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08-07-2025
- Entertainment
- Buzz Feed
Cheap Alternatives Amazon Prime Day Deals 2025
Amazon Prime Day is here! There are more deals than you could ever begin to look through on your that's where we come in. A Peripera Ink Velvet Lip Tint for up to 30% off — reviewers compare this to Charlotte Tilbury's $35 Pillow Talk and Nars' $22 Velvet Lip Glide, and love this this version for the softness of the matte color, how buildable and long-lasting it is, and how it doesn't crack or leave skin feeling dry. Promising review: "I know you have seen this on TikTok and wondering if they are worth the hype. They are so just order them. I have so many colors from this brand, they are so easy to apply. Get them." —MillyPrice: $6.90 (originally $9.90; available in a variety of shades) Mise En Scene Perfect Serum for 32% off, an extra STEAL considering this beloved K-beauty staple compares to the $46 Gisou version — reviews swear by this for for MEGA hair hydration and heat protection up to 450 degrees, so you can style your hair without sacrificing on ✨shine✨. This unique blend of seven-oil blend Moroccan argan, olive, coconut, apricot, Marula, jojoba, and camellia oil not only protects hair, but helps correct damage from dryness, *and* reduces drying time. Check out a TikTok of the serum in action. 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 KleinPrice: $12.94 (typically $18.99; available in two sizes, a mist style, and four other formulas) Essence's Lash Princess mascara for 30% off because reviewers call it out as an excellent comparison for Too Faced's "Better Than Sex" and Benefit's "They're Real." TBH, you it's high time you try this ~holy grail~ mascara — it's cheap, gives you instant length, and delightfully sweatproof. What more can you ask for? Here's what BuzzFeeder Emma Lord has to say about it: Hello, that is my face above, because I bought into the hype of all the 5-star reviews and now I will never look back!! Putting it on is like giving my eyelashes butterfly wings. It doesn't get clumpy, it stays put ALL the livelong day no matter how much you sweat, and you can apply it on very lightly if you don't want it to look so dramatic, or continue applying for longer lashes each review: "AWESOME. I've always bought overpriced mascara. I'm very picky and hesitant, but I saw some reviews saying how awesome this was. I'll never go back to 'Better Than Sex' mascara because that's what I always use, and I compare it to that. This is the best mascara!! I'll never go back." —patrick haukPrice: $10.48 for three (originally $14.97) A pair of waterproof wireless earbuds for 32% off with some real AirPods Pro energy — except these feature a charging case that, bless its technologically savvy heart, has an LED display letting you know exactly how much charge is left. Reviewers also love how delightfully comfortable and sweatproof these are, making them a solid, affordable option for talking on the phone and exercising. Promising review: "I use these every day at work! Love these — easy to learn and to use. Best thing about them? Well, everything, lol. Good sound, they hold a charge for long periods, and I don't have to worry about them losing power. I can answer my phone easily and then go back to music without a problem. Definitely a great buy and worth the money! Love this color, too!" —Erin"These are the best quality earbuds for the price! I found them through TikTok and have zero regrets. I'd definitely repurchase if needed." —HamrickPrice: $25.98+ (typically $37.99; available in nine colors) An affordable, Lululemon-esque longline sports bra for 22% off so comfy, supportive, and versatile that reviewers love it both for outdoor workouts, gym use, *and* errand running. This is designed be supportive without being too compressive, with lightweight fabric that keeps you breezy in the heat. Promising review: "LOVE. It is super comfortable to wear and is great for supporting my chest when I go on a run. Doesn't collect sweat, very nice and cool material for hotter environments. I have it is so many colors because I love them so much. HIGHLY recommend!" —CheyennePrice: $17.99+ (typically $22.99; available in women's sizes XS–XXL and 29 colors). A pair of Aerie-inspired crossover flare leggings up to 53% off that are so ultra-soft and satisfyingly stretchy that reviewers swear by them for everything from Pilates to errands to lounging. Promising review: "These are the comfiest pants. I usually buy big baggy sweatpants because I hate the tight cinching around my stomach from leggings or other tight pants. But the sweats are not as cute and don't give you the nice booty visual. I hesitantly bought these pants because the reviews raved about how comfy they were, and the reviews were absolutely right! These are tight around my waist, but not in a way that's uncomfortable at all. They sit nicely. They also give you a bangin' booty, whether you have one or not! Highly recommend this product. Good price for the quality." —SarahPrice: $14.23+ (typically $28.99+; available in women's sizes XS–XXL, three inseam lengths, and 23 colors) And a pair of buttery soft, no-nonsense high-waisted leggings for up to 33% off that literally *hundreds* of reviewers compare to Lululemon, thanks to their four-way stretch, convenient pockets, and delightful comfiness. These are a "live-in" pair worth buying in multiples for sure if you need a wardrobe refresh ahead of a busy fall/winter! Promising reviews: "AMAZING. I bought these to test against my Lululemon leggings ($100+) and I think I love these more. I wish there were more sizes in stock right now but it's a fad on TikTok so I understand and will be patient to buy more. 😇" —Reina"Currently 20 weeks pregnant and these are all I wear, I basically live in these leggings. They're so stretchy and comfy, definitely recommend for pregnancy!" —Alba sivieroPrice: $17.99+ (originally $26.99; available in women's sizes XS–XL, with 25" or 28" inseam, and in 33 colors/patterns) — and check out the rest of Colorfulkoala's Prime Day Deals on gym apparel! Catrice "Instant Awake" Under Eye Brightener for 20% off, which became the internet's holy grail for concealing and brightening dark circles under your eyes so fast that everyone's old concealers are doing double takes. This lightweight, color-adapting formula is designed for truly ~invisible~ coverage that makes a drastic difference — one that a lot of reviewers compare to the $33 Becca version. The color adaptive formula is designed so one of two shades will work on any skin tone. Check out a TikTok of the brightener in action. 