Five skincare purchases I'd think twice about

This month, skin health therapist Louise Thomas-Minns, Founder and CEO of Louise Thomas Skin Care, lists the five skincare purchases to think twice about – and what to invest in instead

As someone who has spent more than 30 years helping people improve their skin health, I’ve learnt one thing above all else: expensive doesn’t always mean effective.

The skincare industry is full of clever marketing, beautiful packaging and promises that sound almost too good to be true. While I love seeing innovation in our industry, I also believe consumers deserve honest advice.

Here are five skincare purchases I’d think twice about before spending my own money.

1. Skincare created without genuine skin health expertise

One question I always encourage people to ask is: Who actually formulated this product?

Great skincare isn’t created by a marketing team or a celebrity endorsement. It’s created through an understanding of skin biology, cosmetic science and years of practical experience treating real skin.

When you know the expertise behind a formulation, you gain confidence that every ingredient has been chosen for a reason.

2. Expensive creams that promise to erase wrinkles

If a cream claims it will remove deep wrinkles overnight, it’s worth approaching that promise with healthy scepticism.

Well-formulated skincare can absolutely improve hydration, support the skin barrier and help optimise skin function. But no topical product can completely reverse years of collagen loss.

Look for evidence-backed ingredients rather than unrealistic claims.

3. Every trending skincare product on social media

Not every viral product is right for your skin.

Healthy skin isn’t built by chasing every new trend. It’s built by consistency, understanding your own skin’s needs and choosing products that work together.

4. The latest skincare gadget

Some devices can be useful when supported by good evidence and used correctly. However, many end up forgotten in a drawer after a few weeks.

A consistent skincare routine carried out every day will usually deliver far greater results than an expensive gadget used occasionally.

5. Ten-step skincare routines

More products don’t necessarily create healthier skin.

In fact, overloading your skin with multiple active ingredients can disrupt your skin barrier and lead to unnecessary irritation.

My philosophy has always been simple: cleanse well, hydrate appropriately, protect your skin every day and choose targeted products with purpose.

At the end of the day, healthy skin isn’t about owning more products. It’s about understanding your skin and investing in formulations backed by genuine expertise rather than clever marketing. It’s why I developed my signature collection of Louise Thomas Skin Care.