Best of British: The 21 IYKYK UK Beauty Brands That Need to Be on Your Radar
Main image – Mariasoledadkubat/Stocksy
What do brands like Jo Malone, Charlotte Tilbury and John Frieda have in common? Yep, they’re all beauty icons. And they also all started life in the UK.
Because, although we at LTG definitely love beauty from across the world, as a UK-based magazine ourselves, it’s fair to say we have something of a soft spot for homegrown talent.
But if- like us- you’re a fan of all things British and beauty-related, how do you find out about the brands that may not yet be household names?
Here we dig through our recent beauty awards winners and finalists to uncover the hidden gem brands that definitely need to be on your radar if you like your beauty with a side of Union Jack.
Their products might not yet be world famous, but our judges rated them among the best of the best. So, if you’re a British beauty fan too, or are planning a trip to Europe this summer, you might want to do yourself a favour and check these brands out…
1. Nursem
Co-creator and qualified UK nurse Antonia Philp was struggling with contact dermatitis thanks to the excessive amount of hand washing she had to do at work. (Philp says she was washing her hands around 50-100 times a day – ideal for hygiene but not so good for the skin).
So, she decided to come up with a solution – a brand that didn’t mask the issue but actually treated it – and Nursem was launched into Boots in March 2019.
All products are manufactured in the UK, with ingredients sourced from all over the world such as medical grade Manuka Honey.
In January this year, the brand sold one product every 36 seconds and went out of stock at Boots 2-3 times after being featured on British talk show, This Morning.
The brand are also known for their serious philanthropic work with the health services, and even donated 10,000 hand creams to nurses during the pandemic.
They have continued to do this amazing work ever since, helping over a million hands of nurses and midwives across the UK.
Our top pick:
Nursem Ultra Caring Body Balm
Image – Nursem
What our judges said:
“Fantastic product that did as it promised and says on the packaging. It actually has a balm consistency, which was thick enough to feel calming and moisturising while not being too much that it wasn’t easy to apply. It dried down well and made a patch of dry skin disappear almost right away.”
“Leaves skin beautifully moisturised and nourished”
2. Delhicious
Skin and haircare brand, Delhicious, was inspired by founder Zara Saleem’s South-Asian heritage and her return to an old favourite treatment to heal a pregnancy-related dry skin condition – her Indian grandmother’s natural remedies.
To celebrate her natural healing recipes, Saleem and her husband, Zak Ismail, created the brand and named it Delhicious as a nod to Saleem’s grandmother’s Delhi roots.
They started making an Indian Black Tea Body Scrub at home in their kitchen, and after a huge order from Glossybox, their home was effectively turned into a factory until eventually the brand grew, the home lab was outgrown and they moved to a larger lab in the UK where all their products are now produced. Their ingredients though are, of course, still imported from India.
Having started in their kitchen in 2020 as a team of 2 with just under £500, the company is now a 7-figure revenue, with a team of 10. Definitely one to watch.
Our judges found the brand’s strengthening shampoo added shine and volume, while reducing frizz.
Our top pick:
Delhicious Rich Roots Strengthening Amla and Rosemary Shampoo
Image – Delhicious
What our judges said:
“I completely love this shampoo. It smells amazing, has a lovely creamy texture and leaves my hair soft, shiny and frizz-free”
“If you like herbal or aromatherapy type fragrances you’ll love the scent of this”
3. Tropic
At the impressive age of 15, Tropic founder & CEO, Susie Ma, set out to help her mum pay the bills.
Inspired by a recipe from her toxicologist grandma, she created a body scrub using ingredients found in the kitchen. She took 50 jam jars filled with this scrub to Greenwich Market in London, using one as a tester to offer arm/hand massages. On day one, amazingly, she sold out!
Tropic products are now freshly made every day at their Surrey Beauty Kitchen (they make over 8 million a year), while the ingredients are sourced from the tropics, the areas around the equator lines where plant botanicals are grown in abundance and their antioxidant value is at its highest.
