
31 Affordable Beauty Products So Good That Reviewers Say They Won't Use Anything Else
Gold Bond's firming neck and chest cream your skin will be SO happy to soak up — this is formulated with aloe, salicylic acid, and jojoba oil to help hydrate, tighten, and gently exfoliate your skin so effectively that you should be able to see early results in two weeks. (For some reviewers, it only took a few days!)
Mise En Scene Perfect Serum, a beloved K-beauty staple for MEGA hair hydration and heat protection up to 450 degrees, so you can style your hair without sacrificing on ✨shine.✨ This unique blend of seven-oil blend Moroccan argan, olive, coconut, apricot, Marula, jojoba, and camellia oil not only protects hair, but helps correct damage from dryness, *and* reduces drying time.
Olay Super Serum Body Wash will make anyone with dry or dull skin REJOICE — this is packed with niacinamide, shea butter, and collagen peptides for 24-hour hydration that will make you feel as ~luminous~ as sunshine. (Psst — this is the body wash version of their TikTok-famous, super effective facial Super Serum, so you KNOW they mean business.)
A "flossing toothbrush" with two layers of bristles — regular firm bristles, and longer ones that are 10 times thinner to clean deep in between your teeth and gums to mimic flossing. Reviewers love how deep the clean feels, and also how soft it is on sensitive teeth!
A shockingly affordable "Glow Up!" Vitamin C Face Serum that packs a powerful punch — reviewers swear by this for reducing dark spots, brightening skin, restoring tone, and giving skin a more radiant, firm look. This particular serum's secret is the 3-O Ethyl Ascorbic Acid, which helps boost ~radiance~, in addition to the hyaluronic acid, aloe vera, and vitamin E to help with hydration.
Catrice "Instant Awake" Under Eye Brightener, which became the internet's holy grail — now in four shades! — for concealing and brightening dark circles under your eyes so fast that everyone's old concealers are doing double takes. This lightweight color-adapting formula is designed for truly ~invisible~ coverage that makes a drastic difference.
Plus Good Molecules Yerba Mate Wake Up Eye Gel, a cult-fave product for your beauty arsenal that will quickly help minimize eye puffiness and swelling thanks to its winning combo of caffeine and hyaluronic acid. It's basically an alarm clock for your eyeballs, because boy howdy are they awake now!!
Mixsoon Bean SPF 50 Sunscreen with an ~airy~ texture, making this K-beauty staple perfect for anyone who loves a good SPF but hates the icky sticky feeling of it. This feather-light, hydrating sunscreen plays so well with makeup that it's about to become the primer of your ✨dreams✨.
E.l.f's Lash XTNDR Tubing Mascara, a GODSEND for anyone with thin or fragile lashes. This uses lightweight ~tubing~ technology to wrap around lashes and give them a natural-looking, smudge-proof extension so good it almost looks fake. The real boon, though, is how easily the "tubes" slide off in clean, easy swipes at the end of the day when you're washing your face — absolutely no smudging, over-scrubbing, or special eye makeup removal products required.
Jergens Natural Glow Firming Self-Tanner Body Lotion gives you a gradually-building, vacation-worthy ~sunkissed glow~ over the course of just a few days. Not only is this easy peasy to apply compared to other finickier, streaking lotions, but it's formulated with collagen and elastin to help your skin appear firmer *and* glowier.
A painless, mint-flavored teeth-whitening pen reviewers swear by as an alternative to pricey professional treatments and strips. This gets results from the very first use, lightening up years' worth of stains from coffee, tea, wine, or just, you know, existing as a human with teeth.
Eos' Shea Butter Vanilla Cashmere body lotion, which TikTok has spent years going *feral* over both because of the lightweight, long-lasting moisture, and the soothing, delicious smell that reviewers compare to more expensive brands like Philosophy and Bath & Body Works. It's so beloved that Eos recently released a matching Vanilla Cashmere Shave Oil!
A bottle of Elizavecca hair treatment, an Olaplex-like repairing mask infused with collagen ingredients and protein extracts that will help restore hair health and reduce shedding. All you gotta do is apply it on wet hair after a shampoo, wait five minutes, and rinse it out.
A bottle of nail and cuticle repair oil that you simply brush on your nail beds once a day to condition and strengthen all those brittle spots and painful hangnails, leaving you with thick, strong nails and nail beds you're not tempted to pick at all the livelong day.
Mario Badescu Drying Lotion for anyone who has had their fill of acne stickers and wants a more effective solution for overnight zit care. Just dab a constellation of this over your blemishes to help dry them out and reduce redness while you snooze. This gets extra points for being sensitive skin-friendly and easy to use!
A set of super affordable hydrocolloid nose pore patches (compare to the $16 Mighty Patch equivalent) that will make you go "boy HOWDY" when you see how much gunk collects on them overnight. Reviewers swear by these for gently lifting out sebum from pores and pimples and minimizing their appearance!
Makup's Brow Me, a hybrid eyebrow wax and sculpt gel system to give yourself a professional-quality eyebrow job from the comfort of your own bathroom vanity. This water- and sweat-resistant formula has a hold so strong that a lot of reviewers compare it to lamination, and say it holds up better than expensive competitors.
