If you’ve ever scrolled through Amazon’s endless selection of makeup, you know it can feel a bit overwhelming. From massive beauty brands to indie newcomers you’ve never heard of, it’s not always obvious which products are actually worth the hype, or your money. I’ve spent a lot of time sifting through Amazon’s beauty section, testing out dozens of makeup items, reading tons of reviews, and comparing prices so you don’t have to go in blind. This review pulls from my experience and research to give you a practical guide to shopping for makeup on Amazon in 2024.
Here’s a quick snapshot of the kind of details I’ll share in this review, before I dig into the ins and outs of brands, pricing, and what it’s really like to order makeup from Amazon:
Platform: Amazon (amazon.com Beauty Department)
Popular Brands Featured: Maybelline, L’Oreal, NYX, Milani, Wet n Wild, e.l.f., Honest Beauty, Revlon, Catrice, unknown/k-beauty indie brands
Price Range: $4.99–$49.99 (most items fall between $8–$25)
Prime Delivery: Available on most items
Consumer Review Averages: 4.2/5 stars (major brands); 3.7–4.8/5 (indie/off-brands)
Return Policy: 30-day returns (restrictions for certain beauty items)
Deals/Discounts: Frequent Lightning Deals, Coupons, Bundles
Free Shipping: With Prime or qualifying orders
Buyer Experience: Easy checkout, reliable tracking, clear returns
Overall Value: 4.5/5
Trust Pilot Consumer Rating for Amazon: 4.2/5
Amazon isn’t just a place to grab household basics. Its beauty marketplace has totally exploded in the past few years, letting shoppers snag both tried-and-true essentials and influencer-approved cult favorites. While the selection can be amazing, shopping for makeup online (especially from such a huge platform) does come with a few quirks and things to watch for, particularly when it comes to authenticity, pricing, and quality.
Testing Amazon Makeup: How I Chose What to Try
With thousands of listings for just one mascara, figuring out what’s actually good requires some strategy. I leaned on a mix of different research methods and a few rules that really help when shopping for makeup on Amazon:
- Check seller credibility (only buy from Amazon directly or verified brand stores where possible)
- Pay attention to recent reviews and photos posted by real buyers
- Check product Q&As for clues about shades, performance, and compatibility
- Compare prices to what’s available at Ulta, Target, or the brand’s own site to spot deals; sometimes Amazon is cheaper, sometimes it isn’t!
- Note if products are Prime eligible, since that makes returns and shipping easier
Armed with those filters, I picked out popular bestsellers across several main categories (foundation, concealer, mascara, brows, blush, lipstick), just like you’d build a “starter kit.” I also included a few trending TikTok and indie items that kept popping up in beauty groups. Over several months, I ordered and tested these items, mixing them into my day-to-day routine so I could really judge wear time, feel, color pay-off, and how honest those review pictures really were.
So, let’s now have a look at the Amazon makeup brands and my thoughts on how their products and prices stack up.
Popular Makeup Brands on Amazon
Amazon covers a wild range of brands, from famous names you can find at your local drugstore to niche K-beauty and experimental brands. Here’s a breakdown of the types of brands you’ll run into, plus who I think they’re best for:
Drugstore Classics
- Maybelline, L’Oreal, Revlon, Covergirl: Reliable and affordable, these are the same formulas you’ll see at Walmart or CVS. They’re usually a safe bet if you just want an everyday essential, like mascara, concealer, or tinted moisturizer. Their pricing on Amazon often matches or undercuts stores, and Prime delivery means you get your refills fast. Their official Amazon stores make it easy to avoid third party sellers, which is really important with makeup to avoid fakes.
- e.l.f., NYX, Milani, Wet n Wild: Super budgetfriendly and known for some solid performing products (think e.l.f. Putty Primer or NYX Epic Ink Liner). Their prices on Amazon tend to be slightly higher than the official site, but coupons or Prime deals can make up the difference. These brands regularly pop up as Amazon beauty bestsellers.
Indie, K-Beauty, and Trendy Imports
- Catrice, Honest Beauty: Slightly newer brands but with a loyal following. Popular for “no-makeup” makeup looks and clean beauty, Honest Beauty in particular offers bundles and multitasking sticks you won’t always find in stores.