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." —Monica T. Price: $4.80 (originally $6; available in two shades) A ~weightless~ liquid cream blush for 25% off with some real Rare Beauty blush energy that's having a whole moment and a half on Amazon right now. Reviewers adore how high-pigmented and blendable the colors are and how soft and dewy the effect is on their skin. Promising review: "Creamy and blendable. These are great blushes and have lots of pigmentation. Very creamy and a smooth application on the skin! It is a great [alternative] to the Rare Beauty blush. It lasted me the whole day and did not melt off. It has a lot of coverage and does not need too much when applying." —Harsh ArgawalPrice: $5.99 (typically $7.99; available in 12 shades and in sets) A set of biodegradable ultra-soft face towels for 27% off inspired by the much pricier Clean Skin Club version — a lot of folks with sensitive skin and acne *swear* by these, particularly because it helps prevent exposing their skin to bacteria that may collect in ordinary reusable towels. Promising review: "All my life I've used a rag for cleaning my face. I started having breakouts. I saw this on TikTok so I decided to purchase. Since I've been using these, I no longer have breakouts. The towel is soft to the skin and works very well since I have sensitive skin. I will most definitely purchase again." —India FreemanPrice: $9.49 for a set of 50 (originally $12.99) Laneige's Neo Blurring Powder for 30% off (the first time it's been on sale since it launched, and LOWEST price it's ever been) to absorb oil and blur pores so effectively that you'll be like, "Oh ... witchcraft??" Might be the only explanation for how this can matte-ify your complexion while still keeping it radiant and glowy. ✨ Reviewers compare this to the $60 Givenchy Loose Powder! Check out a TikTok of the Laneige Neo Blurring Powder in 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 LaimPrice: $17.50 (typically $25) A pair of cheerful, super lightweight boxer-style shorts for up to 33% off so comfy and adorable that you are about to put your denim shorts on notice for the rest of the year — especially since these are a MUCH cheaper alternative to the $98 Reformation version. Promising review: "So comfy and they look just like the photo! The quality is great, they aren't see through, and I love the bright color! They fit true to size. They are definitely a great value for the money." —HopePrice: $9.99 (typically $14.99; available in women's sizes XS–XXL and 22 styles). A sleeveless halter bodysuit for 40% off made with such soft, stretchy, durable material that reviewers say it's an *excellent* comparison to Zara and Skims, perfect for pairing with high-waisted jeans, skirts, and blazers. It's compressive enough that a lot of reviewers were also impressed that they didn't need a bra with it! Promising review: "I absolutely love this top! Saw it in a few TikTok videos and decided to try. I have it in white, nude, coffee, and black. I love wearing it under blazers for interviews." —Abryana MarksPrice: $14.99+ (typically $24.99; available in women's sizes S–XXL and 18 colors) A set of golden bracelets for 20% off, giving ~quiet luxury~ vibes at "I want to pay rent this month" prices. Reviewers especially love these mix-and-match sets because they look like expensive versions from Cartier — the middle one is giving the $8,000 "Juste Un Clou" and the studded one is giving the $6,000 "Love Bracelet!" Promising review: "I absolutely love this bracelet set! The pieces are delicate yet sturdy, and they can be worn together or separately for different looks. The design is simple but elegant, making it perfect for both casual and formal occasions. They're also really comfortable to wear all day. Definitely worth the price!" —Brandy Gay Price: $15.19 for a set of three (also available in sets of two) An Anthropologie-inspired reversible quilted throw blanket for 23% off you can get in all kinds of fun, lively prints that will startle your boring couch into having a personality, or give your bed a *much* needed reset after a long dreary winter. Promising review: "Wow wow wow!!! 🤩 This blanket is so soft and the colors and image is so vibrant! The material is great. Lightweight but also snuggly weighted, I don't know how to describe it. I almost bought the one from Anthropologie, but this is exactly like it way less price! I think I'll be gifting a few of these because they are so nice!" —AmyPrice: $33.08+ (typically $43.99; available in 14 styles) A bodycon lounge dress for 20% off perfect for fans of Skims looking to spare themselves a few bucks — this versatile, figure-hugging dress has just the right amount of compression to mimic the iconic style and stay oh-so-comfortable for long periods of wear. Promising review: "I have the Skims bodycon as well, and this is a great alternative! The Skims dress is ribbed, and the fabric is thinner and softer, but I don't think that the Skims dress quality increases proportionally with the higher price point. If I were to purchase another bodycon dress, it would hands down be this one. It hugs my figure beautifully and can be layered and styled for all seasons. It's one of the most versatile pieces in my wardrobe!" —Makayla CurtisPrice: $19.99 (typically $24.99; available in women's sizes XXS–XL and in nine colors). A simple faux diamond tennis bracelet for 20% off to add a touch of sophistication to any outfit without the price of name-brand versions like Swarovski (even though reviewers agree this looks like the Real Deal 👀). Promising review: "Soooo pretty. It's 100% [similar to] Swarovski for so cheap. Looks exactly like the photo and I wear it every day." —Trysten WaltersFor what it's worth, Pavoi — the company behind this piece — has gone TikTok viral time and time again for its classic, modern, and expensive-looking pieces. I personally own almost all my "daily wear" jewelry from Pavoi and swear by it. Everything is so easy to accessorize and makes my outfits look and feel so much more put together, and the pieces are so durable that they're easily worth twice what I paid. Check out the rest of Pavoi's line of jewelry for more options, including earrings, bracelets, and anklets! Price: $14.74+ (typically $18.45) A square-neck lettuce trim "going out" top for 25% off that a lot of reviewers compare to an expensive mall brand version that goes for $38, making this one wayyy cheaper. And