A reviewer-beloved (and makeup artist-beloved!) beauty sponge blender that rolled up and ate up all the expensive name-brand versions for breakfast. This is firm and smooth when you use it dry for powder applications, and soft and flexible when you wet it for creams and liquids, making it the ultimate versatile sponge in your beauty trove ... for a mere $4 (!!) compared to the $20 BeautyBlender version.
Etude's delightfully multipurpose Dear Darling Water Tint, which a lot of reviewers compare to Benefit's Lip Tint. This smudgeproof formula is designed primarily to be a natural-looking, weightless lip stain, but reviewers use it as a blush as well!
L'Oréal Paris Makeup True Match Lumi Glotion designed to enhance your skin's natural ✨ glow✨ just like the pricy Drunk Elephant drops — perfect for anyone who wants a lightweight alternative to foundation or just a lil' extra low-effort, ethereal shimmer in their lives.
Differin Acne Treatment Gel for prescription-strength acne care *without* the hassle of paying to see a dermatologist. This not only helps clear breakouts by helping with skin cell turnover to clear out pores and calm inflammation, but also helps prevent them over time. The key to this is patience, patience, patience — a lot of reviewers mention seeing excellent results after the first month of use!
MagicMinerals AirBrush Foundation, which lives up to its name and THEN some — one quick spray of the foundation on the included brush, and it glides so smoothly and subtly over your skin texture that you'll feel like a makeup artist did it for you. Reviewers in their 30s, 40s, and up especially swear by this lightweight but effective formula, and love that it's ridiculously easy to use.
Joesoef's pharmaceutical-grade anti-acne sulfur soap that people with acne, rosacea, dermatitis, and clogged pores swear by for helping clear their skin. A lot of reviewers noted that they found this specific product after their dermatologists recommended it to them!
The Face Shop's Rice Water Bright Foaming Facial Cleanser, a gentle, cult-fave Korean beauty product reviewers swear by as an alternative to the pricey Tatcha Rice Wash. This hydrating cleanser removes waterproof makeup and sunscreen with ease, has an ohhhh-so-satisfying lather, and leaves skin moisturized after use.
An "Exfoliate & Glow" premium scrub mitt for that oh-so-squeaky clean sensation that comes with sloughing off dead skin. No, for real — one reviewer saw all the dead skin left in their shower floor and dubbed themselves a "Lizard Person" after shedding it. This is great for helping even out skin texture and tone, preventing ingrown hairs, calming keratosis pilaris, and removing self-tanner, too!
L'Oréal Paris BB Cream, a FAST-acting, anti-redness moisturizer with results that feel like legitimate magic — especially considering its competitor, the Dr Jart+ Cicapair Color Correcting Cream, is over twice as expensive. Reviewers especially love this as a base for their makeup, because it leaves skin super soft and primed.
"Gloves In A Bottle," aka the hero of anyone with dry, cracked hands — this game-changing lotion not only helps heal your skin, but actively protects it for four to twelve hours, even through repeated hand washes. Reviewers with eczema or those who have to sanitize frequently for work swear by this!
First Aid Beauty's KP Bump Eraser Body Scrub Exfoliant helps exfoliate and smooth skin by dealing with rough patches or dry bumps — a lot of reviewers with keratosis pilaris and similar skin textures swear by this for relief, with many noticing a difference after the very first use.
Nyx's Pore Filler Targeted Stick, a holy grail option for anyone with sensitive skin who may have had it up to HERE with other pore fillers and their promises. This has a "blurring" effect to reduce the appearance of pores and smooth your skin without causing any extra shine you have to blot out.
Boldify Hairline Powder for anyone who's like, "Hmmm. Wasn't there ... a lot more hair there before??" when they're styling their roots. This "makeup for hair" helps effortlessly fill in the gaps in your hairline so you don't have style around it. Reviewers also swear by this for touching up their roots between appointments!
Pure Instinct Roll-On, a TikTok-viral "pheromone-infused" scent a lot of reviewers love because it's designed to smell different on each user by blending with the unique pH of your skin. It's marketed as a way to make yourself smell more ~alluring~, but a lot of reviewers just genuinely love the sweetness of the unique but subtle scent.
