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You might want to invest in a new mirror as well because you won’t want to stop admiring at how *good* you look.

I'm a Shopping editor (and mom to two toddlers) who covers a variety of topics, including helpful parenting/kids products, exciting gadgets, cozy products (think: home goods and fashions that'll make you want to snuggle), and any magical Disney item that crosses my path.

Is there anything more thrilling than discovering a new holy grail beauty product? Certainly not! From a shocking blue nail polish and a new hydrating lip tint from Kylie Cosmetics to an SPF-packed Korean sunscreen bar and a fan favorite (and shockingly affordable!) E.l.f. tubing mascara, you're sure to find a new favorite while scrolling this list.

ILNP is a small business! Reviewers are also a big fan of the subtle, shimmery "Birthday Suit" shade.

Promising review: "This polish is the best you can buy. Long-lasting, beautiful color payoff. The formula is perfect in terms of consistency, self-levels like a dream, and isn't runny. Literally have three polishes so far and plan to get as many as I can!" —McKenzie Willis

Get it from Amazon for $12.50 (available in over 300 shades)

Promising review: "Very refreshing and easy to use. The cooling metal roller helps reduce puffiness, and the formula is lightweight, absorbs quickly, and doesn’t feel greasy. Great for morning use or before makeup." —Raquel Acosta

I've been using this brand for years and I think this Coconut Water Lip Stain might be my new favorite item. It's *immediately* cooling from the second I put it on my lips. It's so hydrating that I nearly forget that it's not just lip balm! The applicator brush is a 10/10; the curve of it feels luxurious, but the price isn't out of this world. I was honestly a bit taken aback, since they're known for their liquid lipsticks (that aren't always the most hydrating in general across *all* brands). But this lip stain really checked the hydration boxes for me! I'm going to order these in every shade, no hesitation or regrets. 

Get it from Kylie Cosmetics for $24 (available in five shades).

Promising review: "Great texture and the perfect glow! Easy to take on the go, too! Already re-purchased!" —Shelby Willette

Get it from Amazon for $36 (available in five shades)

Promising review: "This is the cutest thing I have ever bought in my entire life. This thing will replace your lip tint and your blush for only a few dollars. I was really surprised that this little Lip Smacker actually has really, really good color and stays. Wow!!!" —L White

Get it from Amazon for $4.99+ (available in two scents/colors).

Promising review: "I thought to myself, 'How different can these be from the little lip balms E.l.f. already sells?' What a difference these are. I have a few of the smaller fruity lip balms. I love them, but they’re not incredibly moisturizing. Just something nice smelling and pretty. These, however, are something else. They’re moisturizing, smell so amazing, taste good (please, don’t eat your lip balm), and make my lips look gorgeous. I got the Strawberry Shortcake and Yummy Gummy shades, and I couldn’t be happier about them. The scents are spot on, and the pigment is just right. They’re not opaque by any means, but they provide such a nice wash of color. Very easy to wear. I’m definitely getting more shades. 10/10 highly recommend!" —Bunny

Get it from Amazon for $8.53+ (available in 14 shades).

Promising review: "I use this daily before my moisturizer and it resolved my dry and oily issue. Flaky skin mid-day is gone. Wearing makeup at age 46 is getting tougher; now it doesn’t crease anymore. No longer need serums for my skin — just this mist, moisturizer, and sunscreen and I'm good to go! Skin is glowy and radiant! Ordered my second bottle although my first one is still halfway through. LOVE IT!" —Gustavo

Promising review: "So quick and easy to get full, fluffy brows! It does it all in one. Gives them volume, holds them nicely without being over-tacky and stiff, and darkens them. So easy in the morning before work. Takes a couple of swipes, and I am ready to go." —jessica alexandra 

Get it from Amazon for $10.97 (available in six shades).

You can use each pen about 20 times and should expect your teeth to lighten 4–8 shades.

Promising review: "I have only used the two original pens that I purchased and can already see an improvement. I am older than 60 and drink coffee daily and red wine weekly." —vicki houska

Note that the AAD recommends using at least SPF 30 and reapplying as needed for skin protection. You can read about sunscreen myths and facts from dermatologists for more information! 

