News

Feb 08, 2024

32 Makeup Products You'll Wish You Started Buying Years Ago

We hope you love our recommendations! Some may have been sent as samples, but all were independently selected by our editors. Just FYI, BuzzFeed collects a share of sales and/or other compensation

We hope you love our recommendations! Some may have been sent as samples, but all were independently selected by our editors. Just FYI, BuzzFeed collects a share of sales and/or other compensation from the links on this page.

Yes, we think it's possible for a really good lipstick to change your life.

BuzzFeed Staff

Promising review: "Why didn’t someone think of this sooner? For years, I’ve been using cotton swabs dipped in makeup remover to remove little goofs or mistakes. This is so much better and portable! Erases waterproof mascara marks around my eyes easily. Must buy product!!" —Katherine

Get it from Amazon for $7.97.

I have about five shades of this and absolutely love it!! It smells absolutely amazing, and it actively moisturized my lips instead of making my lips super dry like other lip tints have. It's definitely a buildable color and will look different depending how much you put on. This lip product consistently gives me a perfectly subtle and natural-looking look that can last me all day long!

Promising review: "Very pretty color. Lasts a long time, doesn't smudge when dry, and when I think I need to reapply, I can just put a new coat over it and looks good as new. Love it!" —Shawn

Get it from Amazon for $9.70 (available in 29 shades).

Promising review: "Spent years using a brow pomade but got tired of it drying out in the little pot so quickly. I avoided pencils since I could never find one that went on as saturated and with a creamy sort of consistency that I was used to. Tried this on a whim since I'd seen a few positive reviews via YouTube and thought the angled tip was pretty neat. I don't know if I'd want to use anything else ever again because I love it so much! Easy to apply, goes on smoothly, and the little brush on the end is great for evenly brushing product through the brows once they're filled in. Looks so natural and precise. So very happy to get out of my comfort zone and try something new." —Shannon M Slape

Get it from Amazon for $6.79+ (available in seven shades).

Youthforia is an Asian woman-owned small business established in 2020 that specializes in environmentally friendly, cruelty-free makeup made with at least 90% renewable ingredients.

Fun fact: All of Youthforia's makeup is designed with ingredients that make it A-OK for your skin to sleep with it on!

Promising review: "Dewy and glowy. I tried it over makeup and it appeared as a strong pink shade but settled to a flushed, glowy color. I had my little sister try it too because I wanted to see the color change again and it lasted a really long time on her. The texture was smooth and it was easy to rub in and blend out." —Summer

Get it from Youthforia for $36 or Amazon for $28.80.

Promising review: "I am not a blush person. My makeup routine is pretty light, and I have naturally pink cheeks. I haven't really felt the need and am usually scared to go overboard with disastrous consequences. BUT cloud paint is beautiful!! I finally bought it and just use the slightest amount in the apple of my cheeks and up the start of my cheekbone area and it adds this super super natural, blended-in glowy flush. Sooo worth it, didn't think I'd see a difference or like it but now I use it every day. For reference I got storm and I have pretty fair skin, if there's a 20-shade range of face makeup I'm usually the second or third shade." —allyce

Get it from Glossier for $20 (available in 10 shades).

Read our full review of the Glossier Cloud Paint for more info!

Promising review: "I have a super-oily face by the end of the day, see the attached pictures. I hate it, it looks gross. This definitely helps combat that but it's not 100% foolproof for my face. Even still, I don't like to go a day without it. It's worth keeping in my routine of blotting papers, toners, etc. PROS: instantly creates a matte look without feeling dry or clogging pores. Lightweight enough to wear on or under makeup. It doesn't cause breakouts or redness and has a mild scent. Genuinely keeps my face feeling fresher throughout the day. I like to wear it on a daily basis. CONS: The only negative is that there's not a huge, huge difference in appearance. But it feels way better, and that's a huge plus!" —Jen

Get it from Amazon for $5.60.

Promising review: "Best under-eye concealer ever. I wouldn't go out without applying this concealer. It blends nicely with my foundation and has never caked. The sponge applicator is soft and makes application quick and easy. I will continue to use this product and hope, like many products I've used over the years, that it doesn't get discontinued." —Morty

Get it from Amazon for $8.80+ (available in 18 shades).

Check out my colleague's Maybelline's Instant Age Rewind Concealer review and learn why it's her favorite.

Promising review: "I don’t know how I've done my eye makeup without these my whole life! They help so much with eyeshadow fallout it’s wild! There are two stickers on them, but I only do the small top ones since I like to do my foundation before eyeshadow! They’re very sticky and sometimes take off some of my foundation but I’ve found if you first tape it on your hand then onto your face it helps!" —Amazon Customer

Get a 100-pack from Amazon for $8.99.