10% of all Tropic’s profits go to charities and good causes globally. They’ve funded 25 community foodbanks for a year, planted 7,000 climate-resilient trees in the South Downs and are patrons of the King’s Trust Women Supporting Woman initiative, to name just a few good deeds.
Our top pick:
Tropic Lip Silk Plumping Ceramide Serum
Image – Tropic
What our judges said:
“Loved the texture and felt lips were nourished well overnight.”
“This felt lovely on my lips, really enjoyable to use, and left them feeling soft and moisturised.”
4. Glow Hub
After spotting a gap in the market for a fun, aspirational and educational teen skincare brand, founder and beauty industry icon Tiffany Salmon-Mills created Glow Hub.
She wanted everyone to feel included so not only did the brand launch with a huge 21 seriously fun-looking- yet effective- products, it also offers a mix and match system where consumers could choose according to their skin concerns without being tied down to the (often) stereotypical ‘teen acne’ category. Genius.
All Glow Hub products are made in the UK, with the ingredients being UK or EU sourced. The brand is now available to buy in 40 countries and 6 continents and has sold 2.5 million units since its launch in 2020.
Our top pick:
Glow Hub Purify & Brighten Serum
Image – Glow Hub
What our judges said:
“Think this helped clear up some dark patches”
“Really refreshing to come across an “anti-breakout” serum that’s so focused on soothing and calming—makes this a great option for teen or sensitive skin. Has the added bonus of a low dose of salicylic acid to help clear pores and reduce inflammation.”
5. Plenaire
Founded in 2020 by Namrata Kamdar, Plenaire is a carbon neutral skincare brand with a mission to link beauty to emotional wellbeing among adolescents and young adults.
The highly-selective eight products in the range are designed to meet every day skincare needs while reducing product overwhelm. The brand are big believers in supporting the mental wellbeing of their customer base, saying its skincare is designed, “to help you take a moment to appreciate yourself, no matter what kind of skin day you’re having.”
Plenaire also donates 10% of sales proceeds from its latest product to Anna Freud, a charity aimed at improving mental health among young people.
All products are formulated with naturally derived plant ingredients and are 100% vegan. They are created in-house via independent formulators and then scaled up in small batches at a private manufacturing facility in Suffolk, UK, which perfectly aligns with their desire to be a sustainable, carbon efficient business.
Since their launch, the brand has won numerous awards and become B-corp certified.
Our top pick:
Plenaire Skin Frosting Deeply Hydrating Mask
Image – Plenaire
What our judges said:
“Really nice and creamy”
“I loved this mask for a bit of a treat when my skin has been feeling dry after a long winter. I feel like this would be really good for sensitive skin too.”
6. Beame
Founded in 2022 by Eniye Okah, with its first launch only a few months ago in April, Beame was created due to Okah’s personal experience with stress-prone skin.
She struggled to find an SPF that worked for her and wanted to create a sun protection brand that was rooted in psychodermatology – the science of how the mind and skin interact.
Determined to turn her idea into reality, Okah created to Kickstarter to fund her first SPF product- the brand’s SPF mist- and impressively managed to overfund the project in just 34 hours. She later found further backing from L’Oreal’s Women in Tech & Beauty Fund and won the prestigious Adobe x Steven Bartlett Manifesto. Yep, this is definitely a brand founder to watch.
Unsurprisingly, since we’re talking about sun care, nothing is homemade or created in-house here. The brand works with expert chemists and certified manufacturers to develop products that meet the highest standards.
The SPF mist is manufactured and packaged in the UK, whilst the UV Detection Stickers – which sold out in under 3 weeks – are manufactured in China and packaged in the UK.
Our top pick:
Beame Under The Spotlight UV Detection Stickers
Image – Beame
What our judges said:
“I love the concept. Not enough companies are doing this amount of work to make SPF truly universal, and actually fun to apply”
“I think BEAME is doing important work here and I can see this product genuinely encouraging people to wear and reapply SPF”
“These stickers are so pretty!”
