The Best Products to Buy From Cult Beauty, According to a Former American Beauty Editor
What does an American beauty editor buy from Cult Beauty? With brands like R+Co, Dr. Dennis Gross, and Anastasia Beverly Hills, the answer is quite a lot.
Before moving to London to work for POPSUGAR, I was a beauty editor in New York City for 11 years. And that doesn't count the year I spent working for a fragrance company. That's 12 years of eating, sleeping, and breathing beauty products — literally, in cases when perfume was involved or I was stuck backstage during Fashion Week in a small, cramped room inhaling hairspray fumes. After all those years, I know a thing or two about products. I can identify a lipstick solely by the outer packaging, a nail polish brand just by the shade name, a shampoo just by smelling it. These are strange and not very useful skills in the grand scheme of life, but if you ever need to identify a worn-out compact in your makeup bag or you find yourself during a pub quiz with a "beauty products" category, call me.
When I started out in beauty, the industry was nowhere near as global. During Fashion Week in Paris, Americans would spend hours perusing the pharmacie to score bottles of micellar water and cans of L'Oréal Elnett (the OG formula), products they couldn't yet buy in the US. And without Sephora, beauty-lovers in the UK had to wait to visit the States to pick up certain brands that were exclusive to the beauty retail giant.
Things have changed a lot over the last decade, thanks to the internet and the ability to shop online. It's much easier to access the brands you want without having to book an international plane ticket. And UK ecommerce retailer Cult Beauty has had a big hand in changing that. It carries so many American brands that you can't find anywhere else in the UK — Ellis Brooklyn, Playa, Milk Makeup, to name a few. It's an impressive collection, and where I've had to turn for many of my favourite hair, skin, and makeup products that I couldn't take with me on my move across the Atlantic. The following list of products includes some of the most sought-after creams, sprays, shadows, and lotions by beauty editors in the US (including POPSUGAR's own US beauty team!). Keep reading to find out why.