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“Just buy it already and watch the magic.”

I am a staff writer on the BuzzFeed Shopping team who focuses primarily on practical and problem-solving products (although you can also catch me writing about cute, fun, and ~weird~ products, too!).

Londontown is a small business that specializes in nail care products. 

Promising review: "I like a one-and-done nail product that will protect my fragile nails, but also stay put. I don’t baby my nails at all, so I like something that doesn’t show wear quickly. I’m not sure what’s in this one specifically, but it stays on so well. It’s also a nice micro shimmer/glitter. I’ve used a few other polishes from this brand, and while they are all nice, this is my favorite so far." —H. Peeples 

Get it from Amazon for $20 (available in three colors).

Promising review: "This lip gloss is absolutely stunning. The color is beautiful and versatile. The texture is absolutely elegant in a way that surpassed my expectations, given the low price point: glass shine without annoying stickiness. The cherry cola fragrance is delicious, and triggers nostalgic feelings for the soda-flavored lip balms of my youth, but with a more sophisticated edge." —Leila R Linderman

Get it from Amazon for $17+ (available in two styles and 13 colors).

Promising review: "Possibly better than Deva Curl foam mousse, and I can buy six of these for the price of one Deva Curl. This stuff is awesome. I have type 2c curly hair that, without mass product, gets like Krusty the Clown frizzy. I've loosely been following curly girl routines, sulfate/paraben/yada-yada free shampoo and conditioner, curly girl microfiber towel, satin pillowcase, the whole nine yards. I usually have to put serum, mousse, and sometimes hairspray in it to make it look decent, but then it's all crunchy. I used this stuff on my damp hair and let it air dry, and my hair looked so nice, and it was soft, too, not crunchy. I actually had some nice curls form. So if you're at the end of your rope with your unruly hair, give this stuff a try, and if it doesn't work for you, it was only $4, not $24." —MrsT 111111

Each set comes with Floral Bloom, Cedar Rain, Citrus Pop, and Vanilla Dream. 

Promising review: "I love these hand creams! They feel so nice putting them on, and my hands feel amazing after. I will definitely keep buying!!" —Debbie Perreault

Get it from Amazon for $17.93 for a set of four (available in five different multipacks).

Promising review: "As someone with sensitive skin, I was cautious about using any kind of exfoliating product, but this sponge strikes the perfect balance. It provides just enough exfoliation to slough off dead skin and leave my face feeling smooth and refreshed without causing irritation or redness. This is a simple yet effective tool that deserves a spot in any skincare routine — especially if you prefer a gentle, manual exfoliation method over harsh scrubs or chemical treatments." —EJ

Psst — one dermatologist on TikTok even recommends using it on your armpits to help fight the bacteria that causes body odor! 

Promising review: "My sisters were constantly raving about this toner, so I decided to try it. Since using it, I’ve realized why they love it so much! My skin went from bumpy and textured to smooth and glowy. My clogged pores have completely disappeared. I’ve already recommended this product to a bunch of my friends, and they love it too! I’ve been using this product for about two months, and it’s still doing wonders. Definitely worth buying!" —Noa May

Get it from Amazon for $9+ (available in two sizes and packs of two).

Promising review: "This booster serum is a powerhouse. It feels like a professional skincare treatment in a bottle. The formula is incredibly lightweight, almost watery, but it delivers intense hydration and firmness. My skin feels bouncy, smooth, and refreshed immediately after application. After consistent use, I noticed improved texture and a subtle tightening effect — especially around my cheeks and jawline. It layers perfectly with other products and never pills. The combination of peptides and niacinamide makes my skin look brighter and more even. This is one of those products that quietly upgrades your entire routine. It’s gentle, effective, and suitable for daily use. If you want that glass-skin glow, this is a must-have." —Testedbypeggy

Promising review: "I was not expecting this brush to be so amazing. I usually use a Wet Brush, and NO MORE of that. This one doesn't pull when the Wet Brush did. Feels amazing on my scalp. Just a very refreshing brush to find. I would definitely recommend this to everybody that has a hard time brushing their hair (even kids). It's very soft, and the price is excellent as well. Love love love this brush. Would buy again over and over." —Katy Shoemaker

Get it from Amazon for $9.99+ (available in four colors).