Hashtags

Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles


Buzz Feed
38 minutes ago
- Buzz Feed
44 Items Reviewers Love So Much They Bought *Backups*
Clinique Almost Lipstick Tinted Lip Balm in Black Honey you're definitely going to want to stock up on *now*, before TikTokers go feral again (guilty as charged). This cult-classic, lightweight, slightly glossy shade is beyond "holy grail" status — it matches skin tones so beautifully that I'm personally starting to suspect witchcraft, after seeing so many TikToks of it subtly transforming entire beauty looks with just a few swipes. A pair of waterproof wireless earbuds with AirPods Pro energy — except these feature a charging case that, bless its technologically savvy heart, has an LED display letting you know exactly how much charge is left. Reviewers also love how delightfully comfortable and sweatproof these are, making them a solid, affordable option for talking on the phone and exercising. Gold Bond's firming neck and chest cream your skin will be SO happy to soak up — this is formulated with aloe, salicylic acid, and jojoba oil to help hydrate, tighten, and gently exfoliate your skin so effectively that you should be able to see early results in two weeks. (For some reviewers, it only took a few days!) Olay Super Serum Body Wash that will make anyone with dry or dull skin REJOICE — this is packed with niacinamide, shea butter, and collagen peptides to nourish your skin for 24-hour hydration that will make you feel ~luminous~. (Psst — this is the body wash version of their TikTok-famous, super effective facial Super Serum, so you KNOW they mean business.) A TikTok-beloved "Soft" perfume rollerball that honestly has no right smelling so delectable and layering so well considering it's only five cash dollars. Reviewers are obsessed with the scent's warm sweetness with a hint of citrusy zest, comparing it to waffle cones, lemon pound cake, and warm vanilla scones ... and this $65 bottle of Pink Sugar 👀. E.l.f's Lash XTNDR Tubing Mascara, a GODSEND for anyone with thin or fragile lashes. This uses lightweight ~tubing~ technology to wrap around lashes and give them a natural-looking, smudge-proof extension so good it almost looks fake. The real boon, though, is how easily the "tubes" slide off in clean, easy swipes at the end of the day when you're washing your face — absolutely no smudging, over-scrubbing, or special eye makeup removal products required. An affordable, Lululemon-esque longline sports bra so comfy, supportive, and versatile that reviewers love it both for outdoor workouts, gym use, *and* errand running. This is designed to be supportive without being too compressive, with lightweight fabric that keeps you breezy in the heat. Catrice "Instant Awake" Under Eye Brightener, which became the internet's holy grail — now in four shades! — for concealing and brightening dark circles under your eyes so fast that everyone's old concealers are doing double takes. This lightweight color-adapting formula is designed for truly ~invisible~ coverage that makes a drastic difference. Plus Good Molecules Yerba Mate Wake Up Eye Gel, a cult-fave product for your beauty arsenal that will quickly help minimize eye puffiness and swelling thanks to its winning combo of caffeine and hyaluronic acid. It's basically an alarm clock for your eyeballs, because boy howdy are they awake now!! A three-pack of vintage-inspired polarized sunglasses for anyone who needs to stock up on a few "these look like Ray-Bans, but I won't cry into my Baja Blast if I accidentally leave them in the Taco Bell parking lot" pairs this year. These are especially handy because you can match the subtle prints to whatever 'fit you're wearing! A set of reviewer-beloved "Loops Quiet 2," aka the "ear plugs for people who hate ear plugs." These lightweight plugs are so subtle that people won't notice you wearing them, and are meticulously designed to muffle distracting, irritating, or overwhelming noise without completely blocking out the world around you. Reviewers love to wear them at the office or in noisy homes — this way they can still stay aware of your surroundings without getting overwhelmed by them. Mielle's Rosemary Mint strengthening oil, a reviewer-beloved, TikTok-famous beauty prod that lives up to the hype — this is infused with biotin so it doesn't just strengthen hair, but helps encourage growth. Reviewers who use this consistently swear by it for thinning hairlines, sparse hair at their part, bald patches, and even their eyebrows! And Boldify Hairline Powder for anyone who's like, "Hmmm. Wasn't there ... a lot more hair there before??" when they're styling their roots. This "makeup for hair" helps effortlessly fill in the gaps in your hairline so you don't have style around it. Reviewers also swear by this for touching up their roots between appointments! A compact windproof travel umbrella with one of those fancy buttons that makes it fan out on command like the expensive versions. But at this price?? You will kiss your past self on the nose for buying a few to slip into bags and glove compartments. And it comes in enough patterns that you'll be dodging rain clouds *and* compliments. A Benzene-free, travel-friendly applicator of I Dew Care's dry shampoo powder so easy to use that you can just dab it on your hairline and rub it in for an instant, oil-absorbing refresh. Now your "no wash" days are a secret that you and your roots will never tell 👀. Tree Hut Desert Haze Shea Sugar Scrub — yes, the chronically sold out, cult-fave scent is in stock on Amazon ... for NOW. Reviewers are obsessed with this smoky, floral "loud" scent that blends jasmine, raspberry, and musk, and how satisfyingly exfoliating and gentle it is on skin. Lumify Eye Drops, a product so beloved by TikTok that despite