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Top-Rated Beauty Products on Amazon 2020

13 Beauty Products Our Editors Bought on Amazon and Truly Love — Their Reviews Prove It

Jan 28 2020

As POPSUGAR editors, we independently select and write about stuff we love and think you'll like too. If you buy a product we have recommended, we may receive affiliate commission, which in turn supports our work.

Have you ever went to look for something on Amazon and suddenly felt too overwhelmed by all the options? Yeah, me too. I love to have choices, but sometimes I need more information in order to make a smart buy. This is particularly true for beauty products — the selection seems endless.

As a shopping editor, my sole job is to hunt for the best products customers should know about when it comes to beauty. That's why I love trying new things from Amazon, because they often come with hundreds of customer reviews. I know it's a purchase I can feel good about after doing my research. I've rounded up the bestselling beauty products our editors have reviewed and bought themselves. Check everything out and give something new a try.

Image Source: Amazon

Maybelline Eyestudio Master Precise All Day Liquid Eyeliner

My best friend's wedding in Costa Rica was fast-approaching, and I knew I'd need makeup that would stay put in the heat all day long. After lots of research, I ordered Maybelline Eyestudio Master Precise All Day Liquid Eyeliner (£6) and I'm so glad I did. I used it both for the bride's wedding makeup and my own face. Through 36 degree heat, there wasn't a single smudge. Even more impressive? We jumped in the pool and it still stayed put. This formula is pretty amazing.

Besides being a budge-proof eyeliner, the design is also easy to use. You can effortlessly achieve a straight line with the pen-like applicator. I gave both myself and my BFF a cat eye in just minutes — no Q-tip corrections needed. If you don't take my word for it, just read the 130 customer reviews on Amazon. Customers love the inky black colour that never moves.

If you're in the market for a new eyeliner pen, this affordable option is the way to go. I have been using it ever since my trip and love it as much as the first day I got it.

Image Source: amazon.co.uk
Maybelline Eyestudio Master Precise All Day Liquid Eyeliner
£6
from amazon.co.uk
Buy Now

TruSkin Naturals Vitamin C Serum

"This TruSkin Naturals Vitamin C Serum (£36) is a bestseller on Amazon and grows in popularity with each day — it's currently up 120 percent in sales. According to the brand, the serum is 'proven to reduce the appearance of wrinkles and fine lines while helping boost collagen, fade sun and age spots, improve skin firming, brightening, and tone for a smoother, fresher, more revitalised youthful complexion.' I know it sounds too good to be true, but it actually works.

Vitamin C is a necessary supplement when it comes to skin health, so it's no surprise that this serum works so well. If you're not convinced yet, check out the reviews on Amazon. There are all sorts of before-and-after photos that prove the effectiveness of this formula."— MCW

Image Source: amazon.co.uk
TruSkin Naturals Vitamin C Serum
£36
from amazon.co.uk
Buy Now

Plus White Five Minute Whitening Gel

"As a broke future beauty editor in 2013, I was a college student without a whole lot of spending money for cosmetics. I spent hours on YouTube researching the most affordable and effective products so I could indulge my beauty obsession while still being able to afford groceries. While watching a Kandee Johnson video, she revealed that she used Plus White Five Minute Whitening Gel (£23) to get her teeth white. Curious, I ran to the drugstore and picked up the white tube, and I have been using it ever since. You can apply it with a cotton swab, but I usually just swipe it on with my fingers. The gel works so well that I even got a compliment from my dentist on my bright, shiny teeth.

While the name is "five minute white," the directions actually instruct you to leave the gel on your teeth for 15 to 20 minutes before rinsing. After a few times of using it, you can keep your teeth from getting stained by touching it up with five-minute sessions of whitening. While this tube used to be a little hard to find, it's now available on Amazon, so it can be sent straight to your door in no time. So sip your coffee and red wine with abandon!" — Sarah Siegel, assistant editor, Beauty and Shop

Image Source: amazon.co.uk
Plus White Five Minute Whitening Gel
£23
from amazon.co.uk
Buy Now

L'Oréal True Match Lumi Glotion

"Let me start off by saying I'm a foundation girl. Ever since I started wearing Laura Mercier's Tinted Moisturiser in high school, I've been loyal to slabbing that extra layer of makeup on my face. Years later, and throughout my time as an editor, I've accumulated lots of foundations from different brands. But when my friend told me I just had to try this incredible highlighting lotion that she can't leave the house without, I raised an eyebrow.

With products aplenty at work, it takes a lot for my friends to convince me to purchase a beauty product based on word of mouth, but she wasn't even halfway done with her spiel and the L'Oréal True Match Lumi Glotion (£14) was already on its way to my house (bless you, Amazon Prime).