7. Leighton Denny
Originally a forklift driver from Bradford (told you this was the best of British!), Leighton Denny was inspired to enter the nail industry after spending time in the US, where he identified a gap in the luxury nail market. Then, 20 years ago, he opened his first salon in Bradford, eventually expanding to London.
Since then, the brand has received many awards and Denny himself was awarded an MBE for his contributions to the beauty industry and has become something of a British national treasure.
Best known for his crystal nail files (which are such high quality they come with a 25-year guarantee), Denny’s range also includes everything you could need for the perfect at home mani, including nail care products and formaldehyde, DBP, and paraben-free polishes.
Our top pick:
Leighton Denny Crystal Foot File
Image – Leighton Denny
What our judges said:
“A very well-made foot file that helped to smooth hard skin on my feet.”
“A tool that has made its way into my weekly routine.”
“Unsurprisingly impressive product considering the man behind it. Leighton Denny is a nail icon, and for good reason”
8. Rehab
Rehab is a hair care brand founded in 2022 by two London based best friends, Vicky Ellis and Anastasia Tozer. The mission? To transform tired hair to its full healthy, glossy potential.
To help Rehab grow, British celebrity Stacey Solomon then came on board as co-owner which significantly boosted the brand’s visibility and their relationship with consumers.
With beautiful formulas, the brand is perhaps best-known for its innovative packaging (think hair serum in biodegradable capsule form, and shampoo that looks like dryer sheets).
The brand is now stocked in shops like Selfridges, H Beauty, Boots and Sainsbury’s and it has won over 35 beauty awards in the last three years.
Our top pick:
Rehab Dose 1.0 Hair Oil
Image – Rehab
What our judges said:
“Love the packaging. The little pink capsules look adorable on my dressing table.”
“The perfect amount of product in each dose”
“Leaves hair beautifully soft and shiny with a lovely clean scent”
9. Moo & Yoo
As a hairdresser and salon owner, Suzie Gillespie was becoming frustrated by harsh products used in-salon and the plastic waste they generated. Alongside her daughter Olivia, Suzie wanted to focus on gentle ingredients and sustainability, so Moo & Yoo was born!
The first product from this Scottish brand (their logo, adorably, is a Highland Cattle) was a shampoo, developed in a small lab. Moo & Yoo has since grown into eight hair products, five body products, gift sets, travel sizes and lifestyle products. They’ve remained in the UK but, understandably, chosen a bigger lab.
The ingredients used come only from renewable sources in both the UK and overseas and they have achieved B Corp certification for their commitment to sustainability (all packaging is either glass or aluminium).
Our judges praised Moo & Yoo for bringing frazzled, over-processed hair back to life, as well as the for the brand’s eco-friendly values.
Our top pick:
Moo & Yoo Miracle Hair Mask
Image – Moo & Yoo
What our judges said:
“This has made a genuine difference to the health of my hair”
“Love the branding and Moo & Yoo’s values”
“Nice thick texture for dry and damaged hair”
“Leaves my hair feeling soft and nourished”
10. Cosmetic Consult
For a brand that is only a year old, Cosmetic Consult, founded by podcaster and self-confessed beauty addict Ashley Stobart, has done impressively well.
With 22,000+ orders already fulfilled since last year, 500 5-star reviews for its signature product, and a reported slew of celebrity fans, Cosmetic Consult is going from strength to strength.
British born Stobart says she’s always had a passion for skincare, but the lightbulb moment came during Covid when she couldn’t book in for her usual facials.
She wanted to replicate the post-facial glow at home so spent three years researching active ingredients, cosmetic innovations and trends, followed by another year in development and fine-tuning the formula. And the hard work has paid off, as I can personally testify to, having had my own amazing results from the brand’s signature peel pads.
The products are manufactured in South Korea where skincare innovation and technology are often light years ahead.
