If you’re anything like me, you love finding high quality makeup at a reasonable price. Amazon’s makeup section has grown like crazy, packed with products from trusted brands as well as some newer names that are worth checking out. After spending a good amount of time browsing Amazon reviews, testing products, and comparing prices, I’ve put together my thoughts on a selection of makeup products that consistently get top ratings. Whether you’re looking for a new foundation, mascara, eyeshadow palette, or lipstick, this review digs deep into what sets the most popular Amazon makeup apart.
Here’s my overall rating on the full makeup collection based on Amazon’s bestselling picks. I’ll walk through all the details, including what each product actually delivers, what to expect, and how it holds up in real life.
Product Suite: Amazon’s Top Rated Makeup (2024 edition)
Retailer: Amazon.com
Price Range: Typically $6 – $30 per item
Main Brands Reviewed: Maybelline, L’Oreal, NYX, e.l.f., Milani, CoverGirl
Biggest Seller: Mascara (Maybelline Lash Sensational/ Sky High)
Size of Review Sample: Over 10,000+ verified customer reviews
Overall Rating: 4.7/5
Best Value Score: e.l.f. Cosmetics 4.8/5
Standout for Shade Range: NYX Professional 4.7/5
Packaging & Arrives As Promised: 4.8/5
Prime Shipping: Fast Delivery on Most Items
Returns/Refunds: Eligible for Amazon’s 30-day return policy
Amazon’s beauty department can seriously save you money and time, especially with Prime shipping and those deep day to day discounts. Plus, easy returns make it pretty low risk to try something new. Here’s the scoop on Amazon’s makeup game and what you can realistically expect when you order bestselling beauty online.
Behind the Products: Why Amazon Makeup Picks Stand Out
Shopping makeup on Amazon used to be a bit of a gamble, but now there are so many options with verified reviews and a lot of detailed buyer feedback. Most of the big name brands have hopped on Amazon and keep their product lines updated there, along with some really affordable indie and drugstore brands. I keep seeing how shoppers love the convenience and the price, and I’ve had my fair share of good finds (and a few misses) myself.
One thing that sets Amazon apart is the sheer number of reviews you can sift through. For most items, you’ll find detailed ratings on texture, application, staying power, and even side by side swatches from real users. This makes it way easier to match your skin tone or find a lipstick shade that will really pop with your look. Plus, most Amazon fulfilled makeup ships super fast, which is great if you’re running low before an event or need to update your go to kit in a pinch.
The Amazon Shopping Experience for Makeup
The whole buying process is really simple. If you’re a Prime member, you usually get two day free shipping, and handling is very professional. Products are usually packed securely, meaning you can avoid annoying accidents like cracked eyeshadow or leaky foundation bottles. A lot of shoppers say their orders arrive even earlier than estimated.
What makes shopping beauty on Amazon stand out for me is the return policy. If you try a foundation and end up with the wrong shade, returns are typically hassle free within the first month. It’s not always possible with some luxury brands in local stores, so this is a nice bonus for experimenting with new shades or formulas.
Major Brands Reviewed: What to Know About Each
I spent some time reading through top rated Amazon makeup reviews, focusing mostly on products from Maybelline, e.l.f., NYX, L’Oreal, Milani, and CoverGirl. These names are everywhere on Amazon, and their products land on bestseller lists week after week.
Here’s a quick look at each and why so many buyers reach for these brands:
- Maybelline: Known for budge proof mascaras, foundations, and concealers. Low price/high quality ratio is consistently mentioned.
- e.l.f. Cosmetics: Budget friendly and cruelty free, with a steady rollout of trendy products and basics. Great for experimenting without breaking the bank.
- NYX Professional Makeup: Makeup artist inspired shades, lots of pigment, excellent for adventurous color or reliable neutrals. The brow gel and setting spray get tons of love.
- L’Oreal Paris: French inspired drugstore staples, from radiant blushes to classic lipstick shades. Foundations and mascaras are consistently crowd pleasers.
- Milani: Trendy packaging, inclusive shade ranges, and some super hyped picks for deeper skin tones.
- CoverGirl: A classic for starter makeup, but their clean beauty lines are getting better reviews this year. Their mascaras (especially the waterproof formulas) continue to impress.
