When it comes to makeup, we've officially given up on the age-old phrase, "You get what you pay for." Because honestly, some of our favorite products as of late (or just as of always) have the slimmest price points. And the masses (aka the entire world) apparently agree. That being said, there's one cosmetics brand, in particular, that seems to reign supreme, and in breaking beauty news, said brand was just reported as the number one color cosmetics brand internationally. Any guesses?
In case the stunning photo of Gigi Hadid didn't tip you off, the brand in question is Maybelline. (FYI, the model has served as a spokesperson and collaborator with the brand for some time now.)
"In 2017, Maybelline ranked highest in both mass and prestige color cosmetic categories according to Euromonitor International Limited," a press representative shared via email. "With iconic products such as the Great Lash Mascara and FIT Me! Foundation, to new and trend-driven products such as SuperStay Matte Ink and the Tattoo Studio Brow Collection, it's no surprise that Maybelline New York secured this title."
For the brand's most iconic best sellers, plus additional favorites from Byrdie HQ and various celebrity makeup artists we've chatted with, keep scrolling!
Kelli J. Bartlett, Glamsquad VP of makeup and new services, has a genius trick for dark circles: "I layer Maybelline Age Rewind Concealer first, let it sit for a moment, and then go in and pat down with a Beautyblender. The Maybelline gives a lift and brightness to the face."
"The shades are casual and super wearable, with a few bold pops of color for the days when I feel like seeing the world through rose-colored lids. The most exciting part, however, is the formula for each shadow is infused with a citrus scent to brighten up even the cloudiest of days," Byrdie's senior editor Hallie Gould told me earlier this summer.
"This is my go-to drugstore red. It's a true red with bluish undertones, and I love that one swipe of it instantly makes me feel more polished," says Byrdie's editorial director, Faith Xue. "The texture is what really gets me though. It's a creamy matte formula that feels hydrating when you apply and doesn't dry out."
Faith's shade of choice is Rich Ruby, and word on the street is that supermodel Adriana Lima prefers it in the above hue, Siren in Scarlet.
"Maybelline's Super Stay liquid lipstick is one of my favorite drugstore products thanks to the opaque coverage and wide range of shades," our contributing editor Kaitlyn McLintock says. "It's touted to stay put for up to 16 hours (for me, it usually lasts for more like eight hours, but that's still amazing)."
In the midst of a horrible L.A. heat wave a couple weeks ago, I reached out celebrity makeup artist Tobi Henney for her top foundation recommendations to create a sweatproof base. She told me she loves his cult favorite from Maybelline and said it's especially appreciated by her oilier clientele.
"The unique tip creates tiny strokes that look like real brow hairs," Faith gushed in a recent review. "I wiggled it into the base of my brows hairs anywhere I felt like I wanted more definition. Most importantly, I couldn't believe how easy it was to use. Most brow pens have a watery formula that just doesn't work for my brows; they either barely show up or look like I filled in my brows with a colored marker (scary). Either way, it's not cute, and this has made me permanently swear off any sort of brow pen… until now."
"I've finally secured the MVP of my makeup routine," Hallie raved in a doting product review here. "Maybelline's expert strobing stick comes in both Light Iridescent (a pinky, candlelit shade) and Medium Nude Glow (a bronzy, golden hue). When I'm going for a sun-kissed look, I use the Medium Nude Glow to sculpt, lightly tapping it in along my cheekbones and into my hairline."
"My favorite drugstore foundation is Maybelline's BB cream," celebrity makeup artist Joy Fennell told us. "I joined Maybelline's New York Fashion Week team a few seasons ago and was introduced to this product then. Once I started using this product backstage on the models, I fell in love with it. Now I use it on a lot of my shoots and clients, and everyone is surprised how much they end up loving it. It's such a no-fuss product. Once it goes on, you don't have to worry about it for the entire day."
Gigi Hadid knows how to work a cat eye. Thus, it was no surprise when she teamed up with the makeup geniuses at Maybelline to debut her own version of the must-have product needed to create the look. Another personal favorite of Faith's, this show-stealing liner is less than $10, ultra-precise, and limited edition. (In other words, hoard it while you can!)
For a cheeky pop of color, we have a special place in our hearts for this blendable, bouncy pick from Maybelline. The end result always looks surprisingly natural and it stays put all day—no touch-ups necessary.
If you like a subtle hint of shimmer in your bronzer (without paying an arm, a leg, and maybe a cheekbone), we recommend this forever-favorite powder—sleek, natural, and great for enhancing natural sun-kissed radiance, or just faking it.
For an enchanting twinkle in your eye, nothing beats this pretty collection of eyeliners from Maybelline. The smudge-proof and waterproof formula arrives in the prettiest array of colors, all of which look flattering and oh so pretty along the inner corner of the eye and waterline.
"I've been a Babylips devotee since they first came out, even after trying hundreds of fancier, pricier lip balms," Faith explains. "Why? The buttery-smooth formula actually hydrates my lips whenever they feel dry, and I love that it comes in a bunch of different shades that all offer a super-flattering tint. My favorite? The cherry one, which gives a Popsicle-stained look to your lips and doubles as a cheek stain in a pinch (pro hack I learned backstage at NYFW: the clear Babylips makes for the prettiest, dewy highlighter)."
Last but not least, we find ourselves reaching for this dramatic dose of shine and sparkle whenever we crave a bit more drama when it comes to our eye vibe. The payoff is saturated and ultra-pigmented, long-lasting (i.e. a full 24 hours), and comes in tons of pretty shades. Trust us. It's impossible to choose just one.