27 Beauty Products From Ulta You'll Instantly Become Attached To Because They're That Good

Buzz Feed

21-03-2025

We hope you love our recommendations! Some may have been sent as samples, but all were independently selected by our editors. Just FYI, BuzzFeed and its publishing partners may collect a share of sales and/or other compensation from the links on this page.
You're about to be in a committed relationship with this under-$10 mascara.
1. E.l.f.'s Lash Xtndr Tubing Mascara hugs each lash to create volume and extends length with a unique technology that our readers and editors alike can't stop raving about. Enriched with jojoba seed oil, this conditions as the applicator separates and lengthens each lash. What you're left with? A long-lasting, dramatic, eye-opening finish.
Watch on TikTok as one user goes from skeptic to believer!
BuzzFeed Shopping writer Emma Lord considers herself a fan:
"I am not a new human to the tubing mascara game, and in fact, I readily spent $26 on the famous OG blend from Blinc every time it needed replacing. I didn't even love it for the length half as much as the fact that tubing mascara like this genuinely never smudges, but can I just say — regardless of price, the E.l.f. tubing mascara formula blows all the others I've tried out of the water. It gives me way more length and volume than other brands, slides on so much more easily, stays put ALL day, and never, ever smudges. My favorite part, though, is how gently and easily it comes off with soap and water. In the past, other mascara removals have felt rough on my lashes, but this comes off so fast that I'm like ??? was I even wearing mascara a minute ago?? Anyway, I hesitate even writing this review because I want to gatekeep the hell out of this before it sells out, but the world needed to know. I'm a big fan of the brown shade (which is what I'm wearing above!), but it also comes in black and soft black."
Promising review: "This does exactly what it's supposed to do! The wand does a great job lengthening and separating my lashes. I would rate this mascara higher than a lot of prestige brand mascaras I've used." — MonyO77
2. Or Maybelline's Lash Sensational Sky High Waterproof Mascara that lifts and lengthens for a false-lash effect you won't believe you spent under $13 for. Infused with bamboo extract and fibers, it gives lashes a type of spellbinding hold and volume that'll look like they were done by a professional.
Ulta
Promising review: "I have tried all kinds of mascara and keep coming back to this one. It applies well, lasts all day, and you can't beat the price." — Doelle
3. Londontown Kur Illuminating Nail Concealer coats your nails in an Insta-worthy finish that brightens and neutralizes the look of discoloration. Available in several subtle shades, you can achieve that perfectly chic, no-mani mani in minutes. I mean, Hailey Bieber could never...
Ulta
Londontown is a small biz that sells nail products!
Promising review:"I love this. My nails are damaged from regular nail polish use, and this is super natural looking and covers it all up. And dries fast." — Rachel
4. Living Proof Instant De-Frizzer spray reduces up to 92% of frizz (!!!) so all you have to do to tackle bedhead is give your hair a nice ~spritz~ and comb the product through. It also softens your hair between washes and provides UV protection, all with a lightweight and wearable formula.
Promising review:"This is my savior for winter static and flyaways. I have fine, thin hair, which I air dry. Followed the suggested uses by spraying a little in my hand and smoothing over the flyaways, and voila! Problem solved." — Bex13
5. Ultra Facial Cream perks up the skin's moisture barrier with its 4.5% squalene formula. Composed of a rich yet lightweight moisturizer, this can provide up to 72 hours of soothing hydration that absorbs into the skin without the greasy finish.
Ulta
It's fragrance-free!
This is the only moisturizer I trust to take care of dryness and irritation. I have hyper-sensitive, acne-prone skin. Once I apply this, it feels like a breath of fresh air is hitting my face in that it soothes any redness, delivers instant hydration, and doesn't feel greasy. I opt to use this at night as my final step in my routine, and, without fail, I wake up with my skin looking smooth and (still) feeling moisturized.
Promising review:"I have combination skin that is both dry, oily, and sensitive in certain areas on my face. I'm so glad I made the purchase and tried it out. I use this product religiously and have seen so much improvement!" — Achan
6. Clinique Pop Lip + Cheek Oil in Black Honey dishes out the viral glossy look in a multipurpose formula that saves you time (and money). Ever dreamed of extending the universally complementary hue beyond your lips? Now, you can color-match your cheeks with the same wash, giving your skin a naturally-flushed look in a pinch. And don't fret — reviewers note that this dries down and doesn't feel sticky.
