8 new skincare brands every woman over forty needs to know about

Annabel Jones
·4-min read
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According to market analysts, Mintel, skincare has been the big hero of 2020 as we move away from superficial beauty products such as make-up (sorry, still hooked) towards self-care regimes that primarily focus on simple, effective skincare. Smart move as good skin truly is the measure of youthfulness as far as we're concerned. 

There are SO many brands calling for your attention that it's often easier to re-order another pot of your usual skin cream, but this is where we come in. The Telegraph's beauty team are one of the first to be sent new brands to try out.

We use our own faces as guinea pigs, slathering on everything from active acids to CBD in a bid to sort the bad from the meh and the good. Occasionally we find something great, and there is nothing better than finding a tested solution to a confidence-draining skin issue.

That's not to say that everything we like will suit your skin's needs, but as we're a picky bunch it's not a bad place to start your shopping search, especially as Xmas is just around the corner and it's about time to start dropping some hints.

With no further adieu, take a browse through our edit of our 8 new under the-radar-skincare brands worthy of your attention. 

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  1. Verso: The Swedish believe in Lagom which translated means 'not too little, not too much.' In other words, the Scandis cherish quality and simplicity and when it comes to skincare that makes a lot of sense - you'll find nothing that isn't needed and only what is truly effective in Verso's good looking monochrome-packaged products. The Swedish company's skincare range is free from parabens, mineral oils and colorants and most products contain the brand founder's special 'retinol 8' that promises anti-ageing results eight times more powerful than ordinary retinol. We love the Hydration Serum and Tumeric Anti-oxidant Booster for dull skin. 

  2. Royal FernDr Timm Golueke launched Royal Fern following years of research on fern extracts to treat dermatological conditions. Apparently the plant has powerful cellular-defense properties that help to plump and sooth skin for a youthful-looking complexion. This brand is great for those who scoff at multiple steps - add their Phytoactive Hydra-Firm Intense Mask into your usual routine and you're in for a treat. 

  3. Ubana Beauty: The Japanese know a thing or two about beauty and this line is no exception. Focusing on addressing fine lines, wrinkles and dryness, their serums are formulated with Ceramides and Hyaluronic Acids to plump the skin from within while locking moisture in and preventing it from escaping. Great for anyone with dry skin and those who are over forty as our ceramides (lipids) diminish rapidly with age. Try the Drench Intensive Hydration Serum or Resist Anti-pollution Pollution Serum. 

  4. Frank Body: The Australian brand started with a coffee body scrub (1 x Frank Body scrub sells every 40 seconds & has over 80,000 5* reviews) and has since branched out into a face and body line that is now available at Boots. From their Anti-make-up Cleansing  Oil to their Caffenated Moisturiser and, our favourite, the Vitamin C  Face Mask, you'll find something fun and affordable to wake-up a tired complexion. This is one that you can share with your teen. 

  5. Cosmedix: Clean, clinical and luxurious is Cosmedix's brand philosophy. Founded by aestheticians and nurse practitioners. Highly active ingredients make this line worth the investment but you won't be let down on the luxe-factor. Their eye serum is blended with shimmering liquid crystals that refract light, instantly softening the appearance of dark circles, fine lines and wrinkles. 

  6. Glow Recipe: An accessible Korean beauty brand divided into normal, dry, oily and sensitive categories, Glow Recipe is all about getting the so-called 'SoKo glow' that most of us aspire to but can never quite achieve  - without having to layer on 12 steps twice a day as Koreans do. We particularly like their Watermelon Glow PHA + BHA Pore-Tight Toner that provides a tight, poreless canvas for make-up. 

  7. Pause Well-Aging: It's about time that a skincare brand focused solely on menopausal skin and Pause Well-Aging does just that.  Delivering ingredients and textures that are bespoke to the issues of women experiencing the menopause (such as dryness, loss of collagen, blemishes, and oscillating temperatures) this pro-ageing brand caters for all phases of the menopause from peri-menopause to post-menopause. We love everything in this range, but you can't go wrong with their 4-in-1 Micellar Cleansing Treatment, Collagen Boosting Moisturiser and Hot Flash Cooling Mist. 

  8. PSA: Purposeful skincare by Allies is the brainchild of Nicolas  Travis, the genius skincare founder of Allies of Skin. Take it from us, Nicolas's own skin is otherwordly; glossy, clear and firm, but it wasn't always this way - suffering from bad breakouts as a teen inspired him to study the skin in depth and launch his own brand, Allies of Skin. PSA is his affordable sister brand that caters for all skin types and skin colours. We love Goals: Multi Acids & Probitotics Perfecting Serum that protects the skin's barrier function while exfoliating for clear skin.