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Calling all beginners who don’t wanna be overwhelmed.

I am a contributor and former BuzzFeed Shopping writer based in Cincinnati, OH where you can find me curating lists on ~a little bit of everything~ (and adding a few things to my own cart in the process).

The color-adaptive formula is designed so that one of two shades will work on any skin tone. Check out a TikTok of the brightener in action. 

Promising review: "As a 32-year-old millennial mom, I am wanting coverage without creasing and easy application. This is now part of my everyday essentials. Upon opening the package, I immediately applied it using my fingertip and was shocked at how nicely it blended into my skin! The coverage was perfect for an everyday, minimal look. I went to the gym and then kept the product on after for about six hours. I’m in awe of the quality based on the price point!" —itsivana93

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

Promising review: "I really wanted to find an eyeshadow that was easy to put on, lasted, and did not crease. Well, I found it. Lasts all day and love the color, so I bought a second color as well." —Bridget Gwaltney 

Get it from Amazon for $20 (available in 38 shades). 

Watch a TikTok reviewer apply the mascara here!

Promising reviews: "I have been using this mascara for years after never being a makeup person before. I get tons of compliments on my lashes, and friends have been shocked to hear how cheap this mascara is compared to ones they've purchased elsewhere. It goes on easily and makes a huge difference to the length and fullness of my lashes without looking clumpy. I am an easy crier and greatly appreciate that this product does not run when crying (or swimming)." —Abby

"Great coverage on the first swipe! I have been searching for a good mascara for months and have had no luck. I saw this was on sale and had good reviews, so I figured I’d give it a try. I was really, really surprised, as most mascaras are goopy the first time you try them and end up getting all over. I didn’t have an issue with this one, which was a pleasant surprise. The brush is fiber and not silicone. First swipe, I was shocked, it covered well and made my lashes look thicker and longer. I waited a few seconds and applied one more coat, and that was it! No need to keep going back over them, I haven’t tried to remove it yet, but I’m very happy with it, and I think my search for the perfect mascara might be over!" —Amber Borah

Get it from Amazon for $14.97 (available in four shades and a pack of three).

Promising reviews: "Love it! You don’t realize till you get one how useful it is! Easy to use. Gave one to both my daughters!" —Annie

"Love brushing out my lashes with this after applying mascara. Gets rid of lumpy clumpy lashes and fluffs them to a natural voluminous finish. If you use drugstore mascara that is giving mediocre results, try out this lil' device. A huge difference for a small price." —Sierra Jill

Get it from Amazon for $4.59 (available in five colors). 

BuzzFeed Shopping writer Emma Lord says: "TBH, at the start of the pandemic I started using this myself (although this is former BuzzFeeder Kayla Suazo's lovely human face above), and I am mad that I wasted time with other concealers for so long. I am a deeply impatient person who likes to look good and does not like to put in effort in any way, shape, or form, and Maybelline created this so that people like me could gracelessly slap it on in the morning and be like 'OKAY, REFLECTION, YOU GOT THIS' before being on their merry way. It never cakes, I look way more awake than I have any right to, and I never struggle to blend it the way I do with other concealers. 11/10 subscribe."

Promising review: "Throughout high school I never knew how to do makeup. But then I heard this product was the absolute best on TikTok. And trust me, they were not lying. It has really good coverage and hides my 'raccoon eyes.' And the best part is that a little bit goes a long way. So if you’re starting out or want to try something new I definitely recommend you try this out." —Liela Lee

Check out BuzzFeed's full Maybelline Instant Age Rewind Concealer review for more deets.

Get it from Amazon for $9.09+ (available in a variety of shades).

Jerome Alexander is a small business that specializes in airbrush cosmetic products. 

BuzzFeed Shopping writer Emma Lord has this and says, "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

Get it from Amazon for $22.99 (available in 12 shades). 

