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The Chicest People I Know Count This Makeup Brand as One of the Very Best

Our take

The chicest individuals I know—those with an innate understanding of understated elegance—rely on a single makeup brand for their radiant glow. It’s not about trends or fleeting fads; it’s about a timeless quality that enhances, rather than obscures. These are the products that consistently deliver, offering a refined finish and a sense of effortless beauty. Discover the essentials that elevate everyday routines and embody quiet luxury.
 The Chicest People I Know Count This Makeup Brand as One of the Very Best

The beauty landscape is perpetually shifting, a swirling vortex of new formulations, viral trends, and influencer endorsements. So, when a trusted voice – a beauty editor and makeup artist – declares a brand among the "very best," it’s a signal worth noting. This recent piece highlighting Charlotte Tilbury’s enduring appeal isn’t merely a product roundup; it's a reflection of a larger trend toward considered luxury in beauty and a subtle rejection of the fleeting, often chaotic, nature of social media-driven hype. We've seen this play out before, as Jennifer Lopez Called It Years Ago—This Color Diamond Trend Is Having a Moment, demonstrating a cyclical return to classic aesthetics, and it’s fascinating to observe how it’s shaping our approach to makeup. The endorsement underscores a desire for quality, efficacy, and a certain timelessness that transcends seasonal color palettes and fleeting “must-have” items.

What's particularly compelling is the recognition that different brands excel in different areas. The article’s acknowledgement of this nuance speaks to a more sophisticated consumer who is less swayed by blanket recommendations and more discerning about their choices. It’s a move away from the all-or-nothing mentality that often dominates beauty discourse. It's also a fascinating counterpoint to the accessibility and affordability championed by brands that thrive on rapid-fire product launches and influencer marketing. This isn’t to dismiss those approaches entirely, but rather to acknowledge a growing segment of consumers who are prioritizing investment pieces and brands with a demonstrable track record of excellence. Consider, too, how Anne Hathaway's stylist just walked me through her Marshalls and TJ Maxx shopping cart, revealing a curated appreciation for quality regardless of price point – a mindset that translates readily to beauty choices. The willingness to invest in a few, well-chosen products, rather than a vast collection of less impactful items, reflects a broader shift toward mindful consumption.

Charlotte Tilbury, in particular, has cultivated a brand identity that resonates with this desire for elevated simplicity. It’s not just about the products themselves, though the formulations are undeniably well-regarded; it’s about the *experience* the brand offers – the luxurious packaging, the aspirational imagery, the promise of effortless glamour. This aligns with a broader cultural shift toward “quiet luxury,” where understated elegance and impeccable quality are valued above ostentatious displays of wealth. The brand's success isn't solely attributable to clever marketing; it’s rooted in a genuine understanding of the consumer’s desire for products that enhance, rather than overwhelm, their natural beauty. It's about cultivating a feeling of confidence and polish, a sense of being effortlessly put-together.

Ultimately, this validation of Charlotte Tilbury’s position within the beauty industry speaks to a broader evolution in consumer expectations. We're seeing a move away from the relentless pursuit of novelty and towards a more considered approach to beauty, one that prioritizes quality, efficacy, and a sense of enduring style. As the beauty market continues to evolve, the question becomes: will other brands adapt by emphasizing quality and experience, or will they continue to chase fleeting trends at the expense of long-term loyalty? The answer will likely shape the future of beauty for years to come, and discerning consumers will be the ultimate arbiters.

There are a lot of great makeup brands out there. In fact, there are so many that my friends will often ask me which ones I actually recommend. I always tell them the same thing: it totally depends on what you're after. As a beauty editor and makeup artist, I've come to learn that certain makeup brands have their own unique strengths. Take Charlotte Tilbury, for example. Whenever I know I'm going to be in front of the camera for work, this is the brand I reach for, as I can always rely on its foundation, concealer and setting powder for that blurred finish. However, on a day-to-day basis, I love a natural-looking, glowy makeup look, and there's one brand that delivers like no other. Summer Fridays.

Founded in 2018 by Marianna Hewitt and Lauren Ireland, this brand was predominantly known for its skincare (the Jet Lag Mask is still a bestseller). However, in recent years, they've expanded the line into easy-to-use makeup formulas that perfectly align with the brand's aim to create simple, hardworking, hydrating products that effortlessly slot into your everyday routine.

And it doesn't stop there. In true Summer Fridays style, the packaging is minimal and chic, which is probably why you're used to seeing it all over your Instagram feed. It's true, some of the most stylish people I know swear by this makeup brand, so I think it's about time we break down every single product. Below, I've created a full face of Summer Fridays makeup and reviewed my ride-or-die formulas from the brand. Happy, healthy-looking skin right this way...

