This British Skincare Brand Has Been Iconic for 40 Years—6 Transformative Products I Think Everyone Should Own

In May, I was lucky enough to celebrate the 40th anniversary of one of the most iconic skincare brands of all-time in London, England. The brand in question? Eve Lom. Though Eve Lom is quintessentially British and deeply beloved in the UK (more on that shortly), it’s one of the few brands that have managed to create just as much buzz stateside. In fact, when I became an editor almost nine years ago, Eve Lom was one of the most obsessed-over and cult-loved brands on the market, lauded by a large and adoring fan base that remains intact to this day. At the time, all of the most influential editors I knew and worked with swore by the brand’s iconic cleanser ($85)—a staple that has retained it’s It factor for years and can’t be compared to or surpassed by any other cleansing balm on the market, IMO.

Even though the OG cleanser might have been my introduction to the brand all of those years ago, I’ve fallen in love with countless other Eve Lom favorites as time has gone on. When you think about it, that’s quite incredible. In an age where new and exciting skincare brands pop up at a Whac-a-Mole cadence, the fact that Eve Lom is celebrating its 40th anniversary speaks volumes.

“Eve Lom’s enduring success comes down to one powerful truth: It’s not just skincare. It’s a ritual,” says Jon Rummins, Eve Lom head of education and master esthetician. “In a constantly evolving beauty landscape where trends come and go, Eve Lom has stayed iconic by never chasing the moment but by defining it.” According to Rummins, the brand pioneered the idea that cleansing is the most important step in skincare from the start, and its legendary cleanser (that is still a cult favorite after 40 years!) is proof that, when you combine innovation with intention, you create something timeless.

It’s also worth noting the brand’s elegant dedication to tradition, experience, and understated luxury, which, Rummins says, is what makes the Eve Lom brand so quintessentially British. “Born in London in the ’80s, the brand pioneered the idea of cleansing as the foundation of beautiful skin, long before the term ‘double cleanse’ was ever trending,” Rummins tells me. “It reflects a very British sensibility: thoughtful, results-driven skincare rooted in ritual, not hype.”

The Eve Lom heritage is steeped in European spa culture with a focus on efficacy, simplicity, and sensorial experience. The original Eve Lom cleanser, developed by facialist Eve Lom herself, quickly became a cult classic, blending botanical ingredients with a meticulous cleansing technique centered on the iconic muslin cloth. “The formula is so beloved and well-known that it hasn’t changed since launching 40 years ago,” says Rummins. “This fusion of skincare performance and indulgent ritual is a hallmark of British beauty at its finest, and many consumers are surprised to learn that Eve Lom was one of the first luxury skincare brands to champion oil-based cleansing, which, of course, has now [become] a global skincare standard.”

In conjunction with the celebration of Eve Lom’s 40th anniversary, I was able to test-drive the brand’s stunning new Cleansing Oil, and I quickly fell in love. I’m supremely picky when trying out new skincare and incorporating different products into my very streamlined, very unchanging routine, but this stuck out to me. Not only is the formula itself beautiful, luxurious, and scented from the heavens (seriously, it’s a spa in a bottle), but it also made a serious difference in the health and feel of my skin. I’ve been pretty anti–cleansing oil for years, and Eve Lom’s brand-new launch forced me to change my tune. To share my excitement, I’m breaking down everything there is to know about the new Cleansing Oil and a slew of other Eve Lom favorites below. Keep scrolling!

How to Incorporate Eve Lom’s Cleansing Oil Into Your Routine

According to Rummins, adding a cleansing oil into your existing skincare routine should be effortless. Below, see his step-by-step process, which can be used morning, evening, or both.

Step one: Start with the Cleansing Oil on dry skin. Adding just one to two pumps massaged gently over the face will melt away impurities, excess oil, sunscreen, and makeup.

Step two: Add a splash of warm water to emulsify the oil, then rinse thoroughly. You’ll immediately notice smoother, more hydrated skin without any greasy residue, and you can follow with the Foaming Cream Cleanser ($60) if you’d like to do a second cleanse.

Step three: Apply the Radiance Repair Retinol Serum ($185), which features a blend of AHAs, prebiotics, and Eve Lom’s signature Liposome Encapsulated Retinol to hydrate, firm, improve skin texture, and add extra luminosity to the skin.

Step four: Moisturize! Add the Moisture Cream ($125) to hydrate and lock in all of the goodness from your preceding steps. Your skin will look and feel renewed, radiant, and resilient.

The New Cleansing Oil vs. The Iconic Cleanser

Since both the OG cleanser and the brand’s new cleansing oil have a number of similarities (both are oil-based, smell divine, and are magically adept at removing sunscreen and makeup in a snap), Rummins told me that there are a couple of key distinctions between the two formulas—namely when it comes to the texture, feel, and overall experience of using them.