Promising review: "NO WHITE CAST! I've been looking for a stick sunscreen and this was just exactly what was needed!! I'm a medium-toned Black woman and looking for something without a white cast is always a challenge. I have applied it on my bare skin and there isn't a white cast at all! It's a 'soft matte' finish, for sure, and looks like natural skin. Like you're not wearing anything at all." —Martina

Get it from Amazon for $14 (also available in a two-pack).

I love this product! I've been using it for years, and it remains one of my favorites! A little goes a long way. It leaves the perfect amount of shimmer on my skin, and I love that it adds a bit of extra SPF to my beauty routine.

Promising review: "The best powder sunscreen to keep in your purse and have to reapply on the go!! Works well over makeup. I use it when I take walks at work, and it does not mess my makeup up, and it does not make me feel greasy since it is powder!" —Krystal Turnwald

Get it from Amazon for $35 (available in four shades).

It doesn't contain any parabens, phthalates, petrolatum, or SLS.

Promising review: "I bought this before I went on a cruise. We stayed in a hotel for a few days prior, and I got a little too toasty in the sun. Used this, and it helped dull down the burn feeling and helped heal my skin within days. By the time of the cruise, I was fine with no pain from the burn. Continued to use it daily while on vacation. Works like a charm. Love it! Smells great too! It's not a loud smell or anything. Would totally recommend and buy again!" —Victoria Ramsey

BuzzFeed writer Mallory Mower is a big fan! She said, "This mascara was one of my first BuzzFeed shopping list impulse purchases! All the wild customer images sold me (it feels like this stuff makes lashes illegally long!) and positive reviews. I was *so* excited to get my hands on their brown version! I have naturally light lashes and red hair, so black lashes look really unnatural on me. I've loved using the brown and having a color that better complements my skin/hair. You can see my before and after photos above. This stuff is magic."

Promising review: "I have to be honest, for a 'cheap' three-pack mascara, I did NOT have high expectations. These, however, exceeded my expectations and went MUCH MUCH farther. I had been buying a certain $25/tube brand (rhymes with truepique) and I like these just as much!! I’m saving a TON of money and like my lashes just as much." —Liz

Get it from Amazon for $4.97 (also available in a three-pack).

Check out a TikTok of the E.l.f. tubing mascara in action. 

BuzzFeed writer Emma Lord is a fan with a capital F, "I am not a new human to the tubing mascara game, and in fact readily spent $26 on the famous OG blend from Blinc every time it needed replacing. I didn't even love it for the length half as much as the fact that tubing mascara like this genuinely never smudges, but can I just say — regardless of price, the E.l.f. tubing mascara formula blows all the others I've tried out of the water. It gives me way more length and volume than other brands, slides on so much more easily, stays put ALL day, and never, ever smudges. My favorite part, though, is how gently and easily it comes off with soap and water. In the past, other mascara removals have felt rough on my lashes, but this comes off so fast that I'm like ??? was I even wearing mascara a minute ago?? Anyway, I hesitate even writing this review because I want to gatekeep the hell out of this before it sells out, but the world needed to know. I'm a big fan of the brown shade (which is what I'm wearing above!), but it also comes in black and soft black."

Get it from Amazon for $8 (available in three shades). 

Half Magic is a small business! I have their Sparklestik Eye Crayon and use it constantly! Their products are just as fun and fabulous as you'd expect them to be — definitely worth the investment. You can pop on over to Donni Davy's Instagram to see full breakdowns on how they created some of the looks for Euphoria.

Promising review: "This liquid eye shadow is a pretty and fun color! Compliments my eyes and I really like the bright color that stays put until I remove it before bedtime!" —Verified Buyer

Get it from Ulta for $26.50 (available in seven shades).

