Welcome to Drugstore Heroes, a monthly series in which we spotlight the often-overlooked and under-hyped drugstore beauty products that industry experts count on. From editors to content creators and even celebs, we’re asking tastemakers to share their top recommendations for affordable yet effective products. Get ready to see the best of drugstore beauty, period.

I don't know about you, but when I think of the Met Gala, three words come to mind: excess, opulence, and luxury. It is, after all, fashion's biggest night, and the guest list includes the who's who of sports, music, and entertainment—all of whom collaborate with top designers and beauty experts for their highly anticipated red carpet appearances. (Plus, a single ticket to the annual event reportedly costs $75K.) So, yeah, I wouldn't normally look to it for budget-friendly beauty inspo.

However, this year, Gigi Hadid had me eating my words. She attended the event wearing a gold Miu Miu halter dress, complemented by a vintage-inspired hairstyle and a classic, rosy makeup look. The latter sure looked like a million bucks, but it was created entirely with drugstore makeup products. In fact, the most expensive product clocked in at a mere $15. (If that's not the epitome of high-low, I don't know what is.)

It seems like the high-low combo was the theme of the night for Hadid. In a Vogue interview with Emma Chamberlain, Hadid revealed her relatable red carpet prep. "I woke up. I was with my man. We had a chill morning, some laughs, and then I went to my house. I had like an hour by myself, then took a shower, had my fitting, had chicken fingers and fries, then got into glam." Celebs really are just like us, aren't they?

In a press release, celebrity makeup artist Patrick Ta revealed the inspiration for Hadid's Met Gala makeup look. "For Gigi, I really wanted to give her that bronzy, fresh glam. Something that feels super effortless, like she just got back from a vacation. It’s all about enhancing her natural features, keeping the skin radiant and glossy, and adding that soft warmth to bring everything to life. I love when makeup looks like it’s part of you. Fresh, glowy, and confident."

Ta used nine makeup products in total, all from Maybelline New York. Hadid is a longtime brand ambassador for Maybelline, so I wasn't shocked to find out she wore some of the brand's products on the red carpet. However, I was surprised she exclusively wore the brand's products. As I said, the Met Gala is synonymous with luxury, so I figured there'd be at least one or two high-end makeup products thrown into the mix. Nope. The most expensive item was only $15. Ahead, see all nine exact products.

The Exact Makeup Products Gigi Hadid Wore to the 2025 Met Gala

All in all, Hadid's budget-friendly Met Gala makeup look cost only $104 to create.

Brown mascara may have been around for decades, but, like many classic, underrated makeup products, it's found newfound fame in 2025 thanks to TikTok. While mascara is a staple in my everyday makeup routine, I've always worn black mascara. So when I started to see brown mascara videos popping up on my TikTok FYP, I naturally disregarded them. But the thing about TikTok is that once you've seen one brown mascara video, you'll see five, then ten, and the next thing you know, you're Googling 'best brown mascaras' and hitting an 'order now' button.

I'm now a total brown mascara convert, and I'm not alone—with over 43 million views on TikTok (and counting), brown mascara is a key part of the 'no makeup-makeup' or 'clean girl' trend that defines so many makeup tutorials on the app. This makeup trend is all about enhancing your natural features—think, lightweight skin tints that allow your freckles to show through, cream blushers and highlighters that give skin a dewy finish, and lip oils, which tint (while nourishing) lips. Since brown mascara offers a softer, more natural-looking alternative to black, its current popularity totally makes sense.

Of course, brown mascara has long since been a staple in every makeup artist's kit. "Brown mascara makes for a softer, more curated, and natural effect," says Elyse Renau, executive director and global beauty makeup artist for Too Faced. "I also love this shade for someone who is first starting to wear makeup, as it looks young and fresh."

While Renau loves brown mascara for those new to makeup, it's also a great choice for seasoned makeup lovers, providing a natural alternative to harsher black tones.

How to Wear Brown Mascara

As for how to wear brown mascara, if you want to replicate the definition that black mascara gives, Renau recommends tightlining your upper lash line with a brown eyeliner before applying brown mascara. "This gives a liner effect without it actually looking like you're wearing liner, and will make your lashes appear thicker instantly," she explains.

Scroll down to read the Who What Wear UK team's honest reviews of the best brown mascaras, including mascaras for sensitive eyes, volumising mascaras and waterproof mascaras, so you can try the trend no matter your preference.

The Best Brown Mascaras, Tried & Tested

• Best brown mascara overall: YSL Lash Clash Mascara, £30
• Best volumising brown mascara: Too Faced + Better Than Sex Mascara, £28
• Best luxury brown mascara: Diorshow Iconic Overcurl, £37
• Best lengthening brown mascara: Maybelline New York Lash Sensational Sky High Mascara, £13
• Best natural-looking brown mascara: Glossier Lash Slick, £20
• Best lifting brown mascara: REFY Lash Sculpt, £22

1. YSL Lash Clash Mascara in Brown

Editor review: "If you asked me what my one desert island makeup staple would be, it would 100% be mascara. In fact, most days it's the only product I wear when I leave the house. I think that mascara does so much—no matter if your lips are bare or your brows un-groomed, having long, volumised lashes adds drama and definition, and let's face it, makes you look alive. As I have dark brown hair and naturally black lashes, I've never previously thought twice about what colour mascara to wear—for me, it's always been black.

"So, when I started testing brown mascaras out for this story, I was expecting to like the effect but not love it enough to continue wearing it daily. How wrong I was... Since first opening the tube of YSL's Lash Clash Mascara in Brown, I've worn nothing else since. While it doesn't add definition in the same (obvious) way a black mascara does, it instead has the effect of making it look like your natural lashes are thicker and longer than they actually are. It's the perfect 'no makeup-makeup' item, and I'm totally converted." – Grace Day, freelance beauty editor & Who What Wear UK contributor

Editor review: "I’ve always been intrigued by brown mascara, but to be honest, I was sceptical as to whether it would make any difference to my very short (and very straight) jet-black lashes. The first thing I noticed about the YSL Lash Clash mascara was how large the wand was, which I initially thought might make it tricky to apply. I was pleasantly surprised, however, that the mascara didn't transfer onto my skin during application, and the smaller end of the coned brush made it super easy to get to my inner corner lashes.