The thing about this lotion is that whether I wear it alone or under foundation, it still works its magic, and I very rarely wear it with foundation. It's that good that it can stand alone. Just ask my coworkers who complimented me the first day I used it. It comes in four different shades — fair, light, medium, and deep — and I have olive skin, so I went with the medium colour, and boy, do I glow. Not in an obnoxious, "this girl needs to chill with the highlighter" way, but rather a subtle, "did she just get back from holiday?" way.

While some people use it just on their cheekbones to contour, I spread it across my entire face because of how hydrating and illuminating it is. Even on my laziest days, I'll rub on a little Glotion, and voila — the look of four tequila sodas and exhaustion from the night before disappear into a gorgeous, dewy shine. Now that my drawer of foundations is accumulating scary amounts of dust, I'm ready to admit that I'm absolutely obsessed with the True Match Lumi Glotion. It's a game changer." — Perri Konecky, associate editor, Trending and Viral Features

Image Source: amazon.co.uk
L'Oréal True Match Lumi Glotion
£14
from amazon.co.uk
Buy Now

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L'Oréal Paris Makeup Lash Paradise Mascara

"I have short, sparse eyelashes, so hunting for effective mascaras has become a passion of mine. Of all the affordable options, L'Oréal Paris Makeup Lash Paradise Mascara (£6) is my absolute favourite. It lengthens and thickens for a falsie-like effect in just two coats.

What I appreciate about the formula is that it doesn't flake or smudge, so I don't have to worry about it all day long. Almost 1,500 Amazon customers have reviewed this mascara, and most of them give it a perfect five stars." — MCW

Image Source: amazon.co.uk
L'Oréal Paris Makeup Lash Paradise Mascara
£6
from amazon.co.uk
Buy Now

Mario Badescu Drying Lotion

"I've suffered from hormonal cystic acne since I hit puberty, and those huge, painful, and embarrassing blemishes have never stopped stressing me out. Finally, after 15 years and the help of a dermatologist, I have clear skin. But that doesn't mean I don't suffer from a breakout every now and then. I often feel those pesky, painful pimples under my skin before they're even noticeable, and I want to fight them before they get bigger. From the classic myth of using toothpaste as a spot treatment to rubbing a piece of aspirin on my skin (I know, but I was desperate at the time), these kooky hacks never did it for me. Then, a little over a year ago, I found a spot treatment product that finally does what it promises to: Mario Badescu Drying Lotion(£25).

I'm a little embarrassed to admit it, but I discovered this amazing product by watching Kylie Jenner's Snapchat. (This was before the launch of her own cosmetic line, when she used to show more of her own skincare routine.) Little did I know that the small pink bottle was a total cult classic. I went and bought it immediately. That night before bed, I followed the instructions and used a cotton swab to dab the pink lotion on every little bump I could find. I woke up the next day and there was no trace of the lotion or of a blemish. At last, a product that I saw results with. I've been addicted ever since.

If you're wondering what makes this treatment so special, it's the pink substance itself: the calamine lotion. (Yes, that's the same lotion that you may have used if you've ever suffered from poison ivy or insect bites as a kid.) This soothing lotion is mixed with acne-fighting ingredients like salicylic acid and sulphur, which work together to dry out clogged pores, kill bacteria, and diminish your spots. If you've been searching for the right spot treatment for you, this one is definitely worth a try." — KJ

Active Wow Teeth Whitening Charcoal Powder

"I am always looking for ways to have a movie-star-glowing grin, so I was excited to find this popular Active Wow Teeth Whitening Charcoal Powder (£24). It's the No. 1 bestselling option on Amazon. I decided to put the product to the test myself. Wondering how charcoal works? The brand explains it best. 'Derived from the highest-quality coconut sources, Active Wow's activated charcoal formula is safe to use for whitening your teeth, while being easy on your gums. Active Wow naturally whitens your teeth, not through harsh dental-grade whitening peroxides, but through the power of activated charcoal, nature's best purifiers, and detoxifiers.'"— MCW

Image Source: amazon.co.uk
Active Wow Teeth Whitening Charcoal Powder
£24
from amazon.co.uk
Buy Now

Sachajuan Thickening Shampoo

"I have superthin, fine hair that becomes flat and oily throughout the day. The one way I've combated this problem through the years is by using volumising shampoos that gives it some added bounce. A few months ago, I was recommended to try this Sachajuan Thickening Shampoo (£20), and it is hands down my favourite new product.