Promising reviews: "What can I say, I saw a TikTok about this lipstick and for $10 had to try it! The reviews are right, for some reason, this lipstick is better than even $20 name-brand ones bought from Ulta. Not only does it smell great, but it dries in under a minute and survives eating a cupcake, a Starbucks drink, and an entire evening out, no smudging, and has to be removed with a makeup wipe. Fantastic product!!" —Claire

"Beautiful and soooo worth the money! Usually, I always purchase either Stila Cosmetics or Kylie Jenner, but both of those are very pricey and expensive, so I looked up matte lip glosses on Amazon and saw this and thought I would give it a try. I absolutely love it. Very easy to put on, does not smudge, beautiful colors, very very happy about the size of it! I went and purchased set B now because I love this product!" —Vickyy

Get a six-piece set from Amazon for $7.99+ (available in three shade combos). 

Promising review: "I have super frizzy, curly hair and live in New England where we have super humid summers. I have been struggling to find a product that de-frizzes my hair without making it look oiled down, and this is it. I put it in my wet hair after washing, towel dried, and put my hair in a pony tail to go to work. My hair was frizz-free all night — even working outside in high humidity. People even asked if I did something to my hair! This is an amazing product for the price. Absolutely buying again and would recommend to anyone with a frizz issue." —Marissa 

KimChi Chic Beauty is a queer- and Korean-owned business founded by Kim Chi!

Promising review: "Hands-down the prettiest highlighter I have ever laid eyes on, it’s so soft and silky, it applies perfectly with fingers but also has no problem being used with a brush. Has pink hues to it, but I love that it makes it look that much cuter!" —Jaqueline

Get it from KimChi Chic Beauty for $26 (available in two shades).

Promising review: "This was soo good! Stayed on for the events, and the roll-on effect was a perfect mess-free option! It dries quickly and could be spread more with your hands! Reminded me of the '90s glitter! Perfect translucent color!" —Emily

Get it from Amazon for $7.99 (available in 15 colors). 

See it in action on TikTok. Also, Bounce Curl is a woman-owned small business!

I bought this brush after seeing it on last year's season of Love Island USA and have incorporated it into my routine ever since. It's super simple to use and I can see how easily the edges separate out my wavy hair. The brush leaves me with fantastic waves just from using it on my wet hair!

Promising review: "At the start of 2024, I began my curly hair journey, fully switching to pro-curl products — diffusers, balms, creams, etc. My hair had a healthy but light waviness UNTIL I got this Define EdgeLift Brush by Bounce Curl. THIS BRUSH WORKS! I actually have spiral curls when I use this styling brush on my hair. This is not a drill. This is the real deal! I have gone from wild hair lady to strangers complimenting me wherever I go, which is just a nice added bonus to finally liking my hair at 40+ years old. =) Thanks, Bounce Curl!" —Hannah

Get it from Bounce Curl for $30 (available in four colors) or Amazon for $30 (available in five colors).

Kitsch is an LA-based, self-financed, woman-owned business established in 2010 that specializes in hair accessories. 

Promising review: "I was thoroughly impressed at how well this worked!!! My daughter has very long, thick hair, and I did not honestly expect this to work as well as it did!!! I am now going to purchase one for myself!!! Highly recommend!!!!" —Steven Schoorens

Get it from Amazon for $15.98+ (available in 11 styles).

Promising review: "Been using this for a few weeks now and I love it. It’s not harsh, it smells nice and light, and it makes my skin bright and soft. I’ve been using it along with the other Kojic items from medicube and I would suggest using the whole product line! Worth the money, lasts a while, and works! Does not leave your skin sticky, and it’s of really good quality!" —TheMidsizeMoore

My coworker Emma Lord has and loves this: "I bought this because I crave that Black Honey and will buy it until the day I die, but I am always paranoid of losing it, so I almost never let it leave my bag. I have tried probably five or six "almost" versions of Black Honey that came close, but this one genuinely spooked me. It has the same easy glide, same buildability, and the same refreshingly hydrating effect. It was a two-pack so I gave one to my BFF, another Black Honey fan, who also could not detect the difference!"

Promising review: "Love this! Adds just a touch of color, which is what I wanted, and is nicely moisturizing, too." —Joan Modisette

Get a set of two from Amazon for $8.99+ (available in five shades).

