They look similar, they smell similar, but their price tags are worlds apart. And, best of all, today’s bargain supermarket beauty buys rival their high-end counterparts. Seeing as most of us are hunting for ways to save money for the foreseeable future, looking into much improved affordable skincare ranges in the supermarket aisles is a canny plan.

Everyone is clocking onto the fact that spending less on your skin regime isn’t necessarily to the detriment of good skin health. In recent years, beauty ranges found in the humble likes of Lidl, Sainsbury’s, Tesco and Aldi have become well-loved for good reason. Improved formulas, clinical testing, mass market research and Insta-worthy packaging has nudged supermarket skincare to the top of its game.

Next time you’re browsing the aisles of Asda – or actually make it your mission to race down there – check out their Hyaluronic Plus Niacinamide Serum. At £4, this hydrating serum is an absolute steal and a beauty editor favourite. Similarly, Lidl’s bestselling Q10 Anti-Wrinkle Day Cream, made with hyaluronic acid and a decent dose of vitamin E, costs just £1.49. It’s hard to fathom that Sainsbury’s Boutique Illuminating Drops can cost just £4; the bottle looks expensive and the glossy drops rival the luxury brands. If you're in M&S, check out the Apothecary range, which apes our all-time favourite brand, Aesop, complete with brown or grey bottles and pleasing woody fragrances that are not cloyingly sweet. Last but not least is Lidl’s Vanilla Honey Golden Bath Nectar which looks strikingly similar to our much-loved Laura Mercier bath products.

There’s plenty of favourite beauty finds on offer when you’re shopping for your groceries. Here are 12 of the best supermarket beauty buys. Give them a go.

By Annabel Jack
September 2023