Testing firming and hydrating skincare by emerging UK brand Bloom & Brave

If you’re tired of spending over the odds for premium anti-ageing skincare products that punch way below their weight when it comes to visible results, I’ve got great news! There’s a new brand, with new products waiting to deliver those elusive benefits, including firming and hydrating skincare - at a fraction of the price you may be used to paying. I’m talking about natural organic products with scientifically proven formulas that effectively minimise even deep wrinkles in just a few weeks. Not months or never. Want to know more?

Firming and hydrating skincare from up-and-coming UK brand Bloom & Brave. Pictured: Japanese Rice Enzyme Moisturiser (left) and the Ageless Lift Elixir (right).

I certainly wanted to learn more when I first came across Bloom & Brave. Not only is this a UK mother-and-daughter brand, it boasts a wide range of skincare products - all budget friendly but with premium ingredients. Not only that, the range has been curated to be ‘ageless’ - meaning its benefits can be utilised by those of all ages, not just the young, middle-aged or ‘mature’. That’s because products are developed for individual skin concerns, not an age range, which means they slot nicely into personalised routines.

While I had an established skincare regimen, the ever-increasing lines on my face were an indication that I needed to be doing more. I may be ‘a woman of a certain age’ but I can’t afford to look ancient. Keeping up appearances is only part of the story. Ensuring the telltale signs of ageing are kept in check helps me not just feel good about myself but reduces anxiety surrounding issues like my mortality and health. If I look fabulous, I feel fabulous!

What I’m looking for in anti-ageing skincare is… results. I’ve left my house far too many times with half-decent makeup highlighting all my flaws. Foundation caked in fine lines, pores on open display and puffiness that just screams ‘old’. Good skincare is the bedrock of any look and no amount of makeup is going to conceal the drawbacks of a poor skin routine. 

Bloom & Brave gave me an opportunity to ‘up’ my regimen - without having to break the bank. That, in itself, is refreshing. How many times have you pinned your hopes on a premium product simply to find the only promise it lived up to was the steep price? 

Firming and hydrating skincare products I tried 

On my shopping list were:

• The brand’s Japanese-inspired Rice Enzyme Moisturiser, which can be used morning and night.

• Bloom & Brave Ageless Lift Elixir with multi-peptides and HA.

Bloom & Brave says its Rice Enzyme Moisturiser is suitable for all skin types. The formula has been developed to not just deliver hydration but to nourish the skin, strengthen its all-important barrier and restore radiance. It’s also brightening. Packed with antioxidants, minerals and vitamins, this product contains properties recognised for their ability to soothe irritated skin and promote a natural glow.

But that’s not all. The enzymes in the moisturiser deliver gentle but effective exfoliation, leaving the skin soft, smooth and devoid of dead skin cells that are known to cause dullness, blocked pores and many other skin issues. 

The Ageless Lift Elixir has been developed for use on the face and neck. It is infused with Palmitoyl Tripeptide-1, Acetyl Hexapeptide-8, Palmitoyl Tripeptide-7, Hyaluronic Acid, and Shea Butter. Bloom & Brave says this combination of ingredients helps to smooth the skin, improve elasticity and calming irritation. Unlike many treatment products, which can leave the skin feeling dry, this face and neck cream is formulated to deeply hydrate and plump the skin.

By Bloom & Brave: The Japanese-inspired Rice Enzyme Moisturiser formulated to deliver multiple benefits.

How I got on

My products arrived beautifully packaged, in distinctive marine blue boxes. The jars themselves are attractive and, as you would expect from a serious skincare brand, they are made from glass. The outer jar branding protects the creams from sunlight degradation and is very tastefully done. While it's what’s inside the jars that ultimately matter, decorative packaging is always a great plus-point.

Over the past two weeks, I’ve used both products morning and night. I am a fan of skincare layering and have used the creams in tandem with a Korean facial toner and a multi-weight hyaluronic acid serum. 

The first thing that struck me about the Japanese Rice Enzyme Moisturiser is its stunning, cosy smell. It reminds me of high-quality Shea butter. It’s not overwhelming, just enough to give you a virtual hug. Yes, it delivers an ‘Ahh’ moment! Perfect for self-care routines, this product can be used to provide instant hydration or to seal in treatment creams and serums. 

I found it a delight to use. Not only that, it left my skin feeling smooth and bouncy. Another thing to mention is that the hydration lasts. Have you noticed how many moisturisers don’t seem to keep the skin hydrated for very long? This one is different.

