Confession: even as a longtime beauty editor I’m still swayed by fancy packaging, seduced by glossy ads and suckered in by celebrity associations. However, thanks to a lifetime of testing products, the rational me knows that many mass-market options out there deliver exceptional results – high-street buys that I actively choose over their designer alternatives.

With beauty, I’m all about the high-low mix. Choosing where to spend and where to save is savvy. In my book, pairing a budget cleanser (gets washed off in seconds) with an investment serum (stays on the skin all day) is just common sense; as is buying the products a company specialises in. For instance, a nail brand will have invested more research and development into its varnishes than will a fashion house.

Remember, too, that different brands sometimes belong to the same parent company, so share expertise. L’Oréal owns both Lancôme and Maybelline and so the latters’ mascaras will benefit from the former’s formulation know-how.

Despite being inundated with fancy-pants products, these choices have earned their place in my beauty arsenal.

Spied in make-up artist Ruby Hammer’s kit, this has enough ‘grip’ to stay the day. Its serum-like formula gives a natural finish.

I love Manta brushes, but they’re four times the price of my hairdresser’s go-to: this ultra effective, non-pulling detangler.

A favourite of many make-up-artist friends, this gives good glow without too much (ageing) shimmer. Tap on cheekbones for a pretty flush, on eyelids for lustre and lips for a sexy sheen. 

With a design and scent that belie the price tag, this is sure to elevate even the most utilitarian sink. 

 With a design and scent that belie the price tag, this is sure to elevate even the most utilitarian sink.

By all means splash out on body scrub – but this will boost blood circulation, blitz dry skin and give you smooth, glowing limbs just as well. 

I’ve tried lots of fancy ‘sensitive scalp’ shampoos – but used every third wash this keeps mine flake-free.

Fancy serums are no use if you pick at zits. Invisible and ultra-thin, these form a healing barrier. 

There are more covetable designer varnishes, but this is my go-to. Its flat brush means easy application, and its formula delivers lasting sheer finish. 

This creamy formula comes in flattering shades and is a staple in many make-up artists’ kits.

Fifty per cent of us avoid conditioner for fear it’ll weigh our hair down. Promoted as ‘weightless’, this one hydrates without heaviness.