Over the last few years you might have noticed a few new skincare brands popping up – many of which are being formulated and fronted by some of the industry’s most renowned experts.

Of course, there’s no denying that expert-led brands aren’t a completely new thing, especially when you remember the likes of Paula’s Choice, Sarah Chapman and Dr Dennis Gross, to name just a few, all of which have been stalwarts of the beauty industry for years.

But now, it’s a growing category, and according to research by Mintel, 80% of consumers still trust buying expert-led products, so it’s no wonder more and more people want in on the action. And, as far as we’re concerned, that’s no bad thing. 

The growth – according to Lisa Payne, head of beauty at Stylus, a trendforcasting agency – can be attributed to our love of Instagram and TikTok. “The category has been around for years, but it’s taken social media to really catapult these brands into consumer consciousness,” she says. 

“Where would Caroline Hirons be without her blog and social channels? Her meteoric rise can be attributed to the prolific sharing of her expertise and opinion through these channels. The rise in dermatology and cosmetic science influencers (who, like Hirons, are using social media to share knowledge and dispel myths) are also a big driver.”

The category’s expansion means that with the products comes education and a host of knowledge gained through years of training and real-world experience. These experts generally know what people want, what the most common skin concerns are and the sort of products and ingredients that will work to target said concerns without making things worse, which is something of a common issue.

As Payne says, there’s power in the way experts and brands address their audience. “Consumers have become wary and disillusioned with many beauty influencers, whose voices are governed by paid partnerships, and those that are thriving in this space are wholly and energetically authentic.”

Here, we’ve cherry-picked a few of our favourite – and most used – expert-led skincare brands to help you shop wisely. 

Best expert-led skincare brands 2023

Images: Getty