Buying Cosmetics Online in the UK: A No-Nonsense Checklist for Better Buys

Buying cosmetics online is convenient, but it’s also the quickest way to waste money. The problem isn’t that products are “bad”. It’s that you can’t try before you buy, and marketing makes everything look essential. Use a simple system and you’ll end up with fewer regrets, fewer duplicates, and a routine that works.

Start with outcomes, not categories

Instead of browsing “make-up” or “skincare” and hoping inspiration strikes, decide what you’re trying to change. Examples: “My foundation breaks up around my nose”, “My skin feels tight after cleansing”, “I need a fragrance that doesn’t shout in the office”. When you shop for outcomes, you’ll ignore 90% of the noise and spend on what matters.

Check the basics: authenticity, condition, and shelf life

With any online purchase, look for clear product naming, sizes, and pricing. When a deal looks too good, ask why. It might be a bundle, an older brochure offer, or end-of-line stock. That’s not automatically a problem, but you should know what you’re buying.

• Check the size (ml or g) and compare price per ml when you can.
• Look for a batch code/expiry information and a clear returns policy.
• Be wary of vague listings that don’t show shade names, finishes, or ingredients.

Shade matching online: reduce the odds of a bad match

For base products, aim to narrow the field before you buy. Start by working out your undertone: cool (pink), warm (golden), or neutral (a bit of both). Then check the depth you usually wear and how much coverage you actually like. If you’re between two shades, choose the lighter one for winter and warm it up with bronzer, or mix two shades if you already own something close.

Don’t ignore SPF and the ‘boring’ bits

If you’re buying skincare, the least exciting products are usually the ones that do the heavy lifting: sunscreen, a gentle cleanser, and a moisturiser that doesn’t sting. An SPF you’ll wear every day beats a fancy serum you use twice then forget. If you’re using active ingredients, introduce one at a time and give it a proper run before you judge it.

Learn to read the label quickly (without becoming a chemist)

You don’t need an INCI dictionary, but you should recognise a few patterns. For hydration, look for glycerin and hyaluronic acid. For barrier support, ceramides and cholesterol are good signs. If you’re sensitive, scan for strong fragrance or lots of essential oils. For actives (like retinoids or acids), more isn’t better: the right strength, used consistently, wins.

Avoid the ‘false economy’ basket

The classic online mistake is buying five mid products because they’re on offer, when you’d be happier with two reliable ones. Before you hit checkout, do this reality check:

• What problem does each item solve? If you can’t answer, delete it.
• Do you already own something that does the same job?
• Will you realistically use it three times a week?
• Does it clash with anything in your routine (for example, strong acids plus a retinoid every night)?

Use deals strategically (not impulsively)

Discounts are great when they help you stock up on staples, not when they push you into experiments you don’t need. The smartest way to use offers is to decide your “core kit” - cleanser, moisturiser, SPF, one treatment, mascara, brow product, and a lip - and then look for savings on those items.

If you’re actively bargain-hunting, keep it tidy by checking one trusted place for Avon discount codes and offers before you buy. A discount should be a bonus, not the reason you add something to your basket.

Build a routine you can repeat

The best online purchase is the one you’ll use. If you’re busy, build a “2+1” routine: two non-negotiables (cleanse and moisturise) plus one active (like vitamin C or a retinoid) a few nights a week. If you’re into make-up, treat skincare as prep: hydrated skin needs less base product, looks more natural, and lasts longer.

Finally: keep notes and review your results

Online shopping gets better when you track what happened. Write down what you bought, when you started it, and what changed after two weeks. If nothing changed, it might be the wrong product, the wrong usage, or simply not enough time. Either way, you’ll stop repeating the same purchases and start building a routine that’s genuinely tailored to you.