Promising reviews: "I've wanted to try this lip stain ever since I saw it on TikTok last year. It didn't disappoint either. The lip stain is thick, but goes on smoothly and leaves such a beautiful color. It will stain wherever it touches; keep that in mind when using it. I left mine on for a little longer than suggested, and it lasted into the next day. 10/10 highly recommend!" —murphlovesit

"Love this lip liner stain! I have gotten so many compliments since adding this product to my makeup routine. It is so long-lasting, and I am obsessed with this product!! It’s very easy to use, and even if you make a mistake, you can just take a Q-tip with some water and start over. It took me about 5–10 minutes for the lip stain to dry, and it lasted ’til the next day. Will be getting this lip stain in more colors!" —Eliza

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

Crease Piece is a woman-owned small business founded by Brittney Foley after she went viral for using a spoon to create a cut crease. Since a spoon doesn't work for every eye shape, she decided to create the Crease Piece, which has three different-shaped sets that work for more people. 

Check out a TikTok of the Crease Piece in action!

Promising review: "I absolutely love my crease piece set and brush set! It’s so easy to use and creates the perfect almond eye shape to layer my eye shadow! It’s by far the best makeup tool I own!" —Jessica

Get it from Crease Piece for $24.99 or from Amazon for $25.

These have adhesive on the back, so nothing moves around in the process.

Promising reviews: "I use these every day to keep fallout off my face, and I love them! Great quality, easy to use, and they don't irritate my sensitive skin :)" —Myranda

"My prayers were finally answered. I’ve been looking for something like this for a long time. It keeps eye shadow from getting on the cheeks, which tends to happen every time I apply eyeshadow. These strips catch all the falling eye makeup. I’m glad I found them. Highly recommend." —Frequent shopper

Get a 120-pack from Amazon for $6.99 (also available in a 300-pack).

Watch one TikToker test it out here! Oh, and it comes with two stamp pens — one for each eye!

Promising reviews: "Best eyeliner ever! This item was a 'TikTok made me buy it' LOL, but overall, I am truly happy with this purchase. Thank you! Your product is truly amazing!" —Samantha Lopez

"This eyeliner is so easy to use and makes a perfect winged eyeliner look every time! I saw it on TikTok, and I'm glad I tried; it saved me so much time rather than trying to make a winged one myself." —Linds

Get a set of two from Amazon for $17.99+ (available in three styles as well as a combo set).

Alleyoop is a woman-owned business creating compact and multi-functional makeup products!

Promising reviews: "This pen is amazing. I travel a lot for work, and it's so nice to just have to grab this rather than four different pieces of makeup. The fewer things I have to remember, the better!" —Rachel B. 

"Love this. Love the formulas. The application is easy to use." —julie h. d.

Get it from Amazon or Alleyoop for $20 (available in three shades).

Promising reviews: "This primer is very gentle on my eyes. Easy to use and it keeps my eye makeup on from the time I put it on until I get ready to take it off for bed." —Larry D Bush

"I have never been a big eyeshadow person, but have become one every once in a while. I've used this for about five months, and I am still on the first tube I ordered. A little bit goes a long way. You do have to rub it in; it is white. I can put my eye makeup on at 6 a.m. and take it off at 3 a.m., and it still looks like it was just applied. I bought it again because I am getting low. Can't imagine eyeshadow without it. Worth every penny." —Krisstina

Danessa Myricks Beauty is a Black woman–owned biz dedicated to creating "a world of beauty for people from all races, ages, and genders." FYI, this product is cruelty-free!

Promising reviews: "So impressed with both of these shades! The texture is glossy, and the colors are gorgeous. Milky Way is very sparkly, and the Pink Ice is like a glossy pink. I’m obsessed with both of them. Super easy to apply as well." —MegSuee

"This is my first time trying this product, and I absolutely love it. It is transfer-proof, and the color is very vibrant. I used it as a lipstick, eyeliner, and an eyeshadow. I have combination skin, and I have to say I’m pleased with the wearability of this product. Upon applying it, it feels like a cream, but once it dries, it becomes weightless and matte. I really loved this product because I could barely tell I was wearing anything on my face. Usually, I have a hard time finding products that are genuinely transfer-proof, smudge-proof, and weightless. I am so happy I stumbled upon this product. I also have to say that it’s pretty easy to take off as well, depending on what products you use. I used the Garnier waterproof micellar water, and with a few swipes, there was very little smudging, and the product came right off." —whailey

Get it from Sephora for $22 (available in 48 colors and three finishes).

