All water, no oil: H2O+ Hydration Treatment

What’s the USP? Marine-based skincare made with sea-sourced nutrients, marine botanicals and plant extracts to provide oil-free hydration for all skin types.


Hero product? The Hydration Treatment (£27.50, at Marks & Spencer Your Beauty), which has become such a world-wide best-seller that one sells every two minutes. 


Why the name? It’s all about giving the skin an extra boost of moisture.   


Moisture boost: H2O+ Eye Oasis Stick

How new is it? The brand launched in the USA in 1989 and arrived in the UK last autumn.     

I’d try…? The ‘Eye Oasis’ Instant Hydrating Stick (£19.50). I thought it would be one of those surplus-to-requirements products that didn’t quite fit in anywhere, but this stumpy little gel-stick it has proved itself a real hit and lives on the side of my desk or in my handbag, where I can grab it whenever I feel my crows’ feet need a quick bit of softening hydration.