Our top pick:
Miracle Skin Transformation by Cosmetic Consult
Image – Cosmetic Consult
What our judges said:
“I really enjoyed using this product and saw great results in terms of smoothing and brightening my skin”
“Good performance even from the first go”
“Pack feels very premium”
11. Green People
Founded in 1997 by Charlotte Vøhtz, the idea behind Green People was inspired by Charlotte’s daughter Alexandra’s skin allergies and eczema. They couldn’t find any natural products that were gentle enough on her skin.
Initially producing the products in her native Denmark, Charlotte then switched to a UK lab and whilst a few Green People products are made in the EU, the majority are made within the UK.
Known as pioneers of organic beauty, Green People’s ingredients are sustainably sourced from various places around the world but committed to staying eco-conscious, they try to use as many local ingredients as possible.
Green People products have been awarded with over 300 awards and have been featured for over 20 years in the Good Shopping Guide, holding a 100/100 score for ethical sun care. The brand also donates 10% of its net profits from each sale to three charities, The Marine Conservation Society, The World Land Trust, and Ehlers-Danlos Support UK.
Our top pick:
Green People Scent Free 24 Hour Cream
Image – Green People
What our judges said:
“The cream sinks in easily so application is easy, and I really appreciate the pump dispenser for ease of use.”
“Lovely thick, soothing cream, ideal for dry skin.”
12. Nourrir
Scalp, microbiome and pH balancing brand Nourrir was founded by formulator and lab proprietor Sean Peters.
Based in the UK, the brand puts the spotlight firmly on all things scalp care; feeding the scalp’s microbiome, balancing its pH and feeding the roots in order to grow strong, healthy hair that doesn’t break.
Our top pick, their Prep Glycolic Scrub, leaves our scalps comfortable and flake-free, while visibly improving the volume of our hair (thanks to removing product buildup).
Our top pick:
Nourrir Prep Glycolic Scrub
Image – Nourrir
What our judges said:
“Really good for feeling like you’re getting rid of product buildup and getting a serious cleanse.”
“Felt hair had more volume after using.”
13. Luna Daily
On a mission to connect women to each other and normalise all female body parts, female-founded body care brand Luna Daily was born in 2022 out of beauty veteran Katy Cottam’s lifelong frustrations with awkward and outdated categories. Let’s just say the term ‘feminine hygiene’ isn’t in Cottom’s vocabulary.
Having worked as Global Head of Brand at fellow Brit company Charlotte Tilbury, Cottom decided to give it all up for Luna Daily during the pandemic, and after just 3 years it is now being distributed in Sephora UK, Boots, M&S Beauty Hall and Cult Beauty as well as in Sephora in North America.
All Luna Daily products are made in the UK, and the brand is the first British intimate body care brand to be stocked in Sephora US.
The brand is also doing its bit for the planet too thanks to their innovative Spray-To-Wipe preventing over 5 million single use wipes ending up in landfill. While their iconic 2023 ‘Vulva Therapy Hotline’ campaign helped raise awareness and reduce stigma around female health.
Our top pick:
Luna Daily The Everywhere Wash
Image – Luna Daily
What our judges said:
“Thick, creamy texture. Feels silky and non-drying on skin. Delivers on claims it can be used everywhere.”
“A great everywhere body wash.”
14. Make Up Gallery
If you’ve ever spent any amount of time in the UK, you definitely will have heard of Poundland, where, yes, most products cost £1.
And while that might not be quite where you’d think of going for your next makeup haul, give us a sec because we might just change your minds.
With a full range of products covering everything from lip liner to eyeshadow palettes, Poundland’s cosmetics arm, Make Up Gallery, may make you question whether good foundation really does need to cost £40.
The inspiration for Make Up Gallery when it was created 10 years ago was to offer affordable quality products so that everyone could feel included in trying out the latest trends. And it’s fair to say that our awards judges had good things to say about everything they tried from the range.
The brand has especially taken social media by storm because of its affordability and thanks to beauty TikTokers like BlendbyHan who posted a video named ‘Trying Poundland Make-Up’ which had over 190K views. Create great makeup with a low price tag and you’ve got yourself some very happy customers.
