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Because it would be illegal to keep these hair, makeup, and skincare gems a secret.

Watch on TikTok as one user goes from skeptic to believer! 

BuzzFeed Shopping writer Emma Lord considers herself a fan: 

"I am not a new human to the tubing mascara game, and in fact, I 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." 

Promising review: "This does exactly what it's supposed to do! The wand does a great job lengthening and separating my lashes. I would rate this mascara higher than a lot of prestige brand mascaras I've used." —MonyO77

I can attest that Benefit's The Porefessional Setting Spray lives up to the hype. It gently mists a light (but totally effective) airbrush-quality finish over my skin that no other setting spray has ever given me before. It hydrates my skin, blurs texture and uneven tone, leaving my makeup pretty much looking — if you can believe it — flawless. I am, hands down, a true fan and will definitely be keeping this in my beauty arsenal for all makeup application (and no-makeup) days from here on out.

Promising review: "This is one of the best setting sprays that I have ever tried. I love how it evenly mists onto your face and dries quickly. The best part about this product is that it does not leave your face feeling sticky or gunky. I will most definitely be buying this product in the future." —Courtney

Price: $18 (orignally $36; also available in a mini size)

Promising review: "This is my savior for seasonal static and flyaways. I have fine, thin hair, which I air-dry. Followed the suggested uses by spraying a little in my hand and smoothing over the flyaways, and voila! Problem solved." —Bex13

Price: $18 (also available in full size for $34)

Londontown is a small biz that sells nail products!

Promising review: "I love this. My nails are damaged from regular nail polish use, and this is super-natural-looking and covers it all up. And dries fast." —Rachel

Price: $20 (available in three shades; also available in other shades and formulas)

Promising review: "Blush is not an integral part of my routine, so being able to keep this in my bag to brighten up my cheeks when I need to is great. Obviously, I purchased it because I can apply it, keep my hands clean, and not have to carry around an additional brush or beauty blender." —Vi

Blends of babassu, jojoba, and castor oils are there for your hair cuticles, while hemp seed and rice protein offer a plant-based alternative to animal keratin to strengthen strands.

Promising reviews: "I have 4C hair, and my hair is also colored. I love the smell, and I love how my hair looked and felt after using it." —Mia

"This product has been fantastic for my hair! Also confirmed that my hair has higher porosity due to how well it responds to it. I have 2A wavy, medium coarseness, higher porosity hair (mixed Caucasian/Asian). I have always struggled with dry and frizzy hair, but I felt that sometimes my hair got weighed down easily. Well, enter this conditioner. This makes it so I don't have to add any leave-ins or oil, and can just use mousse. My hair has become shinier, and I'm assuming it has helped seal moisture in — it feels like moisture is actually penetrating my hair and staying there. The protein has also helped give my hair more structure, so my loose wave pattern has gotten stronger. I absolutely love it! Definitely not for all hair types, but if you're struggling with similar issues to the ones I listed, give it a shot. It might just be exactly what your hair needs." —Megan

Price: $14+ (originally $28+; available in two sizes)

Promising review: "Didn't know my cheeks needed this. I have never been a big fan of using lip oils in my cheeks, but I tried this and wow, do I love it. It gives me a dewy glow that lasts all day without clogging pores or anything. My cheeks stay on the dry side, and this has been a total game-changer. It has become a must-have for my daily routine." —Mel

Promising review: "I have very fair skin and have struggled with redness since my teen years. I found SO many products marketed to decrease redness to be underwhelming or would make me look ashy. This one meets all the claims. It goes from green to blending to the color of my skin. I feel like I'm able to build the product in areas where I need it simply by patting a little more into my skin. It gives me natural coverage, and I can feel comfortable leaving the house with just this on my face." —mamaoftwo

Promising review: "I always have dry lips and was so impressed with how quickly this lip scrub helped! I was a little worried it would be too harsh, but it was super gentle and got rid of the dried parts of my lips. Afterwards, my lips look more nourished and pinker." —Liz

To prevent under-eye dryness throughout the day, the Aquaphor Healing Balm is my MVP. I apply this as the fifth step in my routine (after cleansing, toning, applying snail mucin serum, and sunscreen), and I use it as a priming base for either my tinted eye cream (when I'm going for a no-makeup day) or under my concealer. It gives my skin an instant glow and locks in moisture; it appears to blur lines better than if I were to go without it. I have noticed that my makeup doesn't crease as much when I use it, which is obviously a bonus, but I wouldn't say that it completely prevents cakey-ness. I'm always kicking myself if I forget to apply it, as my skin is noticeably less hydrated, so this will continue to be a mainstay in my routine.

