I am a huge fan of base layers. Doesn't have to cost a lot or be cycling specific. Just any microfiber under layer.
As the others have said layers are very important, have a way to take clothing off as you need to, so you may need to carry a bag on your bike even to put the clothing in as you take it off.
The balaclava is essential in my opinion. Loose a lot of heat through our heads, and that is the part of my body that gets the most uncomfortable cycling in the cold. You can pull the face part down to open it up for more air as you are riding, or remove it completely if you warm up enough. Super thin, also goes a long way toward keeping the cold air from burning your lungs.
I like the windproof jackets, but it has to be pretty cold before I break those out. I like fleece hoodies, again doesn't need to be cycling specific.
I bought a pair of bib tights for winter, well worth it. No messing with leg warmers.
I ride in weather down to a little below freezing but I typically do much shorter rides in the winter, less than 20 miles for sure.