PSA Skin: Why everyone’s obsessed with ASOS' new skincare brand

PSA Skin is the beauty brand set to rival The Ordinary. 

Standing for Purposeful Skincare by Allies, it's the little sister brand to Allies of Skin. So it's safe to say the products are hard-working and clinically proven but, with prices starting at just £20, PSA Skin just happens to be more affordable.

One very good reason ASOS and Beauty Bay keenly snapped up the brand.

And much like The Ordinary and The Inkey List, to which there are obvious comparisons, the focus for PSA is only on ingredients which make a proven difference to skin. Think salicylic acid for minimising acne,  glycolic acid for treating pigmentation and hyaluronic acid for a deeply hydrating hit of moisture. 

Here's our breakdown of the products you should add to basket, now...

Best PSA Skin Product For Brightening: LIGHT UP Vitamin C&E Flash Brightening Mask, £31

The bright orange colour of this mask tells you everything you need to know. With 11 per cent L-ascorbic acid, a more stable form of vitamin C, it leaves dull skin quietly glow-y  while flooding it with moisturising grapeseed oil and hyaluronic acid. 

Best PSA Skin Product For Wrinkles: MIDNIGHT COURAGE Rosehip & Bakuchiol Retinol Night Oil, £37

Two powerhouse anti-ageing ingredients make this one seriously good overnight product: bakuchiol (touted as a natural and non-irritating version of retinol) and hydroxypinacolane retinoate, which is a milder version of retinol. Together, they gently encourage skin to produce shiny new cells, thereby improving the look of fine lines. With a richer texture than most oils, this is spot on for more mature or dry skin types. 

Best PSA Skin Product For Dry Skin: THE MOST Hyaluronic Super Nutrient Hydration Serum, £34

The playful name is an indication that this is 'the most' handy product you'll really need to plump up dry, uncomfortable skin. Hyaluronic acid and glycerin attract and trap moisture in the skin, making it more pillowy and hydrated. 

Best PSA Skin Product For Acne: GOALS Multi Acids & Probiotics Perfecting Night Serum, £37

If your skin goals include a clearer, calmer complexion then reach for this. A cocktail of glycolic, lactic, salicylic and PHA acids does the heavy work of dissolving and clearing away dead skin and clearing up blackheads.  Then probiotics jump in to balance the skin's microbiome, reducing the inflammation that causes breakouts in the first place. 

Best PSA Skin Product for Pigmentation: HEROINE Mandelic & Licorice Superfood Glow Toner, £28

Mandelic and lactic acids join forces to gently exfoliate while liquorice root helps to inhibit excess pigment production in skin. 

Who said skincare had to be a complex, 10-step regime?