Promising review: "This is a game changer for my skincare routine! It effectively removes makeup, dirt, and impurities without stripping my skin. The oil has a gentle formula that’s perfect for sensitive skin, and I love how it cleanses deep into my pores, leaving my face feeling fresh and hydrated. The heartleaf extract helps to calm my skin, and it’s been great for controlling blackheads. It doesn’t leave an oily residue, and my skin feels smooth and clean after each use. Highly recommend it for anyone looking for an effective, gentle cleanser!" —Manju Shree Kumaravel

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! And if you're not quite sure how to use stick sunscreen (yes, there's a "right" way), you can read about proper application here.

Promising reviews: "As an avid Asian beauty product user, I've used a lot of different Korean and Japanese sunscreens. I bought this on a whim for my trip to Italy, not expecting much. I've seen it advertised a lot on BuzzFeed and figured it was overhyped like a lot of the products on those sites. But oh my gosh, this thing is legit. Like, freaking legit. It glides on really smoothly, the curve of the product makes it really easy to apply, and dries matte. It leaves no cast (on pale and tan skin) and also feels like nothing is there after a couple of minutes. 100% recommend." —Hannah

"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 $16.24 (available in two formulas). 

Promising review: "I’ve tried expensive ones from Sephora, but this one outperforms them all. The precision actually mimics real hair. This is officially my new holy grail. Maybelline never fails. Best drugstore brand, period." —CaliConsumer

Get it from Amazon for $10.99+ (available in six shades).

Promising review: "This is such a great idea to have for hair during the summer or even living in a warmer climate. I put it in mine and my three girls' hair today before the pool, and our hair felt great after washing. Highly recommend." —Alyssa Speaker

Promising reviews: "Lightweight feel and great color payoff — excellent liquid blush for everyday makeup." —The Casual Reviewer

"This stuff is no joke. I like to use one product for my full face for a quick makeup routine, as eyeshadow, blush, and some highlight all at once. When I tell you I need exactly two dots for my whole face, I couldn’t be more serious! It has a more glossy texture than a Rare Beauty blush, but the pigment is much stronger. Comes off very dewy and kind of glossy, but it can be made matte with powder. The only thing I will say is that if you overwork it, there can be small lifted spots, which happened to me when I first tried it because I used too much and then had to try to blend so much. Already purchased another color." —oscar Julian zapotitla

Get it from Amazon for $7 (available in 12 shades).

Caffeine can brighten skin and temporarily minimize the appearance of stretch marks and cellulite if that’s something you’re looking for in a product. Read more about the skincare benefits of caffeine at the Cleveland Clinic.

Promising review: "I am surprised when a product really does what it says, and this cream tightened skin as promised and somehow smoothed out some light cellulite on my legs. I keep looking at the backs of my hands, being surprised at how smooth and tight the skin looks and feels. At 48, I don't have much in the way of wrinkles or loose skin, but I can see a difference on the backs of my hands at times, even with all the kinds of treatments over the years. This cream zapped that in one treatment!" —Kindle Customer

Get it from Amazon for $24+ (available in three sizes, as well as bundles and refills)

Check out BuzzFeed writer Jenae Sitzes' full Catrice "Instant Awake" Under-Eye Brightener review of this eye brightener!

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). 

This is the OG formula recommended for straight, wavy, or curly hair that gets frizzy. There's also the Extra Strength Dream Coat recommended for extremely dry, dehydrated, or extremely curly/coily hair, and the Dream Coat for Curly Hair recommended for wavy or curly hair, as it'll leave you with bouncy, crunch-free curls. 

For best results, Color Wow recommends using this after every 3–4 shampoos!

Promising review: "Unreal how manageable my hair is! I’m 50 years old and thought it might be time to cut my long hair and just go short from now on. I tried WOW, and wow...it’s amazing! I’ve received more compliments since I started using it. Don’t drench your whole head with it; just make sure you comb through after spraying to get it evenly on your hair. Use just a bit, comb through, and blow it dry! I use it once or twice a week because it lasts so long." —Amy

Get it from Amazon for $14+ (available in two sizes).

