We’ve Judged Them All—The 8 Best Beauty Products Money Can Buy in 2025

Welcome to Who What Wear UK’s Next in Beauty Awards 2025. Here, we are crowning and celebrating the very best in beauty, from game-changing industry innovators to the tried-and-tested classics that remain mainstays in our bathroom cabinets and makeup bags. To help us find the worthy winners, we called upon our esteemed panel of industry experts, hard-to-please editors and in-the-know influencers, who put each and every product to the test. We enlisted our judges to document and share their testing for every product they tried, so you can see all the winners in action—as well as those very important before-and-after results.

After much testing, swatching and reviewing, we’ve hand-picked the very best products across our skin, hair, makeup, body and nail and fragrance categories, as well as some other special accolades. These are the crème de la crème from each category that have been awarded our prestigious Best in Class status. Ahead, you’ll find the top eight beauty products pioneering efficacy, innovation and real results. Join us in applauding our Best in Class winners of 2025.