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Woman & Home
Woman & Home
Lifestyle
Fiona McKim

I've tried hundreds of beauty launches this year - these were my 10 must-try buys of 2025

A marble backdrop with an image of beauty editor Fiona McKim wearing a green blazer with blonde hair, with a tube of rum mascara, bottle of Merit cleanser, NARS Afterglow lip oil, vita liberata blur drops and Alpha H firming collagen cream.

I started writing this weekly column, where I sit you down on a Sunday evening and implore you to try one beauty product, on January 12, 2025.

So, after (almost) one calendar year and 50-ish products given the 1000-word treatment, you'd think I'd have reached the limit on buys I must tell you about. But such is the industry, with its ever-advancing technology and flow of shiny new beauty products, it turns out I've got a few left in the locker.

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