“Our iconic cleanser is ideal for those who crave a more indulgent, spa-like experience—especially dry, dehydrated, or mature skin types that benefit from the balm’s intensive hydration and skin-softening botanicals,” explains Rummins. “It’s also perfect for makeup lovers, as it effortlessly dissolves even the most stubborn products.” Even though the cleanser is suitable for all skin types, Rummins points out that the cleansing oil (which is lighter and absorbs more quickly) might be the way to go for those with sensitive skin.

“The cleansing oil provides a thorough cleanse without clogging pores or leaving any residue, and it’s especially great for anyone looking for a lightweight yet effective first step in a double-cleansing routine,” he says. Like the cleanser, the new cleansing oil features the same signature sensorial oil blend of eucalyptus, chamomile, clove, and hops, but it has an added boost of lavender and geranium botanical extracts. Even further, the cleansing oil boasts a unique Biomimetic Barrier System with squalane and biolipids to provide next-level nourishment to the skin.

Common Myths & Mistakes to Avoid

As someone who had very sensitive and acne-prone skin through my teen years and twenties, I’ll be the first to admit that I (very mistakenly) avoided facial oils, cleansing oils, and cleansing balms like the plague for far too long. After all, wouldn’t products containing oils clog my pores and increase my breakouts? Turns out, I was actually doing a huge disservice to my skin (aka drying the heck out of it) and while certain oils like coconut are heavy and comedogenic, many oils are well tolerated and even beneficial for skin types like mine. To set the record straight, I asked Rummins to break down what’s true and what isn’t in addition to sharing some common user error mistakes when it comes to balms and oils.

The Myths

Myth 1: Oils and balms will make my skin more oily or cause breakouts.

According to Rummins, this is one of the most common misconceptions. In fact, high-quality cleansing oils and balms are formulated to dissolve excess sebum, impurities, and even waterproof makeup without disrupting the skin’s natural barrier. “When chosen carefully, especially formulations that are non-comedogenic and rich in skin-friendly oils, these types of products can actually help balance oil production and reduce congestion, says Rummins. For many, incorporating an oil-based cleanser will actually help improve skin clarity longterm.

Myth 2: Cleansing oils and balms don’t cleanse as well as foaming cleansers.

“Oil-based cleansers are often more effective, especially at breaking down oil-based impurities like sunscreen, pollution particles, and long-wear makeup,” Rummins confirms. Unlike some foaming cleansers on the market, oil-based cleansers can cleanse without stripping the skin, making them ideal for maintaining a healthy moisture barrier. “When followed with a second cleanse (if desired), they provide a deep but gentle cleanse that supports overall skin health.”

Myth 3: Cleansing oils and cleansing balms are only for dry or mature skin.

While cleansing oils and balms are deeply nourishing and often favored by dry or mature skin types, modern formulations, like the new Eve Lom Cleansing Oil, are versatile enough for all skin types, including oily, combination, and even acne-prone skin. As Rummins explains, it all comes down to the specific formulation. “Lightweight oils that emulsify cleanly are excellent for breakout-prone skin, while richer balms can support those needing more moisture and barrier support,” he says. “Ultimately, cleansing oils and balms are intelligent, multi-tasking staples that work beautifully for most skin types.”

The Mistakes

Mistake 1: Not applying cleansing oils and cleansing balms to dry skin.

“One of the biggest missteps is applying cleansing oils or balms to wet skin,” says Rummins. “These products are designed to be massaged onto dry skin so they can effectively break down makeup, SPF, excess oil, and impurities. Water can interfere with their ability to properly bind to debris, making the cleanse less efficient.”

Mistake 2: Skipping the massage.

According to Rummins, cleansing should be more than just a quick step, it’s an opportunity to boost circulation and lymphatic drainage. “Many users rush through the process, missing the chance to let the product fully emulsify makeup and pollutants,” he tells me. “Taking at least two minutes to massage the oil or balm allows active ingredients to do their job and gives you that spa-quality experience at home.”

Mistake 3: Not emulsifying or rinsing thoroughly.

For cleansing oils especially, Rummins warns that it’s essential to emulsify the product with a bit of warm water before rinsing. This transforms the oil into a milky texture that lifts away dirt and rinses away cleanly. Failing to emulsify properly can leave behind residue, which may lead to clogged pores or breakouts.

Mistake 4: Using too much or too little product.

With oils and balms, more isn’t always better. Rummins says the correct amount, typically one to two pumps of oil, or a small scoop of balm, is key to balancing efficacy and avoiding waste or buildup.

Mistake 5: Not using a cloth when needed.

“In the case of balm cleansers like the Eve Lom Cleanser, skipping the muslin cloth can limit the product’s exfoliating and detoxifying benefits,” shares Rummins. “The cloth helps remove debris and provides gentle exfoliation, leaving skin smoother and more refined.” One of the most beloved aspects of the iconic Eve Lom Cleanser is that it comes with its own muslin cloth which Rummins likes to combine with a warm compression technique to help warm dead skin cells and aid absorption of the balm’s essential oils.

Shop Our Favorite Eve Lom Skincare Staples