Ulta
Promising review:"Didn't know my cheeks needed this. I have never been a big fan of using lip oils in my cheeks but tried this and wow do I love it. It gives me a dewy glow that lasts all day without clogging pores or anything. My cheeks stay on the dry side and this has been a total game changer. It has become a must-have for my daily routine." — Mel
7. Curlsmith Multi-tasking Conditioner upgrades your hair-softening experience with a protein-packed formula that can be used in so many different ways it's got my head spinning (in the best way possible). Apply it as a rinse-out, deep conditioner, or leave-in treatment to achieve your healthiest-looking, hair-commercial-flipping, frizz-free hair.
Ulta
Blends of babassu, jojoba, and castor oils are there for your hair cuticles — while hemp seed and rice protein offer a plant-based alternative to animal keratin to strengthen strands.
Promising review:"I purchased this product because I noticed my hair was lacking protein. I've used it as a regular conditioner, deep conditioner, and leave-in, and it works well for all three! I have 3B/3C hair, and I love using a little bit of it as a leave-in after wash day. It helps my hair remain defined and soft until my next wash." — Chardonnay
8. Erborian CC Red Correct SPF 25 neutralizes redness and evens out complexions fast with a moisturizing lotion that's packed with Centella asiatica (the super ingredient in Korean skincare lauded for its soothing qualities). It's lightweight, so you won't feel like you're layering on more product than you need to, and it keeps flare-ups at bay while still hydrating and protecting your skin from harmful UVA and UVB rays.
Ulta
Promising review: "I have very fair skin and have struggled with redness since my teen years. I tried SO many products marketed to decrease redness to be underwhelming or would make me look ashy. This one meets all the claims. It goes from green to blending to the color of my skin. I feel like I'm able to build the product in areas where I need it simply by patting a little more into my skin. It gives me natural coverage, and I can feel comfortable leaving the house with just this on my face." — mamaoftwo
9. Nudestix Nudies Matte Lux All Over Face Blush delivers a buttery-soft, peachy flush that you can use as an eyeshadow, blush, or lipstick. Designed with a built-in brush, take this vitamin-E-enriched, multitasking marvel on the go for first applications and end-of-day touch-ups. No extra tools or products needed.
Ulta
Promising review:"Blush is not an integral part of my routine, so being able to keep this in my bag to brighten up my cheeks when I need to is great. Obviously, I purchased it because I can apply it, keep my hands clean, and not have to carry around an additional brush or beauty blender." — Vi
10. Olehenriksen's Pout Preserve Hydrating Peptide Lip Treatment drenches lips with a formula of skin-supporting peptides that hydrate and plump. Fans note how this intensely moisturizes and gives lips a fuller, bouncier look and feel.
Ulta
11. Live Tinted Hueguard protects your skin year round sans any annoying, ghostly white cast. It's also great if you don't have the patience (or energy) to apply several products in the a.m., since this mineral SPF 30 sunscreen *plus* primer hybrid moisturizes and preps skin for a no-makeup or full-face-makeup day.
This works for all skin tones to leave your face with a beautiful, dewy glow! P.S. This is formulated with 18% zinc oxide (a mineral ingredient that works as a skin protectant — and hooray! Is an FDA-approved sunscreen component that reflects harmful UVs). And yes, it's clean, vegan, cruelty- and fragrance-free, *and* it's reef safe!
Live Tinted is a South-Asian woman-owned beauty brand founded by beauty blogger and entrepreneur Deepica Mutyala. Her brand is built around diversity and inclusion with phenomenal multitasking products that address skin concerns like hyperpigmentation. Just peep their top-selling color-correcting Huestick.
See why this TikToker is choosing Huegard.
I've been writing about Live Tinted's products for some time and finally decided to snag some of their goodies for myself. Hueguard injects a literal ray of liquid sunshine into my daily regimen because, gold. And it really, truly, leaves zero white cast on my face — plus, there's no pilling, either! It blends seamlessly with my complexion, feels ultra-hydrating, and is the perfect base layer for makeup. (That's me above after a few hours of wear with Hueguard layered under some Kosas concealer and One/Size foundation and I've got to be honest — as someone who has had a few acne scars residing on their cheeks for some time and struggles with makeup application — I haven't seen my complexion look this smooth in a minute! AND my no-makeup-makeup look stayed put for hours!) I can't recommend Huegard enough if you're looking to try something new!
