For a long time the beauty section of a high-street store consisted of novelty lip balms strewn hastily by the till. These days our favourite retailers have realised that the women who love fast fashion for their wardrobes want the same for their makeup bags. Take Topshop for example, they produce jeans like friends, each has a name and you choose which one you want in your denim group (Jamie, Leigh, or Joni), but you also know when you’re clutching those jeans and heading for the till you’ll probably be lured by something far more of the moment. The beauty offering is the same—there are cult favourites like Glow Highligher (£9) and staples such as foundation and primer, but then they’ll throw a Freckle Pencil (£5) into the mix to shake things up.
Then there are the Scandi brands, & Other Stories and H&M, who threw the rule book out altogether and created beauty offerings that are so achingly cool they wouldn’t look out of place next to a Glossier balm in your makeup bag. While their bath and body range would look just lovely sat in your bathroom next to a terrarium and flanked by Metro tiles. But it’s not just pretty packaging, what’s housed inside has been carefully thought through by respected industry experts behind the scenes: Makeup artist Hannah Murray consults the team at Topshop; Azzi Glasser created the Reiss perfumes (she’s also behind Bella Freud’s fragrant offerings); while makeup artist Lisa Butler and perfumer Ben Gorham (of Byredo) are behind the ranges for & Other Stories. Marks and Spencer went a different route and asked arguably the world’s most beautiful woman, Rosie Huntington-Whitely, to create her own signature namesake line—but hey, it works. Click through the gallery for 19 standout products, and don’t blame us if you never look at a high-street beauty range the same again.
Head over to our sister site WhoWhatWear to find out what the biggest print on the high street is right now!