"YSL Lash Clash promises volume, and I found that my lashes looked fuller and more voluminous compared to my daily black mascara without being clumpy—the perfect consistency! I was amazed that the brown shade also showed up, and whilst the difference was only slight, it gave my lashes a beautifully natural, healthy look. Am I a brown mascara convert? Whilst my only note would be that I wish this mascara would help to lengthen a little more, I am definitely adding this one to my roster of go-to products, particularly for my 'no-makeup makeup' and soft glam days." – Jerrylyn Saguiped, Who What Wear UK affiliates manager

2. Too Faced + Better Than Sex Mascara in Chocolate

Editor review: "I have extremely sensitive eyes, so finding eye makeup that can last comfortably on me all day is very important. I’ve been a brown mascara fan for a while now, mainly due to the fact that I find black mascara looks way too harsh, especially since mascara is something I only use on special occasions. After trying and loving the formula of Too Faced's 'Better Than Sex' black mascara, I knew there was no way the brown version would let me down. It lengthened and added volume to my usually short lashes. I'm obsessed with the unique shape of the wand, which both adds enough product and spreads it across each lash evenly. My only criticism is that it could be a much deeper brown hue to suit skin tones even deeper than mine." – Brittany Davy, Who What Wear UK editorial assistant

Editor review: "The last time I tried brown mascara, it was part of a set I ordered from my mum's Avon catalogue. I'll spare you the details on how long ago that was... As someone with blue/grey eyes, whenever I find myself in the position of having my makeup done for me, the first thing the pros want to do is slick my lashes with brown mascara and adorn my lids with a coppery smoke. "They'll really make your eyes pop!" they say, which is precisely why I avoid it—if I deliberately try to make my eyes look any bluer, it almost makes my pupils disappear. It sounds odd, I know, but it's true! However, I was excited to try Too Faced's Better Than Sex Mascara in Chocolate; I've used this mascara in black in the past and loved how fluttery it made my lashes look.

"First impressions, seeing the colour on the wand, the colour is very brown; chocolate is precisely the term I'd use to describe. I had been hoping for an ash brown tone, but we moved. Applying it to my lashes, the formula coated them seamlessly and on, the colour matched my dark eyebrows so well, you'd think it was deliberate. I find that when I want to wear minimal eye makeup, the black mascara I currently have in my beauty bag can sometimes come off too harshly; without liner or shadow on my eyes, this brown tone looked natural and effortless with a defined curl—the results I'd want. Trying it out in the evening with heavier eye makeup, the brown tone didn't look quite right against the charcoal and taupe shadows I tend to favour. However, going forward, on the days when I want to wear a bare lid, it's going to be a brown mascara that I reach for." – Maxine Eggenberger, Who What Wear UK deputy editor

3. Diorshow Iconic Overcurl in Brown

Editor review: "As a brunette with almost black lashes, I've rather foolishly ruled out brown mascara altogether up until now. In fact, I think the only time I've ever worn it is when I've bought it by accident instead of my usual black and retired it to the bottom of my makeup bag. However, when Dior's Diorshow Iconic Overcurl Mascara in Brown landed on my desk recently, I was curious to give it another go. Firstly, the pigment is a brick hue, which has a slight red tone to it. In colour theory, red brings out green. I was surprised that it made my brown eyes look more olive and golden, whilst remaining subtle. And, as with all of Dior's mascaras, the formulas are second-to-none. My lashes are long but stubbornly straight, but this curved brush scoops my lashes up to attention, and it's genuinely one of the only mascaras that actually holds a curl all day." – Eleanor Vousden, Who What Wear UK beauty editor

4. Makeup By Mario Master Mascara

Editor review: "I've tried a lot of brown mascaras over the years, but my current favourite is this one from Makeup By Mario. Not only does it come in the most perfect brown hue, but the brush coats every single lash for a fluttery effect, and the long-wearing formula never smudges. It's easily layered if you want to build more volume, too." Grace Lindsay, Who What Wear UK junior beauty editor

5. Lisa Eldridge Kitten Lash Mascara Burnt Umber

Editor review: "I already loved the original Kitten Lash Mascara formula in black, as the curved brush effortlessly sweeps lashes into a feline flutter whilst lengthening, defining and curling. However, what I didn't realise was how much I would love the brown version, which is actually a burnt umber shade. It's a warm-toned brown that leans ever so slightly red, and I love how it makes my brown eyes look richer. Having been wearing it for the past couple of weeks, its notable how much softer my lashes feel too, thanks to the addition of organic olive tree derived wax, carnauba wax and jojoba in the formula." - Eleanor

6. Maybelline New York Lash Sensational Sky High Mascara in Brown

7. Glossier Lash Slick Lift and Lengthening Mascara in Brown

Editor review: "When it comes to my favourite mascaras, they all have a few things in common. One, they prioritise length, as my short lashes need all the help they can get. Two, they’re usually tubing formulas, which wrap the lashes and offer minimal flaking. Finally, and most problematically considering the trend we’re talking about, they’re always black. This meant that I knew, when I was shopping for a brown mascara, it at least had to tick off the first two requirements, or I’d have no hope of converting to the TikTok-approved look.

"Thankfully, one of my favourite brands delivered an immaculate brown lengthening mascara. In just one coat, Glossier Lash Slick Mascara left my lashes looking longer, more lifted and with a richness of tone that I’ve never achieved with a black mascara. As my lashes are dark, rather than an obvious brown finish, it instead gave them a warm, chocolate tint which became most obvious in sunlight. For that reason, I can see myself getting a lot of wear out of this in spring and summer." – Jazzria Harris, freelance beauty editor

8. Refy Lash Sculpt Mascara in Brown

9. Hourglass Unlocked Instant Extensions Espresso

Shop More Brown Mascaras:

Why Trust Us

At Who What Wear UK, we know that beauty isn’t one-size-fits-all. Our editors have tested thousands of products, including skincare, makeup, hair and nails, over the years and work closely with trusted experts—dermatologists, make-up artists and leading industry insiders—to ensure every guide is well-researched, inclusive and relevant to you.