Whilst the ingredients are sourced globally, the products are developed in the UK and sold exclusively in Poundland.
Our top pick:
Make Up Gallery Turn Up The Volume Mascara
Image – Poundland
What our judges said:
“Such a fantastic, TRULY budget mascara”
“One thin coat is enough. It has a flexible wand that’s slightly tapered making it easy to get smaller lashes. The stopper in the tube is also great. It lasts impressively well too.”
15. Katherine Daniels
There are lots of little personal touches when it comes to this British brand. Katherine Daniels was launched on November 1st 2013, the same day as the son of co-creator Kristi Shuba’s first birthday.
The brand’s name comes from the names of her two children – Katherine and Daniel – who are also Shuba’s co-founder Donna Tait’s godchildren. And, of course, the initials K and D tally up with the founders’ initials. How wholesome.
The brand’s philosophy is ‘better skin for life’ and ‘skin first, symptoms second’ which goes hand in hand with the brand’s belief that too many brands focus solely on symptoms without considering the underlying skin function. Meaning that these brands’ products may offer short-term fixes but lack long-term efficacy.
Inspired by the transformative power of the ocean, they still work with the same supplier today as they have worked with since creating their very first product and who specialise in marine actives and harnessing the natural potency of the ocean.
Our top pick:
Katherine Daniels Daily DNA SPF 30
Image – Katherine Daniels
What our judges said:
“It’s nourishing, absorbs well and skin felt supple.”
16. Self Glow by James Read
After 20 years of personally tending to the tans of the likes of Rosie Huntington-Whitely and Lady Gag, it’s fair to say that Read knows everything there is about self tan. (As someone who used to be ‘done’ by Read too, I can personally vouch for his ability to turn a client from pasty to sunkissed, all while looking 100% natural.)
One of the newest brands on our best of British list, Self Glow by James Read came about when British tanning expert Read recognised that the market was shifting and that customers were looking for more skincare benefits from their tanning products.
So, he decided to offer skincare-led products so that consumers felt like they were using normal skincare products (which had the added bonus of a gorgeous glow.)
The products are all made in the UK and the brand ships to the US and Canada and will be launching in Australia in December. Since the launch, sales have quadrupled, the brand has won numerous awards and there has also been a rise in male customers and those with darker skin tones.
Our judges praised his products for being truly intuitive to use, while delivering beautiful results.
Our top pick:
James Read Sunrise to Sundown Tinted Tan Serum
Image – Self Glow by James Read
What our judges said:
“Such a brilliant, thoughtful tan. You can tell an experienced tanning expert created this brand because everything has been thoughtfully created. The packing and instructions are clear and concise, the videos online are great for tanning beginners. The products fit seamlessly into everyday routines and the results are stunning. It’s a tan for every skin tone with excellent results.”
“Lovely instant glow and also develops over time”
“Blends very easily”
“Not messy at all”
17. Olverum
Heritage British brand Olverum (they’re stocked in such British icons as Harrods and Liberty of London), actually had a slightly surprising start to life, having originally launched in Germany in the early 1900s.
Its legacy as a British icon was set in motion in the 1980s though when UK-based couple Betty and Michael Hawksley acquired the brand, before relaunching it in 2015 and making all products locally in London ever since.
With a line of prestige body care products guaranteed to turn your bathroom into an at home spa (oh, the aromatherapy), Olverum has won over 30 industry and press awards for its impressively effective formulas.
In April 2025 Olverum was even granted a Royal Warrant as Manufacturer of Bath Oil by Appointment to His Majesty King Charles III. A high accolade indeed, and of course a very British one too.
Our top pick:
Olverum Body Polish
Image – Olverum
What our judges said:
“Beautiful packaging. Fine exfoliating beads in a thin consistency lotion made it so easy and enjoyable to use. I found myself reaching for this over my go-to thicker body exfoliators. I like it in tube packaging to avoid water getting into the formula.”
“The scent was calming and really nice for a relaxing shower at the end of the day.”
