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Ever since the ELLE beauty shop launched, we’ve been obsessively clicking the refresh button to see what new beauty finds we can unearth. You can imagine the excitement when we discovered that NARS – the perennial backstage favourite – had joined the ELLE beauty shop ranks.
From cult beauty sell-outs to our beauty editor’s secret weapons, ELLE’s virtual shelves are heaving with the latest and greatest in beauty. And with over 4,000 products on offer, it’s tough to know where to start. So we’ve whittled down our top 10 brands, as tried and tested by us.
Read on to find out what they are and why we love them, then get shopping…
The brand
Founded in 1994 by Francois Nars, the makeup artist behind the original supermodels, NARS quickly gained cult status thanks to its sleek packaging and punchy colour palette. NARS has been seen on the runways of cool and contemporary designers like Alexander Wang and Christopher Kane, while limited-edition collaborations with the likes of Pierre Hardy and Guy Bourdin keep it at the top of our most-wanted list.
Why we love it
For highly pigmented lipsticks that don’t budge, can’t-live-without bronzers, an incredible range of shades for all skin tones and unashamedly irreverent product names.
Cult products
The brand
Moroccanoil founder Carmen Tal discovered the intensely repairing power of Moroccan oil while travelling in Israel, and set about to bring the treatment to the rest of the world. Hairdressers loved it, their clients raved about it and it quickly went from being a best-kept secret to a beauty must-have, launching a whole new hair oil craze.
Why we love it
The original and still the best, Moroccan Oil Treatment works wonders to transform dry and damaged hair, restoring shine and suppleness without a hint of oiliness. The brand had built on this foundation with a whole range of incredibly effective hair care products for all hair types.
Cult product Moroccan Oil Treatment, £31.<
The brand
Twin sisters Jean and Jane Ford put their creative and entrepreneurial minds together to create the hugely successful Benefit brand. Its irrepressible combination of playful packaging with seriously good products appeals to those who like their beauty with a healthy dose of humour. Which is most of us.
Why we love it
We’re suckers for pretty packaging (and pun-based gags), and with Benefit we’re not let down by the quality inside either. They keep things fresh with a constant stream of new and innovative products, and while we mourn our discontinued old favourites (RIP Moon Beam), they’re quickly replaced by new obsessions. Oh, and no-one makes Christmas gift shopping easier.
Cult product They’re real mascara, £19.50
Unsung hero
The brand
Born in an old cow shed at the divine Babington House in Somerset (part of the luxe Soho House group), the quirky skincare range is now stocked worldwide, but retains its very British sense of humour. If names like Cow Pat hand cream, Dirty Cow hand wash and Lazy Cow 2 in 1 shampoo and conditioner don’t bring a smile to your face then the delicious smells and luxurious formulations definitely will.
Why we love it: A focus on natural ingredients, botanical remedies and essential oils make Cowshed’s bathing products the perfect pick-me-up at the beginning or end of a long day.
Cult product Grubby Cow zesty hand wash, £14
Unsung hero Quinoa hydrating<
The brand
Founder Thea Green was awarded an MBE for services to the Beauty Industry and could be credited with helping to kick-start the UK’s nail obsession after opening her first Nails Inc salon on London’s South Molton Street in 1999. The brand soon expanded into pop-up nail bars in department stores nationwide, and now polishes the talons of 10,000 customers per week.
Why we love it
The brand perfectly balances innovations like leather, denim and 3D effect polish with a main line of fuss-free, long-lasting glosses in gorgeous colours. Its nail polish diary is top of our stocking filler wish list.
Cult product
The brand
Legendary Czech-born facialist Eve Lom launched her eponymous skincare line in 1985, based around the simple philosophy that flawless skin starts with effective cleansing and exfoliation. You’ll find her coveted products inside the bathroom cabinets of beauty insiders the world over.
Why we love it
Eve really knows her stuff. Each gorgeously packaged cleanser comes with a signature muslin cloth and a leaflet detailing the Eve Lom massage technique, designed for maximum lymphatic drainage.
Cult product Eve Lom cleanser, £85
Unsung hero Eve Lom cuticle cream, £16
The brand
Aromatherapy Associates’ vision is simple: to share the power of essential oils and their therapeutic benefits on the skin, body and mind. The founders were trained by some of the earliest aromatherapy practitioners, and have successfully combined that scientific grounding with a prestigious brand that appeals to mainstream beauty buffs.
Why we love it
Whatever our mood, there’s a divine smelling oil to match – whether we need a quick hit of Inner Strength to take on a stressful day, or a long bath full of Deep Relax to wind down at the end of it.
Cult product Intensive skin <
The brand
One of the oldest brands in the ELLE beauty shop, Elizabeth Arden first opened its doors in New York in 1910. Miss Arden (born Florence Nightingale Graham) was something of a beauty innovator: she introduced eye makeup to America and pioneered the idea of a makeover. The brand continues to develop new beauty and skincare innovations today.
Why we love it
It may not be the newest or ‘coolest’ brand around but its products are based on seriously punchy science and the bottom line is, they work.
Cult product
8 hour cream, £25
Unsung hero
The brand
A Los-Angeles based brand which was founded in 1994 by celebrity makeup artist Jeanine Lobell, Stila is a firm favourite in the #ELLEBeautyCupboard. Its fashion forward, affordable make-up products gained it a devoted following in the UK, and this year the brand branched out into skincare.
Why we love it
For its professional quality products in fashion forward colours and enormous range which lends itself to a ‘pick and mix’ approach to beauty. From smudge pots to glittery eyeliner, it’s our first port of call when we need new party make-up.
Cult product Lip glaze, £15
The brand
Elemis launched in London in 1989 with Linda Steiner’s desire to formulate a range ‘as near to nature as possible’. A spa first and foremost, Elemis gained a worldwide following after being chosen to provide treatments on board 100 cruise line spas in the 1990s. It now treats over 6.5 million spa-goers per year.
Why we love it
A combination of natural ingredients with cutting edge technology means that the almost medicinal products are the best of both worlds. Elemis invests heavily in research and clinical trials – every product is tested and refined in professional treatments before being launched for retail – so you can be sure that what you take home is the real deal.
Cult product Pro-collagen marine <
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