Promising reviews: "I'm on my third tube and just ordered another. This is great for lips and dry patches on the face. I also use this as a primer for my concealer. Great product!!" —Lainy

"I rub this on my neck and wrists before applying perfume. Makes my fragrance last ALL DAY and project." —Msandy

Promising review: "This is the only makeup remover that doesn't bother my eyes. It's not drying, and it removes all my heavy makeup, including waterproof mascara, with ease." —Claudia

I've had the opportunity to try Pureology's Hydrate Glow Catcher Hair Oil, and I've gotta tell you, it's been instrumental in keeping my highlighted hair feeling soft and looking shiny. I use it on clean, towel-dried hair as part of my post-shower routine as well as to refresh day-two hair to keep my blowouts looking smooth. I've struggled with dry ends and texture since color-treating my hair, and this oil helps control frizz, instantly taming flyaways, whether I apply it to my natural, wavy, air-dried texture or heat-styled hair. (Heads up: if you have fine hair, a little really goes a long way, so make sure to apply it sparingly; I accidentally went in with too much and it made my hair feel weighed down.) I apply it both before and after blow-drying for added hydration and shine — the best part is that it provides heat protection!

Promising review: "This product smells SO good on my hair, I would describe it as a sweet scent. I really enjoy how it doesn't leave a sticky/slick residue on my hands or hair like other oil products I have tried. My hair instantly felt softer, and didn't feel greasy at all. Overall, I really enjoyed this product!" —Codi

This is the only moisturizer I trust to address dryness and irritation. I have hyper-sensitive, acne-prone skin. Once I apply this, it feels like a breath of fresh air is hitting my face — it soothes any redness, delivers instant hydration, and doesn't feel greasy. I opt to use this at night as my final step in my routine, and, without fail, I wake up with my skin looking smooth and (still) feeling moisturized.

Promising review: "I have combination skin that is both dry, oily, and sensitive in certain areas on my face. I'm so glad I made the purchase and tried it out. I use this product religiously and have seen so much improvement!" —Achan

Price: $26+ (available in four sizes and also in a refill size)

Promising review: "A staple, multitasking product of mine! I've tried many high-end foundations and always come back to this one. I love that I can use it as a finishing powder when my contour is too prominent and I want to even out the color. I use it when I want to take away some shine after my makeup or throughout the day. I also use it as a medium-coverage foundation, using the sponge it comes with for a super easy application and finish. I've worn this all day, serving in a restaurant, and it still looks great at the end of the night. Though I've evolved my makeup routine, this product will stay with me." —D

Promising review: "I think I'm on my fifth or sixth bottle of this stuff, which says A LOT because I am very indecisive and also very picky when it comes to skincare. I recommend this to all my friends. It has changed my skin and helps so much. I started using this when I was pregnant and had terrible cystic acne on my jaw. When I tell you, after the first use, I was hooked. It made my skin look so bright and hydrated, and got rid of my cystic acne. I still do get random flare-ups here and there because my hormones are kind of all over the place, but this helps calm them down so much and get rid of them quicker, and helps scarring. I also use it on my chest. Just try it!!!" —Regina

See why it's worth the hype in this TikTok!

Ilia's Base Milk has become an essential step in my routine. My skin drinks up the lightweight (but moisturizing) formula, and I can tell the difference in my skin's texture when I forget to apply it prior to my Ilia Complexion Stick. With it, my complexion appears more even in tone, and my products go on smoother and seem to last longer. Cakey-ness and dryness are diminished — plus the glow that's achieved when it's first applied...in a word? Luminous. Sometimes, I'll apply it just under some sunscreen when I want to give my skin a bit of breathing room from makeup, and I love the added hydrating benefits it offers without leaving any greasy or sticky residue. Needless to say, the Base Face Milk has quickly become one product that my skin can't live without.

Promising review: "This is the best. I've gone through two bottles now, and even though I don't like the price, I will repurchase. I have tried several that are supposed to be similar, but I can tell you right now that nothing has come close." —Ebbystarr

Price: $28 (also available in full size for $58)

Promising review: "Great value, works as well as high-end poreless or blurring products. Warm it up in your fingers a little before applying." —Lori

Oh! This includes six featherlight oils, including coconut, macadamia, and argania kernel, and can be applied to both damp and dry hair for heat-styling protection or just protection from the drying effects of the sun.

