From anti-ageing serums to hair mask praised by Hailey Bieber – meet your new beauty must-haves

WALK into a room full of women and mention YSL Touche Éclat or Mac Ruby Woo and everyone will know what you’re talking about.

But beauty is always evolving, so what’s next? Here are the up-and-coming products setting social media alight – get on board now, before they reach cult status.

NIGHT MANAGER: Farmacy Beauty 10% Niacinamide Night Mask, £40. New to the UK this month, the skin-smoothing, tone-evening mask is Sephora’s fourth- bestselling mask since launching in the US at the start of the year. 

MAGIC WAND: Maybelline Lash Sensational Sky High Mascara, £11.99. In 2021, this fave sold out almost instantly, and now one sells every 21 seconds in the UK and it has over 10,000 five-star reviews for giving thick, curly lashes.

PRIME TIME: Milk Makeup Hydro Grip Primer, £31. It’s the brand’s bestselling product on Cult Beauty, and with 5.7m tags on social media and 60m views on TikTok, it’s no surprise last year saw the launch of a super-size version.

GRAPE STUFF: Caudalie Grape Water, £12. Sales shot up 115% at John Lewis & Partners after influencer Mikayla Nogueira called it “freaking epic”. It sparked the “face wine” trend, where the grape water is used as a primer for dewy results.

FLOWER POWER: The Body Shop Edelweiss Daily Serum Concentrate, £22. Not only does a serum sell every 20 seconds, but the range has been rebranded to take off anti-ageing references. That’s icon behaviour. 

HEAD TEACHER: Arkive The Prologue Hair Primer, £13. Boots said it would be the biggest UK hair launch in a decade, and it was, with Arkive creating a new “headcare” range that focuses on the mental health benefits of beauty.

JELLY BABY: Byoma Jelly Cleanser, £9.99. From the fastest-growing skincare brand in the US and Instagram’s second-most-engaged-with brand this year comes the viral jelly cleanser, which has a whopping 475m hits on TikTok.

TRUE LOVE: L’Oréal Paris True Match Foundation, £9.99. The mega-brand’s bestselling foundation now matches 99.5% of skin tones globally, thanks to new colour pigment technology that launched this month. 

REPAIR SHOP: K18 Leave-In Molecular Repair Hair Mask, £25. A decade in the making, the patented peptides in this four-minute hair hero have even Hailey Bieber hooked.

When it launched on Cult Beauty in February, it sold out almost immediately, and sales for 2022 are up globally 365% on last year. That’s a success story.

HEAVEN SCENT: Phlur Missing Person, £96 for 50ml EDP. This US-based fine fragrance that counts Rosie Huntington-Whiteley among its fans sold out in five hours and sparked a wait list of 200k when it launched. It finally landed in the UK last week, but is only available online and in Selfridges stores.

LIP LOCKED: Dior Addict Lip Glow Oil, £30. Hands down, this is the most elusive trending product of the year.

Six months on from its overnight fame, it’s still near impossible to find it in stock, with sales of shade 001 soaring by a whopping 1,000% at John Lewis & Partners compared to last year, after it went viral with TikTok fans.