Elemis's cleansing balm is one of those iconic products loved by editors, influencers, and makeup artists alike. The 3-in-1 cleanser starts out as a balm, transforms into a makeup-removing oil as you massage it over dry skin (and this cleanser really gets it all off, even the waterproof stuff), and then finally — after you add water into the mix — turns into a hydrating milk that leaves skin both silky soft and utterly clean. The Elemis Pro-Collagen Naked Cleansing Balm (£44) features the same great formula and offers the same great results, it's just free of any added fragrance, meaning that those with sensitive skin or who prefer fragrance-free skin care can finally enjoy the much-lauded product.