Promising reviews: "I got a sample of Crown Affair's 'The Oil' at Sephora and adored the product. However, when I went to buy a full-size one, I found it was really out of my budget. I took a chance with this serum, and I’m getting the exact same results and feel. Definitely recommend and will purchase again 🤍" —D Gn

"I am beyond impressed with this hair serum! After just a few uses, my hair feels softer, shinier, and so much more manageable. It’s lightweight and doesn’t leave any greasy residue, which is a huge plus for me since I have fine hair. I noticed a reduction in frizz and split ends almost immediately, and it even seems like my hair is growing healthier and stronger. The scent is subtle and pleasant, too. This serum has quickly become a must-have in my hair care routine. Highly recommend to anyone looking for a true hair transformation!" —Jasmeen

Get it from Amazon for $18.99+ (available in two sizes and four other formulas).

This formula is designed for all hair types.

Promising review: "This product has a light but really lovely scent. I absolutely love it! My almost-waist-length hair was seriously damaged by my last hairstylist. I've tried everything to make my hair shinier and more manageable, with less frizz. I've been through countless deep conditioning treatments with little results...until I found this! As a point of reference, I'm in my early 50s, so I have far from 'virgin' hair. If mine looks this great, that says a lot! My only wish? That it came in a bigger tube/bottle!" —C. Fordham

Read our Elizavecca CER-100 Collagen Coating Hair Protein Treatment review to learn more.

Promising reviews: "One of the few beauty products that made an instant, noticeable difference in my skin. After just two uses, I could tell my face was brighter, and my pores seemed smaller, especially on my nose. I imagine I'll be using these for a long time. I'm 44." —edoug

"I bought these pads on a whim to try to brighten my 50+-year-old skin, and they do, but that’s not why I’m thrilled. I have mild to moderate sebaceous hyperplasia — those clogged oil glands that look like acne but have a donut hole-like divot and that just get angry if you squeeze them — mostly on my forehead. Nothing truly gets rid of these bumps except for cauterizing them or freezing them at a dermatologist’s office, and I’m procrastinating doing that because there’s a risk of scarring with that type of treatment. Well, the morning after I used my first zero pore pad, those bumps shrank and flattened! They’re still there but are probably 50% less obvious, which is a huge win to me. No idea what this witchcraft is, but I have never had a skincare product work so immediately and so obviously. It’s only been a week, but so far, so good. I have to say…I am a convert!" —Carla Coleman

Get a pack of 70 from Amazon for $18.90 (available in four other styles). 

BuzzFeed writer Jenae Sitzes is a fan of this holy grail beauty product:

"I use Paula's Choice on the reg as part of my exfoliation arsenal; it's one of my holy grail products I'll probably never stop buying. I trade off between using this liquid exfoliant and a facial scrub — I only use the scrub one to two times a week, but I can use Paula's Choice every day with no issues (and my skin is super sensitive in general). It's fragrance-free and doesn't cause any irritation at all. And it keeps my skin feeling smooth and clear!"

Promising reviews: "I don’t wear foundation anymore because my skin looks that GOOD! I’m in my 40s and regularly get complimented on my skin." —Fi

"I grew up with older sisters who took great care of their facial skin. I started using this as a nighttime ritual. Wow!!!! My skin health dramatically improved with a noticeable glow and youthful appearance. I'm 71, and people think I'm in my 50s. It seems my fine lines and wrinkles are disappearing. Reverse cellular aging rejuvenation. I love this product!" —Coach Nick

Get it from Amazon for $15+ (available in two sizes).

MopTop is a small haircare business making products with curly hair in mind.

Promising reviews: "I am 49 with naturally curly hair. Holy cow!!! This is amazing. I am in love with it!" —Rebekah stock

"It leaves my hair soft and shiny, and it does really well in humid weather." —Marisol V.

Get it from Amazon for $23+ (available in two sizes).

Promising review: "I'm 62 years old and have fine lines and, well, wrinkles. My skin is also dry and not very elastic. These things have made it difficult to find foundation and blush that doesn't make my skin appear even drier. This glides on easily and smoothly and has an overall 'dewy' appearance, meaning my skin looks hydrated but not wet or shiny. And it stays all day. When I'm short on time, I'll use this on my cheeks and lids, and it brightens my face. I love it!" —Leisha H.

Get it from Amazon for $34+ (available in 12 shades) and Ilia for $36 (available in 12 shades).

