Thousands of creams, serums and other beautifying concoctions are launched every year, not to mention mountains of make-up and fragrances, each clamouring for space in our shopping baskets.
In such a competitive market, it takes a truly remarkable product to stand out, so when sales soar, you know you've got a real winner on your hands (or face).
In a bid to suss out the champs from the also-rans, we asked a clutch of our favourite cult brands to reveal what flies off the shelves fastest.
From body butter to blusher and scent to scrub, meet the beauty bestsellers.
THE HANDY HERO
More than 20 years since it debuted, L'Occitane Shea Butter Hand Cream, £19, remains the brand's number one seller. One tube of this rich, but fast-absorbing, formula is sold every three seconds - devotees won't leave home without it their mini tube (www.loccitane.com).
THE PRO-APPROVED PRIMER
Make-up artists swear by Illamasqua Hydra Veil, £32, a silky gel that leaves skin superbly smooth and perfectly primed for make-up. The shiny jet black pot comes with a dinky scoop for measuring out the ideal dose to apply with a foundation brush (www.illamasqua.com).
THE PERFECT PERFUME
It may be phenomenally popular, but this is no lowest common denominator or one-note wonder scent. Jo Malone Pomegranate Noir Cologne, £85 for 100ml, is bold, succulent and unforgettable (www.jomalone.co.uk).
THE CALMING BALM
The tea tree has long been harnessed for its blemish-busting and skin-calming properties. The Body Shop's Tea Tree Oil, £8, is Fairtrade, organic and a bargain to boot. No wonder one is sold every eight seconds (www.thebodyshop.co.uk).
THE MEGA-HIT MASCARA
Benefit's They're Real mascara isn't just a top seller for the brand, it's been the UK's bestselling mascara for the last four years. To celebrate, the They're Real Sexy Steal set, £19.50, containing the original mascara plus a mini liner and remover, has just hit the shops (www.benefitcosmetics.co.uk).
THE WONDER OIL
Originally a hit in its native France, Melvita L'Or Rose Firming Oil, £30, is a gorgeously-scented, cellulite-targeting treatment. Only launched in the UK in April, so many bottles have already been sold that if they were all stacked up, they'd reach the height of six and a half Eiffel Towers. Tres bien, non? (www.melvita.com).
THE CULT CREAM
Not only does it have a pun-tastic name, Soap & Glory's The Righteous Butter, £10, is a thick, luscious lotion that's loved the world over. One pink tub is sold every 20 seconds worldwide and it's won a stack of awards, too (www.boots.com).
THE HAIR-OIC TREATMENT
Originally created for Audrey Hepburn more than 40 years ago, Philip Kingsley Elasticizer has continued its reign as the most intensive conditioning product out there. Now, the first ever scented version of the treatment is out, Geranim & Neroli Elasticizer, £31.50 (www.philipkingsley.co.uk).
THE SUPER SCRUB
Sabon has a huge following in its native Israel and has just opened an online shop in the UK. The brand's sea salt scrubs are massively popular, with the delicious-sounding Lavender Apples Body Scrub, £31, being the global bestseller (www.sabonuk.co.uk).
THE SUITS-ALL SHADE
The legendary Orgasm shade from NARS - a warm, peachy hue - is responsible for shifting 135 units per hour, be it blusher, lipstick or the famous Multiple sticks. Where to start if you haven't tried this ultra-flattering pink yet? The Orgasm Blush, £23, will have you screaming with delight (www.narscosmetics.co.uk).
THE ANTI-AGEING ICON
The product of 20 years of dermatology research, Shiseido Ultimune Power Infusing Concentrate, £60, uses a unique complex to boost skin's immunity, and it's proven a hit with consumers since it debuted last year - one bottle is sold every 18 seconds worldwide (www.shiseido.com).