Love Good Housekeeping and want more of our Triple-Tested recipes, home tips, fashion and beauty inspiration and so much more delivered to your inbox four times a week? Sign up to our FREE weekly newsletters, sit back and enjoy!


Since the Good Housekeeping Institute opened its beauty lab in 2015, our experts have put 240 product categories to the test with the help of over 25,000 readers, trialling everything from hair dryers and retinol serums to self-tan and electric toothbrushes.

To celebrate the GHI’s 100th birthday, we’re rolling out the red carpet across the year and hailing the very best of the best in beauty, starting with makeup.

Best makeup products

Makeup is a truly beautiful thing. There are the classics we've loved for years, being discovered all over again by the TikTokers of today. Then there are the shiny new arrivals, dazzling us with their sleek looks and inventive technology.

Here at the GHI, we wanted to see which icons are still worthy of your makeup bag and which innovative new formulations are usurping the classics. So, we put a wide range of market-leading products through their paces in the GHI lab and asked our panel of testers to try them out as part of their everyday routine.

We can now reveal everything you need for the ultimate makeup kit, from the perfect smudge-proof mascaras and sun-kissed bronzers to skin-perfecting bases and concealers that truly cover up a sleepless night.

How we test makeup

We asked 300 panellists to use the products for a minimum of two weeks before giving us detailed feedback. They reported back on durability, ease of use and pigment pay-off. In the lab, we used our specialist machines to assess the colour transfer of lipstick on coffee cups, the smudge-proof claims of eye makeup, and the staying power of base products.

Image no longer available

It's the most extensive makeup testing we've ever done – we don’t like to do anything in half measures here at the GHI. We reviewed the market-leading brands and products across 12 core makeup categories – foundation, concealer, highlighter, setting powder, bronzer, blusher, mascara, eye pencils, liquid eyeliner, eyebrow gels and pencils, lipsticks and nail varnishes.

Our winners are the most long-lasting, high-impact makeup essentials money can buy, as verified by our team of experts and readers.

Without further ado *drum roll please* let's introduce our first inductees into the GHI Beauty Hall of Fame...

Best foundations

For the full list of winning foundations, click here.

Best concealers

For the full list of winning concealers, click here.

Best highlighters

For the full list of winning highlighters, click here.

Best setting powders

For the full list of winning setting powders, click here.

GH Tip: Brush bronzer along the cheekbones and under the jawbone for subtly sharpened facial features.

Best bronzers

For the full list of winning bronzers, click here.

Best blushers

For the full list of winning blushers, click here.

Best mascaras

For the full list of winning mascaras, click here.

Best eye pencils, pens and liquid liners

For the full list of winning eye pencils, pens and liquid liners, click here.

Best eyebrow products

For the full list of winning eyebrow products, click here.

Best lipsticks

For the full list of winning lipsticks, click here.

Best nail varnishes

For a full list of the winning nail varnishes, click here.

Headshot of Florence Reeves-White
Florence Reeves-White
Senior Beauty Writer

Florence is our Senior Beauty Writer, specialising in expert-tested beauty and grooming reviews — from toothbrushes to the latest skincare launches. She’s committed to sharing recommendations for products that truly work and make people feel confident and healthy. Prior to this she was at Tropic Skincare, where she worked closely with biochemists in the lab, delving into the functions of each fresh, natural ingredient and conveying its efficacy to her audience in easy-to-digest terms. 

With over five years’ experience in beauty and health journalism, Florence has written for ELLE, Women’s Fitness, Sister Magazine, National Geographic Traveller and many more, with a strong sustainability angle thread through much of her work.

When she isn’t packing for a trip away, working out, eating out or reading up on retinol serums, you’ll probably find her experimenting with her film camera and building her portfolio of portraits. Florence’s photography can be found at florencereeves-white.com, her Instagram is @florencereeveswhite and her twitter is @floreadsnwrites

Headshot of Denny Daily
Tested byDenny Daily
Former Beauty and Grooming Tester

Denny our Former Beauty and Grooming Tester has an in-depth knowledge and background in beauty and PR. She has spoken on panels with Cosmetics Executive Women (CEW) and has worked with many beauty brands as a commercial model.  Since joining in October 2022, she has worked on numerous testing categories including over 18 different brands for vitamin C serums, scalp scrubs, shampoos for dry hair and many more. She has over 20k followers on TikTok where she shares beauty and fashion tips otherwise better known as Denny Daily.