Promising review: "Absolutely in love with this jelly cream. My skin looks amazing — no more chafing and peeling, and it feels and looks 'bouncy' and glowing, it’s hard to explain. As for people saying it’s sticky — they must be using way too much!! It dries beautifully, not sticky. A little goes A LONG way. This little tub should last a year or more easily. I use it under my tret at night too. Love it!" —Beachy1

Promising reviews: "As someone who has previously worked in a tanning salon for six years, buying a viral self-tanner, let alone on Amazon, was a no-no to me. I saw a BuzzFeed article on 'Amazon must-have products.' I saw it was $10, so I got this, the blending mitt (always a self-tan MUST), and an exfoliating mitt (also a must). It went on great, especially with the mitt. And I’m AMAZED at how my skin felt after it dried. I’m actually mind blown that my skin felt like there was nothing there!! Not sticky at all in the slightest." —Kate

"If you use St. Tropez tan products or any fake tanner, do yourself a favor and try this. This stuff is AWESOME. Dries quickly, lasts longer, does NOT make your skin stinky, applies evenly, and you get a fair amount of product!! Other tanners I've used become VERY noticeable when they start fading. Gross hand lines, patchy white spots, etc., but not this stuff. The best one-hour tan I have ever used!" —Review Writer 

Get it from Amazon for $9.99+ (available in eight shades).

Promising review: "This is the only product I’ll use around my eyes. It’s not greasy and gives just the right amount of moisture to the area. It helps with puffiness and fine lines." —Coreen Hoffman

Get it from Amazon for $39+ (available in two sizes).

Promising review: "As a light, muted, neutral with a touch of warm olive, it’s hard to find shade matches. The N2 is my skin, but better. Zero smell, glides on, looks high-end, and does not flare my rosacea. I’m shocked. This has replaced all my foundations." —Laura Seymour

Get it from Amazon for $9.97 (available in lots of shades).

Promising review: "This product is absolutely amazing and works so well and fast. It is one of the products that has transformed my neck skin in just a couple of days. I'm in my late 40s, and I always used moisturizers on my neck, but I still had dry-looking, crepey skin. Not anymore. I still cannot believe that such an inexpensive cream can make my neck skin look so plump and young. Do try it." —Momof5

Promising review: "I never understood how people could go more than two days without washing their hair, and now I know. This has been a lifesaver! I was looking for an alternative to my spray dry shampoo, and this is even better. It literally dries up the oil and makes hair look freshly washed." —Mandy

Get it from Amazon for $11.70+ (available in four shades).

Promising reviews: "I don't usually write product reviews — it's just not worth my time. But in this case, it was worth it. This is fantastic. I've used so many products that offer automatic curls (like the Chi), and this beats all of them." —H. Brown

"This product is extremely easy to use on yourself and or your friends! It was much cheaper than one of the other ones we saw, but this one worked way beyond my expectations! Best product ever!" —Amazon Customer

Get it from Amazon for $56.99+ (available in two barrel sizes and three colors).

Promising reviews: "The compact is sleek and travel-friendly, and the powder itself feels finely milled and lightweight. It’s one of those products that just quietly works — and those are often the best ones." —TheFaceLadyG

"This stuff is fantastic! It kept my makeup looking fresh all day through the humid Florida summer. Love how it takes the shine off of my face and lightly blurs my pores. Forever part of my daily routine." —Sparky

Promising review: "I live in an area of the country that is very humid and hot during the summer. I always struggled to get my curl pattern to stay and to not become a frizzy mess during the summer months. I finally stumbled upon this product and instantly fell in love. My curl pattern returned instantly, and the anti-frizz factor was incredible. It is now my holy grail product in the summer. It can be used alone, or I layer a hard-hold gel, like Aussie Instant Freeze, over it for more days without a refresh. It also seems to hold up well for most other months as well, until the humidity drops too low and the glycerin in it doesn't do well." —hodagkins

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

Promising review: "As someone with fine hair but a lot of it, I was on the hunt for a product that would make wash day easier and actually help remove oils and buildup so my blowouts could last longer. My hair tends to get oily a few days after washing, and I wanted something that would deeply cleanse my scalp without drying my hair out. As a cosmetologist, I’m pretty picky about hair products, but L’Oréal has always been one of my go-to budget-friendly brands, and I already use quite a few of their products.

