Sheida Underarm & Sensitive Area Whitening Cream

About Premium Beauty

Premium Beauty carries the dermocosmetic and prestige skin-care lines, alongside a smaller premium hair-care selection. Skin care is the bulk of it, and it is shelved by skin type and by need rather than by brand: dry skin, oily skin, sun protection and specialist lines each have their own section.

How this range differs

• Products here are usually built around a stated active ingredient at a stated concentration. The concentration is on the pack, and it is the number worth comparing.
• Sun protection is listed with its SPF and its protection type. Broad-spectrum cover matters as much as the SPF number.
• Actives such as retinoids and acids have directions on how often to use them and what not to combine them with. Those directions are on the pack for a reason.
• Introduce one new active at a time, so you can tell what your skin is responding to.

Dermocosmetic lines are often bought on a dermatologist’s advice, and some are not suitable during pregnancy or alongside a prescribed topical treatment. If you are already using something prescribed, bring it up with our pharmacist before adding to it.