being more $$ than other brands, it's the number one selling brand on Amazon right now. Reviewers swear by this for instant reduction in redness in their eyes, with visible differences within a minute of use. Londontown "Nail Veil" Protectant, which is designed not only to protect your nails, but to act as a sheer tint to enhance their natural look. It's basically "no makeup makeup," but for your fingernails. A bottle of sulfate-free biotin shampoo that thousands of reviewers swear by for helping restore their hair and promote healthy hair growth over time. It also includes nourishing ingredients like rosemary oil, zinc, and coconut oil to help moisturize locks and give them a fuller, more volumized look. MagicMinerals AirBrush Foundation, which lives up to its name and THEN some — one quick spray of the foundation on the included brush, and it glides so smoothly and subtly over your skin texture that you'll feel like a makeup artist did it for you. Reviewers in their thirties, forties, and up especially swear by this lightweight but effective formula, and love that it's ridiculously easy to use. Glossmetics' Lychee Overnight Lip Mask, a Laneige or Tatcha alternative that's already a cult-fave in the making — you can wear this non-stick, ultra glossy lip shine during the day or overnight as a lip treatment to help hydrate, soften, and condition your lips. Not to mention you will taste *delectable* all day and night. (Just ask the many lychee martinis I have downed on this here earth!) Skala's Mais Cacho Hair 2-in-1 Conditioning Treatment, the holy grail of curly hair products — you can either use it as a conditioning treatment, or wear it all day in your curls both to style and condition for all-day hair repair. Reviewers swear by it for healthier, bouncier, more well-defined curls, and love how gently it helps detangle, too. A reviewer-beloved (and makeup artist-beloved!) beauty sponge blender that rolled up and ate up all the expensive name-brand versions for breakfast. This is firm and smooth when you use it dry for powder applications, and soft and flexible when you wet it for creams and liquids, making it the ultimate versatile sponge in your beauty trove ... for a mere $4 (!!) compared to the $20 BeautyBlender version. L'Oréal Paris BB Cream, a FAST-acting, anti-redness moisturizer with results that feel like legitimate magic — especially considering its competitor, the Dr Jart+ Cicapair Color Correcting Cream, is over twice as expensive. Reviewers especially love this as a base for their makeup, because it leaves skin super soft and primed. A dark spot–removing soap bar you might want to try if you're dealing with sensitive skin or hyperpigmentation — this affordable alternative to $$ creams on the market is formulated not only with hyaluronic acid to protect your skin's moisture barrier, but a blend of vitamin C, retinol, collagen, and turmeric to help brighten and soothe skin. An "Exfoliate & Glow" premium scrub mitt for that oh-so-squeaky clean sensation that comes with sloughing off dead skin. No, for real — one reviewer saw all the dead skin left in their shower floor and dubbed themselves a "Lizard Person" after shedding it. This is great for helping even out skin texture and tone, preventing ingrown hairs, calming keratosis pilaris, and removing self-tanner, too! Eos' Shea Butter Vanilla Cashmere body lotion, which TikTok is going *feral* over both because of the lightweight, long-lasting moisture, and the soothing, delicious smell that reviewers compare to more expensive brands like Philosophy and Bath & Body Works. A hands-free portable phone charger you will be *so* happy you invested in when you find yourself out and about all day with your battery dwindling. This sticks right into your phone plug and chills there so easily that you might forget it's there in the first place, and it's designed to quickly give your phone one full charge. Biodance's TikTok-beloved Bio-Collagen Real Deep Mask for an overnight ~refresh~ to help firm skin, boost elasticity, and minimize pores. Reviewers mention noticing a visible difference even after one use! You are about to become the definition of "I woke up like this." ✨ Etude's delightfully multipurpose Dear Darling Water Tint, which a lot of reviewers compare to Benefit's Lip Tint. This smudgeproof formula is designed primarily to be a natural-looking, weightless lip stain, but reviewers use it as a blush as well! A pack of cult-favorite Clean Skin Club Clean Towels — these ultra-soft, chemical-free disposable towels are ideal for drying your face or pairing with a makeup remover or face wash to gently remove makeup at the end of the day. A lot of folks with sensitive skin *swear* by these, particularly because it helps prevent exposing their skin to bacteria that may collect in ordinary reusable towels. A beautifully packaged, travel-friendly Touchland Power Mist hydrating hand sanitizer for anyone who's like "mindfully practicing health and safety, but make it fashion." Unlike other sanitizer sprays, it's infused with aloe vera to keep your skin hydrated and has the most luxurious floral scents. The internet-famous Revlon oil-absorbing volcanic face roller that swipes over your face like a magic wand to make excess oil disappear — super convenient and *way* less wasteful than using blotting strips and time wasting than fancy powders that need a ton of blending work. A deliciously soothing, super gentle Briotech spray reviewers compare to the pricier Tower 28 SOS Spray. It's similarly designed with hypochlorous acid, which targets bacteria that causes acne, skin irritation, and blemishes *without* drying your skin. Reviewers swear by this handy little spray for helping not just with acne, but rosacea, eczema, dryness, dermatitis (scalp included!), and even toenail