thank goodness, because once you fall for its comfy stretch and effortless cool, you're going to want it in WAY more colors. Promising review: "Lovely top, the stretch is just right and not super duper spandex like some stretchy things. Getting it on and off was a cinch. The fabric is a nice weight, somewhere between heavy and lightweight. I liked that my bra was hidden by the straps and didn't stick out anywhere, and, it isn't too short — it doesn't show belly. It will be a sweet addition to my summer wardrobe! Highly recommend." —merkie mooPrice: $14.99 (typically $19.99; available in women's sizes XS–XL and 19 styles) A suuuuper easy to use Beachwaver B1 Rotating Curling Iron for 30% off with automatic curling technology similar to the $599 (!!) Dyson Airwrap that not only creates (LITERALLY) effortless curls, but is designed with a ceramic heat barrel that makes them hold up the whole day. Check out a TikTok of the Beachwaver in action. Promising review: "This automatic 1-inch ceramic curling iron has completely transformed my hair routine. The rotating feature makes it incredibly easy to use — no more awkward wrist twists or worrying about uneven curls. It creates beautiful, long-lasting curls with just a press of a button! The ceramic barrel is a game-changer, leaving my hair smooth and shiny without any frizz. The 1-inch size is perfect for creating loose, natural-looking curls that last all day. I also love how quick it heats up and how easy it is to adjust the temperature for different hair types. Overall, this curling iron is a must-have for anyone looking to create effortless, professional-looking curls at home." —Shawn H. Here's what BuzzFeed's Elizabeth Lilly has to say about it: "I've used about every kind of hair styling tool on the planet and had given up on curling irons with clamps. I was fully a curling wand girlie because I'm adept at heat styling and it gave me covetable mermaid waves I wanted. Then I tried a Beachwaver and haven't looked back since. I have them in two barrel sizes and now can zone out while I do my hair. The directional buttons for the tool are easy to use and if I accidentally press the button for the opposite way of which I'd like the barrel to spin, it's a quick and easy correction. I try all sorts of products for my job but this has quickly become one that I talk about all the time." Price: $69.30 (typically $99) A pair of Buff Bunny-inspired booty-highlighting biker shorts for 30% off for anyone who wants to add some fun prints and colors to their favorite ~asset~ when they're on the move, for a fraction of the usual $48 price. Promising review: "I literally just returned the Buff Bunny Legacy Short to buy this instead since it seemed the same from the reviews. I even like it slightly better." —rebecca"I love Buff Bunny, but I don't love the prices. I went on their website and found the exact fabric makeup for the legacy shorts and put that into Amazon, and boom, these shorts popped up. They are one percent off from the ones that Buff Bunny makes, but these are BETTER. They are so buttery soft; they have good stretch, but they also have a good amount of compression to make you feel snatched, not to mention they give you the juiciest peach!" —JennyPrice: $18.99 (typically $26.99; available in women's sizes XXS–3X and dozens of styles and prints) A high-quality, *just* compressive enough layering T-shirt for 20% off reviewers love so much that a ton of them tried it and immediately ordered more colors to stock up. This shirt is double-lined but still feels lightweight on the skin, giving a sophisticated, expensive look with a casual feel. Reviewers compare it to Skims at a fraction of the price! Promising review: "At first, I was a little skeptical — I have been wanting to find a Skims-like material shirt for a while but didn't want to pay the price of one, LOL, and this shirt feels amazing. I will be getting one in every color now." —JuliannePrice: $7.99+ (typically $9.99; available in women's sizes XXS–3X and in 33 colors) A set of satin pillowcases for 24% off that not only have a cooling effect, but are soft on your skin and create less friction for your hair so it won't get as tangled while you sleep. Reviewers especially love these because they're an affordable alternative to ones that typically run $18 per case! Here's what BuzzFeeder Elizabeth Lilly has to say about them: ""I own multiple sets of these and even pack them when I travel because I never want to sleep on a cotton pillowcase again after getting used to these beauts." Promising review: "My hair has never been better! I got this because of TikTok and it has done wonders for my hair. My hair isn't frizzy or dull-looking when I get up in the morning." —Aaron Key"These are really nice — perfect price point too. There's no difference between these and the same pillowcases from Kitsch at three times the price." —KeriPrice: $7.49 (typically $9.99; available in 22 colors and four sizes) A Renpho percussion massager for 21% off that's the budget-conscious person's alternative to the much pricier Theragun. You don't even know how badly you need until you're using it — this gizmo is great for releasing knots, aches, and muscle tension, whether you got it from working at a desk too long or an intense workout. Check out a TikTok of the massager in action. Promising review: "I was avoiding buying a Theragun because of price issues, and this had a great deal on price markdown even from the list, so I went for it. It was a great choice. Helps with pain relief and massage in pressure spots I wasn't able to get before. I had access to use a Theragun before and haven't noticed any difference between items, and [this is] at a much lower price point. Whatever extra Theragun features there might be, I haven't needed them, and the heads are interchangeable between Theragun and this. Very happy with my purchase." —tauntaunPrice: $71.24 (originally $89.99; available in three colors) Juno & Co.'s Clean 10 Cleansing Balm for 20% off, a game-changing makeup remover made with a blend of pearl barley and vitamin E that reviewers adore for getting that ✨ CLEAN clean✨ feeling — it's designed to leave zero residue or oiliness, *plus* brighten skin and reduce hyperpigmentation and dark spots. People compare it to pricey versions like Farmacy Green Clean, Dermalogica, and Elemis! Juno & Co. is a small business specializing in personal care and skincare products. Promising review: "I've loved the Farmacy Green Clean for many years, but at $30+ for a jar that lasts 1–2 months max, it was a pricey product to buy on a regular basis. I wanted something just as good at a lower price and I FOUND IT! This cleanser absolutely melts away makeup and deep cleans the skin without any drying or eye irritation! It smells great and a little goes a loooonng way — I'm in love!" —Amazon CustomerPrice: $11.99 (typically $14.99) Oxo's compact Cold Brew Rapid Brewer for 29% off to make cheap, delicious cold brew in FIVE MINUTES (!!) with results so quick and delicious that reviewers love it more than their beloved Aeropresses (and even call it "Aeropress 2.0"). Not only is it faster than comparable models, but it's cheaper, entirely portable, and doesn't need to be charged or plugged in. 