We Tested 39 Face Moisturisers in the UK — See Which One Is Best

What to Look for in Face Moisturisers

The most important thing to understand about face moisturisers is that they work in two distinct ways: humectants draw water into the skin, while occlusives and emollients seal that moisture in. The best products do both. Hyaluronic acid is the humectant you'll see most often — it holds up to 1,000 times its weight in water and is well-tolerated by nearly every skin type. Ceramides are equally important: they make up a significant portion of your skin barrier, and when they're depleted, moisture escapes and irritation follows. Products containing both, like the top-rated The Ordinary Natural Moisturizing Factors + HA, tend to score highest because they address hydration from multiple angles rather than relying on one ingredient to do everything.

Niacinamide is worth looking for if you're dealing with uneven tone, enlarged pores, or mild blemishes — it multi-tasks well alongside hydration. For oily and acne-prone skin, a gel-based moisturiser with salicylic acid or zinc can help manage breakouts without stripping the skin. La Roche-Posay's Effaclar Duo+M, which scored 80 out of 100 in our analysis, is a good example of a targeted moisturiser that handles both hydration and blemish control.

Fragrance is a red flag for sensitive skin. Fragrance is one of the most common contact allergens, and even products marketed as "gentle" can contain it. If you have reactive skin, check the ingredient list rather than relying on front-of-pack claims. Products with short, straightforward ingredient lists — the kind you can actually read — tend to cause fewer reactions.

One number that separates high-scoring products from low-scoring ones in our data: ingredient quality and formulation depth. The products scoring above 80 out of 100 consistently use clinically-studied ingredients at functional levels, not trace amounts added for marketing purposes. The bottom of our range, at 50 out of 100, tends to rely on basic occlusives like petrolatum with little else of value.

Common Mistakes When Buying Face Moisturisers

Our analysis of 39 face moisturisers shows an average price of £10.52, yet some products at the top of the market charge well above that without delivering better results. The AESTURA Atobarrier365 Cream is a genuinely strong performer at 81 out of 100, but it costs £26.00 — more than twice what The Ordinary Natural Moisturizing Factors + HA costs at £11.40, which scored three points higher. Paying more does not mean getting more, and this data makes that plain.

The most common mistake is buying for marketing claims rather than formulation. Words like "dermatologist tested," "clinically proven," and "advanced formula" have no standardised meaning in the UK. Worth noting: none of the 39 products in our analysis had independent third-party testing. That means even the products making dermatological claims have not been verified by a neutral party. You're relying on the brand's own assessments.

Matching moisturiser to skin type is something many buyers overlook. A thick, rich cream designed for dry and very dry skin will feel comfortable in winter but leave oily skin congested and prone to breakouts. Conversely, a lightweight gel moisturiser will leave dry skin feeling tight and uncomfortable within hours. Both are failures of product selection, not product quality.

Amazon ratings are another trap. A product with 4.7 stars from thousands of reviews can score 55 out of 100 on ingredient quality and formulation. Popularity is partly driven by price, packaging, and brand recognition — not what's actually in the bottle or how well it works for most skin types.

Types and Forms Explained

Cream moisturisers are the most common form and suit dry to very dry skin best. They contain a higher proportion of oils and emollients, which means they feel richer and provide longer-lasting protection. CeraVe Moisturising Cream, which scored 83 out of 100, is a good example: a thick, unperfumed formula designed for the face and body that works well when skin is seriously lacking in lipids and moisture. These are especially useful in winter or for anyone with eczema-prone or barrier-compromised skin.

Lotions are thinner than creams, with more water content and lighter emollients. They absorb faster and feel less heavy, which makes them a better daily option for normal to dry skin, or for those who layer other skincare products underneath. The Cetaphil Moisturising Lotion, scoring 83 out of 100 at just £8.00, falls into this category — practical, lightweight, and well-formulated for sensitive skin.

Gel moisturisers are water-based with little to no oil, making them the right choice for oily and combination skin. They absorb almost immediately and don't leave any residue. If your skin tends to feel greasy by midday or you break out easily, a gel formula is almost always the better option. They layer well under SPF and makeup too.

Barrier creams and ceramide-focused products are a distinct sub-type aimed at skin that's compromised, reactive, or prone to conditions like eczema or rosacea. They prioritise restoring the skin barrier over adding hydration alone. These tend to score well when formulated properly, because addressing the root cause of dryness — a damaged barrier — produces more lasting results than simply adding moisture.

What to Expect to Pay

The full price range in our analysis runs from £2.25 to £26.00, with an average of £10.52. That middle ground, roughly £8 to £14, is where most of the genuinely well-formulated products sit. You do not need to spend at the top of the range to get a good moisturiser.

At the budget end, under £5, options are limited and quality is inconsistent. Basic formulas tend to dominate here — functional, but not particularly sophisticated. They can work as a simple barrier on healthy skin, but don't expect much in the way of active ingredients.

Between £8 and £14, the picture improves considerably. This is where you'll find the best combination of ingredient quality and value. The Ordinary Natural Moisturizing Factors + HA at £11.40 is the clear standout: it scored 84 out of 100 overall and achieved a value for money score of 93 out of 100, the highest in the entire category. Cetaphil Moisturising Lotion at £8.00, scoring 83 out of 100, is nearly as strong. Both are significantly better value than anything at the premium end of the market.

Between £15 and £26, you're largely paying for brand positioning, packaging, and heritage. La Roche-Posay at £16.71 and AESTURA at £26.00 are solid products, but neither outperforms the cheaper alternatives in our scoring. If you have a specific need — targeted blemish control, or a sensitivity that only certain brands address — the premium can be justified. For general daily hydration, it usually isn't.