We focus on formulas that deliver, whether they’re affordable favourites or luxury investments. Our product selection is based on tangible results, ingredient know-how and what we’d truly recommend to a friend.

Just as budget-friendly skincare products can be as good as high-end ones, the same can be said of makeup. These days there are plenty of affordable makeup brands to choose from that are just as good as their more expensive counterparts—proving there’s no need to spend excessively on your beauty routine. In fact, these purse-friendly options are often made in the same factories as or with the same ingredients as makeup products from luxury brands. And if you’re wondering why they’re so cheap? It usually means that the brand has cut costs on the packaging or the marketing spend—the quality of the product itself has nothing to do with it.

That’s right, just because something is affordable, doesn’t mean it’s not as pigmented, long-lasting, or high-performance as a high-end product. Take a look at legacy makeup brands like L’Oréal and Maybelline for example. They’ve stood the test of time, continually evolving and improving their formulas over the years, but still keeping their prices accessible. Meanwhile new brands like Glossier and e.l.f. Cosmetics have found their fame through social media vitality—as sure a sign of any that a product is worth hunting down, regardless of its price tag.

Whether you’re trying to cut down on your beauty spending or you’re starting to build out your makeup kit on a budget, these are the best places to start if you’re looking for affordable makeup products.

The best affordable makeup brands:

1. Beauty Pie

The premise of Beauty Pie is that you pay a monthly or annual subscription fee that gives you access to luxury beauty products at factory prices. This means that (once you're a member) you end up paying up to 12 times less for products that are made in the same factories as high-end formulas, simply because the brand cuts out the middlemen. It sounds too good to be true, but trust us, it's really not—and the products are seriously good.

Shop the brand:

2. e.l.f. Cosmetics

e.l.f. Cosmetics only recently made its way over to the U.K. from the U.S.—for years it was the one makeup brand I always sought out (and stuffed my suitcase with) when I visited the States, but it's now finally available in retailers such as Boots and Beauty Bay. The brand has a knack for creating really impressive products, but manages to do so without bumping up their prices—everything costs less than £15.

Shop the brand:

3. L'Oreal

Thanks to its heritage (it's over 100 years old), L'Oreal is one of the most-trusted affordable makeup brands out there. They also have a really wide product range—you could easily do your entire makeup routine with L'Oreal products from start to finish. With that said, they're most well-known for their base products (they always have impressively wide shade ranges) and their mascaras, which are every bit as good as those from luxury makeup brands.

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4. NYX Professional Makeup

Ask any makeup artist what their favourite affordable makeup brand is and we can pretty much guarantee they'll say NYX. It's another U.S. import and has quickly become a favourite amongst those looking for affordable and accessible makeup products. Since the products are designed and formulated with makeup professionals in mind, they're seriously good quality.

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5. Sephora Collection

Sephora's 'own brand' makeup collection finally became available in the U.K at the end of 2022, offering a vast selection of makeup, tools, and brushes. If you're looking to stock your makeup bag for less, this is a great place to start and get all of the basics covered—prices start from just £2.

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6. Maybelline

Maybelline has been around for years (108 to be precise), but also happens to be a brand that frequently goes viral on social media, proving that its formulas definitely have the star factor. From concealers and mascaras to lip glosses and eyeliners, Maybelline always delivers high-performance products at super affordable prices.

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7. The Body Shop

The Body Shop's makeup line often gets overlooked in favour of its skincare and body care offerings, but it's well worth checking out—especially if you're after affordable cruelty-free and vegan makeup products. Inspired by and drawing from nature, most of the product range are skincare-makeup hybrids which do good as well as looking good.

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8. Glossier

Glossier may be less than a decade old but it's already a familiar feature in many peoples' makeup bags and skincare routines. The makeup range (which features eye makeup, lip products, blushers, and base products) cuts the guess work out of makeup artistry, offering simple, easy-to-use solutions.

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9. By Beauty Bay

Known for being the place to source hard-to-find and up-and-coming beauty brands, in 2018 Beauty Bay turned its expertise to creating a range of affordable makeup basics. The own brand collection launched with eyeshadow palettes (for which it's most well known), but has since extended to include everything from blushers and bronzers to lipsticks and brow products. What's more, nothing costs more than £25.

Shop the brand:

10. Revolution Beauty

Comprising a number of sub-brands, including Makeup Revolution, Revolution Pro, XX Revolution, and I Heart Revolution, Revolution Beauty has one of the most impressive offerings of affordable makeup products out there. You'll find the brand stock both online and on the high street, so it's super easy to get hold of. The brand is most famous for creating dupes of high-end beauty products, so you can create luxury looks for less.

Shop the brand:

Next Up: The 11 Affordable Skincare Brands That Actually Work

If I had to choose my favorite type of makeup product, it would probably be anything lip-related. Lipsticks, glosses, stains, balms, tints—you name it; I'll wear it. More often than not, my go-to makeup look is a few swipes of mascara, minimal concealer, some blush, and a bold lip. I like to let my lip product take the stage because it can always be a dramatic look, but it's low-effort.

I have a rotating list of lipsticks that I use, but recently I decided to apply an $8 Maybelline lipstick instead of my usual $30 favorite for wedding, and I got the most delightful surprise of my life. I was raking in the compliments that night. People were telling me they loved my lip color, asking me where I got it from and then saying, "Oooh!" when I told them it was from the drugstore. And I'm not going to lie. I loved the attention. (It's my Leo Moon I think.)

So what was the lipstick in question? Maybelline's SuperStay Matte Ink Liquid Lipstick in Founder. It's a dramatic dark-berry red that is really complementary with all kinds of outfit colors and skin tones. And the liquid lipstick itself is a total win because it goes on smooth and stays put. And when I say it stays put, I really mean it—seriously, this thing can withstand cocktail hour, apps, and dinner. I only had to do a light touch-up when it was time to hit the photo booth. It leaves a sophisticated matte finish that really pulls your whole makeup look together, whether you're going for something a little more natural or going all out with smoky eyes or contouring.