fungus. And E.l.f.'s Blemish Breakthrough Acne Fighting Spot Gel you can keep tucked away in your purse like a tiny acne-fighting magic wand. This salicylic acid gel roll-on is invisible when you apply it to oncoming and existing zits and blemishes, but still packs a powerful punch in helping reduce redness and inflammation (and help prevent future breakouts, too)! A painless, mint-flavored teeth-whitening pen reviewers swear by as an alternative to pricey professional treatments and strips. This gets results from the very first use, lightening up years' worth of stains from coffee, tea, wine, or just, you know, existing as a human with teeth. A pomade hair wax stick designed to work for all hair types for some residue-free *instant* hold for slick-back ponytails or setting flyaways, cowlicks, and baby hairs into place, if that's the ~look~ you're going for that day. Reviewers note how easy it is to glide over hair and brush back without leaving hair looking greasy or shiny. Nyx's Pore Filler Targeted Stick, a holy grail option for anyone with sensitive skin who may have had it up to HERE with other pore fillers and their promises. This has a "blurring" effect to reduce the appearance of pores and smooth your skin without causing any extra shine you have to blot out. A set of "Golden Glow" under-eye gels made with 24-karat gold collagen formulated to brighten, nourish, and soothe your under-eyes so you can get that sweet, sweet de-puffing relief (and look ~expensive~ while you're doing it). A tried-and-true Stasher bag, aka a staple in any snack-happy human's arsenal — these leakproof, durable, environmentally-friendly alternatives to disposable zippered bags are not only perfect for any kind of snack, but play nice with the dishwasher, fridge, freezer, AND the microwave. Major convenience flex. Aloderma Organic Aloe Vera Gel for your WHOLE body — this packs such an "all-purpose" moisturizing, skin-calming punch that reviewers swear by it for everything from healing cracked, dry skin to helping calm rosacea and sunburns to tackling dandruff that even prescription meds wouldn't touch. GO, LITTLE MOISTURIZER, GO!! A set of Sea Bands, which target an acupressure point on your wrists meant to help reduce nausea — a must-have for anyone who gets motion sick on car rides, buses, and trains. A pack of the internet-beloved Mighty Patch Pimple Spot Treatment, a hydrocolloid sticker that you can apply straight onto open zits to help drain them and reduce that sore feeling overnight. Personally *love* to see a problem magically disappear while I'm snoozing. A pair of ~DreamLux~ leggings made with an oh-so-buttery soft material reviewers compare to Lululemon's Align ... but WAY cheaper. If you're looking for a reliably squatproof, comfy, compressive legging, look no further than these.


Buzz Feed
3 hours ago
- Buzz Feed
You've Probably Been Eyeing These 40 Wildly Popular Products For A While, And I'm Here To Tell You They're Worth It
Gold Bond's firming neck and chest cream your skin will be SO happy to soak up — this is formulated with aloe, salicylic acid, and jojoba oil to help hydrate, tighten, and gently exfoliate your skin so effectively that you should be able to see early results in two weeks. (For some reviewers, it only took a few days!) Laneige's Neo Blurring Powder to absorb oil and blur pores so effectively that you'll be like, "Oh ... witchcraft??" Might be the only explanation for how this can matte-ify your complexion while still keeping it radiant and glowy ✨. A nail renewal formula so effective at restoring discolored, damaged nails that reviewers started seeing results in as little as *two days*. This not only helps tackle symptoms of fungal damage, but helps reduce the thickness and correct the ridges, so your toenails can get the sweet relief they deserve. A roll-up wide brim UPF 50 sun hat to protect your cheeks from the sun's rays *and* keep you looking effortlessly chic no matter how many days it's been since your last hair wash. This one is a real winner because of how absurdly packable it is, making it perfect for shoving into a tote bag on long days and a suitcase on vacation! A NeeDoh "Dream Drop," another release from the *elite* Needoh sensory fidget toy line for anyone who wants to add more calm and focus to their day. This goo-filled, delightfully colorful fidget has a satisfying squish with a "slow rise" before going back to its original shape. Reviewers also love that it doesn't have the kind of stickiness that picks up debris and makes it hard to clean. A TikTok-beloved "Soft" perfume rollerball that honestly has no right smelling so delectable and layering so well considering it's only five cash dollars. Reviewers are obsessed with the scent's warm sweetness with a hint of citrusy zest, comparing it to waffle cones, lemon pound cake, and warm vanilla scones ... and this $65 bottle of Pink Sugar 👀. Clinique Almost Lipstick Tinted Lip Balm in Black Honey you're definitely going to want to stock up on *now*, before TikTokers go feral again (guilty as charged). This cult-classic, lightweight, slightly glossy shade is beyond "holy grail" status — it matches skin tones so beautifully that I'm personally starting to suspect witchcraft, after seeing so many TikToks of it subtly transforming entire beauty looks with just a few swipes. An airtight Deli ProKeeper so beloved that it's gone viral on FridgeTok (if you know, you KNOW). Not only does this free up space and clutter in the fridge, but it keeps deli meat and cheese so fresh that you'll actually get your darn money's worth by preventing waste. Catrice "Instant Awake" Under Eye Brightener, which became the internet's holy grail — now in four shades! — for concealing and brightening dark circles under your eyes so fast that everyone's old concealers