🤯 You're going to be swimming in a RIVER of delicious, affordable cold brew with this gizmo. You can use this to brew hot coffee *and* cold brew by adding coffee grounds to the top portion, tamping it down, letting it steep, and pumping into a carafe full of hot or cold water. Check out a TikTok of the Oxo Rapid Brewer in action. Promising review: "I'm in love with various forms of coffee preparation and I've tried all forms of equipment to make them at home. If asked what I prefer for a quick cappuccino, that's easy. This OXO Rapid Brewer. I've played with my Aeropress for over two decades, including all the necessary add-ons and doo-dads to get close to what this machine does on the first attempt. Get comfortable with a bag of fresh beans, a quality burr grinder, and friends. Do rounds of blind taste tests. I think you'll agree." —Cynthia Price: $28.49 (originally $39.99) Essence's Drop of Sunshine Bronzing Drops for 20% off — a real sweet deal since reviewers consider this the more affordable version of the beloved $39 Drunk Elephant version. This buildable, hydrating formula is an easy way to add a ~sunkissed touch~ to your beauty routine without breaking the bank (or compromising your skin!). 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." —IncognitoPrice: $4.79 (typically $5.99) A set of lightweight, oh-so-dainty ruffled pajamas for 20% off that are an EXTRA steal, considering they were inspired by the $89 Piyama version. Reviewers are in loooove with this set for summer, saying the fabric is so high quality that it feels like linen. If you're looking for breezy warm weather loungewear, this adorable set fits the bill! Promising review: "So comfortable and so, so cute! From a pajama lover — I think these might just be my new favorites. I've tried all brands (designer and otherwise) and these top my list without a doubt. The ruffles are such a cute touch! Highly recommend!" —Melissa Price: $19.99 (typically $25.99; available in women's sizes S–XXL and 10 colors). MagicMinerals AirBrush Foundation for 25% off, your new favorite alternative to Dior's (discontinued!!) Airflash that lives up to the hype — one quick spray of the foundation on the included brush, and it glides so smoothly and subtly over your skin texture that you'll feel like a makeup artist did it for you. Reviewers in their thirties, forties, and up especially swear by this lightweight but effective formula, and love that it's ridiculously easy to use. Jerome Alexander is a small business that specializes in airbrush cosmetic products. HELLO — I found this through a recommendation on a Reddit beauty forum for people in their thirties, and I am OBSESSED. I am not very skilled with makeup and was intimidated by the brush factor, but it's nearly foolproof. This foundation straight-up glosses over my pores and redness and makes my skin look so even-toned and natural that it doesn't look like I used much foundation at all. It's a bit price-y compared to brands I used in the past, but I'm still on my first bottle of it, and it's been three full months. I hope this never stops getting made. It is so lightweight and lovely and has made my makeup routine feel like a TREAT. Promising review: "Bought this because I saw it on TikTok, and it did not disappoint. I love the lightweight feel of it and how easy it is to build." —Smickens"Okay WOW. I've never used an airbrush foundation before, so I was pretty skeptical, but oh my goodness, this covered everything and looked SO natural. And it took five seconds! Not tacky or sticky at all, and not drying either. A little goes a long way, lesson quickly learned, and the brush is your best friend for blending it out. Just keep blending and keep blending, and it looks better and better. I still looked fresh-faced and flawless after a full day of family and running around. Will definitely be buying this again." —Katy Price: $14.99 (originally $19.99; available in 15 shades) A ribbed button up tank top for 20% off with some real Abercrombie & Fitch energy to perfectly straddle that line of "professional" and "I am 100000% going out after work today, and a martini glass will be involved." Promising review: "So cute, love it! Functional buttons all the way down. Light ribbed fabric and the style is darling!" —Megan Price: $11.69 (typically $14.98; available in women's sizes S–XL and nine colors). A playful, lightweight, oh-so-cozy oversized striped crewneck for 30% off that's just as cute and a HECK of a lot more affordable than the $98 popular mall-brand version reviewers say it's a good match for. Promising review: "This is a really nice lightweight sweatshirt. Great quality, vibrant colors. Perfect to throw on with shorts during a cooler summer night or wear as a travel layer. It's an oversized fit. Get your true size for the intended baggy look. Size down if you're between. No hesitation with keeping it and would recommend." —JenniferPrice: $13.99+ (typically $19.99; available in women's sizes S–XXL and 16 styles) An iconic spaghetti strap sundress for 24% off with built-in shorts perfect for romping around in the warm air *and* for saving a few bucks — this compares very closely to a more expensive mall brand version that goes for $60! Promising review: "Love this piece! Super comfortable and soft! Color was spot on! Love the fit and it has pockets 🙌. Not too thin or thick! Material is just right. Washed and dried and it didn't shrink!" —Jocelyn LamleyPrice: $19.96+ (typically $25.99; available in women's sizes XS–XL and 20 colors)
Buzz Feed
05-06-2025
- Entertainment
- Buzz Feed
35 Sephora Products You'll Want To Tell Everyone About