I love the consistency of this cream. It feels velvety light but incredibly nourishing. My skin feels soft and smooth - and, yes, it’s radiant-looking. The most visible difference is the brightening effect. Bye-bye hyperpigmentation! Knowing that this moisturiser is made from natural ingredients and packed with botanicals makes it even more attractive.

The standout benefits of using it, for me, are the hydrating, exfoliating and brightening properties. You get multiple benefits from just one product.

A 50g jar of the Japanese Rice Enzyme Moisturiser costs £28.99 - a great price point for a product that delivers on so many fronts.

Because I’m looking for effective firming and hydrating skincare, the Ageless Lift Elixir ticked all the right boxes. This product reminds me of a hybrid cream to gel formula and is easily absorbed into the skin. I only used it on my face, due to having had radiotherapy close to my neck. It’s incredibly hydrating for a treatment product and feels luxurious on the skin. I wanted to try it in the hope it would minimise fine lines and reduce puffiness around my eyes. 

As I was already in an established routine, it took a few days for me to appreciate the effectiveness of the elixir. Two weeks on? Yes, those fine lines are minimised! 

Very light, this cream doesn’t feel heavy. It leaves the skin feeling refreshed and lifted. I did notice a slight tightening sensation after the first few uses. In addition, it did calm redness on the bridge and at the sides of my nose (long-term drawbacks of previous heavy retinol use). 

For £38.99 for 50g, it delivers all the results you would expect from a premium product costing two or three times more. Now that’s something to write home about!

Bloom & Brave's multi-peptide lifting face and neck cream.

What I especially love about these products, aside from the lifting and hydrating skincare benefits, is the incredible brightening. My skin really is clear and glowing!

About Bloom & Brave

The story behind Bloom & Brave hinges on one moment — when a mother and daughter dared to question ‘everything’ skincare.

It started with a simple question over Sunday dinner: "Why does skincare have an age limit?"

For Vikki Smith and her daughter, that question ignited a quiet revolution. They'd both been holding onto expensive creams promising miracles — but only if you were the ‘right’ age. “Too young for this one. Too old for that one. It felt absurd. Skin doesn't read birth certificates,” remembers Vikki.

So, she and her daughter tossed the rulebook away and decided to start from scratch.

Where skincare science meets luxury

Ever feel the beauty industry is intent on convincing everyone that effective skincare requires either a prescription or a fortune. Vikki and her daughter reject that compromise.

They immersed themselves in the science, focusing on ingredients that deliver real results — multi-peptides for firmness, hyaluronic acid for hydration, ceramides for barrier repair. Not fleeting trends, but proven actives backed by rigorous research. Then they asked: "Why can't these be accessible to everyone?"

The result? Formulations that deliver the science and luxury of leading brands, without the exclusivity or the inflated price tag.

Luxurious: A close-up look at the Rice Enzyme Moisturising Cream from Bloom & Brave. Images: Regime Skin Care.

Luxury without the price tag

Bloom & Brave launched in 2025 with a bold mission: you shouldn't have to choose between effective skincare and paying your bills. Products like the Ageless Lift Elixir and Dawn To Dusk Radiance Ritual offer the indulgent textures and visible results you'd expect from high-end creams, priced between £22.99 and £44.99.

The packaging feels luxurious. The textures are rich and pampering. The results are tangible. But the price won't leave you reeling.

"We're cutting out the nonsense — celebrity endorsements, fancy offices, inflated margins," Vikki explains. "You're paying for scientifically proven ingredients at concentrations that work. Not marketing fluff."

In just over two months, Bloom & Brave has built a following of over 20,000 on TikTok with refreshingly honest messaging. No airbrushing, no pseudo-science, no ‘miracle cures’. Just effective formulations with peptides, ceramides, hyaluronic acid, and botanical actives that deliver results.

Every product is organic, cruelty-free and UK safety registered. Whether you're tackling acne at 17, dullness at 35, or fine lines at 60, there's something designed for your skin's unique needs, not an arbitrary age bracket.

What began as a mother-daughter mission has grown into a movement challenging who deserves great skin. From their weekly Brentwood market stall to their thriving online community, Vikki and her daughter are proving that luxury skincare can be inclusive — and science-backed results don't have to come with a premium price tag.

"Every person who sees real results realises they don't have to settle for overpriced promises or age-based gatekeeping," Vikki says with the determined smile that built this brand.

Bloom & Brave isn't just selling skincare. They're selling permission — to expect more, demand better, and believe that the science and luxury of leading brands belong in everyone's bathroom cabinet.

Because great skin shouldn't be a luxury reserved for the few. It should be a right and accessible to all.

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