- K-beauty favorites: Amazon has become a hotspot for Korean and Japanese makeup, especially for cushion foundations, tints, and glass skin primers. I’ve tried brands like Peripera, Etude House, and Clio through their “Global Store” shipping. Prices are a bit inflated compared to direct import sites, but shipping is faster and returns are easier.
- Unknown/Shady Brands: There are tons of brands you’ve likely never heard of. Some are okay for glitter toppers or festival makeup (if you don’t mind a gamble), but for stuff you’re putting near your eyes or lips, I stick to names I trust.
Each brand comes with its own selection of products, packaging, and price points. Amazon’s variety is definitely a plus, but I always suggest doublechecking you’re ordering from the official brand store (or Amazon direct), especially if you’re interested in premium lines like L’Oreal Age Perfect, Honest Beauty, or K-beauty kits.
Amazon Makeup Product Reviews & Performance
Swatching all of the makeup I bought from Amazon, some things totally impressed me, and others were a bit of a let-down, even with the rave reviews. Here’s how the most popular categories performed for me in terms of pigmentation, staying power, and overall value:
Foundation & Concealer
Brands like Maybelline (Fit Me Matte + Poreless), L’Oreal (True Match), and e.l.f. (Camo Concealer) absolutely hold their own on Amazon. I tested shade matching by ordering both directly and in-store, and shades were spot on from the verified brand’s official store. The Fit Me line, in particular, has a crazy range of shades with fast shipping. I noticed that Silk or Dewy finishes tend to run out fast in popular shades, so check back if you don’t see yours in stock.
Less familiar brands, especially certain K-beauty cushions, performed decently for lightweight wear, but coverage claims weren’t always accurate. If a product seems too good to be true (like “full coverage, lasts 24 hours, $5!”), check user photos before ordering. Some “unknown” concealer sticks creased or vanished by midday.
Mascara & Eye Makeup
The big players (Maybelline Lash Sensational, L’Oreal Voluminous, NYX Epic Ink Liner, Wet n Wild Mega Length Mascara) knocked it out of the park for volume and long wear. Mascara can sometimes be a victim of bad packaging, drying out quickly if it’s old stock, so I always stick to the Amazon “Ships From and Sold By” for these. Offbrand and “internet famous” mascaras were very hit or miss; some gave instant flake city, others surprised me for the price, but I rarely found any that beat the known brands for less than $6.
Brows
NYX’s Micro Brow Pencil and Milani’s Stay Put Brow Color are easy to find and usually deeply discounted compared to the drugstore. Some random brand brow pencils turned out to be waxy or came in oddly warm tones that didn’t match my hair at all. For something as tricky as brow shades, stick with reviews that include photos to see how the color looks on actual people.
Blush, Highlighter & Bronzer
The best blushes on Amazon are usually classics: Milani Baked Blush, e.l.f. Monochromatic multisticks, and Wet n Wild Color Icon. These go on smoothly, blend well, and hold up for hours, even for oily skin types. There are a lot of multicolor palettes from unknown brands that look pretty in the product photos, but sometimes have almost zero payoff. Spend the extra few bucks to go with a name you recognize unless you’re after experimental colors for costume looks.
Lip Products
There’s no shortage of lipstick and gloss to choose from. Maybelline SuperStay Matte Inks, NYX Butter Gloss, and Revlon ColorStay lipsticks shipped quickly and were fresh, highquality products. Some generic matte liquid lips I ordered felt dry and had a weird chemical smell. Korean tints from Etude House and Peripera are reliable (and cute), but the shades in person can appear more neon or muted than in the listing photo, so it’s helpful to check customer swatch pics before adding to cart.
Face Primers & Setting Sprays
This is a category where Amazon’s wide range is pretty handy. The e.l.f. Putty Primer is a cult classic for a reason and is often available for less than retail price. Maybelline’s Master Prime and NYX’s primers are easy to find with fast shipping. Some indie setting sprays had oddly strong scents or left my skin sticky, but the main brands performed just as you’d expect from the drugstore.
Vegan, Clean, or “Natural” Makeup on Amazon
Shoppers interested in vegan or crueltyfree options will find plenty on Amazon, especially from e.l.f., Honest Beauty, and Milani. These brands label their ingredients clearly, and the official store pages often include additional resources like ingredient breakdowns, which is super helpful if you’re ingredient conscious or have allergies. K-beauty brands sometimes don’t provide full English ingredient lists, so make sure to read Q&A sections or email the seller for details if needed.