A One/Size glass skin setting spray, a skincare-infused elixir by our favorite witch, Patrick Starr. Perfect if you need tons of powder to set your makeup on your oily skin, but then end up looking all cake-y and un-skin-like. This'll melt the powder into the rest of your makeup for a seamless, glass-like blend. One/Size is a queer, Filipino-owned business founded by makeup artist Patrick Starr to ensure that makeup is really one size fits all, as it should review: "WOW Patrick, I never got your first setting spray, but you DEFINITELY got my attention with THIS new one. Of course, I've only used it once, but for me, having to use a setting spray one time makes a difference in whether I like it or not, and WOW, I am OBSESSED. The lay down on this setting spray is GORGEOUS, my new obsession." —nikkicalebPrice: $34 A Too Faced "Better Than Sex" mascara that'll condition your lashes while also adding volume and length, locking your lash curl in place. You'll get the false lash drama without the discomfort. Promising reviews: "I just ordered it. First day I tried it on, people asked if I had put false lashes on. It's the false eyelash look without the discomfort. Will definitely purchase again." —corsetgirl"Dramatic people must have. I watched It's a Wonderful Life for Christmas, and after bawling like a baby for 30 minutes, my eyes might have been puffy, but that mascara didn't budge." —lowkeykillerbeePrice: $16+ (available in two sizes and shades) A bottle of Kayali's "The Wedding Silk Santal 36" perfume, the dreamiest fragrance you'll ever smell. With hints of sugared musk, creamy sandalwood, sparkling champagne, and white freesia, you'll be *so* irresistible, you may have a trail of people following your scent. Promising review: "When this first dropped, I bought a 10 mL bottle. As soon as I smelled it, I immediately bought two 50 mL bottles because I KNEW it would sell out. It sold out the next day and hasn't been seen since! Well, she is back and I stocked up (again). This scent is GORGEOUS! All the rumors are true. It's soft, sweet, feminine, romantic, and enchanting. Not as loud or bold as V28. Compliment magnet. Don't be left out again. Just add to cart." —Sarel360Price: $32+ (available in two sizes) A jar of Sol de Janeiro Brazilian Bum Bum body cream made with a caffeine-rich guarana extract formula to help smooth, hydrate, and tighten skin, all while smelling absolutely delicious. An alcohol-free daily brush cleaner spray that'll help you remove the caked on foundation build-up on your brush in between your monthly deep cleaning. This'll be the best $10 you've ever spent, truly. Promising review: "Exceeded my expectations! I just spray on a paper towel, and it legitimately takes off all of the makeup and dirt from my brushes, and they're like new again! So much easier than using soap or something." —HanCenzPrice: $10 An Ilia milk essence moisturizer, a lightweight, hyaluronic acid-packed bottle of goodness that's perfect to incorporate into your skincare routine before sunscreen and makeup. Dry skin and redness are no match for this barrier-renewing miracle. Promising review: "I don't think I will ever NOT have this product as a staple in my skincare routine. I have combination skin, more so dry, and it is actually hydrating enough. It also provides a perfect base for makeup. Doesn't pill when used with other products either." —Kris10NicolePrice: $28+ (available in two sizes) A pack of Peace Out's microneedling dark spot dots for anyone who's absolutely fed up with their hyperpigmentation, which is a direct consequence of popping their pimples. It's me, I'm fed up, and these are in my cart. They're infused with niacinamide and tranexamic microneedles to help fade discoloration. Miracles come in many forms, and in this case, they're lil' dots you stick to your face. Promising review: "The Microneedling Dark Spot Brightening Dots are incredible! These little dots work wonders in lightening my dark spots and hyperpigmentation. I love how easy they are to use, and the results are noticeable after just a few uses. Highly recommended for anyone looking to fade dark spots and achieve a more even skin tone." —ronibeteshPrice: $28 (12 patches come in a pack) A Huda Beauty plumping lip gloss that isn't sticky and pairs gorgeously with their lip liners. Exhibit A, look at the pic below. I have four of these lip combos currently in my cart. Hydrated, smooth lips with blurred fine lines? Sign me up. Promising review: "PERFECT gloss!!! I finally found my new fave lip gloss after many failed attempts. It makes your lips look fuller, but without the tingling sensation that plumping lip glosses have. Obsessed." —kaylaluckyPrice: $21 (available in two finishes and 11 shades) A Nars soft matte concealer so magical, you'll be searching for a witch to thank. The creamy, full-coverage formula will blur and conceal any imperfections and leave you looking soft, natural, and matte as heck. This product has held it down for me for YEARS. I especially use it when I dance; it lasts me through long, sweaty show days and still looks flawless by the end of the day. I like other concealers, but this one is *top-tier*; it never fails me. I always return to this because she's reliable, matte, and has perfect, long-lasting coverage. Since I'm as oily as it gets, I do prefer this to the radiant one, although I do like that one, too. There's just really nothing like this, it def hits different. It was the first makeup product I tried and decided I'd repurchase forever. And the little pot lasts for a looong time. At them moment, I'm getting over a terrible, stress-induced breakout where I popped every pimple I had cuz I ran out of pimple patches, so now I have tons of dark marks. This is the only concealer out of the entire drawer full that I own that actually covers my dark spots. If you're as shiny as Tamatoa from Moana, you won't regret a single thing about this purchase. Promising review: "Always have been a fan of Nars, but this took it to a whole new level. Product is so full coverage. I can cover up my dark spots without any worry of having my light coverage foundation seep through." —yadira2001Price: $32 (available in 30 shades) A Refy brow sculpting, shaping, and lifting gel you'll wanna text everyone about cuz it'll have your eyebrows looking their absolute best. A sweatproof, waterproof, flake-free hold, plus the defined, laminated look without the defined, laminated price — who rubbed a lamp and made a wish? Promising review: "My first time trying this product was years ago. I loved how it went on and laid my brows, but it flaked. The hold also wasn't strong enough for my thick brows. This redo was much needed. Now it gives the look that no other brow product does (most similar to