After two years of research and development Penneys/Primark is excited to reveal an incredible skincare collaboration with beauty expert Alex Steinherr. The 20-piece Cruelty Free International-certified collection is 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 €4 to €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 debuts 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.

The range offers on-trend product application options to deliver skincare at home or on the go – from Plump & Glow’s Facial in a Stick to the Pore Balance Blemish Rescue Treatment Stickers – offering skincare that is both easy to understand and to use.

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,’ said Alex.

The 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.

One Step Night Cleanse €6

Sleeping Face Mask €6

Every Night Eye Mask €5

Overnight Lip Mask €5










Pore Balance

This range gently purifies and calms the skin, leaving it smooth and hydrated.

Blemish Rescue Stickers €4

Super Detox Clay Mousse Mask €6

Low pH Sulphate Free Cleanser €5

Anti-blackhead Stick €6










Plump & Glow

A plumping range that leaves skin with a fresh youthful appearance.

The Power Mask €4

Serum-in-cream Moisturiser €6

Facial in a Stick €6

Plumping Lip Gloss €6










Maximum Moisture

For skin that needs a moisture surge, this range will be like a cool glass of water for the skin.

Hydration On-the-go €5

Moisture-Locking Everyday Moisturiser €6

Micellar Cleansing Gel €6











Pollution Solution

A range for city-skin that counteracts some of the external factors our skin faces on a daily basis.

Debuts with Oil-Free Gel Hydrator and Daily Skin Starter with two extra products – Dual Texture Exfoliating Pads and City Mask – joining the range soon after for a double dose of city-focused solutions.

Available in selected Penneys/Primark stores from October 8, 2018.