Avant Skincare Review
London luxury skincare built around hyaluronic acid - gorgeous on the shelf, smartest when bought on sale.
✓ Pros
- 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
- Cruelty-free positioning and frequent sitewide promotions that bring real prices well below list
✗ Cons
- High list prices with near-constant deep discounts - the RRP is best treated as decoration, and paying full price is a mistake
- Results are the gradual, maintenance kind - hydration and glow, not the visible overhaul the luxury pricing implies
- Actives overlap heavily with well-reviewed mid-range brands, so you're partly paying for texture and presentation
What the brand actually is
Avant is a London-based skincare house pitched at the premium end of the counter: serums, creams, masks, and eye treatments organised into collections around hydration, brightening, and aging, with hyaluronic acid as the signature ingredient running through the bestsellers. The experience is the point - weighty jars, elegant droppers, textures that feel expensive going on - and as a gift or a self-indulgence it delivers that experience convincingly. Ingredient-wise it plays the classics: hyaluronic acid in multiple weights, vitamin C for glow, collagen-support and retinol entries in the aging lines. That's a sensible, low-risk formulary - and also one you can find in humbler bottles.
The price tag, explained honestly
Avant's list prices - often £100+ for a serum - put it shoulder to shoulder with department-store prestige brands. But watch the site for a few weeks and a pattern emerges: rotating promotions regularly cut prices by half or more, which is common in direct-to-consumer luxury skincare and means the sale price is the price. Our advice is to treat it like flights: never book at rack rate. Bought in a promotion, an Avant serum costs what a good mid-range serum costs, and at that money the luxury textures and packaging tip the scales in its favour. Bought at full list, the same bottle has to outperform proven cheaper actives - and no cream chemistry does that.
Should you buy it?
Buy it if you want skincare that feels like a treat - the hydration-focused staples are well-tolerated crowd-pleasers, the collections make routine-building easy, and on promotion the value is real. It's an especially safe pick as a luxury gift, where presentation carries half the joy. Skip it if you're a results-per-pound maximalist chasing clinical actives - a disciplined routine from mid-range favourites will match the skin outcomes for less. And whichever camp you're in, keep expectations where skincare lives: smoother, plumper, brighter-looking skin with consistent use - not a facelift in a jar.
Best for
Skincare lovers who want the luxury-serum experience - rich textures, elegant packaging, hydration-first formulas - without paying full list price for it.
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