Are these the 9 most iconic products of all time? Our beauty team thinks so, and we'll tell you exactly why

The beauty industry is an incredibly exciting one to work in. It’s so fast-paced - there’s always a new beauty launch, a buzzy new ingredient, or a shiny new brand to get wooed by. It can mean, though, that we’re a little obsessed with the hot new thing - our heads get turned so often we’re in danger of turning into owls.

To celebrate the 100th year of woman&home and our 2026 beauty awards, we wanted to spotlight the iconic buys that have really stood the test of time. Those seminal buys that have really earned their spots in the beauty hall of fame. These are the products we’d be panicked to see vanish from shop shelves or our bathroom cabinets.

With most launching decades ago, our icons really prove that newer isn’t always better. There’s a reason why they’re still such bestsellers - and let us tell you why.

Beauty director, Sarah Cooper-White

"I’ve worked as a beauty journalist for a long time (over 20 years!), and Elizabeth Arden 8 Hour Cream is one of the mainstay recommendations I’ve made throughout my career," raves beauty director Sarah Cooper-White. "It’s one of the first products I thought of when we were building the icons awards category because it really embodies exactly what we wanted to create from this spotlight - hardworking, effective buys that have been around for most of woman&home’s history, and are likely to still be around in another 100 years.

It was created by Elizabeth Arden herself in 1930 - the name was coined by a client who used the cream on her child’s grazed knee - she applied it, and 8 hours later it was better. I can vouch that it really works - I do actually use it on my kids’ cuts and grazes! It’s also brilliant for parched lips and dry patches and can also be used as a barrier cream and brow tamer. It’s just brilliant - I have one in every handbag. I absolutely love it."

Beauty editor, Stephanie Maylor

"Launched in the mid ‘90s exclusively to QVC, this cult cleanser has racked up more than 150 awards, thanks to its winning formula that combines naturally active ingredients with scientific innovation and proven results," says beauty editor Stephanie Maylor. "I can’t remember the first time I used Liz Earle Hot Cloth Cleanser, but I know how many bottles I’ve got through since. It’s the cleanser I always go back to between forays into new formulas. I love the soothing scent. I love the buttery-feel. I love how well it removes my make-up, and how plump and quenched my skin feels after.

In a saturated market, with cleansers that target every complexion concern and skin type, this is refreshingly simple - a one size fits all formula that cleanses without stripping, replenishing skin with the hero botanicals - chamomile, rosemary, cocoa butter and eucalyptus essential oil. The real USP comes from the ‘Hot Cloth’ portion - a cotton muslin cloth that gently removes excess product and provides skin with a gentle exfoliation."

Senior beauty editor, Rhiannon Derbyshire

According to senior beauty editor Rhiannon Derbyshire, "Max Factor was a makeup artist who worked in the very early days of cinema, and he invented products we still use today, including the first concealer available to buy in retail shops and the first mascara to be applied from a tube. In keeping with its Hollywood history, Marilyn Monroe was said to be a fan of Max Factor lipsticks, so it’s no wonder that this formula has remained so timeless.

She continues, "I wear red lipstick every day, and this formula is one of the main ones I recommend. It’s so easy to apply - it really glides onto lips and doesn’t cling to dry patches, and the satin finish is a lot more forgiving and less intimidating than a full-blown matte. The colour is perfect too - it’s a true red that genuinely does suit everyone. I also really love the gold packaging, which makes it look and feel much more expensive than it is. The price impresses me every time - for £9.99, you can truly transform yourself - physically and spiritually. "

Beauty editor, Jess Beech

"Launched in the 1950s, the Dove Beauty Bar was revolutionary for being formulated with a quarter moisturising cream, making it a nourishing alternative to classic soap," explains beauty editor Jess Beech. "I have used Dove Beauty Bar every day for as long as I can remember. My mum always has one in her shower, so that fresh, soapy scent always reminds me of home. The Beauty Bar manages to hit the perfect balance of leaving you feeling really, truly clean (rather than just overwhelming you with scent) but without drying out your skin.