Promising review: "It keeps your lips kissable and soft!!!! I love love love this product. I’ve been using it for the past few years and it’s by far one of the BEST lip moisturizing products I’ve ever used!!!! If you want soft, nourishing lip treatment, well, this is the product for you!!! Hey, hurry up before I order them all! 🥰" —P. Washington

Get it from Amazon for $17.69 (available in clear and four colors). 

Rare Beauty is owned by Selena Gomez. This highlighter is long-wearing, has a lovely shimmery finish, and is vegan. It's noted that it's very delicate!

Promising review: "This highlighter is good and is very sparkly but I've bought this highlighter twice and its broken both times." —kennedyyyyy1111

Get it from Sephora for $25 (available in six shades).

BuzzFeed deputy editorial director Melanie Aman is a huge fan of this item. She said, "I've been bleaching my dark-brown Asian hair blonde for almost 10 years, and while I'm fortunate that my hair is pretty strong, it definitely needs some moisture and softness added back after a root touch-up. I'm very loyal to my current routine, so I was skeptical that this product would work as well as it does, given the price — less than $10! — and the fact that you only need to leave it in your hair for a minute. Well, I could not have been more wrong! I truly see and feel the difference when I use this mask: My hair is softer, it's easier to blow-dry and style it, it's smoother (frizz is a big concern for me, especially when it's humid), and it just *looks* healthy. The delicious scent is a bonus! I test a lot of products, so it's not often that I love something enough to buy it when I run out. This, though? This I will definitely be buying when the tub is empty!"

Promising review: "I used this product years ago and had the most amazing skin, but I assumed it was mostly genetics. Now that my skin is showing signs of aging, I decided to give it another try — and I’m so glad I did. My skin is transforming daily. They say your skin can rebuild itself, and it really does — especially when you remove the buildup of dead skin cells. I’ve been using it morning and night, and I genuinely look younger. My skin feels polished, my pores are noticeably smaller, and I need much less makeup. Such a fantastic product — highly recommend!" —Sweet Caroline 

The color-adaptive formula is designed so one of four shades will work on any skin tone. I've personally tested this out, and it has become an essential part of my daily routine. As a mom of two, I gotta just say I am TIRED. So tired that I'm not sure what my face even looks like without bags under my eyes — that is, unless I've got the Catrice "Instant Awake" on. A little really goes a long way and has great coverage. I wore it throughout my sister's wedding weekend in Aruba, and despite the heat, it stayed perfectly in place. An incredible product for an even more incredible price...10/10 from me. 

Promising review: "Took years off my eyes! This product is so reasonably priced. I came across a TikTok promoting this and decided to take a chance since the price was super reasonable. My eyes looked brighter in a good way, and the concealer worked so well that I felt I looked younger. I got compliments from friends asking what I did differently with my makeup. I recommend it." —Placeholder

Get it from Amazon for $6 (available in four shades). 

Let me tell you, I am SO obsessed after trying out this product. The photos above are from when I tried it out for the first time after having very little sleep the previous night (and, if I'm being honest, many nights prior, as my daughter is not a fan of sleep in general). The Shape Tape Blur Concealer Stick felt super creamy as I applied it to my skin. The diamond-shaped tip of the stick helped me "draw" it into the curves of my face as needed. The Shape Tape blur conceal brush also blew me away — it felt so soft against my face and like using a magic wand to blend in the concealer. I didn't even need to apply a second dose to minimize my undereye bags! I've been using the original Shape Tape for years and adore it, but this new version is absolutely going to replace it in my makeup bag simply because it is so much easier to apply. It also blends better than the original with the new brush and, overall, feels lighter on my skin. Consider me a lifelong fan!

Get it from Tarte for $32 (available in 48 shades).

Promising review: "I love this lotion. It makes my dry legs glow. Absorbs well and has a very light fresh scent that fades quickly. Not greasy, but effective on winter skin. Will buy again. Inexpensive given the size of the bottle." —Db01

Get it from Amazon for $19.99 (also available in two-pack and seven other styles).

Promising review: "This product is the real deal. The first time I used it, I noticed a definite softening of the lines on my neck. I have been using it for about a week and it has made a noticeable difference. No, the wrinkles are not completely gone but there is a real difference. I will also point out that I am almost 70, so I wasn't expecting a miracle, but this product has come pretty darn close. I recommend it." —rose b.