brown lamination) and now a super strong hold that lasts all day without white residue/flaking. Will now be purchasing this regularly. You gotta love when a brand listens and improves their staples! Bravo Refy!" —Zoebear92Price: $24 Supergoop Unseen Sunscreen that can also be used as your makeup primer, offering broad-spectrum SPF 50 without feeling greasy or leaving a white cast. I know, I know, trying to make sure you wear sunscreen on your face can be a pain, especially if you wanna wear a full face of makeup butttt, that's why this baby is so perfect! A win if I ever knew one. An active acne scar primer made by Topicals for those with acne-prone skin. Not only is it great for blurring pores and raised bumps for a flawless makeup application, but it also can help reduce texture over time with regular use. Makeup + skincare wrapped into one bottle?! Pinch me, I *must* be dreaming. Topicals is a Black woman-owned small biz!Promising review: "This is it. This is the one that *actually* blurs and fills in significant pitted scarring and large pores. My skin is oily/dehydrated. After years of trying every single primer available and being let down, I am astonished. On a totally bare, clean face, I press it into the scarring (don't rub, just tap it in) and wait for 30 seconds. The primer dries completely and levels itself into smoothness. I use Estée Lauder Double Wear foundation on top, and it actually stays put all day. I was worried about the silicone in this primer causing foundation separation issues, but after a 10-hour day, everything is still in place. I did look a tad oily after six hours and had to re-powder." —lcsftwPrice: $34 A Milk Makeup cooling water jelly lip and cheek tint stick, a sheer, hydrating, buildable burst of color with a ~cooling~ effect you'll be obsessed with all summer. Promising review: "This blush has made me obsessed with sheer stains. It looks so natural and fresh. Now, other types of blush seem heavy and overwhelming. I'm just loving the sheer look, and using it on my lips also adds an overall polish I love." —kiwibPrice: $24 (available in seven shades) A dual-ended foundation + face brush by Makeup by Mario to make blending and building foundation easy as heck. Promising review: "A makeup artist used this on my face, and I had to get it. This makes your life so much easier. I use the bigger side for foundation and the smaller one for concealer. It's perfect! 2-in-1, the products go on so smoothly, and I am impressed at how quickly it blends everything. A must have!!!" —vvpcPrice: $32 A Fenty lip oil for anyone who loves immediate hydration and locked-in moisture for their pout. This trio of perfection — vitamin E, passionfruit oil, and shea butter will help nourish and condition your lips *and* the colors of the oils are stunning. Everything you could want in a lippie product. Promising review: "This is my most favorite lip oil that I've tried! The iridescence is beautiful any time of day, and it smells so good it makes me want to eat it! I wear it to work, around the house, and out running errands — you really can wear it for any occasion. I also appreciate that it's not sticky feeling!" —DrStassiPrice: $26 (available in two finishes and nine shades) A Tower 28 cream blush that can *also* be used on your lips. If you've been searching for an unbelievably pigmented blush with a radiant, luminous finish, look no further. A viral Too Faced Born This Way Concealer so you can skip foundation because really, who has the time? It's a lightweight, full-coverage formula that magically conceals, contours, highlights, *and* retouches all at the same time, significantly cutting the time spent on just getting your base ready. Color Wow — a heat-activated anti-frizz treatment to apply before you blow dry. With anti-humidity technology, sorcery, and moisture repellent, it works kinda like a mini keratin treatment and seriously DELIVERS some incredible results. Oh, and Chris Appleton, celebrity stylist to both Kim Kardashian and swearssss by this stuff. A Touchland misting hand sanitizer that you'll quickly realize is far superior to all other sanitizers. First of all, it's a spray (genius), it's hydrating, not sticky or greasy, and will leave your hands sanitized and smelling good as heck. Whether you like fruity smells like watermelon and mango, or warm smells like sandalwood and vanilla, these'll serve as the most perfect sanitizers ever. You'll def want 'em all. Promising review: "I have fallen in love with this product, it smells like pure happiness if that makes sense, and it is a must-have! Also, the product doesn't dry out my skin. It helps sanitize and lasts forever!" —SanFillPrice: $10 (available in 11 scents) A Beauty Blender dual-sided powder puff to set and lock in powder, leaving you looking like an ethereal airbrushed angel. One side is for setting, the other is for buffing, blending, and refreshing. If perfection was a makeup tool, it'd be this one. Promising review: "Amazing!!!!! I love this product! It's perfect for makeup baking, and creating a poreless, crease-free, matte look. Will definitely repurchase." —PoutPerfectlipsPrice: $18 A Sol de Janeiro SPF 50 body spray with niacinamide, coconut water, and pongamia seed extract to keep your skin bright, even, protected, and hydrated. Sunscreen is such an important skincare step, and this one'll leave you with a gorgeous sheen *and* scent (Cheirosa '87, to be exact). Promising review: "Not only does it smell great, but there's no residue! It's like wearing summer. It works so well, too, I was outside in the sun for a few hours and no sunburn." —MelandGPrice: $20+ (available in two sizes) A Danessa Myricks skin-blurring balm powder that'll keep your oil balanced all day and suck up your sweat. It's matte, but still helps you maintain hydration so your skin doesn't look all dry and cakey. Danessa Myricks Beauty is a Black woman-owned biz!Promising review: "FINALLY! A foundation that does what it says it's going to do. I apply it with a wet sponge, and the coverage is perfect each time. I don't worry about it easily transferring to my clothes, hallelujah! To make things even better, I have NO SHINE. I have oily skin and have tried all the high-end to low-end brands to make my skin look matte, and nothing worked until NOW! I have slept in this makeup, and my face still looks good. I have recommended it to everyone I know." —Nainah8584Price: $36 (available in 22 shades) A Pat McGrath Labs powder bronzer sure to put you in a magical trance and make you fall in love after