Skin is in. Not that it was ever ‘out,’ but we’ve as we’ve become increasingly forensic about our largest organ, sheer quality has surpassed everything else. It’s no longer enough for your complexion to look as though it’s privy to eight glasses of water a day, it now needs to look as though you sleep in a hyperbaric chamber, fresh off a cold plunge, while mainlining NAD-infused green juice. Welcome to the era of expensive skin.
“Flawless, glass-like skin has become the ultimate status symbol of our time,” says Alice Crossley, beauty, principal strategic foresight analyst at The Future Laboratory. “Minimal pores, low inflammation and luminous, lit-from-within clarity no longer just indicate good genetics, they communicate wealth, discipline and access to premium treatments, technology and products.”
The evolution of ‘clean girl’
The ‘Clean Girl’ has officially had a luxury spa scrub-up. “Clean, healthy skin has become shorthand for a life well-managed,” Alice explains. “We’re seeing ‘expensive’-looking skin emerge as a new form of social currency driven by longevity culture, biohacking and the proliferation of medical aesthetics. Skincare routines have taken on the language of productivity and bio-performance; they are now measurable, optimised and conspicuously visible.” While skincare is clearly the foundation for this new aesthetic, high-performance makeup (or ‘no makeup makeup’) has become the necessary adjunct for the rest of us wanting to cheat the genetic lottery.
The expensive skin aesthetic: Less makeup, better skin
Enter legendary makeup artist Pati Dubroff – the woman widely credited with masterminding the ‘quiet luxury’ look after creating Sofia Richie’s internet-breaking wedding makeup. “There’s a bigger cultural shift happening,” says Pati. “We’ve had years of heavy contour, intense glam, filters, and overcorrection. Now there’s a return to trusting your face. Letting skin look like skin and letting expression and emotion lead.”
Essentially, it’s makeup that enhances rather than transforms. It’s a sentiment shared by world-renowned ballet dancer and author Misty Copeland, who has partnered with minimalist beauty brand Merit on the launch of their new The Uniform sunscreen. The collaboration invites people to rethink SPF not as a chore, but as a daily ritual, SPF being a cornerstone to healthy skin. “For so long, beauty was tied to performance and transformation. Now I’m drawn to a more natural, skin-first approach that feels effortless and lets me move through my day without overthinking it,” she says. “I like looking like myself. I’ve done enough transforming on stage so I gravitate toward products that feel lightweight and easy to use.”
Brands like Merit with their effortless formulas hit exactly what the modern woman wants from her skincare-ajacent arsenal. As Pati echoes; “It starts with skin. Not foundation but preparation.” While that can mean layers of serums, it also comes down to nailing the basics. “Merit’s The Uniform SPF stands out because it gives just enough coverage while still letting your skin show through,” says Misty. “It’s breathable, easy to apply, and perfect for everyday wear.”
Get the expensive skin look
So, how exactly does one achieve the skin of the genetically (and monetarily) blessed?
“To me, ‘expensive’ skin looks healthy, hydrated and cared for,” says Global Makeup Artist for Merit Chiho Omae. “The key is to use lightweight products that enhance the skin and let it breathe. I always start with skincare to create a hydrated, smooth base. When it comes to coverage, I’ll spot conceal in areas that need it and leave the rest of the skin more sheer, then add subtle dimension with cream products – blush, bronzer and highlighter – just to bring a healthy flush of colour, natural radiance and texture to the skin.”
As Chiho notes, it’s entirely about your skin looking like the absolute best version of itself, with a natural skin-like soft-lit finish. And don’t let blemishes put you off; “Lightweight formulas can work beautifully on any type of skin. Products that allow you to build coverage give you the flexibility to customize both the coverage and the finish in a way that feels right for you.”
Ultimately quiet luxury is an exercise in restraint and knowing when to stop. As Pati notes; “When you don’t do too much everything reads as confident, effortless and modern – and that is precisely what ends up feeling the most aspirational.”
Our Ultimate Skinvestments
Skinvity Silicone LED Mask, £599
A tech-forward mask with serious flex appeal. This new generation light therapy device doesn’t just look luxe (as far as LED masks go), its ultra-soft, flexible silicone ensures it sits closer to the skin for a more comfortable fit and consistent light delivery. With four targeted wavelengths designed to tackle everything from collagen production to congestion it’s the ultimate high-returns asset.
Merit The Uniform Tinted Mineral Sunscreen SPF 50, £34
‘Texture ick’ remains one of SPF’s biggest detractors, yet sunscreen is the number-one product every dermatologist advises using if you want to make a noticeable difference to your complexion. Merit’s The Uniform is the brand’s standout launch this summer and is already gaining legions of loyal followers thanks to its light-as-air texture and soft-focus tint that makes skin look like the most polished version of itself.
Merit The Minimalist Perfecting Complexion Stick, £34
Is it a foundation? Is it a concealer? Apparently, it’s neither but it manages to pull off both beautifully (not that anyone looking at your skin would ever guess). This is low-key luxury in a sleek stick format that is almost impossible to mess up. From editing imperfections to blurring unevenness, the lightweight, buildable formula is a non-negotiable for anyone chasing expensive skin.
Ziip Halo, All-in-one microcurrent facial device, £379.99
If you haven’t seen a beauty editor or influencer with one of these pressed to the side of their face – complete with that unmistakable eye-twitch where have you been? Beyond the hype, there’s serious clinical mileage in this sleek little gadget. Using a combination of microcurrent and nanocurrent technology to mimic the body’s natural electrical impulses, it lifts, tightens and brightens, like a personal trainer for your facial contours.
Augustinus Bader Overnight Restorative Cream, £290
The brand feted by the A-List introduces this hotly anticipated (it launches in September) overnight reset and it’s another goodie (sorry bank balance). As with all Bader products, this night time hero is powered by TFC8 R (Trigger Factor Complex) to support the skin’s natural renewal process, combining it with a water-binding formula and melatonin-mimicking extract to reduce signs of fatigue while you sleep.
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