The Chicest People I Know Count This Makeup Brand as One of the Very Best
Our take
The beauty landscape, perpetually shifting, often feels saturated with fleeting trends and influencer-driven hype. Yet, the consistent endorsement of a brand by discerning individuals – particularly those with a keen eye for style and a professional stake in the industry – carries a weight that transcends mere popularity. The recent piece highlighting Charlotte Tilbury’s enduring appeal speaks to this very phenomenon. It’s not a matter of momentary obsession, but a sustained reliance on a brand that delivers consistent quality and a reliably chic aesthetic. This aligns with a broader movement toward prioritizing timelessness and understated luxury, a sensibility we’ve observed in other areas of fashion, as exemplified by Dior Puts Its Name on Timeless Tailoring, demonstrating a return to foundational, well-constructed pieces over disposable trends. The discerning consumer, increasingly, seeks investment pieces – whether in clothing or cosmetics – that offer longevity and elevate their overall presentation.
The longevity of Charlotte Tilbury's success isn’t accidental. It's a carefully cultivated brand identity that resonates with a particular ideal of modern glamour – one that prioritizes a polished, effortless look rather than overtly experimental or avant-garde aesthetics. The brand’s marketing, while undeniably effective, has always been rooted in a sense of accessibility; it promises a sophisticated outcome achievable with relative ease. This contrasts with brands that demand significant skill or a complex routine to achieve their desired effect. The focus on "effortless" is key – it allows the consumer to feel confident and polished without the perceived labor. Furthermore, the brand's association with established industry figures and consistent presence in luxury retail spaces reinforces its position as a purveyor of elevated beauty. We've also seen this curated approach to luxury extend into experiences, as showcased in *WITH PRICES* Paris Luxury Shopping Vlog 2026 ft. Joseph Duclos & luxury vintage!, where the focus remains on quality, heritage, and the art of acquisition.
The broader significance of this consistent endorsement lies in its impact on the beauty industry as a whole. It suggests a growing fatigue with the constant churn of new product launches and fleeting collaborations. Consumers are increasingly seeking brands that offer a reliable foundation for their beauty routines – products they can depend on for consistent results and a signature look. The emphasis on quality ingredients and sophisticated formulations further contributes to this shift. It’s a move away from the pursuit of the “next big thing” and towards a more considered approach to beauty consumption. The article’s validation of Charlotte Tilbury serves as a quiet rebellion against the noise, a signal that enduring quality and a refined aesthetic will always hold sway. The rise of brands prioritizing sustainability and ethical sourcing only reinforces this desire for products with lasting value, both in terms of performance and impact.
Looking ahead, it will be fascinating to observe how other brands respond to this renewed appreciation for timelessness and reliability. Will we see a decline in the proliferation of short-lived collaborations and a greater emphasis on core product lines? Will brands prioritize long-term relationships with consumers over fleeting viral moments? The sustained success of Charlotte Tilbury suggests that the future of beauty may lie not in chasing trends, but in cultivating a loyal following through consistent quality, curated aesthetics, and an unwavering commitment to a defined, elevated vision. The question remains: can other brands successfully emulate this formula, or will Charlotte Tilbury continue to reign as a benchmark for enduring elegance in the beauty space?
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
- Best Base Product: Summer Fridays Sheer Skin Tint, £42
- Best Bronzer: Summer Fridays Bronzer Butter Balm, £30
- Best Highlighter: Summer Fridays Illuminating Drops, £30
- Best Blush: Summer Fridays Blush Butter Balm, £27
- Best Lip Product: Summer Fridays Flushed Lip Stain, £22
1. Summer Fridays Sheer Skin Tint
Best base product
Pros
- Lightweight, hydrating formula
- Easy to blend
- Adds radiance
Cons
- Will need to use a concealer if you want extra coverage
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
Best for a sun-kissed effect
Pros
- Hydrating
- Add a sun-kissed glow
- Easy to mix in with your skin tint
Cons
- Would love to see a range of shades in the future
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
Best for a glowy finish
Pros
- Multi-use formula
- Adds instant radiance
Cons
- More of a natural glow compared to a shimmery highlighter
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
Best bronzer
Pros
- Buttery formula
- Easy to blend
Cons
- Might be too creamy for very oily skin
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
Best blush
Pros
- Adds a dewy flush of colour to the cheeks
Cons
- The packaging can get a little messy over time
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
Best lip product
Pros
- Felt-tip applicator is really precise, so can also be used as a lip liner
- Adds a buildable tint to the lips
- Doesn't feel drying
Cons
- Not as long-lasting as other lip stains on the market
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
Best lip balm
Pros
- Very hydrating
- Fun flavours to choose from
Cons
- More expensive that your typical lip balm
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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