Oh! And if you're after some lightweight coverage in a flexible shade that can even out your complexion (while still protecting your skin), Live Tinted's new Glotion SPF 50 layers beautifully over Huegard.
Promising review:"This has now become my favorite daily sunscreen/moisturizer/primer. They really do mean it when they say 'no white cast,' and the product doesn't feel oily/doesn't block my pores. I love the consistency and that you can travel with it — plus, it's a 3-in-1, so it saves me a lot of time. Highly recommend!" — Ulta Customer
12. Stila All Day Liquid Eye Liner produces precise, sharp, and downright majestic cat eyes with its long-wear waterproof formula. Invented with a felt tip that's user-friendly, it's perfect for newbs and pros alike who are looking to enhance their eye shape with a bold or subtle look that'll last.
Ulta
Promising review:"This is my favorite liquid eyeliner (I've tried a couple of drugstore options, as well as the Too Faced eyeliner). This one isn't too wet and glides on perfectly. This product makes it easy to make lines of any size. Very easy to control! The only con is I wish that the product lasted longer." — Sophie
13. Anua Heartleaf + Vitamin E pore-clearing cleansing oil gently cleanses with its lightweight formula but is tough on gunk and heavy-handed on impurities. Reviewers rave about this sebum-reducing hero, noting its ability to yank blackheads out from cheeks and the nose once it emulsifies with water and is massaged into the skin. The result? A clear, glowing complexion that feels soft and soothed.
Ulta
See it in action on TikTok.
Promising reviews: "I've been using the Anua Heartleaf Pore Control Cleansing Oil for a few weeks, and it's quickly become a favorite. It removes makeup and impurities effortlessly without leaving my skin feeling dry or greasy. The heartleaf extract helps soothe and reduce pore congestion, leaving my skin smoother and softer. It's lightweight, emulsifies well with water, and has a subtle, calming scent. Overall, it's a fantastic cleansing oil that cleanses deeply while improving skin texture and pore appearance." — Katalina
14. Aquaphor's Healing Stick packs natural skin healers like avocado oil and shea butter into one mess-free applicator that yours truly is actively using to hydrate dry patches and smooth skin creases. But that's not all this wonder balm can do: glide it over skin to prevent chafing and irritation — or toss it in your bag to shield against windburn on the go.
Ulta
To prevent under-eye dryness throughout the day, the Aquaphor Healing Balm is my MVP. I apply this as a fifth step in my routine (after cleansing, toning, applying snail mucin serum, and sunscreen), and I use it as a priming base for either my tinted eye cream (when I'm going for a no-makeup day) or under my concealer. It gives my skin an instant glow and locks in moisture; it appears to blur lines better than if I were to go without it. I have noticed that my makeup doesn't crease as much when I use it, which is obviously a bonus, but I wouldn't say that it completely prevents cakey-ness. I'm always kicking myself if I forget to apply it, as my skin is noticeably less hydrated, so this will continue to be a mainstay in my routine.
Promising reviews:"I'm on my third tube and just ordered another. This is great for lips and dry patches on the face. I also use this as a primer for my concealer. Great product!!" — Lainy
"I rub this on my neck and wrists before applying perfume. Makes my fragrance last ALL DAY and project." — Msandy
15. E.l.f.'s Poreless Putty Primer grips makeup for all-day wear. Simply sweep the velvety-soft formula (that has 5,000+ positive ratings) over skin pre-foundation to smooth out uneven complexions and minimize the appearance of pores in a flash.
Ulta
Check it out on TikTok!
Promising review:"Of all the primers I have tried, cheap to expensive, this one is my favorite! It really does blur pores and fine lines. I use this on its own sometimes without makeup. Excellent product at the perfect price!" — Mandie
16. First Aid Beauty's KP Bump Eraser Body Scrub Exfoliant decongests pores with a combination of glycolic and lactic acid. It gently exfoliates and renews rough and bumpy skin with pumice buffing beads that don't cause irritation.
