It's not just that Amazon makes it incredibly easy to shop (that one-click button, people), but it also boasts an active community of shoppers who happily leave informative reviews, offering us invaluable insights on potential purchases—and it's hard to resist when a product has hundreds of five-star reviews.
Amazon is full of cult beauty buys both well-known and niche, but with so many products to choose from, it's difficult to know where to start. That's where we come in: We're sharing the beauty products currently in our baskets, including both first-timers and well-loved repeat purchases.
Keep scrolling for the 16 cult buys we're coveting on Amazon right now.
1. Cane + Austin Acne Retexture Pad
"A real cult brand, Cane + Austin has Instagrammable packaging and great formulas—win-win. With a potent blend of 5% glycolic and 2% salicylic acids, these pads keep blemishes at bay, slough away dead skin cells, and generally keeps skin looking glowy. I keep them at my bedside." — Amy Lawrenson, editorial director
2. Drunk Elephant C-Firma Day Serum
"I'm a vitamin C junkie. I'm hooked on its ability to brighten skin like nothing else, even when I'm feeling a bit rubbish. Yes, it's pricey, but this serum is my favorite hit of the stuff, mainly as it also contains fruit enzymes that spend the day nibbling away at dead cells clinging to the skin's surface. Quite often, I get home with skin that looks better than when I left the house, which in my book is not something to scoff at. I first fell in love with it on a Sephora splurge in NYC, but I now rely on Amazon's limited stock to get my fix." — Shannon Peter, deputy editor
3. Westlab Epsom Salt
"This product is always, always my go-to when running a bath. The bag is full of soothing high-quality salts that help to detoxify and relax tired muscles and are basically the only reason I'm able to walk post-runs." — Alyss Bowen, social media editor
4. Alternative Imagination Palo Santo Incense
"So this may not exactly be a cult beauty buy, but it's in the cart, so I figured I should let you know about it (rules are there to be broken)." — Amy Lawrenson
Recently, there was an article that talked about energy cleansing and said palo santo could help 'blow away negative energy.' Worth a try.
5. Colourpop Super Shock Shadow
"I'm gutted that nowhere in the UK stocks Colourpop makeup, but if you haven't heard of it, I suggest you start here. This bronze eye shadow is ridiculously pigmented and has just the right amount of shimmer." — Shannon Peter
6. Aztec Secret Indian Healing Clay
"This Indian clay mask is on my to-try list. It's had 662 five-star reviews. Mix it with apple cider vinegar, and paint on with a foundation brush; it will mop up oil and nibble up dead skin that can lead to spots and blocked pores." — Amy Lawrenson
7. Lucas Papaw Ointment
"I first tried this when my mum brought it back from Australia, and it was love at first sight—or rather, application. This cure-all ointment contains fresh fermented pawpaw and can be used for literally everything, from dry lips to cuts and bruises, and you can even go all Glossier and use it as an eye gloss." — Alyss Bowen
8. InstaNatural InstaNatural Retinol Serum
"With an ingredient list that reads like a who's who of actives, this contains renewing retinol, brightening vitamin C, and hydrating hyaluronic acid. Use every night and layer under your favorite night cream of face oil." — Amy Lawrenson
9. SkinCeuticals Hydrating B5 Gel
"I get dehydrated skin (despite drinking tons of water), and this is a savior." — Elinor Block, assistant editor, Who What Wear UK
10. Garnier Micellar Cleansing Water
"I use this every evening as my first cleanse to remove stubborn makeup before I go in with something else to give my skin a deeper clean. It always leaves me feeling refreshed, so it's great in the mornings as a pick-me-up when I'm feeling tired." — Alyss Bowen
11. Ren Moroccan Rose Otto Ultra-Moisture Body Oil
"I'm totally obsessed with the skin from my décolletage up, but my body rarely gets a look in since we live in a country where you only need to wear summer clothes for as many days as you can count on two hands (this year, one hand). But I don't want to resemble a prune when I'm older, even if my body is covered up in knitwear. Time to make body-moisturizing a daily priority and this cult-classic oil is one I've used in the past and love." — Amy Lawrenson
12. Cetaphil Gentle Skin Cleanser
"As far as cleansers go, this one is as gentle as they come. No wonder, then, that beauty editors (myself included) go crazy for it." — Shannon Peter
13. E45 Moisturising Lotion
"You know that weird white cast that appears on the front of your shins when your skin is really, really dry? This is what I turn to to get rid of it. It's the simplest of moisturizers, but it really works." — Shannon Peter
14. StackedSkincare Micro Exfoliating Roller
"I have just bought this after reading about how using a derma-roller helped Byrdie's Victoria Hoff get rid of her dark circles. I'll report back!" — Amy Lawrenson
15. Egyptian Magic All Purpose Skin Cream
"I've never tried this, but I always wanted to. It's meant to be a bit of miracle cream, but obviously, you can only tell that by trying! It's on my need-to-buy list right now." — Elinor Block
Next up! 25 little-known products with over 1000 positive reviews on Amazon.