are doing double takes. This lightweight color-adapting formula is designed for truly ~invisible~ coverage that makes a drastic difference. Plus Good Molecules Yerba Mate Wake Up Eye Gel, a cult-fave product for your beauty arsenal that will quickly help minimize eye puffiness and swelling thanks to its winning combo of caffeine and hyaluronic acid. It's basically an alarm clock for your eyeballs, because boy howdy are they awake now!! A set of retractable high-end ballpoint gel pens with such a satisfying, seamless glide that you'll finally find the motivation to write in that journal you keep promising yourself you'll keep up with. If you're a fellow stationery nerd, rest assured that this pen just pens, as a verb. A painless, mint-flavored teeth-whitening pen reviewers swear by as an alternative to pricey professional treatments and strips. This gets results from the very first use, lightening up years' worth of stains from coffee, tea, wine, or just, you know, existing as a human with teeth. An adjustable cervical cooling pillow designed to make your neck as comfy and pain-free as possible, using its unique contoured design to cradle your head and support your neck's natural curve. Honestly, the cooling fabric is just a bonus for this little overachiever. Neutrogena Dry-Touch SPF 70 Sunscreen designed specifically for people who get the "ick" from oily sunscreens but need all the sun protection they can get. This ultra sheer, quick absorbing formula leaves a matte finish that still packs a powerful sun-protective punch. And at this price point, this is the ultimate "everyday" sunscreen for face and body. E.l.f's Lash Xtndr Tubing Mascara, a GODSEND for anyone with thin or fragile lashes. This uses lightweight ~tubing~ technology to wrap around lashes and give them a natural-looking, smudge-proof extension so good it almost looks fake. The real boon, though, is how easily the "tubes" slide off in clean, easy swipes at the end of the day when you're washing your face — absolutely no smudging, over-scrubbing, or special eye makeup removal products required. A cult-favorite cordless "on the go" razor that gives such a close, silky, deliciously smooth shave that reviewers swear by it for even their most ~sensitive~ areas. It even has a "wet" mode and a "dry" mode so you can use it during a shower or as a quick touch-up during the day, and is safe enough to use that multiple parents swear by it as a "first time" razor for preteens, too. An affordable, Lululemon-esque longline sports bra so comfy, supportive, and versatile that reviewers love it both for outdoor workouts, gym use, *and* errand running. This is designed to be supportive without being too compressive, with lightweight fabric that keeps you breezy in the heat. A Baccarat Rouge 540-inspired moisturizing body wash infused with white jasmine, red currant, and sweet amber that reviewers swear by for a cheap alternative to keep that delectably luxe scent on them all day long. Nothing wrong with smelling a lil' ~~expensive~~! Lumify Eye Drops, a product so beloved by TikTok that despite being more $$ than other brands, it's the number one selling brand on Amazon right now. Reviewers swear by this for instant reduction in redness in their eyes, with visible differences within a minute of use. The Pink Stuff's new "Sqeezy" sponge set, which is living up to its "miracle" catchphrase by helping reviewers with their toughest cleaning projects, like grimy pans, mildewed showers, and marked-up walls. If you aren't already in the cult of Pink Stuff cleaning paste, it's so good at its job that reviewers call it "gold in a jar" and "witchcraft." This is the perfect alternative to pricey paint jobs and replacing cookware! Mielle's Rosemary Mint strengthening oil, a reviewer-beloved, TikTok-famous beauty prod that lives up to the hype — this is infused with biotin so it doesn't just strengthen hair, but helps encourage growth. Reviewers who use this consistently swear by it for thinning hairlines, sparse hair at their part, bald patches, and even their eyebrows! Good Molecules Pineapple Exfoliating Powder so effective that reviewers gleefully compare it to the $68 Dermalogica version. This gentle, foaming powder is formulated with natural rice starches and pineapple, kiwi, and papaya extracts, and should be used three to four times weekly to help gently break down dead skin cells for a brighter, more refreshed flow. Murdle, Volume 1, a true essential for anyone who relaxes to true crime podcasts or Only Murders in the Building. The book is full of 100 mystery-themed logic puzzles with four different levels of difficulty that they can do solo or with pals, and in order or out of order (although if they do it in order, they get the full scoop on Deductive Logico and Inspector Irratino, whose hilarious misadventures guide you through the book). A hairbrush cleaning tool designed with a pointy end to easily rake hair out of your beloved brush in one go, plus bristles to get rid of all the build-up left behind. Now you just have to deal with that giant hairball when it tries to reincarnate as a Furby. A no-scrub weekly shower cleaner you can quite literally "set and forget" to maintain its cleanliness over time — once you apply it after a shower, you just have to wait eight to 12 hours and it'll quietly tackle the soap scum, grime, oils, mold, and mildew stains without any elbow grease from you. A copy of Burn After Writing, a guided journal that tens of thousands of reviewers swear by — through a series of questions and thought experiments, it encourages people to take time away from their screens to explore their feelings, both new and old, so they can embrace meaningful ones and try to let others go. Jergens Natural Glow Firming Self Tanner Body Lotion to give you a