I Have a Feeling This Will be 2021’s Biggest Skincare Brand

November 23, 2020 at 11:24AM

You know how most people manage to map out their memories around major life events (such as a wedding, a birth, meeting their partner, buying a new house etc.)? Well, as a beauty editor whose life revolves around testing and trialling every skincare launch that comes my way, I find it far easier to remember things by using skincare launches as my cues.

Take for example last week, when my boyfriend asked me what year we moved out of our last flat. While he was convinced we made our move in late 2017, I know for a fact it must have been late 2018, as I specifically remember a bottle of Drunk Elephant serum sitting on my skincare shelf in the bathroom – and Drunk Elephant wasn’t a thing here in the UK in 2017. And while this skill seems totally useless, it has its benefits – mainly when it comes to predicting the future.

And no, I’m not going mystic on you. In essence, having the ability to remember exactly what was happening in the world when certain skincare brands rose to fame means I’ve actually become quite good at predicting what brands are next, just by looking at the world around me. At present, we’re in a bit of a limbo – both in life and our skincare routines. It would appear there is space for a new brand du jour. But, if you ask me, this vacancy won’t be around for much longer, and certainly not if Allies of Skin has anything to say about it.

Chances are, if you like to keep up to date with what’s hot in the world of skincare, you will already be familiar with Allies of Skin. It’s been on the radar of beauty buffs for the last few years and its highly efficacious yet basic skincare products often pop up in editor-approved lists and Instagram roundups. However, in recent months, I’ve spotted that more and more people have something to say about the wonder of Allies of Skin’s products. So much so, in fact, that I’m expecting it to gain official cult status in 2021.

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So what do you need to know? Well, launching back in 2016, Allies of Skin has always taken a zero-fuss approach to skincare, championing highly effective, clinically-proven actives. Essentially, while other skincare brands were opting for single-ingredient, more affordable products (i.e. The Ordinary), Allies of Skin was busy combining ingredients to produce really great skincare products that do it all. While this approach definitely comes at a cost (Allies of Skin sits in the high-end category when it comes to its pricing), it’s safe to say that 2020 has a lot of us rethinking our skincare routines. 

While this time last year we were all about buying up affordable serums and layering them in order to create the ultimate bespoke regimen, nowadays our priorities are changing. We want products that just do what they say they’ll do. We want skincare we can slap on without thinking too much about it. The fewer products we have, the better (because on top of everything, we’re trying to save the planet too don’t you know?) And yes, Allies of Skin ticks all of those boxes. While it’s expensive, when it comes to our beauty routines, many of us are taking a closer look at what we’re spending on our money on right now. I, for example, have recently pulled out three products (each costing around £30 each) that I simply don’t get the promised results with. Instead, I’m vowing to cut back on the amount I’m using and invest in multi-hyphenate products that require no extensive planning or thought – and that’s where Allies of Skin is a clear winner for me.

From personal experience, I can safely say that Allies of Skin is at the forefront of the skincare game right now. The products are simple, fuss-free and yield serious results. Each individual product is carefully formulated to deliver maximum impact, meaning you don’t have to layer serum after serum. So, if you’re looking to invest and curate a skincare routine that packs a punch, I highly recommend turning your eye to Allies of Skin. Keep scrolling to shop the products that are garnering some serious attention right now.

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Author Shannon Lawlor | Whowhatwear
Selected by CWC