Other soaps end up either a bit dry or a bit sticky, and I’ve never found another that hasn't made me feel like I’ve stepped back in time. I used to use the Dove Beauty Bar on my face too as a teenager, and while I wouldn’t recommend that now as a 34-year-old beauty editor, I would say it’s still a much better and gentler alternative to mini hotel shower gel if you’re in a tight spot. Proof that not all beauty icons need to be fancy, or cost more than £2."

Beauty writer, Annie Milroy

"Founded in 1994, heritage English brand; Jo Malone is as quintessentially British as beauty brands can get," according to beauty writer Annie Milroy. "For as long as I can remember, being gifted anything from Jo Malone has always been the ultimate luxurious treat and for many, the recognisable butter yellow and black bags are a symbol of the best of British beauty.

I still recall the day I received my first Jo Malone gift; a Lime Basil & Mandarin Candle, which had been on every birthday and Christmas list for years. 18 year-old-me wanted to feel sophisticated and chic, and only a Jo Malone candle would make me feel this way. It’s fresh, light and comforting- everything you could want from a home scent. Subtle yet impactful, zesty lime is balanced with herby basil and fresh mandarin, producing a scent so beautiful you’ll never want to be without it. Truly, there’s no scent more fitting of an icon award than this."

Beauty director, Sarah Cooper-White

"This is such a nostalgic scent for me," enthuses beauty director Sarah Cooper-White. "It’s true that perfumes have the power to really transport you to a particular place - when it comes to Dewberry, I’m right back in my senior school classroom, spritzed head-to-toe in the scent. I even used to get the full Dewberry sets wrapped in cellophane as a teenager!

The perfume oil is a lovely way to wear it - it’s a lot subtler, while still having the distinct fruity Dewberry scent. Dewberry originally launched in 1988 to the delight of my friends and me, but during the noughties it vanished from the shelves. I was thrilled to see it back this year - long may it stay."

Beauty writer, Sennen Prickett

"Anyone in the market to revive damaged hair is already well-acquainted with Philip Kingsley’s Elasticiser Treatment. Launching in 1974, this deeply conditioning formula was the world’s first pre-shampoo treatment mask and was originally created for the one and only Audrey Hepburn – I mean, it couldn’t get more iconic if it tried. Since it made its debut to the public back in 1982, it’s no surprise that it has gone on to gain a cult following and win a plethora of awards.

I reach for this intensely nourishing hair mask whenever my strands are in need of some TLC, as it delivers a surge of moisture inside the hair cuticle, leaving my tresses silky, stronger and full of bounce. What’s more, it even offers UV protection post-hair wash to help prolong the vibrancy of colour-treated hair.”

Beauty channel editor, Fiona McKim

"When I first started at w&h as a baby beauty editor, I had some catching up to do," explains beauty channel editor Fiona McKim. "I started my career writing features, so I tried to sponge up intel by asking every beauty ed I met what products they used. One acronym constantly came up, and I spent weeks wondering what this mysterious ANR was until my boss, Jo GB, kindly explained it was Estee Lauder Advanced Night Repair, that 'everyone' used it because it was 'the best.' Simple as that.

Ask a room of beauty eds the same question today, and this would still dominate the responses, mine included. That's good going for a 44-year-old serum in a crowded market. And why ANR? (yes I call it that too now) It was the first-ever night serum, brought hyaluronic acid to the market, and has been continuously tweaked so the tech stays up to date, with peptides, antioxidants, and more. It works on any skin type, slots into any routine, and I'd recommend it to anyone - frequently do. ANR is rightly revered and was always going to be a shoo-in for our 100th birthday honours list."

Digital beauty writer, Naomi Jamieson

"A fellow centenarian this year, an icon for a reason and loved by many a celeb (including Victoria Beckham), Weleda's Skin Food is the rich and ultra-nourishing multi-tasker every bathroom cabinet needs. The formula blends hydrating botanicals like wild pansy, chamomile, rosemary and calendula to deliver an intensive, soothing treatment to the skin - whether you're applying it to your face, hands or dry elbows.

It's a personal go-to of mine in the winter months, when my skin tends to get very irritated and red, as it not only offers relief but leaves a lasting dewy barrier behind that wards off tightness and looks lovely under makeup, too."