Something I never expected in 2014: Estée Lauder, Rodial, Kiehl's, Melvita, Clinique, Trilogy, Antonia Burrell have all launched toners. And I must admit they're good. I do so grudgingly, because my aversion to traditional toners is based on their being flogged as a necessary way to "remove final traces of cleanser" and "tighten pores", which really is a bottomless crock of tripe. Nothing removes cleanser better than water, and any pore-tightening is so extremely short-lived that it's hardly worth the bother.
But the new toners are wisely rewriting the claims of old and are marketed as an extra skin treatment, primarily to soften, condition and hydrate. And some do this very well. The problem lies in the wasteful application. It's all well and good buying lovely softening ingredients (most are glycerin- and hyaluronic-acid-based, both of which are very beneficial), but why leave half soaking into cotton wool when you could just apply a similar serum with fingertips straight on to your face? It feels like adding a skincare step (and spend) purely for its own sake.
So while some of the new toners did indeed test very well – the Estée Lauder Re-Nutriv (£46) and Antonia Burrell Forest Dew Skin Conditioner (£55.40) are fabulous on dry skin (I barely needed anything afterwards), and the Melvita Roman Chamomile Floral Water (£13) was very soothing on chapped skin – I doubt I could justify buying them over other skincare. Anyone still tempted should mist toner directly on to skin and give the thirsty cotton pads a swerve.
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