Promising review: "It’s been able to successfully thoroughly remove my makeup (sometimes wear waterproof mascara) and I just use a second cleanser (not oil based) to wash off the oil and double cleanse. The main thing I found is that it liquified the sebum on my face the first time I used it, and my skin has never felt so smooth. I’ve been dealing with a lot more texture lately from overproduction of sebum and lack of consistent hygiene and exfoliation, and this made it so much easier to take care of it!" —Lily

Promising review: "So this product is completely worth the money. The quality is amazing. I didn’t notice any smell after a few seconds of using it. My skin was smooth and bright but not sticky. It works like magic. I have sensitive skin, so I can’t use this product too close to my nose, but in the rest, it's amazing!" —Isabela L

Get it from Amazon for $18.90 (also available in five other formulas).

Good Molecules is a small business that specializes in affordable skincare products. 

Promising reviews: "I love this product and have noticed a huge difference when using it consistently. I am on the younger side and don’t have the worst under-eye bags, but on those occasional mornings when my eyes are puffy with somewhat visible dark circles, this product definitely does the trick! Honestly, I love all the Good Molecules products." —Hayden Smith 

"This right here is the real deal! You can see immediate results! It firms and moisturizes my eye lids! A must-have!" —Nancy A. Borkowski

Promising review: "I absolutely love this new reformulated eyeshadow! The shades are super pigmented, smooth, and give a beautiful shimmer without being chunky. They blend effortlessly and stay on all day without creasing. Perfect for both everyday looks and more glam styles. Definitely worth it." —Jorie A.

Get it from r.e.m. beauty for $22 (available in eight shades).

Check out a TikTok of the Laneige Neo Blurring Powder in action. 

Promising review: "I loved this setting powder, it blurred my pores and blended my makeup so well that even my husband noticed. Wow! I will be buying more before people find it and sell it all out, hehehe." —Charlotte Laim 

Promising review: "I’d yet to find anything (even foundation) that could cover up my red areas. Cheeks, chin, nose, and forehead. It comes out green, but has a gorgeous lightweight finish of a tint that indeed covers my redness beautifully. There’s no greasiness to it at all. It dries down to a beautiful matte finish. It’s super easy to use. I use my fingers. The texture is like silk. It leaves my face baby-soft, not sticky at all. It doesn’t settle into my fine lines or wrinkles, and I don’t need powder to 'bake' it under my eyes. It also covers the black circles under my eyes." —Julie F. 

Get it from Amazon for $10.87 (available in six styles). 

Promising review: "I love this so I ordered a second for backup! Depending on my day I will add no more than one or two drops to my moisturizer or my primer. Takes away the winter pallor of my face which definitely has not had enough sun lately. The bottle is small, but you don’t need to use much. Reasonably priced for the amount. I would say buy it." —Incognito

Its seven-oil blend (Moroccan argan, olive, coconut, apricot, Marula, jojoba, and camellia oil) promises to reduce your hair-drying time and provide heat protection up to 450 degrees. 

Promising review: "Literally, the best hair product you can possibly get that is affordable and doesn’t leave your hair greasy — it makes it shiny and super soft. After I get out of the shower when my hair is still damp I put some on my ends and work the rest up into the top of my head. Sometimes I blow my hair dry after I get out of the shower and put it on and then after I blow dry I put it on some more, and it looks absolutely beautiful — no greasy hair here. My hair type is fine and gets oily really fast and yet somehow this product tames it a bit and keeps it looking healthy for days! Will purchase again and again!!!" —Tara Klein

Get it from Amazon for $15.19+ (available in two sizes, a mist style, and four other formulas).