In case you're not familiar with the Swedish line, it's carried at department stores and at Amazon. The brand is driven to create simple and clean beauty products that give your hair exactly what you need without extra harmful ingredients.

The name does exactly what it says: it makes my hair feel thicker and silky soft. It's formulated with a blend of sea algae, which helps nourish and repair while adding a touch of softness and volume. The product contains UV and heat protectants to help keep your hair healthy. If you think you could use a boost, you'll want to give these a try.

Sachajuan is not only for thin hair; the brand carries a wide array of products for everything from curly to dyed hair. Make sure to check out everything and see what suits your needs." — KJ

Image Source: amazon.co.uk
Sachajuan Thickening Shampoo
£20
from amazon.co.uk
Buy Now

Aztec Secret Indian Healing Clay

"Aztec Secret Indian Healing Clay (£18) has a tried-and-true formula that has worked for countless people with acne-prone skin. The mask is made with 100 percent natural calcium bentonite, which is a green clay that's incredibly absorbent. More than 15,000 customers have reviewed the product, and 70 percent of users give it five stars. That's a pretty spectacular reputation.

I tried the mask myself and was very pleased with the results. When you open the jar, you will find a powdered clay that you mix with equal parts apple cider vinegar or water — it's up to you. Many customers claim that the vinegar will give you more effective results. You stir until you get a thick yet smooth paste that you can put on your face with your fingers or a brush. Allow the mask to dry. Here's the important part: if you have sensitive skin, only leave it on for five minutes. Any longer and you may experience irritation. If you have normal skin, you can leave it on for 15 to 20 minutes. As it dries, you will feel your skin tightening — that's a good thing. Wash it off with warm water once you're finished. You may look a little red after you take the mask off, but that should go away in 15 minutes or so.

I used the mask three times in one week, and I didn't get a single zit. My skin felt baby soft, and it was the clearest it had been in months. Many fans of the product claim that it has been a miracle worker for their severe acne." — MCW

Image Source: amazon.co.uk
Aztec Secret Indian Healing Clay
£18
from amazon.co.uk
Buy Now

Maybelline Makeup Instant Age Rewind Concealer

"I tried this Maybelline Makeup Instant Age Rewind Concealer (£6) and immediately fell in love with it. This pick is a bestseller on Amazon, and for good reason. The superconcentrated formula is infused with goji berry to brighten and illuminate the under-eye area while it covers up your dark circles. The soft, spongy applicator allows the formula to glide on smoothly; the product is evenly distributed across your skin. After a couple swipes, I simply tap the concealer with my finger until it's fully blended. You would never know I have rings under my eyes because they vanish instantly." — MCW

Image Source: amazon.co.uk
Maybelline Makeup Instant Age Rewind Concealer
£6
from amazon.co.uk
Buy Now

Professional Hair Thinning Scissors

"If you have a lot of hair that needs to be sheered out a bit, these Professional Hair Thinning Scissors (£5) are a great tool to have. They take bulk out of your hair without sacrificing length. I suggest using them sparingly so you don't thin out your hair too much." — MCW

Image Source: amazon.co.uk
Professional Hair Thinning Scissors
£5
from amazon.co.uk
Buy Now

O'Keeffe's Working Hands Hand Cream

"The jar might not look glamorous, but trust me when I say that the O'Keeffe's Working Hands Hand Cream (£9) works better than any other hand cream out there. The thick lotion absorbs into my skin in minutes, is never greasy, and relieves my uncomfortable, painful hands. I'm almost done with the jar that's lasted me most of the year and have accepted that it has ruined all fancy hand cream for me for the rest of my life." — SS

Image Source: amazon.co.uk
O'Keeffe's Working Hands Hand Cream
£9
from amazon.co.uk
Buy Now

Wet & Wild Megaliner Liquid Eyeliner

"I like to wear a sharp, inky-black cat eye on the regular. Time after time, friends, coworkers, and strangers have asked me the same question: 'What eyeliner do you use?' There's nothing that brings me more joy than smugly telling them it's a $6 pick from Amazon. I have been religiously swiping Wet & Wild Megaliner Liquid Eyeliner (£8) on my lids for 10 years now.

MegaLiner Liquid Eyeliner comes in a small tube with a screw-top handle. The applicator, a flexible spongy brush, is easy to manoeuvre as I glide it across my skin. The harder you press, the thicker the line becomes, so you have a lot of control over the intensity of your look. The formula itself is smooth and matte. All it takes is one coat to get a pleasing obsidian-dark effect." — MCW

Image Source: amazon.co.uk
Wet & Wild Megaliner Liquid Eyeliner
£8
from amazon.co.uk
Buy Now

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