Av
Avant Skincare
8.0 / 10 · From List ~£60-200+ per product; frequent deep sales
8.0
Avant is a British brand that does the luxury half of luxury skincare genuinely well: hyaluronic-acid-led serums, eye creams, and moisturisers with pampering textures and gift-worthy packaging, organised into clear collections for aging, brightening, and hydration. The formulas lean on proven, well-tolerated staples - hyaluronic acid, collagen-support ingredients, vitamin C - rather than exotic actives, which makes them pleasant and dependable rather than dramatic. The honest catch is the pricing theatre: list prices sit high and the site runs steep promotions so often that the discounted price is closer to the real one. Judged at sale price, it's a lovely line; at full list, better-value actives exist.
Why we rate it
- Hydration-first formulas built on proven staples - hyaluronic acid, vitamin C, peptide-style anti-aging lines - that suit most skin types
- Genuinely luxurious textures and packaging - this is the end of the market where the ritual is part of the product
- Clear collection structure (anti-aging, brightening, eye care, hydration) makes building a routine straightforward
Keep in mind
- High list prices with near-constant deep discounts - the RRP is best treated as decoration, and paying full price is a mistake
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