Promising reviews: "Easy to apply, good coverage, and long-lasting. Easy to match your correct color. Good value, I always trust L’Oreal for good products." —kittykat007

"I have purchased this three times in the color Sienna, and it is perfect! Totally worth all the hype on TikTok. This is a very emollient powder that sticks to the skin. I prep with sunscreen and then use this. The fragrance dissipates quickly. I noticed the actual powder is bouncy to the touch. Have not used the pelican or sponge it comes with. I like to use a powder brush. It gives me full coverage, and I look flawless all day. I also don’t need to blot. And I am very oily. Will certainly continue to repurchase. This is the best powder I have tried since MAC Studio Fix." —Maria Webba

Get it from Amazon for $13.66+ (available in 20 shades).

Promising review: "Personally, I never liked a liquid form of makeup. It was hard to use, in my opinion. But this completely changed my mind, and I love using it. Super easy to apply for first-time makeup users." —Rene 

Get it from Amazon for $8.12+ (available in three shades). 

Former BuzzFeed Shopping writer Jordan Grigsby has this and says, "I love love love this stufffff, omg. My skin is oily oily (gotta say it twice for emphasis) and I have spent my entire teen/adult life looking for products that'll make me matte and KEEP me matte. I've tried so many setting powders and literally none can compete with this one. This powder is a serious bad B. I mean, pores? Nonexistent. Oily shiny face? Not up in here. I'm gagged every time. Just call me a walking IG filter, 'kay, it's that good. Patrick, I could kiss you for this freakin' powder. *OH!* and BTW I am a brown-skinned woman and the translucent shade works perfect for me. No cakey, weird, suuuper light powder, no flashback, nothing. Looks just like my skin!!"

One/Size is a queer, Filipino-owned business founded by makeup expert Patrick Starr to ensure that makeup is really one size fits all, as it should be. 

Promising reviews: "Love this product. Application is easy, this is a must-have in my makeup routine." —cats783

"Literally, what's in this powder? Beauty spells? I have normal to dry skin, but tend to grease up pretty easily when I use dewy foundations. I used this for the first time today and fell absolutely in love! I usually don’t care too much for high-end powders or powders at all, but this one, for me, is top tier. It didn’t necessarily dry out my skin, but it stopped it from becoming greasy, and it kept my makeup looking the same as when I applied it for hours. I definitely will be repurchasing, I’ve never been more in love with a setting powder!" —Kamoni

Get it from Sephora for $19+ (available in two sizes and seven colors).

Former BuzzFeed Shopping editor Ciera Velarde has this and says, "I have worn it almost exclusively for two 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 45 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!"

Promising review: "Love this product. Easy to apply, great pigment, and stays on all day." —sooner65

Get it from Amazon for $9.18+ (available in a variety of shades and in a multi-pack).

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

Promising review: "This exceeded my expectations by miles. For the price, I prefer this lipstick to a $20–$30 version. The packaging is adorable (I don’t even have to tuck it away in a drawer), and the application is easy with the angled brush and smooth consistency. There is minimal transfer for the first hour and then absolutely none. I had no smudging, and over the course of eight hours, and being trapped in a rainstorm, the lipstick wore off gradually and still left an even, nice-looking tint. My lips stayed soft and didn’t feel sticky or too dry. BRB, replacing all my lipstick with this stuff." —Jessica Rich

Get it from Amazon for $9.90+ (available in 38 shades).

Promising review: "Third time I have re-bought this. Great for a subtle brow. Easy to apply. Doesn't clump. Enhances natural shape and color." —Helen

Get it from Glossier or Sephora for $22 (available in up to seven shades).

The kit comes with 30 different eyebrow stencils, a shaping razor, and a double-sided waterproof eyebrow pencil.

Promising review: "I have lost my eyebrows due to brain tumor radiation and have been trying to draw my eyebrows in with a pencil. They never looked symmetrical. This product has been a Godsend! It is easy to use, there are a lot of stencil choices, and they look perfect and stay on. They are still on the next morning! If you are on the fence about ordering, I say give this a try!!!" —Amazon Customer

Get it from Amazon for $9.99 (available in three colors and a smaller set).

Live Tinted is a South Asian woman–owned small biz that specializes in clean, vegan, cruelty-free beauty products for all skin tones. 