Brand Trust and Authenticity on Amazon
One question that pops up often: Is it safe to buy makeup on Amazon? The answer is yes, if you stick to items shipped and sold by Amazon or the official store page of the brand. Always check for the “Ships from and Sold by Amazon.com” notice for peace of mind. Look for the official “brand store” badge right on the Amazon listing for most reputable products.
Foundation Reviews: Coverage, Texture, and Wear
Choosing foundation online used to be tricky, but Amazon’s brands have really improved their shade finders, and customer photos can help you compare. The Maybelline Fit Me Matte + Poreless Foundation is a top seller with tens of thousands of positive reviews. People love it because it gives medium to full coverage, sits smoothly on most skin types, and blends well with both a brush or sponge. It’s oil free, making it a solid choice for anyone with oily or combo skin.
I tested the Fit Me foundation in Natural Beige, and it blended right in—no weird line at the jaw, no patchiness. It held up through a workday and an after hours dinner without fading or settling weirdly into pores. Some buyers say it manages to minimize shine without making skin look dry, which is pretty impressive at this price point.
Honorable Mentions in Foundation: NYX’s Can’t Stop Won’t Stop Full Coverage Foundation and L’Oreal Infallible Fresh Wear Foundation are also worth a try. NYX’s formula veers towards a demimatte finish and gives great sweat resistance (read: no weird melting in summer). L’Oreal’s is lighter, more buildable, and offers solid SPF protection. All of these regularly feature buyer submitted selfies, so you can see what the finish looks like on real skin and different undertones.
Best Foundations for Dry, Oily, and Combination Skin
People with dry skin recommend Milani’s Conceal + Perfect 2in1 Foundation and Concealer, since its formula is creamy and hydrating, with bonus coverage built in for redness or dark circles. Oily and combo skin types seem most happy with Maybelline Fit Me or NYX’s Can’t Stop Won’t Stop. Finding your skin’s match is easier thanks to the full ingredient breakdown and color chart Amazon usually provides alongside reviews.
A good chunk of verified buyers joke about being “foundation hoarders,” and routinely go back to these tried and true options because they check the main boxes of coverage, comfort, and price. If you want more details on color undertones and finish, check out the reviews for actual user photos—they’re super honest and often show wear after a long day, which is gold when shopping online.
Concealer Picks: Brightening and Coverage You Can Count On
Concealer is a staple for a reason, and Amazon reviewers are passionate about formulas that work hard without creasing. Maybelline’s Instant Age Rewind Eraser Dark Circles Treatment Concealer has been the gold standard for years and keeps racking up thousands of new 5star ratings.
After trying it myself, I can see why. Its spongetip makes target application really easy, and it actually covers dark circles and blemishes with just a tap or two. It’s lightweight, so you don’t get that cakey, heavy look, and stays put without wrinkling up under your eyes even hours later. e.l.f.’s Hydrating Camo Concealer is the next most popular pick, especially for people with dry or sensitive skin since its formula feels almost like a thick serum going on.
Other Honorable Mentions: NYX HD Photogenic Concealer gets points for a budget price and a surprisingly wide shade range. A lot of reviewers call out that you can layer it without cracking, and it’s easy to blend with your fingers or a brush.
Choosing Concealer for Your Needs
Select your concealer based on what you want to cover—dark circles, redness, spots, or hyperpigmentation. Maybelline’s Eraser is best for undereye circles, while Milani’s Conceal + Perfect line doubles as a creamy foundation. For spot coverage, NYX’s formula blends well and is less likely to look obvious in photos, making it a favorite for graduation days, events, or just snapping selfies.
Mascara Showdown: Best Amazon Sold Formulas
Mascara is always a hot debate, and I tested the most purchased options: the Maybelline Lash Sensational and the Sky High Mascara. The Sky High formula runs wild on TikTok, and for good reason. It really lengthens and fans out lashes without flaking or smudging throughout the day. The brush is a flexible, lengthening shape that grabs every lash. Shoppers with both straight and curled lashes like how this mascara manages to lift and hold curl, even without a lash primer.
L’Oreal’s Voluminous Lash Paradise stands out for volume and works best if you want a dramatic, thick look. People mention it’s very similar to some high end mascaras, but at half the price. For waterproof or allergy prone eyes, CoverGirl Lash Blast and Maybelline Full ‘N Soft tend to win rave reviews—users say they’re smudge proof, suitable for sensitive eyes, and come off pretty easily with drugstore micellar water.