Promising review: "I bought this after seeing an ad on TikTok. I'm skeptical, but I’m a sucker for this kinda stuff, but it is genuinely amazing. I tested it on all the different areas of my body. It didn’t do a thing to my well-exfoliated palm, but my face, legs, LIPS… baby soft with big balls of dead skin coming off. Like one of those Korean exfoliating gloves, but you don’t have to scrub like you do with those. You just gently rub it in, and your dead skin peels away. I even had a weird callous on my arm that kept regrowing, and it smoothed it down so cleanly. This stuff is truly magic. Just WOW." —Nellie

From the first time I tried this dry shampoo, I've been a fan. The scent is light, not overpowering at all, and it really does a great job absorbing the grease from my hair. I'm a mom-of-two and, honestly, am spread pretty thin, so I don't always have time to give my hair the deep cleansing it deserves (and needs, oops). After spraying this throughout my hair, brushing it out, and styling it, my hair looks totally revived! I can't wait to try out the brunette version next.

Promising review: "I was thoroughly impressed with this dry shampoo. It's affordable, effective, and everyone compliments how great I smell when I use it. Two bottles lasted me a few months. It does have a white cast, but that can easily be worked into the hair to become undetectable." —Meg B. 

Promising review: "Laura Geller — you have a NEW devotee!! I was a decades-long faithful user of a well-known mineral makeup brand. However, after I ran out, I started seeing your ads all over social media. What piqued my interest is that it's specifically for mature women, it's a light to medium coverage, and it's color correcting. Well, I finally tried it, and IT IS FABULOUS!!! I look like I have nothing on, and yet my skin looks flawless. The Kabuki brush is heaven as it glides across the skin. Your color selection is really good... If you fall between two colors and know that your tan or darker in summer months, go with the darker shade first. That's what I did, and it worked out perfectly." —Hellen Jones-Elbling

Get it from Amazon for $28.50 (available in nine shades).

BuzzFeed editor Elizabeth Lilly loves this product:

"I use this (and when I ran out, I went back to an old liner I had and instantly regretted it), and I have the greasiest eyelids ever. This has been the best liquid eyeliner ever. Even if you avoid non-drugstore brands, this will be worth the double-digit price." 

Promising review: "Eyeliner so easy to apply that the blind can use it! I'm legally blind and do my makeup by feel. Eyeliner is the hardest to do, so I've gone without for years. Decided to give this one a shot based on the reviews and was not disappointed. Came out great and was so easy to apply! So happy to be wearing eyeliner again!" —Lowe Family

Get it from Amazon for $24 (available in nine colors).

I, like many others (it has thousands of 5-star reviews on Amazon) have this primer and also agree that it's fantastic! It really does go on my skin so smoothly, I can barely even feel that I've put any primer on at all. My makeup stays on so nicely when I take the time to apply it over it. And at a price like this? Ya can't beat it.

Promising review: "I saw this on TikTok and thought I'd take a chance. I have sensitive skin and have to watch what I use. I LOVE this product! Goes on smooth and you don't need to use a lot. I put it on before I put on my foundation. Makes a huge difference. Highly recommend and will buy again!!" —Brooks Crim

Get it from Amazon for $10 (available in three shades).

Promising review: "This eyeshadow glides on so smoothly, is super cute and sparkly, and does the job. You do not need to be a makeup pro to use this product and make it look good on your own skin. It is easy to blend, is perfectly pigmented, and convenient to carry around in your purse. The price point is great and I highly recommend this product if you’re looking for a new, easy-to-use eyeshadow stick." —Sho

Get it from Amazon for $13.50+ (available in 45 shades).

Check out a TikTok of the Nyx Pore Filler in action.  

Promising review: "Love this. It truly covers my pores, and I noticed it covers some of my wrinkles. I apply it right before I apply my foundation. There is no drying time needed. And it makes my skin silky smooth. I'm buying it again as I write this review. Thanks for this product." —Greeneyez 

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Plus, lip stains, easy-to-use makeup items and finds from Amazon, Sephora, and Walmart.

BuzzFeed Shopping is service journalism first: our writers and editors spend all day shopping so you don’t have to, vetting products, fact-checking brand claims, and surfacing what actually helps in real life. We center readers over revenue, recommend products with authenticity (using real experiences, not ad-speak), and reflect our diverse audience, inclusive of a variety of price points, people, and needs. We cut through fake deals, favor useful info over glossy fluff, and recommend both budget and splurge options with context so you can decide what’s right for you — and still have a little fun along the way.

Some reviews have been edited for length and/or clarity.