you see the flawless finish it delivers. Perfect, blurred skin with a naturally radiant glow? Yes, please. Pat McGrath Labs is a woman-owned biz!Promising review: "I've had three strangers comment on my 'perfect skin' since I started wearing this. It's the perfect shade for my skin. It has a blurring effect that makes skin look flawless and blends like a dream. I've already repurchased." —TexylvanianPrice: $39 (available in five shades) A set of six Topicals under-eye patches packed with all the good stuff like niacinamide, caffeine, and kojic acid to help brighten, hydrate, de-puff, and cool your under-eye skin. TikTok is obsessed with these lil' dark circle- and discoloration-targeting miracles. Topicals is a Black woman-owned small biz!Promising review: "I'm someone who rarely ever writes reviews, but I had to step up for these. I have really bad dark under eyes, like, no matter how I did my concealer, it would never cover them. These things right here? I have used four pairs so far, and on my fourth, I noticed a huge difference. I'm going to keep trying these out, but I'm super impressed. I thought these wouldn't do anything for me." —falizzlePrice: $22 for six pairs A One/Size oil sucker extreme mattifying primer you KNOW has to be good — oil sucker?! Sign me up. This stuff is like Iron Man in Endgame and the grease in your face is Thanos — shine stands no chance. Promising review: "After using this primer for a couple of months now, I can confidently say this is a game changer for my long lasting makeup routine. As an extremely oily skin girl, this is the one product I've tried that has made a noticeable difference in how long it takes for me to get shiny, if at all now. I lightly moisturize, let it sink in, apply a small amount of the primer, let it dry down for at least two minutes, then continue to apply my makeup as normal. When paired with the One/Size setting spray, my makeup really does last all day without breaking down. Would definitely repurchase!" —tiffanyt95Price: $34 A Tower 28 daily facial spray that'll help balance skin pH and help minimize irritation, redness, and flare-ups. Formulated to mimic the makeup of our bodies, this bad boy delivers ✨hypochlorous acid✨ (no, it's not a spell for incredible skin), which is found naturally in white blood cells. A Fenty Beauty blurring tinted moisturizer because summer is right around the corner and heavy foundation + sweat + being so hot you basically wish you could take off a layer of skin = not a good time. It's oil free, transfer-, water-, and sweat resistant, lightweight, and perfect for a fresh, no-makeup makeup look. A Milk Hydro Grip primer to help your makeup cling to your skin the way a 5-year-old clings to their parent's leg on the first day of kindergarten. This sticky, magical primer locks your makeup down to help avoid any fading or transfer. A BaByliss titanium flat iron (1") that'll give you bone-straight, sleek, shiny hair. It heats up quickly, delivering some seriously fabulous salon-quality results. A Haus Labs concealer with buildable coverage to help visibly blur, brighten, and conceal blemishes and discoloration. One use, and you'll be texting the group chat and talking about it non-stop. You won't be able to stop yourself, it'll be like word vomit, like when Cady couldn't stop talking about Regina. This concealer is definitely *so fetch*. Promising reviews: "I really like this. I was surprised. It's very creamy, hydrating, and doesn't crease in my lines. I have mature, dry skin, so it's difficult to find concealers and foundations that don't pill or crease." —kittenfkuffies"This is simply the best concealer I have ever used in my life. It blends like a dream, never creases, is super buildable, and it's the only concealer line that includes proper undertones to conceal properly!" —mcy0106Price: $32 (available in 31 shades) An oil-based cleansing balm by Then I Met You that'll remove your makeup (even water-resistant sunscreen!) and cleanse your skin of impurities and excess oils. It's chock full of seaberry oil, persimmon extract, olive oil, and vitamin E to help soften and protect your skin. So good, you'll go on a *witch hunt* for whoever conjured this up so you can thank them and make 'em your new bestie. A Drybar interchangeable styling iron because you don't have space for all those dang hot tools. You'll get a 1-inch wand, a 1.25-inch curling iron, and a waver all in one fantastically compact, frizz-reducing ionic styling tool. Plus, it has a 60-minute auto shut-off feature and comes with a heat-resistant carrying bag!Promising review: "Best curler I've ever had! If you have really thick or coarse hair and struggle to find a non-damaging, curl-holding device, I HIGHLY recommend this device. Yes, it's a little expensive, but it's worth it! It gets super hot, which I liked, but you can adjust the heat, and the product gave me a glossy-looking finish. The attachments are super easy to use and switch. Also, I sometimes have issues storing my hair products, but it comes with a heat protective little case, which is super convenient. I 100% recommend this!!!" —NDR36Price: $199 A Kulfi Beauty hydrating crease-proof concealer that's long-lasting, conceals dark circles, hyperpigmentation, and blemishes, banishes redness, and ~illuminates~ the under eye. This stuff will give you the plumpest, most moisturized, smooth, supple, balanced skin of your life without even needing to crack open a spell book. A deep conditioning hair mask with rice protein and biotin in it so you can have pillow-y soft, moisturized, luscious locks. It's perfect for color treated hair, damaged strands, split ends, and frizz, and will help make your hair exxxxtra strong. A Kiehl's night serum that'll help visibly smooth your skin and reduce the appearance of fine lines and deep wrinkles. This stuff contains *pure retinol*, which is basically *pure magic* and will help with loss of firmness and elasticity. Promising review: "I recently added this to my night regimen, and after two weeks of using it, I already notice a big difference. The lines on my forehead and between my eyes (11s) have already begun to fade. I'm impressed. It's well worth the cost. The bottle will probably last me three months; a little goes a long way. I've tried A LOT of different wrinkle serums and treatments, but this one is by far my favorite!" —JeskaPPrice: $88 The daily brush cleaning spray showing up in your life to help with cleaning your beauty tools: The reviews used in this post have been edited for length and clarity.