"This scalp serum is honestly amazing. I use it exactly as directed — applying it right before I get in the shower, letting it sit for a few minutes, and then washing it out. My scalp feels so refreshed and clean afterward without feeling stripped or irritated. I also noticed my hair stays fresher longer, and my blowouts definitely last longer before my roots start looking oily again." —Aa93

Promising review: "I have very, very straight lashes (think of that Sesame Street character with those hanging lashes). I can never tell if they’re long because they just point down. Curlers (heated and non) only ever did so much. Expensive mascaras were a waste of money. Then I tried this! And while it’s gonna be different on everyone, here it is on straight lashes, no liner (inner or outer lid), no primer or curler used either. This is two coats. So I hope this helps! This brush and formula have made all the difference for me, and they stay put all day, too. Yay for being cheap too!!" —Amazon Customer

Get it from Amazon for $8.15+ (available in four shades and a waterproof formula). 

Plus, BuzzFeed writer Emma Lord is a big fan:

"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). 

Promising review: "Man, this product is absolutely amazing 🥲 I have bruised my feet shaving with those cheese graters at nail shops. I am here to say I will never grate my feet again after using this product!!! It is the best — and I mean the best — on the market when it comes to removing hard and dry calluses. I hope they never stop selling this product because it does fantastic work removing hard calluses from your feet. You won't go wrong, just buy it already and watch the magic. Works right before your eyes, and it only takes seconds to wash away the calluses. This is genius. Whoever made this product is onto something big!! I love my feet, and now I can love them even more!! Get you some!" —Whet

Note: The reviewer on the left says they alternated between using the exfoliating pads and tretinoin to achieve results. 

Promising review: "I could literally see a pimple appear one day and then the next, it's barely visible. My acne scars are becoming less and less noticeable. The woman at the beauty salon complimented my skin. She wanted to know what I was using because she saw the difference. This stuff is amazing!!! I will continue to buy and stock up on this stuff! Try this product! I am recommending it to everyone I know! :D" —Marty

Get a pack of 100 from Amazon for $25.95. 

Promising review: "I really didn't want to like it. I wanted to use it once, hate it, and return it. But sadly, it works amazingly. It's super lightweight, my hair dries so quickly (I've been blessed with very thick hair), it's extremely easy to use, and I absolutely love the round brush attachment." —JD & Anhelica

Get it from Amazon for $289+ (available in four styles for different hair types).

Promising review: "Absolute game changer!! I was using Freck and was always striving for the results I get easily with these freckle pens. They are super easy to use, look so natural, and actually last. As someone who has freckles naturally, my goal is to just enhance, so blendability is super important to me, and this pen gets 5 stars; that’s how real they look. I also have sensitive skin, and these are fine, absolutely no irritation or breakouts whatsoever. Amazing!!!" —Jay

Get it from Amazon for $4.99+ (available in two shade combinations).

Promising review: "This product is magical! I was having unexplained and uncontrollable breakouts and just very angry skin. Since I’ve been using this product, my skin is much less angry, and the breakouts are very small. It’s also helping with some of the hyperpigmentation I have." —Lisa

Get it from Amazon for $99+ (available in four sizes).

Promising reviews: "Works as a great alternative to the expensive La Mer  moisturizing cream." —Amazon Customer

"It keeps my skin soft, smooth, and moisturized all day. I love the rich texture — a little goes a long way. It’s gentle, has a nice, clean scent, and works great for dry or sensitive skin. A classic product that never disappoints!" —Sweet girl

Promising reviews: "I’m in love!! This cream makes my natural curls pop!! Leaves my hair soft, nongreasy, and it blows in the wind. Smells good and not overpowering. The curls hold, and my hair is so soft. Extremely satisfied!!" —Bree

"Love it! Lightweight and works well as an after-shower or mid-day touch-up for dryness and frizz." —Breana

Promising review: "It's become a staple in my skincare routine! This serum delivers intense hydration without feeling heavy or greasy on the skin. The lightweight gel texture absorbs quickly and leaves my face feeling instantly soft and plump. 

"After using it consistently, I’ve noticed a visible improvement in skin smoothness and overall moisture levels — dry patches are gone, and my skin looks more radiant and healthy. It layers beautifully under moisturizer and makeup without pilling. I also appreciate that it’s non-comedogenic and gentle enough for daily use, even on sensitive skin. Overall, a highly effective, affordable serum that really does what it claims. Highly recommend!" —CC

* Shoutout To Whatever Witch Created These 34 Beauty Products With Straight Up Magical Results

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Plus, finds from Amazon, Soko Glam, 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.

The reviews for this post have been edited for length and clarity.