Things to Watch With Mascara
Check your formula for waterproof labeling if you sweat a lot, have watery eyes, or wear contacts. Some find waterproof takes a little more effort to remove, so keep makeup wipes or an oil based remover handy. Replace mascara every three months or so (yes, actually, that’s what keeps your lashes and eyes healthy), and take advantage of bundle offers on Amazon since prices drop fast.
Eyeshadow Palettes: Pigment, Blend, and Staying Power
Palettes are a fun way to try new looks, and Amazon’s bestsellers make experimenting with colors easy and affordable. The e.l.f. Bite Size Eyeshadow Palettes are a personal favorite for their compact size, pigment (which actually lasts all day), and their price—often less than a Starbucks coffee. Each quad comes with a curated set of matte and shimmer shades, ideal for travel or everyday use. Nothing goes chalky or patchy, and shades actually show up true on both light and deeper skin tones, based on reviewer photos.
NYX’s Ultimate Shadow Palette is another customer favorite for both basics and bold color. These palettes give you a range of finishes: matte, metallic, shimmer, and satin, all in one. They blend easily and work with either dry or damp brushes, making them super versatile. Milani’s Gilded Nude and Color Fetish palettes are solid picks for anyone after warm neutrals or rose gold tones.
Pro Tips for Eyeshadow: Always use a base or primer if you want your shadow to pop and last even through humidity or sweat. You can find affordable primers; e.l.f. and Milani both make great versions that Amazon keeps in stock.
Eyeliners and Brows: Precise Application Made Easy
Amazon reviewers are big fans of easyglide gel liners and superfine brow pencils. Maybelline’s TattooStudio Gel Eyeliner Pencil is a bestseller because it glides on incredibly smooth and stays put for up to 36 hours (though, if you leave it on that long, your cleanse better be powerful!). It comes in a bunch of shades, from classic black to fun teal or plum, and works on the waterline without smudging.
NYX’s Micro Brow Pencil is another heavy hitter, competing with designer brands but for way less cash. It comes in multiple shades, is slim for precise lines, and helps fill sparse spots naturally. Buyers with oily or sweaty brows say the Micro Brow stays put really well. e.l.f.’s Instant Lift Brow Pencil is often recommended to beginners, since it’s affordable and has a built in spoolie for quick blending.
Blush, Bronzer, and Highlighter: Buildable Glow
Blush, bronzer, and highlighters are the quickest way to bring some life and definition into your makeup routine. The Milani Baked Blush in Luminoso is a classic, universally flattering peachypink. It’s shimmery without being glittery, and reviewers with both fair and deep skin tones call it out for blending seamlessly.
For bronzer, e.l.f.’s Putty Bronzer gets a ton of attention. It’s creamy, blends out easily, and builds up for a soft tan or more sculpted look. People love that it melts into bare skin and foundation with zero harsh lines. Physicians Formula Butter Bronzer is also a longtime favorite, with buyers consistently raving about its scent and the buttery blendability. It’s hypoallergenic and works on sensitive skin too.
For highlighter, the Wet n Wild Megaglo Highlighting Powder comes up again and again as an affordable way to get that highshine look celebrities seem to have. The texture is silky and doesn’t leave obvious chunky glitter, making it nice for daily wear or those nights out when you want to really glow.
Lipsticks, Glosses, and Balms: Choices for Every Mood
Amazon is packed with lip color and care options, so I narrowed it down to the bestsellers that are both affordable and get consistently high marks. Maybelline’s SuperStay Matte Ink Liquid Lipstick is the one that gets the most buzz because it actually lasts (and lasts…) through food, drinks, masks, you name it.
I like the pointed applicator, which makes it really easy for quick, defined lines. It takes a few minutes to dry, but when it does, there’s little to no transfer. Some mention a sticky feeling at first, but this typically fades within 10–15 minutes. The shade range is huge—from everyday nudes to bold reds and purple, so there’s usually something to suit everyone.
NYX Butter Gloss is the go to for a glossy finish that’s not sticky. Tons of shades, mixing pigment and shine, plus the formula feels hydrating. e.l.f. also has a Hydrating Core Lip Shine that’s super comfortable for everyday wear and has a sheer, balmy finish.
For a classic, creamy bullet lipstick, L’Oreal Colour Riche and CoverGirl Exhibitionist lines rarely disappoint. They give a satin finish, go on smooth, and don’t dry lips out. Those who just want a super hydrating balm tend to love Burt’s Bees tinted balms for a pop of color and conditioning in one quick swipe.