Amazon Makeup Prices: Are They Actually Cheaper?
Pricing for makeup on Amazon can be a bit all over the place. Sometimes you’ll score amazing deals, sometimes prices are inflated (especially from third party sellers taking advantage of trends or limited stock). Here’s what I noticed while tracking prices compared to Ulta, Walmart, and the brand’s own site:
- Major brands (Maybelline, L’Oreal, e.l.f., Revlon) are often the same price or $1-$3 less than in stores; sometimes with coupons or multi-buy discounts
- Prime exclusive deals can offer bundled savings (a mascara and brow set, for example, or twoforone lips)
- K-beauty and indie brands are usually more expensive on Amazon but you get faster US shipping and easier returns
- Unknown brands sometimes copycat popular items for less than half the price, but reviews can be all over the place for these products
- Limited edition sets and influencer collabs can be much pricier than at the original brand’s site
It’s a good idea to price check before buying. If you see a price that seems noticeably higher than usual, click around to see if another seller or the brand’s Amazon storefront has a better offer, or if there’s a coupon to clip.
How to Spot Counterfeit or Outdated Makeup on Amazon
While Amazon works to keep counterfeit and expired makeup off its site, not every listing is 100% reliable, especially with so many third party sellers involved. Based on my shopping experience and reader stories, here are a few tips to avoid the duds:
- Stick to official brand stores, “Amazon.com” as the seller, or “Ships and Sold by Amazon” next to the price
- Be cautious if a product is way cheaper than everywhere else
- Check reviews for photos of packaging and compare with the official product on the brand’s site if you’re not sure
- If a product smells weird, looks separated, or doesn’t match the packaging shown, request a return or refund immediately
- Read recent reviews (within the last few months) for warning signs like “arrived dried out” or “not the right color”
I avoid makeup from sellers with names I don’t recognize, especially if they only have a few listings. Brand storefronts (for Maybelline, NYX, etc.) nearly always deliver authentic, fresh products. Amazon Prime-eligible listings are more reliable for quick resolution and returns if something is off.
Amazon Makeup Shipping, Returns, and Customer Experience
One of Amazon’s biggest strengths is its fast shipping and solid return policy. Here’s what the ordering and returns process looked like for me:
- Shipping: Nearly every makeup item I ordered was eligible for Prime and arrived in 2 days or less. Some K-beauty or import lines took up to 10 days.
- Packing: Products usually arrived in padded mailers or small boxes with basic bubble wrap. There were a few instances where eyeshadow palettes arrived with a cracked mirror or broken pans, but Amazon accepted returns right away.
- Returns: Makeup is returnable within 30 days, but most items need to be unopened for a full refund. If something arrives damaged or the wrong item is shipped, Amazon typically covers the return shipping. Some indie or K-beauty brands only allow returns if the item is damaged on arrival, so it’s worth reading the return policy for each product.
- Customer Service: I found Amazon’s chat or phone support pretty responsive about missing or incorrect orders. Refunds usually hit back within a few days.
Tracking, notifications, and the ability to save favorite brands or set up subscriptions for basics (like mascara or wipes) are really convenient too.
Deals, Coupons & Special Offers on Amazon Makeup
Amazon runs plenty of limitedtime deals and coupon promos across the makeup department. Here’s how I find the best deals:
- Check the “Today’s Deals” section or filter for Lightning Deals under the Beauty department
- Look for little green “coupon” boxes below the product price (usually $1–$3 off certain brands)
- Subscribe & Save options for recurring basics (mascaras, brow pencils) can save up to 15% each month
- Bundles (like two lipsticks or a primer/mascara combo) often cost less than buying separate items
- Shopping around Black Friday, Prime Day, or back-to-school season often means steep discounts and special sets from larger brands
I usually take a screenshot of deals or add to my wishlist since prices on Amazon can jump up or down each week, especially for trending colors or viral beauty products.
