Hi! I’m Emma, nice to meet you. I’ve been a beauty journalist for 25 years, which means I’ve been around long enough to see every trend at least twice, know the difference between groundbreaking innovation and a flash-in-the-pan trend, and know what’s worth investing in and what’s not.

Because that’s what we all really want, right? To spend our money wisely on skincare and makeup that’ll make us look and feel great. Sure, we all love the dopamine high of buying ourselves a treat, but when it comes to choosing the right skincare it can all get a little bit confusing and overwhelming. That’s where I come in.

In this monthly column, I won’t recommend anything to you that I wouldn’t buy myself. I’ll tell you exactly why something may work for you and steer you away from the things that won’t.