How to Choose the Right Lip Product on Amazon
Sort by finish (matte, creamy, gloss, or balm), then by your preferred shade family. Customer uploaded swatches and the “See this shade on real people” tool are invaluable for checking how a color looks on different undertones. Buying a multipack or sampler kit can save a lot of money, too, and lets you experiment risk free.
Setting and Finishing: Primers, Powders, and Sprays
If you want your makeup to stay fresh throughout the day, setting and finishing products make all the difference. Popular picks include the e.l.f. Matte Putty Primer, a creamy product that smooths out texture and helps makeup grip longer. Buyers often compare it to higher end primers at a fraction of the cost, and it holds up in hot weather without sliding around.
Milani Make It Last Setting Spray is beloved for keeping makeup intact during long days, events, or even the gym. It goes on in a fine mist and dries fast, leaving a natural (not tacky) finish. People say this keeps oil at bay and foundation from transferring onto phone screens, masks, or shirt collars. NYX’s Matte Finish Setting Spray is another fan favorite, especially for those with oily or combination skin who want to control shine without that dry look.
For powder lovers, Maybelline Fit Me Loose Finishing Powder and Coty Airspun Loose Face Powder often rank on Amazon’s top makeup lists. They help blur lines, minimize shine, and set concealer or foundation, all for under $10.
Makeup Tools: Brushes, Sponges, and Storage
Having the right tools definitely levels up any makeup routine. Amazon is packed with high rated brush sets, sponges, and organizers that get tons of positive feedback. The Real Techniques Miracle Complexion Sponge is a consistent bestseller for foundation and concealer blending. People like its soft texture and that it can be used damp or dry without falling apart after a few washes.
DUcare, BSMALL, and EcoTools are all top picks for complete brush sets, with soft bristles and no shedding. A lot of reviewers mention how these brands manage to create sturdy handles and useful brush shapes for a fraction of what luxury brush brands charge. These sets are especially nice for beginners or anyone looking to refresh their kit without a huge investment.
For storage, Amazon’s clear acrylic organizers are everywhere for good reason. They help keep your space tidy and showcase your lipsticks, palettes, and brushes so you can grab what you need fast. Stackable drawer options are pretty popular, especially for people with smaller countertops or bathrooms.
How Reviewers Rate Makeup Tools
Customers give out high marks when brushes are dense, don’t shed, and handle both cream and powder products well. Look for machine washable sponges and tools that come with washing instructions or brush cleaning pads. Many sellers offer money back guarantees, so it’s easy to try a new set risk free.
Vegan, Cruelty Free, and Clean Beauty Choices
If you’re looking for makeup that’s vegan, cruelty free, or made from safer ingredients, Amazon is a surprisingly solid place to shop. e.l.f., Milani, and Physicians Formula list clear cruelty free badges right on their pages, and many Milani and NYX products are vegancertified. You’ll also find Burt’s Bees and Honest Beauty, two brands making waves with their clean formulas.
Reading reviews from buyers with sensitive skin confirms which products aren’t likely to irritate. A quick tip: check the ingredient list for heavy fragrance or alcohol if you’re prone to redness or breakouts. Amazon’s search filters make it simple to browse only cruelty free or vegan brands, and you’ll spot plenty of “Amazon’s Choice” badges where products have proven themselves over thousands of purchases.
Shopping Tips: Getting the Best Out of Amazon Makeup
- Filter by Verified Purchases. Real feedback from real customers is gold; especially for true to shade images and how something went on during everyday use.
- Always check return eligibility. Don’t be afraid to buy a couple of shades or experiment; the return policy covers most makeup as long as you follow the shipping guidelines very closely.
- Watch for coupons and bundles. Amazon’s beauty deals rotate often. Buying a set, sampler, or duo typically means better value.
- Use the shade finder tools and review images. These save lots of guesswork, especially when you need to match foundation or see lip shades on different skin undertones.
- Look at the most recent reviews for updated formulas or packaging. Sometimes formulas improve (or occasionally change), and newer reviews will let you know about subtle differences.
What the Reviews Say: Common Pros and Cons
With thousands of voices chiming in, a few pros and cons keep coming up across the top makeup products sold on Amazon:
- Pros: Fast shipping, seriously low prices, easy returns. Lots of real user submitted photos to check shade and finish before buying. Brands are responsive about stock and color restocks, and products usually arrive as promised.