gradually-building, vacation-worthy ~sunkissed glow~ over the course of just a few days. Not only is this easy peasy to apply compared to other finickier, streaking lotions, but it's formulated with collagen and elastin to help your skin appear firmer *and* glowier. Mario Badescu Drying Lotion for anyone who has had their fill of acne stickers and wants a more effective solution for overnight zit care. Just dab a constellation of this over your blemishes to help dry them out and reduce redness while you snooze. This gets extra points for being sensitive skin-friendly and easy to use! A jewelry-cleaning stick with cleansing solution on a brush designed specifically to get in the nooks and crannies of your jewelry, so you can dig out all the grime that's accumulated over the years on the cheap instead of taking it to the jeweler. A wildly popular floral print sheer cover up for the perfect finishing touch to all your spring and summer outfits that won't make you swelter in the heat. Reviewers especially love how easily this packs (and photographs!!) for travel. A USB-rechargeable portable water flosser that gets the job done just as effectively without having to lug a planet-size device in your bag. A lot of reviewers love the small profile of this gizmo so much they use it as an everyday one at home, too! Sprayway Glass Cleaner, a reviewer-beloved cleaning staple that did *not* come here to play. This streak-free, fast-acting foam is so effective at cleaning surfaces that a lot of businesses and offices swear by it for that oh-so-squeaky-clean look. A beautifully packaged, travel-friendly Touchland Power Mist hydrating hand sanitizer for anyone who's like "mindfully practicing health and safety, but make it fashion." Unlike other sanitizer sprays, it's infused with aloe vera to keep your skin hydrated and has the most luxurious floral scents. A set of darling reusable Swedish dishcloths that can be washed up to 50 times in the dishwasher, and are designed to replace 17 (!!) rolls of paper towels each. These are strong enough to tackle tough stains and grime, but gentle enough that they won't scratch cookware or hurt your skin. A set of hair-tie bracelets designed to look like *actual* jewelry, so you won't be kicking yourself when you realize you left a hair tie on your wrist for every photo. An "invisible" magnetized dry-erase board so you can organize all your family's chaos and still be unexpectedly stylish about it. "We need more toilet paper," but make it ✨chic✨. A Bentgo stackable lunch container perfect for commuters who want to get back in the groove of bringing cheaper lunches from home again — this right here is a perfect leakproof, sturdy option for your mobile salad/charcuterie/"girl dinner" situations. It's also nice and deep for mixing salads, has an upper compartment to keep your other ingredients separate, *and* a container for dressing. A set of satin pillowcases that not only have a cooling effect, but are soft on your skin and create less friction for your hair so it won't get as tangled while you sleep. Reviewers especially love these because they're an affordable alternative to ones that typically run $18 per case! Biodance's TikTok-beloved Bio-Collagen Real Deep Mask for an overnight ~refresh~ to help firm skin, boost elasticity, and minimize pores. Reviewers mention noticing a visible difference even after one use! You are about to become the definition of "I woke up like this." ✨ Death Wish Instant Coffee Packets so downright (dare I say, DANGEROUSLY) delicious that even the biggest coffee snobs you know might trade in their precious pour-overs. That is, if they can handle the 300mg of caffeine per cup 👀.


Forbes
5 hours ago
- Forbes
E.L.F. Continues To Disrupt The Beauty Business By Acquiring Hailey Bieber's Rhode For $1 Billion
Ever since E.l.f. Beauty came on the scene, it's been in the business of disrupting the beauty industry. 'We were founded in 2004 and have sought to disrupt the traditional beauty model of high prices, long product cycles and traditional advertising,' it stated in its first annual report after going public in 2016. True to its word, it has been remarkably successful, ranking as the number one cosmetics brand in the U.S. in unit sales and number two in dollar share, according to Nielsen. Yet there's no shame in being number two in dollar share since its average unit price is well under that of other cosmetics brands and is likely to remain so even after an across-the-board $1 price increase takes effect in August. Afterwards, 75% of its products will remain under $10. Now E.l.f. has done it again. It's acquired Hailey Bieber's phenomenally successful Rhode brand for $800 million – $600 million in cash and $200 million in stock – payable at closing, expected in the second quarter, with the potential for an additional $200 million payout on the future growth of the brand over the next three years, for a total $1 billion. 'e.l.f. Beauty found a like-minded disruptor in rhode,' e.l.f. chairman and CEO Tarang Amin said in a statement. 