The Best Summer Fridays Makeup Products, Tried & Tested

Deputy beauty editor Grace Lindsay wearing a full face of Summer Fridays makeup

(Image credit: @gracelindsay__ for Who What Wear UK)

1. Summer Fridays Sheer Skin Tint

A picture of the Summer Fridays skin tint

(Image credit: @gracelindsay__ for Who What Wear UK)

This is, hands down, one of the best skin tints I've tried. It has this incredibly lightweight, hydrating formula that glides on, blends like a dream and never settles into dry skin. Instead, it adds this fresh, radiant finish to your complexion that always has people asking me why I look so glowy. I will say, it doesn't provide much coverage, but it does help to even out redness. I use this alongside a slightly higher coverage concealer for my perfect everyday base. Infused with soothing tiger grass, glycerin and hyaluronic acid, my skin practically laps it up.

2. Summer Fridays Bronzing Drops

A picture of the Summer Fridays bronzing drops

(Image credit: @gracelindsay__ for Who What Wear UK)

If my complexion is looking a bit dull or lacklustre, I love mixing these bronzing drops with the skin tint above for the ultimate glowy, sun-kissed effect. Similar to the skin tint, these drops are infused with glycerin and hyaluronic acid, providing all that hydrating goodness alongside a dewy, bronzed finish. There's absolutely no shimmer, so they always look natural, and you can also mix them in with your moisturiser to add warmth to your skin on days where you want to skip makeup altogether. The product currently comes in one shade, but I'd love to see a wider range of shades from the brand in the future.

3. Summer Fridays Illuminating Drops

A picture of the Summer Fridays illuminating drops

(Image credit: @gracelindsay__ for Who What Wear UK)

I've tried a lot of illuminating makeup products in my time, but these drops truly blew me away when I first applied them. Because Summer Fridays does natural-looking makeup so well, I naively thought they wouldn't add much glow to the skin, but oh, how wrong I was. Don't get me wrong, this isn't like a traditional highlighter, and won't add any sparkle or shimmer, but what it does do is add a hit of radiance like no other. The serum-like formula can be used in so many different ways to add a dewy, lit-from-within finish, but I personally like to mix a few drops into my skin tint before applying a small amount to the tops of my cheekbones as the last step in my routine.

4. Summer Fridays Bronzer Butter Balm

A picture of the Summer Fridays cream bronzer

(Image credit: @gracelindsay__ for Who What Wear UK)

This product had me at the name "butter balm". A smooth, creamy delight, this bronzer practically melts into the skin, becoming one with your makeup and adding a naturally radiant, sun-kissed effect. It's the kind of bronzer you can apply at home or on the go, as all you have to do is swipe it on for instant warmth. It's hard to get across just how creamy the formula is, but it's all thanks to skin-loving ingredients such as shea butter and mango seed butter. It's probably not for those of you who love a super sharp, contouring effect, but if you want an easy-to-use bronzer that adds a "your skin but better" finish, I urge you to try this immediately.

5. Summer Fridays Blush Butter Balm

A picture of the Summer Fridays cream blusher

(Image credit: @gracelindsay__ for Who What Wear UK)

Alongside the bronzer is the Blush Butter Balm. Equally as hydrating and easy to blend, this dewy cream blusher adds a beautiful flush of colour to the cheeks. There are six pretty shades available, but my favourite has to be Toasted Terracotta. I've actually worn this blush every single day this summer, as the terracotta hue adds a warm, sun-kissed effect that makes it look as if I've just got back from the South of France. I'm a big fan of the brand's makeup products, but if I only had to recommend one, it would definitely be this blush.

6. Summer Fridays Flushed Lip Stain

A picture of two Summer Fridays lip liners

(Image credit: @gracelindsay__ for Who What Wear UK)

This lip stain is a relatively new launch from the brand, but it's quickly become one of my go-to products. What I love about it is that it has a felt-tip applicator, so I can actually use it as a lip liner, too. I use the shade Almond, a soft brown hue that adds a subtle yet buildable, natural-looking flush to the lips. I line my lips with this, then pair it with the Lip Butter Balm (more on that below) for the ultimate lip combo. The best bit is, thanks to aloe vera and panthenol, this lip stain never feels drying. That said, if you prefer a traditional lip liner, I also love the Summer Fridays Softline Lip Liner in the shade Cinnamon (£21).

7. Summer Fridays Lip Butter Balm

A picture of the Summer Fridays lip balm

(Image credit: @gracelindsay__ for Who What Wear UK)

A lip balm that needs no introduction. I'm yet to meet anyone who hasn't fallen in love with the Summer Fridays Lip Butter Balm. Whether it's the chic packaging, the fun range of flavours (Vanilla is my personal fave) or the hydrating formula, there are so many things to rave about. One thing in particular that always impresses me is just how glossy this lip balm looks. Forget lip gloss, as this delivers serious shine in just one swipe.

Why Trust Us

At Who What Wear UK, we know that beauty isn’t one-size-fits-all. Our editors have tested thousands of products, including skincare, makeup, hair and nails, over the years and work closely with trusted experts—dermatologists, make-up artists and leading industry insiders—to ensure every guide is well-researched, inclusive and relevant to you.

We focus on formulas that deliver, whether they’re affordable favourites or luxury investments. Our product selection is based on tangible results, ingredient know-how and what we’d truly recommend to a friends.

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