Beauty Director
Our take
The beauty landscape has long been governed by the perception that price directly correlates with quality, a notion consistently challenged by those in the know. The recent piece highlighting a beauty director’s emptied products, spanning a remarkable range from a £5 hair mask to a £200 serum, is a welcome reaffirmation of this reality. It speaks to a broader shift in consumer consciousness, one where savvy shoppers are prioritizing efficacy and ingredients over inflated price tags. This echoes a sensibility we’ve observed across fashion, as demonstrated in our recent exploration of Preppy Is Back, But Not How You Know It—How Fashion’s Chicest Are Wearing It This Summer, where heritage aesthetics are being reimagined with a modern, accessible lens. The essential message is clear: discerning consumers are no longer beholden to the allure of exclusivity; they seek tangible results, regardless of the brand’s prestige.
The beauty director’s endorsement underscores the power of informed recommendations. Her firsthand experience lends considerable weight to the argument that affordable alternatives can, and often do, rival their luxury counterparts. This isn't about dismissing high-end beauty entirely – the allure of heritage brands and expertly crafted formulations remains undeniable. However, it's a necessary reminder that the "investment" in a product shouldn't solely be based on its price point. It’s a nuance also reflected in the enduring appeal of classic styles, like those showcased in our piece on It's Already Autumn in Kate Middleton's Wardrobe—This is the Classy Colour Combination We'll All Be Copying Soon, where timeless elegance transcends fleeting trends and exorbitant costs. The beauty director’s approach—a curated mix of high and low—is a testament to the evolving priorities of the modern consumer.
The rise of this “high-low” beauty philosophy is inextricably linked to the democratization of information. Social media and online reviews have empowered consumers to conduct their own research and share their experiences, dismantling the traditional gatekeeping role of beauty editors and retailers. This transparency allows for a more nuanced understanding of product performance, fostering a community of informed shoppers who are less susceptible to marketing hype. The luxury market, too, is responding to this shift, with brands increasingly focusing on demonstrable efficacy and ingredient innovation to justify their premium pricing. The occasional, coveted prize - like the Chanel bag discussed in Finally got one! Impromptu/ Surprise - Not the maxi but still! @CHANEL #shorts #chanelbag #luxury – continues to hold a certain allure, but it’s no longer the sole determinant of a fulfilling beauty routine.
Ultimately, the beauty director’s curated empties list isn't simply a list of recommended products; it’s a declaration of a new era in beauty consumption. It signals a move away from conspicuous spending and towards a more considered, results-driven approach. The question now is, how will brands – both luxury and drugstore – adapt to this evolving landscape? Will we see a continued blurring of lines between high-end and accessible beauty, with a greater emphasis on ingredient transparency and demonstrable efficacy across all price points? Or will the allure of exclusivity and aspirational branding ultimately prove too powerful to resist? The coming years will undoubtedly reveal whether this shift towards a more pragmatic approach to beauty is a fleeting trend or a lasting revolution.
Anyone who knows me will attest to the fact that I lean towards the finer things in beauty. For the most part, my skincare routine, makeup bag and shower shelf comprise luxury beauty products. This isn't, however, because I believe that you get what you pay for—it's quite the contrary. In fact, I know that some of the most affordable brands in beauty boast some of the most impressive formulas around.
The reason I'm a magpie for luxury is actually far shallower. The truth is, I like for my beauty products to make me feel special when I'm using them. It could be beautiful packaging that makes my heart sing, unctuous textures that fill me with joy as they melt into my skin or just a really great-smelling fragrance—and these little touches are usually found in products with heftier price tags. That being said, I know some great affordable products deliver on all of these things, and my empties edit for the past month proves it.
From my all-time favourite cleanser to one of the best-smelling shower gels I've ever come across, this is every product I emptied to the last drop over the past few weeks.
1. Dove Scalp + Hair Therapy Density & Growth Mask
This new haircare range from Dove is, hands down, my favourite hair launch of the year so far. In recent months, I've been really struggling with hair breakage and thinning, but the Density & Growth range has absolutely blown me away for rectifying the less-than-ideal situation I'd found myself in. Typically, I'm too low-maintenance for hair masks, but this one only needs to stew for one minute, so naturally I figured I'd give it a go—and boy am I pleased that I did. It left my hair silkier, softer, shinier, smoother, bouncier and smelling fabulous. Beyond that, it also strengthens hair and promises less hair fall—and I have to admit, I definitely noticed my hair felt thicker after a month of use.
2. Sisley Paris Black Rose Concentrate Serum
Sisley Paris Black Rose is perhaps my favourite skincare collection of all time. Yes, it's eye-wateringly expensive, but it really is every bit as good as people would have you believe. I have long adored the soothing, hydrating, glow-boosting benefits of the famous Black Rose Face Mask, and last year I was also introduced to the Black Rose Skin Infusion Cream, which, frankly, made my skin look and feel the best it has in my entire life. But when I started using this new serum at the start of the year, a few months before it launched, I fell head over heels immediately.
I can safely say I have never used a face serum with such evident plumping, smoothing and hydrating abilities. Alongside a whole bunch of potent antioxidants in Sisley Paris's Black Rose complex to protect the skin against environmental stress, there is also a hearty dose of biosaccharide solution to help the skin's natural collagen production. The magic ingredient, though, in my opinion, is lemon extract, to provide super gentle exfoliation to improve smoothness—something my acne-prone skin lapped up. Since finishing this stuff, it's left a huge hole in my heart.
3. Nécessaire The Body Wash Eucalyptus
This is one of the products I fell in love with at first sight purely for the way it looked. I mean, have you ever seen a chicer shower gel? Is it an absolute game-changer of a formula? No. At the end of the day, it's just a really beautiful shower gel, after all. But the fresh eucalyptus scent and work-of-art bottle just had every shower experience feeling like pure elation.
4. Vaseline Gluta-Hya Overnight Radiance Serum Burst Lotion
The serum-like body lotion won the heart of every Who What Wear UK editor when it launched last year, and this was probably my fourth or fifth bottle. The formula is hardworking—containing Vaseline's GlutaGlow™ technology that promises visibly more radiant skin in just five days. Plus, it contains hyaluron for a seriously quenching hit of hydration. The thing I love most about this overnight lotion? The fact it doesn't leave even a hint of greasiness on the skin, making it perfect for slathering onto my just-bathed limbs before climbing into bed.
5. Sunday Riley Ceramic Slip Cleanser
I've said it once but I'll say it again, Sunday Riley Ceramic Slip is the single best everyday cleanser for those who, like me, have oily, congestion-prone skin. I have lost count of the number of tubes I have gone through over the years, and my skin is forever worse off when I'm not using it. It contains French clay and rice oil esters to wash away every trace of the day's dirt without ever feeling like it's drying out or stripping the skin of vital hydration. You better believe I'm cracking open another bottle as I type.
6. Neal's Yard Remedies Women's Balance Foaming Bath
I am famed amongst my peers for being the queen of bathing. Not a night goes by without an hour-long soak. My bath time has become a crucial part of my daily routine, and I prioritise it vigilantly. As someone with naturally oily and breakout-prone skin (even on my body), I'm not a huge fan of bath oils. Instead, I prefer some great-smelling bubbles, and this bath foam from Neal's Yard Remedies really hit the spot. With a blend of patchouli, geranium, rose and frankincense, it works to relax, rejuvenate and nurture all at once. It's heaven in a bottle.
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