Promising review: "I am VERY picky when it comes to my makeup sponges. For years I would only use a Beautyblender because, to be honest, nothing else compared or gave the same foundation finish. These are truly a game changer! They are not 100% identical to the name brand blender in texture, HOWEVER they DO give the same flawless foundation finish. I would even go as far as to say they soak up less foundation which means you aren't wasting as much product. And can we talk about this price point?!?! Save your hard-earned money and PURCHASE THESE! You won't be disappointed." —Lindsey

Get a set of five from Amazon for $5.94+ (available in eight color combinations).

Promising review: "So let me start by saying I have used nearly every eyeshadow primer available. From high end to low...they don't hold a candle to Thank Me Later. I have very oily skin. Using this primer, shadow lasts a full eight hours or more. I could get maybe five or six out of the other brands if I was lucky. I got this as a sample in my Ipsy bag, and I had to buy the full-size product straightaway! I couldn't be happier with my purchase. Thank you, Elizabeth Mott, for finally making a primer that lasts! I love this stuff!" —Melissa Mae

Get it from Amazon for $11.19.

Promising review: "Let me start by saying this isn't my first cat-eye rodeo. I've tried the taping method, normal liquid liner, plastic winged stamping devices, stencils, all of it! Well, this gem arrived and I immediately had to try it out, all while laughing at how terrible this would probably turn out...but to my surprise I put the left cat-eye on first and it was perfect. I thought this was a fluke and did the right eye...again, it came out clean and perfect! I HAVE NEVER IN MY LIFE BEEN ABLE TO DO A CAT-EYE IN UNDER 10 MINUTES, LET ALONE THE TWO MINUTES THIS TOOK TO DO! There were no sloppy streaks that I had to touch up or anything you would expect. Just a clean, crisp line. I can now do a cat-eye EVERY day and look/feel like a badass. Everyone can think I spend hours doing my makeup in the morning." —LadyMeow

Get a set of two from Amazon for $11.98 (available in three sizes and a combo pack).

Promising review: "I could go on and on about this magic face sauce, but instead I’m just gonna lead with the pictures from my random sweat test experiment and tell you what you’re seeing. I think it did a GREAT job of soaking up the oil on my nose and forehead, much better than any pressed or loose mattifying powders I use. The (picture on the right) is after I danced Lindy Hop, Shag, AND Balboa (all fairly rigorous dance lexicons in the swing dance family) for three hours in a hot, crowded bar that had to be at least 90 degrees inside. According to my Fakebit, I did 20,000 steps that night so I REALLY put this stuff to the hardest test I could manufacture! It’s lasted for forever, as well, so I definitely think it’s a good deal for the price. It’s small, but you don’t need a lot!" —Queenofthehouse

Get it from Amazon for $17.50.

Promising review: "Let’s just say a little goes a long way with this product. I love a natural glow, and having glowy skin is a must for me. This product is definitely my new holy grail. It gets the job done and can stand up against any high-end highlighter." —Meg

Get it from Amazon for $7.49+ (available in five colors, two sizes, and multipacks).

I have had this for years now and it's my go-to travel make-up case! It holds an absurd amount of products, so I never have to compromise and leave any of my favorite makeup products behind on my trips. I love how easily it lays flat, which makes getting ready so much faster since you can see everything at once. It's especially great for getting ready in hotel rooms, where I often find myself sitting on the ground in front of a full-length mirror to put my makeup on. Instead of constantly rummaging through a tiny case, I can grab anything I need in a half a second.

Promising review: "I was tired of fumbling around in my cosmetics case and saw this. I was skeptical, but...WOW! On my recent two-week trip to Europe, with constant laying out and packing up, this item was wonderful. I could find what I wanted quickly, right away. Packing up was just a matter of pulling the drawstring. At first I wasn’t sure about changing to this bag, but now I could not do without it." —Mojosharkey

Get it from Amazon for $24.95+ (available in three sizes and 32 colors/patterns).

Promising review: "I love this stuff! It's one of the only foundations that my dermatologist lets me use that actually covers anything. The other noncomedogenic foundations I have tried hardly cover anything. You can use a little for light coverage or use a lot for full coverage. I've applied it with a sponge, brush, and silicone sponge and it worked great with all. It even works fine if you just apply it with your fingers. I have extremely acne-prone skin and it does not make me break out. It also has salicylic acid in it which helps with breakouts." —Kindle Customer

Get it from Amazon for $7.45+ (available in eight shades).

