Cult comebacks

What makes a cult beauty product? Why do we fall madly for some brands but not others? Here, we take a deep dive into the beauty buys that have taken the world by storm

- SALLY HUNWICK

As a beauty journalist, I've swatched, spritzed and sampled thousands of products, from skincare and makeup to hair and body care and fragrance.

And while the industry has evolved dramatically over the years - hello intuitive skincare and makeup, near professional at-home devices, AI and skincare-by-DNA one thing has stayed the same: good product is still good product.

It’s hard to define exactly what makes one product a hit and another not, but we all recognise a beauty product that comes with that special sauce. That fairy dusting of delight that keeps us coming back for more - often at the expense of others vying for our attention.

Take Maybelline’s Great Lash mascara. The category is one of the most jam-packed, yet since it launched in 1971 Maybelline’s super-inky formulation has kept its place in the kits of many a makeup artist. Likewise, Estée Lauder’s Advanced Night Repair, which launched in 1982. My best friend introduced me to the hyaluronic acid-dosed formula (revolutionary at the time) well before I ever put pen to paper as a beauty editor, and it still has real estate in my cabinet.

SkinCeuticals C E Ferulic is another perennial favourite with skin obsessives. Adored by dermatologists and beauty editors alike, this antioxidant powerhouse has earned cult status thanks to its skin-brightening, protective punch. Then there's Biologique Recherche Lotion P50, the exfoliating toner that’s practically a rite of passage in serious skincare circles. With its almost pongy scent and acid-rich formula, it’s not for the fainthearted - but the glow-getting results speak for themselves.