20 New Beauty Buys Under £20

On the lookout for new beauty products to add to your routine? You’ve come to the right place. From ultra-pigmented eyeshadows and innovative new skincare formulas to the latest e.l.f. launches and MUA-approved makeup brushes, we’ve pulled together the ultimate roundup of newly-launched products. And the best part? Everything in this edit is less than £20, so you can fill up your basket without having to worry about the cost.

Scroll down to discover the best new affordable beauty products.

1. By BEAUTY BAY Tropical Palette

Feauturing bright and vibrant mattes and shimmers with a juicy tropical colour theme – thanks to this palette your summer eye makeup looks are sorted. 

2. Estee Lauder Nutritious Cleanser

We can always rely on Estee Lauder to deliver with innovative, science-first skincare. The new Nutritious range features a lotion, mask, moisturiser, and this multitasking foaming cleanser – which can be used as both a face wash and a clarifying mask.

3. ISDIN Hyaluronic Booster

If summer has your skin feeling dry and dehydrated, this set of ten hyaluronic acid vials could be your saviour. Used as part of a ten day course, the powerfully hydrating serum will help to quench your skin’s thirst and boost moisture levels.

4. The Nue Co. Vitamin C

Everyone can benefit from taking a vitamin C supplement – the ingredient famously helps to boost your immune system, improve energy levels, and support healthy skin. This particular blend contains 1000mg of pure vitamin C – the equivalent of 15 oranges.

5. e.l.f. Halo Glow Contour Beauty Wand

Blush is big news for summer 2023 and there’s nothing we love more than a cream blush formula – they’re easy to apply, blend beautifully, and give skin a healthy, natural-looking flush. These wands contain a powerfully pigmented formula, so a little goes a long way and the tube will last you for months.

6. LH Cosmetics Crayon Eyeliner

A soft, creamy lip liner should be an essential in every makeup bag. This formula is particularly impressive because it’s waterproof and stays put for hours.

7. The Beauty Crop Juice Pot Bronzer

The Beauty Crop is one of our favourite Tik-Tok famous brands, so you can pretty much guarantee that this product will go viral. A sheer but buildable liquid bronzer, this is perfect both for adding warmth to skin and sculpting the contours of the face.

8. e.l.f. Suntouchable Invisible Sunscreen 30

So far 2023 has been a great year for sunscreens – gone are the days when SPFs were thick, chalky, greasy, and clogged pores or left a white cast on skin. This new sunscreen launch from e.l.f. melts into skin and doesn’t leave a hint of residue. Thanks to glycerin and meadowfoam seed oil, it keeps skin hydrated and glowy, as well as protected.

9. By BEAUTY BAY Aquavated Liner Palette

Right on time for all your festival eye makeup looks, this selection of water-activated eyeliners is a must-have for your on-the-go makeup bag.

10. Lethal Cosmetics Haze Plush Lip Cream

As pigmented as a lipstick but as hydrating as a lip balm, this lip cream combines the benefits of both. Lips are left nourished and plump, with a soft matte finish.

11. Iconic London False Lashes Cool Girl Glam

If you’re after subtle and natural-looking lashes that define your eyes without looking over the top, thiese vegan and cruelty-free lashes are just the ticket.

12. Pink Honey Pixi Pen

Contouring around the nose requires a precise and detailed approach, which is exactly what this contour pen is designed to achieve. The creamy formula blends easily into skin for a seamless finish.

13. Mermade Hair Hair Towel

Adding a microfibre hair towel to your routine is a seriously gamechanging move. Not only will your hair dry faster, but it will dry without damage, frizz, and flyaways.

14. About Face Fractal Glitter Eye Paint

Bold, bright eye makeup is what About Face do best and their latest creamy eyeshadow formula is majorly impressive. Expect powerful pigment and a shimmery, pearlescent finish.

15. Shrine Prep Shampoo

If you’re considering dyeing your hair, this clarifying shampoo is the perfect way to prep. It helps to exfoliate the scalp and remove residue, buildup, and oil, creating a clean canvas so that colour applies evenly.

16. NEOM SOS Calming Pen

Drawing upon the calming properties of lavender, chamomile, and orange, this travel-sized destressing oil is perfect for keeping in your bag for moments of calm on the go.

17. Spectrum Collections KJH Professional Single Brush 02

When we first heard that one of our favourite MUAs, Katie Jane Hughes, was collabing with Spectrum on a face and eye brush set we knew the brushes would be an instant sell-out. Fortunately, the brushes are now available individually so you can pick and choose to fill in the gaps in your collection.

18. Foreo Supercharged Ultra-Hydrating Sleeping Mask

Foreo made a name for itself as a go-to brand for beauty tech – cleansing brushes, microcurrent devices, and IPL hair removal are just a few of the gadgets they offer – so we know that their new skincare collection is going to be impressive. This rich jelly mask is perfect for soothing and moisturising stressed skin.

19. By BEAUTY BAY Powder Highlighter in Aura

Inspired by golden hour, this highlighter adds warmth and radiance to skin – basically acting as blusher, bronzer, and highlighter in one to give skin a sunkissed finish.

20. e.l.f. Lip Exfoliator

Smooth soft lips require more than just a lip balm – start your lip care routine with this handy lip scrub.