In fact, Maybelline makes some pretty amazing lipsticks overall. If you're not into the matte look, the brand has some pretty satin finishes. And if you don't like liquid lipsticks, there are crayons and traditional tubes available, too. Want to browse some options? Take a look at some favorites below.

More Maybelline Products to Shop

Next, This Is the Best-Selling Mascara on Amazon, and It's Only $5

Welcome to Internet Famous, a monthly series in which we ask our Instagram followers to vote on a viral beauty product that's taken social media by storm. Then the beauty team will take the winning pick for a spin and share their reviews—pictures included. 

I'm going to make a bold statement: There are few things that actually live up to internet hype. But then there's Maybelline's Sky High Mascara ($9). This little tube of magic has sold out more times than I can count on one hand, and I can wholeheartedly say that I understand why. It's not a regular mascara, folks. It's a cool mascara. With a metallic pink tube and an incredibly flexible wand (Maybelline calls it its "flex tower" brush) with bristles that grip and reach for every lash, including those teeny tiny ones that are hard to coat, this mascara actually makes it look like you have lash extensions, no joke.

It's formulated with bamboo extract and fibers that help moisturize lashes, give them more volume, and create a flutter effect that I'm a true sucker for. The first time I used the mascara and looked at myself in the mirror, my husband had to pick my jaw up off the floor for me. It's made my '60s-doe-eye dreams come true, and now I never want to take it off. (Though I assure you I will.)

And I'm not alone in my sentiment. Most of the Who What Wear beauty team is equally as into this mascara as I am, so we're all sharing our reviews (and before-and-after photos) below. Do what you want with this information, but I suggest you buy a tube for yourself before it sells out again.

Caitie Schlisserman, Beauty Director, Branded Content 

"I've had a very enlightening, life-changing experience with this $9 mascara, and I'm not being dramatic. Let me fill you in: When I was a teenager and in my early 20s, I wore mascara religiously. It was always my go-to makeup product. But as soon as I moved to Los Angeles, my eyes became extremely sensitive for whatever reason, and my eyelids would almost always swell whenever I put on mascara. Even my tried and true favorites! I eventually decided it wasn't worth the pain to wear mascara every day, so typically, I only pull it out for "special" occasions (or anytime I want to go out, which isn't much these days). Not only does this mascara give me the longest lashes of my life, but it causes my eyes zero irritation—zip, zilch, nada. And I've worn it multiple days in a row. I'm bursting with joy!

"Aside from the formula being suitable for sensitive eyes, the wand is what makes this extra special. Think of it as the Gumby of mascara wands: It's flexible and can bend in every possible way to coat each lash from root to tip. And even with a few heavy coats, it comes off surprisingly easily. I'm sold and definitely plan to stock up on tubes."

Shop Her Look

Katie Berohn, Associate Beauty Editor

"I've actually had this mascara in my arsenal for a while, and I can confidently say that it's my favorite drugstore mascara. I really like how it lengthens my lashes. I will say that if it's volume you're after, this is not the mascara for you. This one is really good for length (as the name might imply), but not so much for adding volume. I'm really picky about mascara because I feel like 75% of the formulas I try smear under my eyes by the end of the day, but this one never does, and it holds a curl until you take it off."

Shop Her Look

Sarah Yang, Managing Editor 

"This mascara is really worth the hype. I have very sparse, thin lashes, so some mascaras can really weigh them down or make them look clumpy—not Maybelline's Sky High, though! My lashes looked so defined and long after applying this mascara. And I love the brush so much. The bristles are a little shorter, so it's a lot easier to use on my sparse lashes because I'm able to coat every single lash."

Shop Her Look

Shawna Hudson, Associate Beauty Editor 

"I won't lie. Overall, I wasn't too impressed with this mascara. I didn't really love the wand shape. It was slightly bent, which I realize some people like (for curl), but I don't because it usually takes longer to use and achieve the length I would like.

"After building for quite some time, I didn't see a massive difference in my lashes. It was pretty on par with a lot of other formulas out there. Sorry, Maybelline. I don't think I'll be repurchasing this one, but I love you anyway."

Shop Her Look

Erin Jahns, Senior Beauty Editor 

"I'm incredibly particular when it comes to mascara, and ever since my first swipe (probably back in junior high), there are only a few formulas that have truly ticked every box for me. I won't beat around the bush here: This one delivers. The ultimate mascara, in my opinion, needs to curl and lift (no easy feat when you have naturally long and straight lashes like I do), lengthen, and thicken without getting clumpy and goopy. Check, check, and double check!

"A true mascara maximalist, I don't even know what it would feel like to apply just one coat of mascara (my minimum is two), so how well a mascara formula layers is another important factor for me. I did two coats with this one with zero flaking or that spidery effect, and I don't think I'd recommend doing too much more than that. It stays put and doesn't smudge or crumble as the day goes on, and while it's still not my favorite mascara in the world, I would give it a 4.5 out of a 5-star rating, and think it's an A+ pick, especially considering the price! I'm also obsessed with the brush because I always prefer rubber mascara wands, and it's the perfect not-too-small, not-too-big size to hug and swipe each and every lash without getting mascara all over your eye and lid."

Shop Her Look

Next: These Eyelash Curlers Will Give You the Best Lashes of Your Life for Under $22

There seems to be an endless buffet of brow treatments, whether it’s brow lamination, brow tinting, or even a brow freeze. But one seems to be popping up more frequently: ombré brows. And while ombré is a trend that’s made its way through hair, nails, and just about every other genre of beauty, you may need a little more of an explanation when it comes to brows. (TBH, same.)

"Ombré eyebrows—also known as powder brows—is a semi-permanent method of shading the brows,” explains Jennifer Sanchez, owner of Brows by Jenny Rose. "This technique will perfect the brow shape, fill in sparse areas, and, in most cases, replace the need to apply makeup to the eyebrows.” 