Amazon Makeup Recommendations: Top Picks
Based on months of hands-on testing and tracking reviews, these products perform really well and are worth considering the next time you’re building an Amazon cart:
- Maybelline Fit Me Matte + Poreless Foundation: Smooth, blendable, nearly always under $9, tons of shades for all undertones
- NYX Micro Brow Pencil: Dupe for higher end brands, reliable tip, long-wearing pigment
- e.l.f. Putty Primer: Highly rated, goes on smooth, helps with pore blurring, usually $7–$9
- Milani Baked Blush: Rich color payoff, shimmery finish, blush shades that flatter a variety of skin tones
- Maybelline SuperStay Ink Matte Lip: Long-wear, vibrant, doesn’t budge (even through lunch)
- Clio Waterproof Pen Liner (K-beauty): Super sharp, ultra black, nearly allday wear without smudging
- Revlon ColorStay Concealer: Trusty buildable coverage for under-eyes and blemishes
- Honest Beauty 2-in-1 Cream Blush: Beautiful “minimalist” packaging, blendable stick, doubles as lip tint
I steer clear of megacheap palette sets from unknown brands unless you’re just looking for costume or kid’s play makeup. Most official brand storefronts carry legit, quality items that perform just as well as the ones you’ll find at Ulta or Target.
Is Amazon a Good Place to Shop for Makeup?
If you love variety, want a fast beauty fix, or like checking out trending products before they hit drugstore shelves, Amazon is a super convenient beauty destination. Shipping is fast, reviews and photos can really help with shade and product matching, and returns are pretty fussfree for Prime items. It’s also nice being able to bundle beauty with other Amazon orders, especially if you’re replenishing basics or restocking a favorite brand.
I keep Amazon at the top of my list for staples (mascara, brow gel, concealer) and K-beauty finds, but I’m careful about reading the latest reviews to avoid duds or outdated stock, especially from unknown sellers. For specialty foundations or very specific shades, in-person swatching at Ulta or Sephora is sometimes the safer bet, but plenty of shoppers (myself included) have found holy grail items thanks to Amazon’s wild selection.
Tips for a Successful Amazon Makeup Order
- Doublecheck the seller (“Amazon.com” or the brand’s official store is safest)
- Stick to Prime eligible listings for fastest shipping and easiest returns
- Compare prices with other stores to make sure you’re snagging a good deal
- Read current reviews and look for photos to spot color differences or possible issues
- It can help to keep your favorites and shade names saved in a wishlist for quick reorders
- If in doubt, email the brand through their Amazon storefront to confirm authenticity
Amazon Makeup: Frequently Asked Questions
Q: Is it safe to buy makeup from Amazon?
A: As long as you stick with reputable brands, the official brand store, or Amazon direct as the seller, you should be fine. Avoid deals that seem unrealistically cheap, and check recent reviews for hints of counterfeit or old stock.
Q: Can I return opened makeup to Amazon?
A: In most cases, only unopened items can be returned, unless there was a problem with the order (wrong item, arrives damaged or defective). Always doublecheck the return policy on each product page before purchasing.
Q: Does Amazon sell high-end or luxury brands?
A: Amazon occasionally features select luxury brands (like Shiseido, Stila, or select MAC items) via authorized retailers. But for most prestige brands, Amazon isn’t the first stop.
Q: Can you find crueltyfree or vegan makeup easily on Amazon?
A: Yes! Plenty of brands like e.l.f., Honest Beauty, Milani, and a selection of K-beauty and indie brands label vegan or crueltyfree formulas on their listings. The product descriptions or Q&A sections are good for confirmation.
Q: Are Amazon makeup deals better on Prime Day or Black Friday?
A: Prime Day, Black Friday, and holiday shopping weeks tend to have the best deals; especially on classic drugstore brands and trending influencer collaborations. Bookmark the beauty “Deals” section and set notifications if there’s something specific you’re hoping to snag!
Final Thoughts
If you want maximum convenience, quick shipping, and a huge selection, Amazon is a really handy spot to shop for makeup, especially if you stick with trusted brands, check for deals, and doublecheck seller info. I use it for everyday staples, wishlisted beauty launches, and trying out trending K-beauty finds without waiting forever for international shipping. With a little careful research, Amazon can save you money and time while keeping your makeup bag stocked with fresh favorites.
If you have questions about specific products or want more details on anything tested here, feel free to leave a comment below. I’m happy to track down additional comparisons, swatch photos, or brand info to help you shop smarter!
If you have any questions or comments, please leave them down below and I would be happy to help out.