Promising review: "I have the kind of eyebrows that look very full with brushing, but can quickly look like one has 'collapsed' once my hair or something else touches it. I’ve used nearly every product from Anastasia BH, but never had luck keeping my brows in place. Well, let me tell you, this stuff is no joke. I had to scrub my eyebrows clean tonight to get them to move. If you need some help holding your fluff, this will be your new favorite product. Also, I was able to ditch the eyebrow pencil since this stuff holds every hair in the place you brush it." —Bailey M. Deacon

Get it from Amazon for $4.99 (also available in a two-pack).

Promising review: "I've been eager to get my hands on this product for months now! Honestly the easiest brow product I've ever used and it's seriously magic. My brows looked instantly fuller! They weren't crusty or stiff and the applicator is amazing! My favorite thing about Boy Brow is the texture, no crusty brows here. This product has changed my entire makeup routine!" —Jordanne

Get it from Glossier for $18 (available in seven shades).

Check out BuzzFeed's full review of Glossier's Boy Brow for more deets!

Promising review: "I am amazed by this product. I would even say that this is life-altering! I have not had to buy makeup remover in three months and don't believe I will ever have to again! When I used makeup remover, I felt like I could never get all of my makeup off and I had to rub my eyes quite a bit to get it off. Even after a lot of rubbing when using makeup remover I still would wake up the next morning with makeup residue from the previous day and I never felt I could completely get my makeup off. With Makeup Eraser, there is not one bit of makeup left!! It is like magic!! Make sure you follow directions, you have to use warm water and use the correct side!" —Sprklbuz

Get it from Amazon for $14+ (available in 13 colors).

Check out BuzzFeed's review of the Makeup Eraser for more deets!

This cruelty-free foundation has a natural matte finish, and it gives off a smoothing effect thanks to optically corrective powders and light-diffusing spheres in the formula.

Promising review: "I really like this foundation. On days that I don't need quite as much coverage, I mix it with my moisturizer to thin out a little. It is perfect for heavy coverage days and the foundation brush is on point! Haven't needed anything else since buying IL Makiage. Has me looking perfect every day!" —Bethany

Get it from Il Makiage for $45 (available in 50 shades).

Promising review: "Love love love this stuff. This is such a stellar product that is so versatile. Can be worn alone for some to put some glowy life to skin. Add to foundation or layer it. Beautiful. Use it as a base wear you put highlighter on top. Mix some with moisturizer. This in my opinion is better than so many high-luxury brands that make similar products. And I am pretty sure it can be used by all skin types. It’s not oily feeling at all and it doesn’t dry out skin either. Just a total package. Can’t beat the price either." —Figgy08

Get it from Amazon for $12.97+ (available in four shades and two-packs).

I have worn it almost exclusively for four years straight, I've rebought it several times, and the best part — it's under $10 a tube. I currently own five shades, but it comes in 30 SHADES, so you're bound to find one that works for you. In addition to being long-lasting, it doesn't leave my lips all dry and cracked like other matte lipsticks I've tried in the past. And I've done the leg work — dozens and dozens of times, I've put this on before dinner, eaten a full meal, drunk some cocktails, and it still looks fantastic when I get back home!

Get it from Amazon for $7.98+ (available in 38 shades).

Read our full review of the Maybelline SuperStay Matte Ink Liquid Lipstick here.

Uoma Beauty is a Black-owned small business was founded by Sharon Chuter, whose goal is to make an innovative and inclusive make-up brand that's always evolving.

Promising review: "I LOVE everything about this lip color. It is long-lasting, beautiful, a wonderful color, and the container is like a party." —vicki k.

Get it from Uoma Beauty for $24 (available in eight shades).

BuzzFeed Editor Kayla Boyd tried this out and raves: "As someone who isn't a big fan of false lashes (the glue irritates my eyes and I'm terrible at applying them) this budget-friendly holy grail does the trick for both lengthening and volumizing my lashes. After you've given it a minute to dry, it lasts all day long and doesn't smudge or fade. It seriously gives the effect of false lashes, without the discomfort."

Promising review: "After using Lights, Camera, Lashes by Tarte for the past year, I got tired of breaking the bank over mascara. My sister suggested Essence Lash Princess False Lash Effect and I IMMEDIATELY fell in love. It provides dramatic length and great volume. I can honestly say I can’t stop looking at my eyelashes in the mirror every single day because of how awesome they look. Also, it is very long-wearing. I go from an eight-hour workday right to the gym and sweat like crazy...and this stuff doesn’t budge! I love it!!" —Carrie E Miller

Get it from Amazon for $3.99.