So what makes them ombré, you ask? "The tails of the brows are shaded darker and fade into light [toward the] beginning of the brow, giving a soft ombré makeup effect,” explains Sanchez. And like most treatments, the look is totally customizable. "The brows can be tailored to a natural look or bolder makeup look, depending on my client’s preference,” says the pro.

Ombré brows before (top) and after.

What to Expect During an Ombré Brow Treatment

First things first: a few measurements. "I start with mapping out the eyebrows using a brow ruler and a few other tools to ensure the brows are as symmetrical as possible,” says Sanchez. Still, she reminds us that "brows are supposed to be sisters, not twins!” Once the brow shape is approved, "I tattoo a soft outline to guarantee that the shape is secure, then I numb the brows for about 20 minutes and then proceed with the procedure.” 

Next, "the ombré shading is done using a tattoo shading machine that implants pixelated dots of ink that create an overall powder effect,” explains the pro. And if you’re concerned about the word "tattoo,” don’t worry. "The best part is that most of my clients feel minimal pain,” she says.

The Benefits of Ombré Brows

In addition to the obvious benefit of fuller-looking brows, this treatment pretty much erases the need for brow tools or makeup. "You will literally be able to say, ‘I woke up like this,’” says Sanchez. "You will have waterproof, smudge-proof, defined brows, and you will save time when getting ready and have a major confidence boost.”

Almost anyone can get the treatment, too. "Ombré brows are suitable for all ages, hair and skin types,” says Sanchez, who says it's "ess invasive than microblading. "With microblading, you need normal-dry, blemish-free skin to achieve noticeable results.”

More before and after photos of ombré brows.

Side Effects of Ombré Brows

Although Sanchez says there are no major side effects, there are a few things to note before making your appointment. "I have my clients complete a health history form to ensure they do not have a medical condition or are on any medications that will slow down the healing process,” says Sanchez. In addition, "Some individuals leave with red or slightly swollen brows, which can last for a few days.” And if your brows look a little intense at first, don’t fret: "The brows will appear dark and bold, but once healed, the color will lighten up and the overall shape will appear more natural. You have to trust the process!” explains Sanchez.

Ombré Brows Aftercare

There are a few things to do at home for the best results. "The most important thing is to keep brows clean, hydrated, out of the sun, and refrain from heavy sweating or moisture for two weeks,” says Sanchez. "If the aftercare is not followed properly, it can cause infections, and the brows will not heal properly.” Sanchez also has her clients come in for a follow-up appointment after eight to 10 weeks "so that I can assess the retention and perfect the areas that may not have taken the pigment.”

Some skincare products may affect the treatment, too. "After the healing process is complete, I advise my clients to avoid applying facial acids, retinoids, and anti-aging products directly to the brows to ensure the brows don’t fade prematurely,” says Sanchez. 

And although the treatment may be pricey (between $500 and $1000, depending on where you go), they can last up to three years. Still, "a color-boost touch-up is recommended every one to two years,” says Sanchez. 

How to Do the Ombré Brow Look at Home 

You may not be able to do actual ombré brows at home, but you can achieve the look using a few products. To start, "use a brow pencil to mark where your brows should start, arch, and end,” says Sanchez. "To create the ombré effect, fill in your eyebrows with a brow pencil or powder using a very light hand. Then, build the color up at the middle and ends of your brows, ensuring that the ends are the darkest.” Next, "use a thin brush and concealer to clean up any mistakes.” Lastly, grab your trusty spoolie to "diffuse the front of the brows.” 

Brow Products to Try

Up next: If You Want to Transform Your Brows by 2022, These Growth Serums Are Your Ticket

Hot take: Matte eye shadow might be one of the most underrated makeup products in your beauty arsenal. Don’t get us wrong—we still love a good shimmer or glitter shadow for a good time, but any makeup artist will tell you that smooth, pigmented matte shades are a prerequisite for looks that rely on bold color and contrast. Plus, it’s nice to change it up every now and then, right?

All that said, if you’ve already collected your fair share of eye palettes, you may have noticed it can be surprisingly tough to find one that’s entirely composed of matte shadows. That’s why we rounded up 12 gorgeous palettes filled with velvety, wearable, and (almost) 100% matte eye shadows so you can create the shine-free eye makeup looks of your dreams. Whether you’re looking for smoky hues, fun brights, or everyday neutrals, your new favorite is in the mix—read on.

1. Victoria Beckham Beauty Smoky Eye Brick in Royal

2. Maybelline New York The City Mini Eyeshadow Palette Makeup in Matte About Town

3. Athr Beauty Joshua Tree Desert Matte Palette

4. E.l.f. Mad for Matte Eyeshadow Palette

5. Lorac Pro Matte Eye Shadow Palette

6. Tarte Tartelette Amazonian Clay Matte Eyeshadow Palette

7. Makeup by Mario Master Mattes Eyeshadow Palette

8. Nyx Professional Makeup Ultimate Shadow Palette in Brights

9. Urban Decay Naked2 Basics Eyeshadow Palette

10. Tom Ford Eye Color Quad Eyeshadow Palette in Mink Mirage

11. MAC Cosmetics Times Nine Eyeshadow Palette in Semi-Sweet

12. Charlotte Tilbury Luxury Eyeshadow Palette in The Sophisticate

13. Viseart Eyeshadow Palette in Cool Mattes 2

Up next: These Are the Only Eyeliners That Won't Budge When You Sweat This Summer

The vast world of beauty products can be overwhelming. Whether you seek advice from experts on Instagram, influencers on TikTok, or even our own editors, determining what products are actually worth your time—and investment—can be daunting. 

Fortunately, instead of cobbling together a spreadsheet with finds from the For You Page on TikTok or filling up your cart through Instagram's shopping feature, someone, or rather something, has done the heavy lifting for you. That's right—Amazon has aggregated the most viral, top-selling products into a single handy Internet Famous landing page that is easy to filter by category and price, which, most importantly, makes it even easier to add things to your cart so you can experience these buzzworthy products for yourself while stocking up on Prime Day.

With that in mind, we sifted through the four pages of viral products to unearth 31 of the most affordable (and efficacious) beauty products in skincare, hair, and makeup. Keep scrolling to see how many of these viral favorites are already on your radar. 

Skincare

Haircare

Makeup

Up Next: I Just Read Tons of Amazon Reviews and Now Have These 31 Items in My Cart

Gigi Hadid just shared a ton of her beauty secrets, and honestly, they're way simpler than we would have thought. In the latest installment of Vogue's Beauty Secrets video series published on February 4, the model and new mom walked fans through the post-baby beauty routine she's been relying on for the rare moments she's able to indulge in a little "me" time. But it's not all pricey serums and creams—Hadid revealed in the video that her routine has always included lots of drugstore finds like Cetaphil's Daily Facial Cleanser ($12) and old-school tricks like covering zits with toothpaste to dry them out overnight. "I always just wanted good products, and I don't think that you have to pay a lot for that," she remarked. Now that her time is presumably more occupied with laying kisses on Khai, her newborn daughter with singer Zayn Malik, we weren't surprised to learn that her skin and makeup routines have been majorly simplified.

In the months since her pregnancy—a time when, Hadid admitted in the video, she used mostly clean and natural products (she called out the skincare brand Oliveda as her go-to)—she said she's transitioned to her winter routine, which consists of thicker moisturizers to support her dry skin, like this Dr. Jart+ Ceramidin Cream.

In terms of makeup, Hadid is all about mixing and matching formulas from cult-favorite brands like Charlotte Tilbury, Maybelline, and Patrick Ta to create soft, dewy looks that give her a hydrated glow without going too oily. But before any of that, she's all about sealing her lips and skin with a Lanolips multiuse ointment to stop any dryness in its tracks. "When you moisturize your lips in the beginning, it can kind of sit on your lips through your routine so that when you get to lipstick at the end, it's sat for a bit," she said before demonstrating how she coats her pout and lightly taps her nose, cheeks, and eyebrows with the stuff.

Aside from tons of expert makeup tips the 25-year-old has picked up backstage at fashion shows and from fellow models like Joan Smalls, another revelation that came from the video was that Hadid got some new ink! While demonstrating how she uses her fingers to apply foundation, the new mom gave viewers a quick glimpse at the dainty tattoo on her inner arm, and the internet quickly identified it as a match to a tattoo her partner Malik also has. The best part? The matching tats reportedly say their daughter Khai's name in Arabic! We're loving this sweet tribute and can't wait to see what other ways the couple plans to commemorate the birth of their daughter. But for now, we'd recommend that Hadid pick up some tattoo care, like Woo Skin Essentials' Gentle Cleansing Soap and After/Care Moisturizer to keep the delicate script looking pristine. (Internet, do your thing and get word to our girl, would you?)

Shop more of Hadid's favorite beauty products:

I have a love-hate relationship with my lashes. They’re thick and dark, which means I can get away with leaving them bare on most days. However, they are also relatively short (in comparison to their thickness) and poker-straight. So while I don’t find myself reaching for mascara every single day, on days when I do want to give my lashes a boost with a coating of mascara, I’m fussy. All I really want are for my lashes to be lifted and fluttery, but achieving such results through mascara, I have learned, is impossible. 

In its very nature, mascara is heavy, clumpy, and attention grabbing, but I like my lashes to be more natural, delicately framing the eyes in a way that opens up my whole face. (Is it really so much to ask?!) Because of my apparently unique set of lash needs, I find myself hating virtually every hyped-up mascara that comes my way, and instead, I cling to understated formulas that give barely-there results. (Victoria Beckham Beauty, here’s to you.) With all of this in mind, when I saw the recent social media frenzy over Maybelline's Lash Sensational Sky High Mascara, I was totally disinterested.

Shannon before applying Maybelline's Lash Sensational Sky High Mascara.

All over my feed, videos showcased dramatic lash results. Before-and-afters clearly showed that this mascara meant business. People’s lashes looked almost impossibly long, show-stoppingly bold, and dramatically full—so much so that even I could understand why this £10 mascara was causing such a stir. In all of my years testing and trialling every makeup product that hits the shelves, I had never witnessed IRL results quite like it. But the truth is, to me, the super-full lashes I saw plastered all over the internet still looked heavy. Sure, in comparison to other formulas, the results weren’t quite as clumpy. But did it make lashes seem natural? Absolutely not. 

Ever the curious beauty journalist, I still wanted to try it for myself and deliver a totally honest review (without any mascara bias whatsoever). After all, everyone I had spoken to told me that Lash Sensational Sky High was, without a shred of doubt, the very best mascara to have ever been made. While waiting for the mascara to arrive, I thought long and hard about what I really wanted from it. My expectations were (pun totally intended) sky-high, but history has taught me not to get my hopes up. I wanted totally lightweight length, a wand that would fan my thick lashes out into something softer, and a formula that wouldn’t smudge but also washed off with ease. But most of all, I wanted zero clumping. And then, a day earlier than anticipated, it dropped through my letter box, and I was totally unprepared.

Shannon after applying Maybelline's Lash Sensational Sky High Mascara.

The results were genuinely jaw-dropping. On first swipe, I thought little of it. Sure, it fanned my lashes out and gave them some subtle length, but it wasn’t the crazy results I had seen on TikTok. Unlike other powerhouse mascaras, the wand is soft and flexible but is small enough to really get into every lash. I reluctantly went in for more layers, knowing that this act always results in lashes clumping together to form spidery lash talons. But the clumping never came. It simply kept building and building until my lashes were jet-black, bold, and long enough that I could actually feel them brushing my brow bone.

As the day went on, I kept catching glimpses of myself in the mirror and being genuinely taken aback at how great I looked. That’s the wonderful thing about this mascara: There is zero room for modesty. Sky High forces you to accept that, actually, you look really good. And who doesn’t want that right now? After a day of wear, I was left with minimal smudging, and it rinsed off relatively easily with my usual cleansing balm.

Trust me when I say that this mascara is totally game-changing. Not only does it prove that there is absolutely no need to spend the big bucks on your lashes, but it also proves that after decades of being let down by brands promising us a false-lash effect, it actually could be done. That whole time, all of the ingredients were there, just waiting to be made into the perfect mascara formula. I want to make this statement official: Maybelline's Lash Sensational Sky High Mascara really is the best that I have ever used.

Shop More Affordable Mascaras

By now, I'm sure you've heard that Gigi Hadid is expecting her first child with Zayn Malik. Last month, she confirmed the news during a virtual appearance on The Tonight Show Starring Jimmy Fallon and thanked fans for their support. Since then, she's been lying pretty low on social media, so it was all the more exciting when she shared a new selfie and a glimpse at her pregnancy makeup routine.

Hadid did an Instagram Live with makeup artist Erin Parsons and did a full face of makeup, including foundation, concealer, bronzer, highlighter, lipstick, mascara, and more. Since Hadid is one of the faces of Maybelline, she used all products from the affordable brand, so nothing is over $11. Even if you aren't wearing a ton of makeup right now, you're bound to find a product or two below that are super useful. Scroll down to shop every single makeup product Gigi Hadid wears in her selfie. 

Shop Every Single Products Gigi Used

1. Maybelline Dream Radiant Liquid Foundation

2. Maybelline Instant Age Rewind Concealer

3. Maybelline Fit Me Loose Powder

4. Maybelline City Bronzer

5. Maybelline Cheek Heat Blush in Coral Ember 

6. Maybelline Master Strobing Stick

7. Maybelline Master Chrome Highlighter in Rose Gold

8. Brow Ultra Slim Eyebrow Pencil in Blonde 

9. Maybelline Brow Fast Sculpt

10. Maybelline Falsies Lash Lift Mascara

11. Maybelline The Nudes Eyeshadow Palette

12. Maybelline Super Stay Ink Crayon in Trust Your Gut 

13. Maybelline Shine Compulsion Lipstick in Baddest Beige

Next, a "compulsive overbuyer" just sold nine bags of clothes—here's what she kept. 

As much as we love intricate, over-the-top eye makeup, there’s a lot to be said for something you can achieve in a few short minutes. Even the most accomplished makeup artists have a few quick and easy eye makeup looks at the ready for their clients, and we thought it high time we share some of the tricks of the trade with you. Best of all, you don’t need to be a makeup artist, beauty blogger or even particularly adept with an eye shadow brush to do them at home. (Trust us—they will still end up just as Instagram-worthy.) Thanks to some of our favourite influencers and celebs, there’s no shortage of inspiration to get you started on your journey to eye makeup mastery.

We’ll keep it real: There might be a couple of cat eyes involved. Don’t be scared—they’re easier than they seem and can be transformed into about a zillion different variations. Once you master the technique, you’ll be doing them constantly (promise). That said, there are plenty of other stunning ideas—from subtle shimmer to graphic pops of colour—for the cat-eye averse.

Read on for 13 of the prettiest, easiest eye makeup ideas that can be done in just five minutes or less. Whether your skill set is advanced or you’re looking for a new everyday look or sultry date-night inspiration, you’ll leave here with at least one idea. Plus, we’ve shopped out the must-have products that will help get you started.

Wearing a bold shadow gives the impression that you put effort into your look, even if you, well, didn’t.

Pink Eye Shadow

Lashes are basically camouflage for tired eyes. If you want to wake up with major length, a lash lift or lash extensions are worth the investment (or simply apply a few coats of your favourite mascara).

Lengthening Mascara

More often than not, a ring of rocker-like black liner does the trick, as Lily Aldridge shows here.

Black Eye Kohl

If you can apply eyeliner, you can re-create this simple yet statement-making look.

Green Eye Pencil

Applying this universally flattering colour all around the top and bottom lids give you a day-to-night smoky eye that may be too intense with other, darker shades.

Cream Eye Shadow

Applying two contrasting but complementary colours to the inner and outer corners of your eye couldn’t be easier, but as Halsey demonstrates, the look screams "party.”

Bright Eye Palette

A touch of gloss on your lids catches the light, bringing attention to your eyes with hardly any effort at all.

Eye Gloss

Once you’ve perfected your cat-eye look, you’re ready to graduate to new colours like sleek silver.

Silver Liquid Liner

You don’t have to be Zoë Kravitz to pull off brown shadow—the neutral flatters every skin tone. To complete the look in the easiest way possible, match your eye makeup to your lipstick for a ’90s vibe.

Go-To Browns

Soft green is gorgeous and unexpected if you’re looking to wear colour but don’t want something overly vibrant.

Sheer Green

Applying a pale, shimmery shadow to the inner corners of the eyes gives a wide-awake look in a flash.

Eye Shadow Stick

A layer of metallic shadow adds just the right amount of dressed-up glamour to just about anything—even a terry robe (right, Shay Mitchell?).

Cream Eye Shadow

Next up, if you want to make your beauty routine more sustainable, this is a good start.

As much as we love intricate, over-the-top eye makeup, there’s a lot to be said for something you can achieve in a few short minutes. Even the most accomplished makeup artists have a few quick and easy eye makeup looks at the ready for their clients, and we thought it high time we share some of the tricks of the trade with you. Best of all, you don’t need to be a makeup artist, beauty blogger, or even particularly adept with an eye shadow brush to do them at home. (Trust us—they will still end up just as Instagram-worthy.) Thanks to some of our favorite influencers and celebs, there’s no shortage of inspiration to get you started on your journey to eye makeup mastery.

We’ll keep it real: There might be a couple of cat eyes involved. Don’t be scared—they’re easier than they seem and can be transformed into about a zillion different variations. Once you master the technique, you’ll be doing them constantly (promise). That said, there are plenty of other stunning ideas—from subtle shimmer to graphic pops of color—for the cat-eye averse.

Read on for 13 of the prettiest, easiest eye makeup ideas that can be done in just five minutes or less. Whether your skill set is advanced or you’re looking for a new everyday look or sultry date-night inspiration, you’ll leave here with at least one idea. Plus, we’ve shopped out the must-have products that will help get you started.

Wash of Pink

Wearing a bold shadow gives the impression that you put effort into your look, even if you, well, didn’t.

Pink Eye Shadow

Lashes for Days

Lashes are basically camouflage for tired eyes. If you want to wake up with major length, a lash lift or lash extensions are worth the investment (or simply apply a few coats of your favorite mascara).

Lengthening Mascara

Smudgy Liner

More often than not, a ring of rocker-like black liner does the trick, as Lily Aldridge shows here.

Black Eye Kohl

If you can apply eyeliner, you can re-create this simple yet statement-making look.

Green Eye Pencil

Touch of Tawny 

Applying this universally flattering color all around the top and bottom lids give you a day-to-night smoky eye that may be too intense with other, darker shades.

Cream Eye Shadow

Technicolor Two-Tone Eyes

Applying two contrasting but complementary colors to the inner and outer corners of your eye couldn’t be easier, but as Halsey demonstrates, the look screams "party.”

Bright Eye Palette

Glossy Lids

A touch of gloss on your lids catches the light, bringing attention to your eyes with hardly any effort at all.

Eye Gloss

Classic Cat-Eye Wings

Nothing says "I tried” quite like winged eyeliner‚ even if you skip makeup on the rest of your face altogether.

Flash of Silver

Once you’ve perfected your cat-eye look, you’re ready to graduate to new colors like sleek silver.

Silver Liquid Liner

Monochrome Moment

You don’t have to be Zoë Kravitz to pull off brown shadow—the neutral flatters every skin tone. To complete the look in the easiest way possible, match your eye makeup to your lipstick for a ’90s vibe.

Go-To Browns

Spring-y Shadow

Soft green is gorgeous and unexpected if you’re looking to wear color but don’t want something overly vibrant.

Sheer Green

Strategic Shimmer

Applying a pale, shimmery shadow to the inner corners of the eyes gives a wide-awake look in a flash.

Eye Shadow Stick

Bronze Goddess

A layer of metallic shadow adds just the right amount of dressed-up glamour to just about anything—even a terry robe (right, Shay Mitchell?).

Cream Eye Shadow

Next: 10 Indispensable Tips I’ve Learned Sitting Next to Who What Wear Beauty Editors

This article was published at an earlier date and has been updated.

You know the feeling when you get a little too comfortable doing the same thing day after day? It's not necessarily a rut, but it is, well, a bit too routine. While it isn't always an option to literally change your schedule, it is fun—and easy—to switch it up every now and again with a simple swap to your beauty lineup. 

Whether you have a few minutes for an indulgent soak in the tub, at-home mani, or simply need to replace a few well-worn staples, there's a highly rated and affordable product on this list for you to test in the comfort of your own home. Even better? You don't have to make a special trip to the drugstore to score the best price on these beauty basics since they're all available on Amazon. 

Scroll below to shop the best selling products in hair, skin, nails, bath, and body (plus a few handy tools of the trade), and discover a new must-have for your everyday beauty arsenal.

Bathing Besties

Hair Heroes

Makeup Must-Haves

Skin Solutions

Nice Nails

Tools of the Trade

Beauty bag still not complete? There are plenty more best-selling products to browse:

15 Unknown Amazon Beauty Buys With 2000+ Rave Reviews

16 Cult French Pharmacy Products You Can Order on Amazon

42 Things We Would Buy Right This Second From Nordstrom, Amazon, and Sephora

Jealousy is a nasty business, and as much as we may covet Julianne Hough's bionic, damage-free strands or Jennifer Lopez's age-resistant complexion, sometimes, we just can't help feeling a touch of envy when a celebrity's beauty game is so on point. A perfect example? The stab of pain we feel every single time we see celebs and their ridiculously amazing eyelashes on the red carpet. (Don't bother asking how many times we've impulsively booked—and then promptly canceled—a lash-extension appointment in tortured indecision.)

With the right mascara formula, you can skip the falsies and extensions and head in the direction of long and fluttery lash ecstasy. Even better? You don't have to spend a fortune on said mascaras.

When some of the top makeup artists in the industry told us they recommend saving—not splurging—on your mascara formulas, we couldn't have been more thrilled. And while we've already come up with a pretty epic list of some of the best mascara formulas in the industry, we thought we'd take their advice one step further by creating a list of the best drugstore mascaras you, your lashes, and your bank account will truly appreciate.

From the $5 top-selling mascara on Amazon immediately below to the most noteworthy waterproof or cruelty-free formulas, here's to the top 20 drugstore mascaras you should most definitely peruse during your next toothpaste-and-deodorant run.

Length

1. Essence Lash Princess False Lash Effect Mascara

2. L'Oréal Lash Paradise Mascara

3. Honest Beauty Extreme Length Mascara Plus Lash Primer

4. L'Oréal Double Extend Beauty Tubes Lengthening 2 Step Mascara

5. L'Oréal Telescopic Original Lengthening Mascara 

Volume

1. L'Oréal Voluminous Original Volume Building Mascara 

2. Covergirl LashBlast Volume Mascara

3. Maybelline Lash Sensational Washable Mascara

4. Maybelline Full 'n Soft Washable Mascara

5. L'Oréal Voluminous Million Lashes Mascara

Separation & Curl

1. Maybelline The Falsies Washable Fiber Mascara

2. Rimmel London Lash Accelerator Mascara Extreme Black

3. Maybelline Lash Stiletto Ultimate Length Mascara

4. Vivienne Sabó Cabaret Première Artistic Volume Mascara 

5. Pacifica Stellar Gaze Length & Strength Mascara Supernova

Waterproof

1. Covergirl Clump Crusher Waterproof Mascara

2. Maybelline Great Lash Waterproof Mascara

3. Pacifica Aquarian Gaze Water Resistant Mascara

4. Almay Multi-Benefit Waterproof Mascara

5. Neutrogena Healthy Volume Waterproof Mascara