Promising review: "I am very picky about hair products, and this is my favorite leave-in conditioner! I have dry, damaged yet thinning hair, so it's hard to find products that are very moisturizing but don't make my thinning hair greasy. This is the perfect balance. My hair detangles so easily with just a few sprays, and it protects my hair from heat damage as I blow-dry and straighten my hair. I will also use a little on my dry hair before straightening, and it doesn't weigh my hair down like every leave-in or heat protectant I've used. It smells great, too. I tend to spray this into my hands and evenly distribute it through my hair. It truly is one of the best products out there, and trust me, I've tried a lot." —Denise

Promising review: "Whether you're combating everyday dehydration or dealing with environmental factors like cold weather, this product offers a dependable layer of moisture without clogging your pores. Perfect for daily use, it's definitely earned a place in my skincare routine. I appreciate the non-greasy texture as well. If you're looking for something ultra-rich, this might not be your go-to." —Amanda

Promising review: "I can never curl my hair in the opposite direction, and this does it for you. I absolutely love it." —Tammy

Peach & Lily is an Asian woman–owned small business that specializes in Korean skincare products made of natural and toxin-free ingredients. 

Promising review: "I bought this about two weeks ago and began seeing results almost immediately! It gives the look of glowy/glass skin and evens out tone and texture. The consistency is a bit watery, but it absorbs quickly. Easy product to incorporate into your routine." —Spe

Promising review: "I've had back acne for about eight years now. I've tried everything from lotions to scrubs to body washes, but nothing has really fixed it. I started using this around last week, and tell me why it instantly flattened out the pimples?! I 100% recommend!" —Gabriella

This is free of silicone, fragrance, and oil; noncomedogenic; and safe for sensitive skin. Note that on application, the shade may appear lighter, but after 30–60 seconds, it'll adjust to its true color. Because it's silicone-free, natural separation may occur. This is normal, and it'll be fixed when applied to the skin.

Promising review: "GORGEOUS foundation. I have very sensitive and acne-prone skin, and this foundation works wonders on my skin! It goes on so smoothly and does not irritate me at all!" —Laura

Read more about how Q10 can benefit the skin from the National Library of Medicine. Since this contains retinol, it is best to use it at night, but the brand gives the OK on morning use as well, followed by SPF. 

Promising review: "I tried this eye cream extensively for a couple of months. I wish I had started with the before picture, but I took a picture in the middle of using it, and then currently. Prior to my use, though I had very deep under-eye wrinkles and dark circles, and hollows, even color correctors or makeup did not cover them well. After using this, my wrinkle appearance significantly reduced, and the darkness is nowhere near as bad as it was. I still have hollows, but that won't change. However, the serum was so lightweight and easy to use, worked well, and did not cause my eyes any sensitivity." —Krystal

Promising review: "I've been using this eye cream for a year now, and I can say this is the best one I've ever tried. It leaves my skin so soft, bright, and non-greasy. I struggle with oily skin, and it doesn't leave me oily at all. The tube looks small, but it lasts for a long time! Expensive isn't always better. I found this out by using CeraVe, and almost all my skincare products are theirs." —Whit

* TikTok Beauty Products You’ll Use Every Last Little Drop Of

* Helpful Products For People Who Think They Suck At Makeup

* Beauty Products That Work So Well, I’m Convinced “Magic” Is In The Ingredients List

* Beauty Products So Good, Reviewers Say They “Can’t Live Without” Them

* Sensitive Skin–Friendly Beauty Products You’ll Be So Glad You Own

* Korean Beauty Products You Probably Haven’t Heard Of Yet But Should Totally Try This Spring

* Problem-Solving Beauty Products For Those Issues You Didn’t Even Know Had Legit Solutions

* Beauty Products That'll Help With Upkeep Without Costing A Fortune

Plus, cosmetic bags, concealers, waterproof mascaras, and finds from Sephora, Soko Glam, and Ulta.

Reviews have been edited for length and clarity.

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.

Jasmin Sandal is a U.K.-born, Los Angeles-based writer and editor, and a former member of BuzzFeed's Shopping and Branded Content teams, and whose work has appeared in Rolling Stone, Bustle, Elite Daily, and The Miami Herald.