For more info and review pics, check out Kayla's full Essence Lash Princess Mascara review! You can also check out her review of the mascara on TikTok!

Promising review: "I absolutely LOVE this mascara. I have very sensitive eyes and holy moly, I'm in love. I've found my new favorite mascara! It makes my lashes look longer and it looks the same all day long. Plus, it doesn't smudge during the day. It's wonderful and a total must-buy!" —Katherine Ochsman

Get it from Amazon for $13.95.

The set includes five big Kabuki-style makeup brushes and nine precise eye makeup brushes.

Promising review: "I’ve had these brushes for a couple of weeks now and I absolutely love them. As a makeup artist I’m always looking for good brushes for a fair price. These brushes are fantastic and you absolutely cannot beat the price. I was a skeptic at first because the price is too good to be true but they really are good brushes. They are super soft and blend the makeup very easily. And they are incredibly easy to clean. I’ll definitely be buying them again." –Tim and Kimmie

Get the 14-piece set from Amazon for $7.99+ (available in five colors).

Lip Bar is a Black-owned, woman-owned business and all of its products are vegan and cruelty free (no unnecessary chemicals!!).

Promising review: "I have only worn foundation on special occasions. I tried this tinted moisturizer and when I got it I tried it out and I was in LOVE!! I have found a simple and natural coverage I have been looking for so long. I don’t feel like I have anything on, it’s not a heavy weight like some foundations give. My skin looks great and the color is a perfect match for my skin tone. I just LOVE IT!" —La H.

Get it from Lip Bar for $17 (available in 12 shades) or Target for $16.99 (also available in 12 shades).

The flavors include mint, rosehip, mango, and coconut oil.

Promising review: "Absolutely adore these! My lips are chronically dry and these really have made a difference. My favorite is the rose because of its smell and how soft it makes my lips. It stays on for a really long time too (if you don’t rub your lips together constantly which I stopped with it on). Whenever I run out I’m going to get another set." —Amazon Customer

Get a set of three from Amazon for $4.49.

The packaging is completely zero waste — they're tube and cap free (wrapped in paper instead) and rest in a recycled carrying case made from upcycled materials.

Credo Beauty is a woman-owned small business based in San Francisco that features cruelty-free beauty and personal care products and never stocks products that have ingredients on their Dirty List.

Promising review: "This product is fabulous. I didn’t expect to like it as much as I do. I thought the texture might be too crayon-like, but it’s absolutely not. It blends beautifully and lasts. I chose the shade Raspberry. It’s a wonderfully happy fuchsia/hot pink color." —Heidi J.

Get it from Credo Beauty for $15 (available in 10 colors).

Promising review: "A must-have in my makeup case! I have used plastic lash combs, metal ones, and flat ones, all of which just didn’t get the job done. I always went back to a safety pin, WHICH I DO NOT ADVISE! This comb is metal and arched, which is much easier to use, and the teeth glide through lashes easily. NOTE: If your mascara is dry and clumped, ANY COMB COULD POTENTIALLY PULL OUT LASHES. JUST NO. DO NOT DO IT. I put on mascara, and while it’s still wet, I glide the comb through the base and go up. It’s that simple. I was concerned about cleaning it with alcohol, but I asked customer service and was told it was safe." —ASConner

Get it from Amazon for $4.23.

Promising review: "This stuff will make your makeup last and last! I have severely oily skin, which means that most foundations just slide right off my skin. And then I found this! I spray this on before I do my makeup, after I do any cream makeup (foundation, concealer, etc), and then again after I set with powder. This helps my makeup easily last from seven in the morning to seven at night." —Sadie

Get it from Amazon for $8.98+ (available in various styles and bundles).

Promising review: "I love this powder. I personally wear it over my liquid foundation to add coverage although I have heard it's good enough to use on its own. I like how it adds coverage with a satin finish without being cakey. Also you only need a small amount each time so the product lasts very long. This could probably last me a year if I wore it daily." –Sand

Get it from Amazon for $10.98 (available in 20 shades).

Promising review: "This is genuinely one of my favorite products of all time. Gorgeous shimmer shades that are buttery and blinding! If you're considering buying one, do it! But I would only really recommend the all shimmer ones." –Rosewater

Get it from Sephora for $26 (available in 10 shade combinations and finishes) or from Amazon for $20.07+ (available in eight shade combinations and finishes).

Reviews have been edited for length and/or clarity.