Promising reviews: "This works really well. It's quick and easy to apply. I dab and blend the concealer right over it. It takes just a few minutes and you get great coverage." —mary m.

"I can't believe I've lived without this product for so long! This is SOOOO much better than the concealers I've used in the past because it really covers up my dark circles. This product is a staple in my makeup routine! Can't live without this!" —Undisclosed

Get it from Amazon for $26 (available in six shades) or from Ulta for $28 (available in five shades).

Promising reviews: "Easy to use. Great primer and helps with lines." —Dcrundiane

"I was skeptical, but after trying this poreless putty, my mind is forever changed! It shrank my pores and made them seem like they were gone forever! Apply it and then apply foundation. It makes my skin feel great! No bad odor, and it doesn't make my skin oily! I will keep using this product!" —Christy

Promising reviews: "Works like a charm. On me, pores completely disappeared. Easy to apply." —Nakia Larios

"This stuff is AMAZING! I have never found a 'color-correcting' primer that actually worked! This stuff not only smoothed out my redness, but also helped my foundation stay on all night! I will warn you, though, a LITTLE bit goes a long way! The first time I used it, I pumped out way too much. I do love that it doesn’t have a weird smell, too! I absolutely love this product. My new makeup staple!" —jacthemac86

Promising reviews: "I could go on and on about this magic face sauce, but instead I’m just gonna lead with the pictures (above) 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 Fitbit, I did 20,000 steps that night, so I REALLY put this stuff to the hardest test I could manufacture! It’s lasted 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

"It is very easy to apply and forms a barrier to the skin that keeps the foundation from showing wrinkles or lines." —christina huston

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

Promising review: "I truly enjoy this tinted moisturizer; it has outdone my Bare Minerals tinted moisturizer, so much so that I returned Bare Minerals. I like Almond for fall/winter and Mahogany Mami for spring/summer as my skin color changes due to exposure to the sun. It offers great coverage and gives a great finish for an effortless look. I prefer my makeup routine to be minimal, quick, and easy. I love that this brand is vegan, and I will definitely explore other products from this brand." —Chocolate_babe

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

Kulfi Beauty is a small business creating high-performance makeup products and empowering the South Asian community, which typically lacks representation.

Promising reviews: "I love it! It goes on like butter and lasts a long time. My eyes are almost always moist from allergies, but it stays all day long!" —Caryl S.

"I love these liners! I ordered the berry shade for fall and brown for everyday/natural looks. These are creamy and don’t pull or tug on the delicate eyelid area. I had absolutely NO smudging. Color payoff was perfect, smudgeable to soften your lines if you work quickly or do one eye at a time, and removal was a breeze with an oil cleanser or balm. Best pencil liner I’ve ever tried! These also do not irritate my eyes. So glad I discovered Kulfi!" —Anna S.

Get it from Kulfi Beauty (available in six colors) or Sephora (available in five colors and two finishes) for $20.

Here's what BuzzFeed Shopping editor Melanie Aman has to say about it: "This stuff is MAGICAL. I have stick-straight Asian lashes that refuse to hold a curl with wetter mascara formulas. As a result, I have to use waterproof mascara, which is a total pain to remove at night. Instead of rubbing my eyes raw with makeup removers that burn, I apply this like mascara, let it sit for a few minutes, and my waterproof mascara MELTS. Then I go in with a micellar water-soaked cotton pad, and my mascara is gone in 1–2 passes."

Promising review: "I was skeptical because I have always struggled with removing waterproof mascara 100% on the first wash/wipe. I applied it to both my lashes and then immediately washed my face with my normal cleanser, and I felt nothing on my lashes! Like I never applied anything to them. I am amazed and in shock still from this magical formula and invention! Best creation ever!" —Chrisy

* K-Beauty Products With Jaw-Dropping Result Photos

* Beauty Products You’ll Instantly Become Attached To Because They’re That Good

* High-Maintenance Products That'll Let You Stay Low Maintenance

* Beauty Products So Effective, They’re Basically Casting Spells On Reviewers

* Products That’ll Have Your Makeup Looking So Good, You’ll Have Everyone Begging You To Share Your Tips

Plus, eye makeup, new releases, mini-sized items, reader favorites, and finds from Sephora, Tarte, Ulta, and Walmart.

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

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