You can only call yourself a British girly if you owned these beauty products in the 2010s

Growing up in the 2000s and 2010s was basically like being in a cult as we were blindly led through the beauty world by YouTubers and Zoella as wiser older sister.

Every time she dropped a new haul or get ready with me, the shelves of Superdrug were wiped clean and BBM was alight with the buzz of a new Sleek palette or Kyle lip kit.

There’s no way you escaped this era, so in honour of the products gathering dust at the back of your Muji storage and spotty makeup bags a decade later, here are the top 2010 beauty products that scream British girl.

1. Collection Lasting Perfection Concealer

Credit where credits due, this stuff stuck like cement. Just what we needed for our teenage acne. I will forever have this scarred into my brain due to the sheer amount of times it was featured in a GRWM. God bless Zoella for bringing this Mac creamy concealer dupe into the lives of a nation.

2. Kylie Lip Kit

Waiting for the release of this was the equivalent of a modern day Glasto. It emulated the same chaos as the release of the newest iPhone. It was what the release of Prime was to modern day kids. Our Roman Empire, if you will.

3. Maybelline Great Lash Mascara

I never got the hype over this but we still bought into the trend nonetheless. The colours looked cool and it did what it said on the tin.

4. Maybelline Dream Matte Mousse

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There was absolutely nothing dreamy about this product. This foundation clung to every pore, spot, crease and crevice it could find. It was so unflattering and did the exact opposite of what foundation should do and yet we all bought it over and over again, in many different orange shades. Horror.

5. Benefit Hoola bronzer

To be fair, Benefit was and still is a strong contender on the bronzer scene. There were so many shades but we collectively picked this one and ran with it.

6. Rimmel Stay Matte pressed powder

This should never have been made. Every time you took it anywhere (and we took it everywhere) it wound up smashed to smithereens at the bottom of your bag. Blackberry keys, school diary, lunch break apple— nothing was safe from the powdery smear and broken plastic. A real daily struggle.

7. Maybelline Instant Eraser Eye concealer

2010 beauty products

Clearly Maybelline was living rent free in all our brains. This concealer lives in the 2010 beauty products haul of fame and for what? That little sponge wasted so much product and always felt so moist.

8. Boujois Chocolate Bronzer

I can smell the sweet stench of this just from looking at the picture. WHY did we want our faces to smell like Cadbury chodolate?! This is how you really know brands started marketing to children. Something very sassy about the magnetised snap of the book style cover, though. TikTok would sell this out in a week these days.

9. Maybelline Baby Lips

2010 beauty products

No notes. These were vibey as fuck and still are.

10. Rimmel Kate Moss lipstick in 107

Potentially Zoella’s most iconic product recommendation of all time was the Rimmel Kate Moss lipstick in 107. They might have made it in collaboration with Britain’s most famous supermodel but it became a die hard fan fav because of Zoella. This and a winged eyeliner look? Most popular girl in the common room. End of.

11. Bourjois Healthy Mix foundation

Something about the word “healthy” in a beauty product sold this to us, even though the lightest shade was still too yellow for my skin tone. This is one of the 2010 beauty products which still has a cult following to this day.

12. Nars laguna bronzer

via YouTube

A Tanya Burr go to, Nars laguna bronzer is – let’s get real – still a staple. Also had us laughing our 14-year-old head off that their blushers were called deep throat, orgasm and bumpy ride. A product which terrified parents everywhere x

13. Maybelline 24 hour colour tattoo in on and on bronze

via Amazon

A Mac woodwinked dupe that had the consistency of mortar. Seriously, you put this stuff on at 8am and you could fall asleep on your end of A-Levels exams holiday to Ayia Napa in the pool the following morning and it still wouldn’t have budged. Creasing? Never heard of her.

14. Sleek eyeshadow palette in au naturel

You had to put Sleek eyeshadows on before your foundation so you could wipe the endless overspill off your cheeks before doing your skin. Lest you looked like a clown. I have no idea where we actually thought we were going but the smokey eye phenomenon escaped no one.

15. Theeeee Zoella makeup bag

2010 beauty products

One day this will be framed in a museum as anthropologists try and understand what civilisation was like in 2014 Britain. Academics will be baffled for generations to come.

Featured image via YouTube