'rhode further diversifies our portfolio with a fast-growing brand that makes the best of prestige accessible. We are excited by rhode's ability to break beauty barriers, fully aligning with e.l.f. Beauty's vision to create a different kind of company. rhode is a beautiful brand that we believe is ready for rocketship growth.' This is a hugely big deal for E.l.f., being only its third acquisition since acquiring clean-beauty brand W3ll People, now marketed as Well People, for $27 million in 2020 and skincare brand Naturium for $355 million in 2023. It's also big by recent industry standards, although there have been a few bigger. In 2023, L'Oréal paid $2.5 billion for Aesop – its largest acquisition at the time. But Aesop came with nearly 400 stores, unlike Rhode, which grew to $212 million in sales exclusively via e-commerce and occasional pop-up shops. However, it will launch in Sephora later this year. Also in 2023, Estée Lauder paid $2.8 billion for the Tom Ford brand, but it also included a fashion business, handled by partner Ermenegildo Zegna, and eyewear, now managed by Marcolin. Last year, Estée Lauder followed by completing the $1.7 billion acquisition of Deciem with its flagship The Ordinary skincare brand. However, it has been partnering with Deciem since 2017 after making an initial investment in the brand. Yet the $1 billion price tag for Rhode is a stretch for a brand that has only been in business for three years with a limited ten product range with prices starting at $18 for lip tint to $32 for its signature 'glazing milk,' well above E.l.f. comfort zone. The closest comparable is the $600 million Coty paid for a 51% stake in Kylie Jenner's Kylie Cosmetics with a total $1.2 valuation, but according to Forbes, that partnership has been rocky. In his Substack 'Making Cents' newsletter, Drew Fallon, former CFO of Mad Rabbit and CEO of Iris Finance, wrote, 'For me, the biggest takeaway is honestly the 3 years thing. I can't get over that, it's insane. Combine this with the fact that Rhode's products are innovative (i.e., potentially not durable) and I think this move is ALMOST desperate by E.L.F.' TD Cowen's Oliver Chen shares that concern. 'The main question with the Rhode acquisition is whether the brand has longevity beyond its celebrity hype.' There's no question that Bieber has capitalized on her celebrity status – she's the daughter of actor Stephen Baldwin and married to singer-songwriter and pop-icon Justin Bieber – but Rhode's success goes far beyond that. 'She is a celebrity, but what drove the valuation so high was the authenticity, the community building – 11 million followers on Instagram – and the very methodic and deliberate approach to product development,' shared Dr. Brent Ridge, who with business partner and husband Josh Kilmer-Purcell founded Beekman 1802 goat milk skincare brand. Ridge a great admirer of what E.l.f. and what Bieber and her Rhode team have accomplished. In fact, Beekman 1802 has followed much the same path, what he and Kilmer-Purcell call the principles of 'G.O.A.T. Wisdom,' which they've detailed in a book of the same name. The methodical, deliberate approach to product development that Ridge talks of – and that can also be called disruptive – is exemplified by signature Rhode products. Bieber coined the term 'glazed donut skin' to describe healthy, dewy and glossy skin. Rhode delivers the means to achieve it in a four-step skincare kit. And what Bieber started has turned into a glazed donut skin trend that has inspired many other brands, including E.l.f., which launched 'Donut Forget Putty Primer' in partnership with Dunkin' donuts. Extending beyond beauty, Bieber combined the award-winning Rhode Peptide Lip Tint with a iPhone cell phone case to carry these two everyday essentials everywhere. And Rhode tied the glazed donut skin trend with Peptide Lip Tint in collaboration with Krispy Kreme in a limited edition 'Strawberry Glazed Donut' colored and flavored tint. 'What gave us the conviction for a billion-dollar deal is Hailey and Rhode's track record and what they've been able to build and achieve with such a level of conviction and depth with their community and in the market,' E.l.f.'s Amin said to Vogue Business. 'But the thing that made us interested is that she is a fellow disruptor and that gives me a lot of confidence when I'm looking at a long-term M&A environment.' This deal comes at a pivotal time for E.l.f. Its revenues have grown from $230 million in 2016 – about where Rhode is today – to $1.3 billion in fiscal 2025. Most notably, E.l.f. more than doubled sales over the last two years – 2023 revenue reached $579 million. And it nearly doubled net income over the same period, from $62 million to $112 million this year. However, growth slowed significantly in the most recent fourth quarter, ending Mar. 31. Revenues rose a mere 4% over same period previous year, not bad relative to others in the industry, but way below recent levels. It averaged 56% quarterly growth since 2023 and it hasn't been so slow since 2019. Clearly, the Rhode acquisition will give a boost to E.l.f's growth in the coming quarters as E.l.f.'s dynamic product development engine is expected to help Rhode expand its product range, all the while maintaining its core brand DNA. Bieber will stay as the brand's chief creative officer and head of innovation, as well as act as a strategic advisor to Amin and the combined companies. E.l.f. has another celebrity-founded brand, Keys Soulcare with Alicia Keys. Rhode CEO Nick Vlahos, previously CEO of The Honest Company and prior to that with Clorox and Burt's Bees, will remain with the brand along with co-founders Michael and Lauren Ratner. Michael serves as co-executive chair of Rhode's board and Lauren is President and chief brand officer. 'We can't wait to bring rhode to more faces, places, and spaces. From day one, my vision for rhode has been to make essential skin care and hybrid makeup you can use every day,' Bieber said in a statement. Coming from his G.O.A.T. Wisdom perspective, Dr. Ridge sees the E.l.f.-Rhode partnership as a match made in heaven, 'marrying a business powerhouse that has mastered disruptive marketing and product-market fit with a brand that has successfully de-centered its celebrity founder while still managing to capitalize on her for key moments.' 'Making Cents' Fallon is more reserved. 'In short, this HAS to work. They just bet the company on it. If this is another Kylie Cosmetics moment, E.L.F. will be the next Coty, a stock chart that doesn't look very fun.' See also: