Kids have candy stores; adults have Amazon. The online marketplace is a veritable gold mine of, well, everything you could possibly imagine. A wig for your dog? Yes. Glow-in-the-dark toilet paper? Why not? On the more practical side, Amazon also happens to be a great place to discover under-the-radar beauty products, and plenty of them have racked up thousands upon thousands of rave reviews. Ever the willing beauty test subjects, our editors chose some of these buzzy products and gave them a spin. The best part? You probably haven't heard of many of them, which means your beauty shopping list just got a lot longer…
Keep scrolling to read our reviews!
"I am trying to be a little pickier about what I put on my nails, since for the first time in my life, they're strong and shiny. (I credit my excessive avocado consumption.) That being said, it is really hard to find a natural nail polish remover that really gets the job done, so I was eager to give this one a try. The final verdict? It's good. Not perfect—not my holy grail this is it find—but good. It requires both time and some elbow grease, which I don't consider ideal in a nail polish remover. That being said, it's not the worst trade-off in the world for an acetone- and chemical-free formula. But I still have faith that the perfect formula is out there somewhere." — Victoria Hoff, news editor
"This three-step mascara system promises falsie-level results, so I was excited to give my short, straight lashes a makeover. The first step is to apply a coat of the mascara that's included. I found that it took many, many coats to get any sort of definition—it's no Maybelline Spider Lash ($6). Then before the mascara dries, you take the second tube and brush on little fibers. At this point, your lashes will look like they have sprouted, and you will look slightly insane to anyone who looks at you closely. As the final step, brush the mascara through your lashes again. This will seal the fibers and give you a supposedly thick, fanned-out look. It was easy to build length, but volume-wise, this mascara didn't do the trick for me. I like thick, full lashes à la Twiggy, and all this mascara system did was make mine look longer, not thicker. I would recommend it to someone who already has thick lashes (jealous!)." — Faith Xue, editorial director
"What's incredible about this brush set is the sheer number of brushes you can get for the price. When I checked last, the 10-brush set was on sale for TEN DOLLARS. You really cannot beat $1 a brush. And quality-wise, the brushes themselves are quite nice—the synthetic bristles are soft and stiff, and they blend very well. The handles are sturdy and feel good in your hand, and the bristles don't shed. The brushes also look very pretty.
"My only critique would be on the selection of brushes included. Many of the brushes are too similar in shape and function to serve as many purposes as I'd like. (There are lots of medium-size face brushes and small, fluffy brushes.) I would have loved to see maybe a larger fluffy powder brush and flat eye shadow brush in the mix. That said, the price is so fantastic that I'd still recommend them. How much of a mistake can $10 really be?" — Amanda Montell, associate features editor
"The packaging says the mask will make you 'feel your face pulsate,' which isn't typically what I look for when selecting face masks, so I went the beginner route. You mix this clay (100% natural calcium bentonite clay) with either water or apple cider vinegar. I chose water (beginner route), so I can't speak to the pulsating, but the mask itself I like. After 10 minutes, my skin felt deeply cleaned and looked fresh and bright. I've been fighting some hormonal breakouts, and this definitely helped. Everyone I've talked to says ACV is the route to go. Next time I'll be making the pulsating version." — Deven Hopp, beauty director
"I haven't flatironed my hair in years—my hair is super curly and I gave up trying to flatten it out a long time ago. But, I was excited to try this product and see the much-anticipated results. The iron has different heat setting to protect the integrity of your hair (mine can't take higher than 365 degrees without some breakage). It made my hair sleek, silky, and soft without any damage. I even used the 1-inch plates to make a few S-waves, Jen Atkin-style, to give the look a bit more volume and hold. This was perhaps the easiest iron I've ever had to navigate—the whole 'do was done in 20 minutes. I wore it all night and then slicked it back with IGK Rich Kid Coconut Oil Gel ($20) the next day." — Hallie Gould, senior editor
"Disclaimer: I generally hate hair masks. I feel like they weigh down my hair, leaving me with absolutely no volume to work with—I just can't get behind them. Conditioner suits me just fine, so why spend more money and take more time to throw a mask in the mix? It's just not my cup of tea.
"I've remained a curmudgeon about masks for years. That is, until I recently tried the Art Naturals Argan Oil Mask. First, it's only $13, and second, it had thousands of rave reviews on Amazon. Once it arrived, I peeled the top back and gave it a good whiff (like I do with all hair products). I was in ecstasy—this stuff smells good.
"The directions instruct you to let the mask soak in for five to seven minutes, but it doesn't mention rinsing. In order to avoid that post-mask weigh-down, I rinsed it out after shampooing (focusing only from the mid-length down), combed and blow-dried my hair, and felt shocked. My hair looked amazing, felt totally silky, and didn't look flat or stringy. The next day was the same thing—shiny, soft strands with no helmet hair in sight. I'm sold." — Lindsey Metrus, managing editor
Click here to see 10 little-known products with over 1000 reviews on Amazon!