Forbes
21-03-2025
- Entertainment
- Forbes
Inside The New, Innovative Mascara Surge Driven By Tubing Formulas
Closeup shot of stylist applying black mascara on the eyelashes of the female eye. Maybe she's born with it... maybe it's mascara. While Vogue claims Gen-Z has abandoned the eye-enhancer, new, innovative mascara launches prove the category isn't slowing down. After all, pop princess du jour Sabrina Carpenter just launched a Pradascope Lash Lifting & Lengthening Mascara collaboration with Prada Beauty at the end of February. But Carpenter's partnership was just the beginning in a string of innovations in the space. March, especially, is proving to be an exceptionally notable month for innovative mascara. In fact, Makeup By Mario founder Mario Dedivanovic just announced that his voluminous, buildable, first-to-market Master Mascara ($28) will launch on March 27. 'This is the universal volumizing mascara I've always dreamed of creating,' Kim Kardashian's longtime makeup artist said, when asked what inspired the launch. 'The formula is weightless and buildable, providing naturally fuller, longer, and lifted lashes all day without clumping or smudging. It's infused with nourishing ingredients, so your lashes look sculpted but feel soft and conditioned. After 25 years as a makeup artist, this is not only my first mascara—it's the product I've always wanted in my kit. I'm so excited to finally share it after years of development.' black mascara isolated on white background Dedivanovic's announcement came a day before the launch of Too Faced's Ribbon Wrapped Lash Extreme Length Tubing Mascara ($29). This is the brand's first major release in the category since its groundbreaking Better Than Sex mascara in 2013, which has spun off into several other variations. In 2019, Too Faced launched a less-hyped Damn Girl! 24-Hour Mascara. The latest release is a first for the brand in the tubing category. 'Think of Better Than Sex mascara as the drama queen: big, bold, and ultra volumizing with its traditional wax-based formula,' says Elyse Reneau, the brand's Executive Director of Global Beauty. 'Ribbon Wrapped Lash is your low-maintenance bestie that delivers insane length without any smudging, flaking or panda-eye drama.' Tubing mascara, coined in 1995 by Blinc Cosmetics, underwent a renaissance in 2023. Thanks to a slew of innovative mascara launches—including the Tarte Tartelette Tubing Mascara, Caliray's Come Hell or High Water Volumizing Tubing Mascara, and the MAC Cosmetics Extended Play Gigablack Lash Mascara—the year proved to be groundbreaking for the modernized polymer technology. Reneau explains TooFaced's new tubing launch as a formula that 'wraps around each lash like a ribbon to form a flexible tube that stays put all day and slides off effortlessly with just warm water.' South Asian-owned Kulfi, initially known for its eyeshadows and kajal eyeliners, just launched a tubing product as well on March 20. The brand's debut mascara, known as Badi Lash ($26)—Badi means 'big' in Hindi—is described by its founder Priyanka Ganjoo as a unique hybrid of a volumizing and tubing mascara. Aimed at addressing the need for both dramatic lashes and long-lasting wear, the formula incorporates a nourishing tripeptide complex that targets lash health and high performance. The new tubing releases follow the launch of RevitaLash Cosmetics' Length Define Mascara, a product that claims to extend lashes up to 300%. The tubing component was a first for the brand, which released a Double-Ended Volumizing Primer & Mascara in 2018. Set of mascara spoolies The mascara industry alone is estimated to be worth more than $9 billion, meaning innovative mascara launches are key to keeping afloat in the saturated space. For Dedivanovic, this meant developing a unique applicator, in addition to a high-performance formula. Calling his first-to-market brush 'one of the biggest game-changers,' he explained that he designed it with a conical shape to make application effortless. 'It coats every lash from root to tip—even those hard-to-reach corners,' he shared. 'In the past, I'd always wipe excess mascara off the wand before applying to avoid a messy look. With Master Mascara, I eliminated that extra step. The custom bristles collect and evenly deposit the perfect amount of formula to achieve clean definition every time.' Accessibility is a much-overlooked angle of innovation in the beauty space. Selena Gomez' Rare Beauty has broken through with its Made Accessible Initiative, featuring ergonomically designed packaging that makes products easy to open and close. But taking things one step further is Tilt, which positions itself as the brand to ensure everyone can experience the joy of beauty. Founded by psoriatic arthritis patient Aerin Glazer, Tilt is the first beauty brand awarded the National Arthritis Foundation's Ease of Use Certification. Having just launched in February 2025, Tilt included a Lashscape Mascara ($28) as part of its two-product kickoff. The bright yellow tube is designed to lengthen and lift, while featuring an oversized grip and shortened wand for comfy, full-control application. Inclusivity—another often-overlooked conversation in beauty—is one of the many ways Kulfi has been able to stand out in the busy Sephora aisles. Among its many contributions to the South Asian community, the brand's latest launch proves once again that enough hasn't been done up to this point. In addition to the innovative ball-tip applicator that allows for precise application on hard-to-reach lashes, 'Badi Lash is designed with South Asian lashes in mind,' Ganjoo says. 'It provides the lift, separation and volume that many struggle to achieve with conventional mascaras, all while being easy to remove and gentle on natural lashes.' girl with bold pink eyeshadow adds mascara to her eyes So, what prompted this sudden wave of new mascara launches? 'It's always been a beauty staple, but demand is higher than ever as trends shift toward effortless enhancement,' explains Dedivanovic. 'Everyone wants products that instantly define and lift their natural features, and mascara is one of the easiest ways to achieve that—whether paired with a full makeup look or worn on its own. Performance is also a top priority, driving innovation in formulas and advanced brush technology. People are constantly searching for the next 'holy grail' mascara, and brands are rising to the challenge.' Consumers are also experimenting more with pigment. Brown mascara is having a moment, as evidenced by its widespread functionality on TikTok. For example, user @minaamouse16 told her 969,000 followers that girls with brown eyes look best with brown mascara. And the visuals speak for themself, as users have shown closeups of their brown mascara application to contrast the color of their eyes. The shade's popularity pushed Ilia to release a brown version of its award-winning Limitless Lash Mascara. The rich, chocolate shade called Before Dawn launches on March 25. Ultimately, users are craving innovation, as Dedivanovic noted above. Whether that be in terms of inclusivity, application, pigment or formula, brands are more aware of the demand. Ganjoo says her customers have been requesting a mascara that enhances, nourishes and protects—but also works for diverse lash types. 'There've been requests particularly from those with straight, thick, and heavy lashes that are often overlooked by traditional formulas,' she says. Bottom line? Innovative mascara is only on the rise. 'Mascara is like the magic wand of any makeup routine,' Reneau says. 'It instantly lifts, defines and transforms your entire look. It makes you instantly look awake and more polished. Even on a minimal makeup day, mascara is the secret to drawing people's attention to your eyes.'