- Cons: Some shoppers have gotten the wrong shade due to image differences (so double check swatch images). Once in a while, a product might arrive with damaged packaging, but Amazon is usually quick to replace or refund. Occasionally, discount brands change packaging formulas so a favorite product might look or apply slightly differently from batch to batch.
My Personal Top 10 Makeup Products on Amazon
If you’re feeling overwhelmed by all the options, here are my top picks—tried, tested, and backed up by thousands of reviewers:
- Maybelline Lash Sensational Mascara. Reliable volume and definition, rarely flakes or clumps.
- e.l.f. Hydrating Camo Concealer. Great for dry, sensitive skin; doesn’t crease and lasts all day.
- Maybelline Fit Me Matte + Poreless Foundation. Flexible shade range and natural matte finish.
- NYX Ultimate Shadow Palette. Versatile for day and night looks; easy to blend.
- Milani Baked Blush in Luminoso. Warmth and glow that flatters nearly everyone.
- Maybelline SuperStay Matte Ink Liquid Lipstick. Super long wearing, bold, and matte.
- L’Oreal Voluminous Lash Paradise Mascara. Volumizing power that delivers drama.
- NYX Micro Brow Pencil. Fine tip for natural, defined brows at a fraction of the price of prestige options.
- Physicians Formula Butter Bronzer. Blends easily and gives a believable sunkissed look.
- e.l.f. Matte Putty Primer. Smooths and preps skin for foundation at a low price.
FAQs: What People Want to Know About Makeup From Amazon
Is it safe to order makeup from Amazon?
Yes, as long as you buy from official brand pages or products “shipped and sold by Amazon.” Always check reviews and authenticity tips.
Are Amazon makeup products fresh?
Most often, yes. Amazon rotates bestsellers quickly, so product rarely sits too long in the warehouse. Check the expiration or batch code for extra peace of mind.
Can I return opened makeup?
Usually yes, as long as you start the return process within 30 days and follow the return instructions on your order.
Do shade finders actually work?
I recommend using the shade finder tool along with reviewer images for the best match. No system is perfect, but these resources get you much closer to the right pick.
What about counterfeit items?
Stick to major listings with lots of verified reviews and products shipped directly by Amazon or the official brand. Avoid third party sellers with few ratings.
Pricing on Amazon’s Bestselling Makeup
Here’s a snapshot of current pricing (as of 2024) for the bestselling products I’ve talked about. Prices fluctuate with coupons, events like Prime Day, or when you order bundles. Generally, you can expect:
- Mascara: $7 – $14
- Foundation: $7 – $16
- Concealer: $5 – $10
- Eyeshadow Palette: $3 – $17
- Blush/Bronzer/Highlighter: $6 – $14
- Lipstick/Gloss/Balm: $4 – $12 (multipacks cheaper per tube)
- Setting Spray/Powder: $5 – $12
- Brush Sets/Sponge: $7 – $20
Bundle and sampler kits often end up saving you $5–$15 compared to buying items individually, especially if you’re new to a brand and want to try multiple shades or types.
Why Amazon is My Favorite Place for Makeup Right Now
Amazon has become one of my go tos for restocking everyday makeup and finding under the radar new releases thanks to all the genuine feedback, easy delivery, and the occasional stumble upon of a gem that’s way cheaper than in most drugstores. There’s so much information at your fingertips now: photos, ingredient lists, honest reviews, and fast returns. Buying makeup online is easier and less stressful than ever.
Whether you’re building a basic kit on a budget or want to try trendy new releases, Amazon’s makeup selection covers all the bases. I’ve found some faithful favorites that hold up even on long, unpredictable days and grabbed a few surprises I never would have found browsing my local aisles.
If you’re not sure which makeup product to try first, start with one of the bestsellers listed above. You’ll be joining thousands of satisfied Amazon shoppers and possibly finding a new holy grail in your bag.
Have you tried a makeup item from Amazon that totally wowed you, or one that left you disappointed? I’m always curious to know what other beauty lovers are finding, so drop your favorite (or least favorite!) picks below. If you have questions about shades, staying power, or how to find the best discount, feel free to ask. I’m happy to share what’s worked for me and help you sort through those endless Amazon listings for the next game changer in your routine!
If you have any questions or comments, please leave them down below and I would be happy to help out.
