‘Everyone deserves beautiful skin’ @alexsteinherr


Following the huge success of it’s initial launch, the Alex Steinherr X Primark skincare collection is available to buy once more with additional products that extend the range to 20 cruelty free skincare heroes. The collection, which took two years of research and development, is CFI approved, fragrance-free, gentle and results-driven and has been carefully curated by Alex to feature her must-have skincare actives including Hyaluronic Acid, Niacinamide and Squalane. Each product is priced from £3/€4 to £5/€6, so everyone – whatever their lifestyle, skin concern or budget – can achieve beautiful skin.

Alex says, “Everyday I have the privilege of speaking to my readers via my social media platforms and the question I’m asked most is – what’s the best high street skincare brand? And I struggled to recommend one brand that offered a total skincare solution. I was already doing some behind the scenes work with Primark so a collaboration with them to fit this bill made perfect sense. Together we took a blank sheet of paper and started from scratch, working to develop 20 products that offer my readers and the Primark customer great skincare at great value.”

The Alex Steinherr x Primark Collection targets skin concerns such as dehydration, tiredness, dullness, pore congestion and skin affected by urban life. Instead of working on skin types (e.g. dry, oily, combination), each product in this easy to navigate collection is designed to offer a solution that caters to the constantly changing needs of your skin.
The collaboration debuted with five ranges – Sleep Spa, Pore Balance, Maximum Moisture, Plump & Glow and Pollution Solution – each featuring mix and match products for a completely customisable skincare regime.

Sleep Spa quickly received cult status and included the customer favourite, ‘Sleep Face Mask’, which sold ten times faster than previously planned. The hero mask will be joined in 2019 by a new item, the ‘Sleep Spa Oil to Milk Cleanser’, which promises a gentle yet super hydrating cleanse that reveals restored skin worthy of an exceptional nights sleep.

Also joining the line up are ‘Pollution Solution Dual Textured Pads’ and ‘Pollution Solution City Mask’ – Alex’s key to balancing and soothing congested, city-stressed skin.

These three new SKUs complete Alex’s intelligent, interchangeable collection of hard-working skincare that caters for all complexions so you can kick-start the new year with your best skin yet.


Alex and Primark have worked together for the past two years to bring this collection to fruition, sharing their collective experience to present a carefully considered selection of products that can be mixed and matched together at Primark price points.

‘I have always been obsessed by skincare and have been incredibly lucky over the years to have had a career that allowed me to test thousands of products and have constant access to the most well-respected skincare experts. I am asked every day to recommend a range of products to suit a range of budgets, so when Primark approached me to create a skincare line, I knew we could create something really special together that worked both in terms of price and performance.’ Alex Steinherr, Beauty Director.

The full Alex Steinherr x Primark Skincare Collection:

SLEEP SPA – A rejuvenating range of four products that works while you sleep to leave skin feeling plumped, hydrated and restored. Includes Oil to Milk Cleanser, Sleeping Face Mask, Every Night Eye Mask and Overnight Lip Mask.
PORE BALANCE –This range gently purifies and calms the skin, leaving it smooth and hydrated. Includes Low-pH Sulphate Free Cleanser, Super Detox Clay Mousse Mask, Anti-Blackhead Stick and Blemish Rescue Stickers.
PLUMP & GLOW – A plumping range that leaves skin with a fresh youthful appearance. Includes Facial in a Stick, Plump & Glow Moisturiser, The Power Mask and Plumping Lip Gloss
MAXIMUM MOISTURE – For skin that needs a moisture surge, this range will be like a cool glass of water for the skin. Includes Micellar Cleansing Gel, Moisture-Locking Everyday Moisturiser, Supreme Sheet Mask and Hydration on the Go.
POLLUTION SOLUTION – A range for city skin that counteracts some of the external factors our skin faces on a daily basis. The Oil-Free Gel Hydrator and Daily Skin Starter will be joined in 2019 with two extra products – Dual Texture Exfoliating Pads and City Mask – for a double dose of city-focused solutions.