“Skin definitely felt smoother”
“Great packaging, beautiful texture and smells like a spa day. Really gritty and effective – my skin feels like silk after using. A lovely treat to use.”
18. Viva La Gentil
Although family-owned makeup tool brand Viva La Gentil wasn’t officially established until 2020, it was actually registered in 2013. Hey, you can’t rush perfection!
‘Viva La Gentil’ means ‘forever nice’ or ‘a celebration of joy’, which the founders – a mother and daughter – felt reflected their belief in “kindness, elegance and lasting joy”.
They wanted to filter out the non-essential makeup brushes and high price tags, and focus on simplicity, functionality and enjoyment.
The concept for the brand began at home thanks to discussions between mother and daughter and resulted in the birth of 10 multifunctional brushes, manufactured in Japan where some of the world’s best makeup brushes are made (it shows too – our judges were seriously impressed by the softness of the brushes from this brand).
While the brushes are manufactured in Japan though, the materials are from within the UK and Europe, and there is also a makeup line in the works.
Our top pick:
Viva La Gentil Blender Brush No 9
Image – Viva La Gentil
What our judges said:
“I loved how soft and easy to use this brush was.”
“Seriously soft brush – and at a great price point too for the quality”
“I was genuinely impressed with this brush. It’s really soft and blended out my products beautifully”
19. Et al
Inspired by consumers investing in their skin more than ever, the founders of Et al wanted to protect that investment and enhance it.
Head of the brand, Anushka Patel, tells us the aim of Et al was to support skin long term through makeup.
Working with a handful of manufacturers across Italy and after a rigorous process of experimentation, testing and tweaking, the founders finally landed on a formula they were happy with that covered both a balanced makeup look and skincare benefits.
The brand is now in 350 locations, including Harvey Nichols in Knightsbridge, was showcased in makeup artist Justine Jenkins’ work at last year’s Met Gala and has won numerous awards.
Our top pick:
Et al Intelligent Skin Radiant Foundation
Image – Et al
What our judges said:
“Lovely to apply and delivers radiance”
“I think the finish here is beautiful. I loved the dewiness, especially for a high coverage foundation”
20. Kanzen
The multiple viral skincare brand, Kanzen, was born from a love story. When founder David Connor noticed his fiancee, Katie’s, confidence take a hit after the heavy makeup she wore as a professional singer caused her severe acne, he decided to take action.
With no prior skincare knowledge, David and Katie embarked on a three year journey to develop a natural product tailored to acne-prone and congested skin.
Launched in 2022, Kanzen has since attracted serious attention, selling over 430,000 units this year alone, while garnering a loyal following on socials.
The entire range is UK-produced, from the sourcing of ingredients to the creation of each product – which are made at the brand’s lab in Birmingham, UK.
Our top pick:
Derma Anti-Bacterial Hypochlorous Acid Cleansing Water
Image – Kanzen
What our judges said:
“Gentle and not drying”
“A brilliant and effective product which utilises the healing and reparative power of hypochlorous acid to both reduce and prevent breakouts. Felt cooling and soothing upon application, and noticeably helped to reduce the lifespan of spots.”
21. Tenth Muse
When the founder of Tenth Muse, Sophie Beaumont, struggled with prolonged Covid symptoms, she said she found traditional spray fragrances began to irritate her sinuses.
On a mission to create a more natural alternative, Sophie spent months researching the best formulations and applications, and finally solid perfume company Tenth Muse was born.
Portable and refillable, her solid fragrances put the focus on natural ingredients and sustainability. The result? Some seriously pretty refillable compacts, and a series of gorgeous fragrances.
Our top pick:
0.5 Wildflower Haze
Image – Tenth Muse
What our judges said:
“A beautiful fresh, delicate scent.”
“Perfect for everyday wear all year round.”
“Love the packaging”
“I think this is a fabulous concept – both cute and environmentally friendly packaging as well as a delicate fragrance. I really enjoyed this.”
Get Glowing!