First Aid Beauty, Ulta
Promising review: "I have a serious ingrown hair problem and this product basically saved my life! It lifts up the ingrowns, smooths out the skin, and I can even dare [say] it makes it look a little healthier! Love this product and will forever recommend!" — Mandy
17. Olaplex No. 3 hair perfector holds the title as one of the best-selling hair products for good reason. This is a star at reducing breakage and treating compromised hair. In as little as 10 minutes, texture is improved and straw-like locks are softened.
Ulta
Promising reviews:"The Great Bond Treatment is perfect for color-treated 3c curls! It strengthens, hydrates, and enhances vibrancy without weighing hair down. My curls feel softer, less frizzy, and more defined. While a bit pricey, a little goes a long way. H ighly recommend for maintaining healthy, vibrant curls!" — Jazz
"I have tried many Olaplex products, and this is by far the best one I have used. I have wavy, frizzy hair. I generally dry it with a round brush, then have to use a flat iron to smooth out the frizz before I consider myself presentable. I put this on before shampooing and left on for 10 minutes. I then used my regular shampoo and conditioner. After drying it with a round brush like usual, it was so smooth and silky! I am so mad I didn't try this sooner." — Kelly
18. Ilia's The Base Face Milk preps and sets your skin up for success when used with or without makeup, thanks to its super lightweight yet nourishing formula. It's designed to strengthen the skin's natural barrier and draw hydration deep into the skin (with notable star ingredients like hyaluronic acid and prickly pear flower extract) to support the renewal process for a smoother complexion.
Ulta, Jasmin Sandal/BuzzFeed
See why it's worth the hype in this TikTok!
Ilia's Base Milk has become an essential step in my routine. My skin drinks up the lightweight (but moisturizing) formula, and I can tell the difference in my skin's texture when I forget to apply it prior to my Ilia Complexion Stick. With it, my complexion appears more even in tone, and my products go on smoother and seem to last longer. Cakey-ness and dryness are diminished — plus the glow that's achieved when it's first applied...in a word? Luminous. Sometimes, I'll apply it just under some sunscreen when I want to give my skin a bit of breathing room from makeup, and I love the added hydrating benefits it offers without leaving any greasy or sticky residue. Needless to say, the Base Face Milk has quickly become one product that my skin can't live without.
Promising review:"This is the best, I've [gone] through 2 bottles now and even though I don't like the price I will repurchase. I have tried several that are supposed to be similar, but I can tell you right now, that nothing has came close." — Ebbystarr
19. Peter Thomas Roth Ultimate 5 Solution Eye Cream features five benefits into its whipped, ultra-hydrating formula. Hyaluronic acid, vitamin C, ceramides, caffeine — oh my — all of which can help improve skin firmness, dark circles, puffiness, fine lines, and dryness, if applied twice a day.
Ulta
Promising review:"Extremely effective! I have always been a fan of Peter Thomas Roth, so I tried this eye cream. It outranks every other one I have tried, and I saw a change within a week!" — Audrey
Price: $38
20. Winky Lux Flower Balm cleverly changes color with your skin's pH level. Taking the guesswork out of finding the perfect shade to match your complexion? Done, thanks to this rave-worthy lippy that even has a flower living inside of it 👀.
Winky Lux, Ulta
Promising review:"This flower lip balm is so beautiful and moisturizing! It adds hydration to your lips and makes them feel so smooth! After applying, you will notice your lips turning a pretty shade of pink. The shade depends on your pH balance. It adds a pretty flush of color while moisturizing your lips. Perfect for those no makeup-makeup days or to put on at night before bed. The real chrysanthemum floating in the clear balm is so cool and beautiful to look at!! I LOVE it and would highly recommend this flower lip balm!!" — Athena
21. Peach & Lily's Glass Skin Refining Serum helps you achieve that tasty "glazed donut" glow TikTokers have been raving about. Admirers note that this concoction of hyaluronic acid, niacinamide, and peach extract is lightweight and non-sticky and leaves them with a visibly brighter appearance with reduced redness. Dull, tired-looking skin has met its match.
Peach & Lily
See it in action on TikTok!
Peach & Lily is an Asian woman-owned small business that specializes in Korean skincare products made of natural and toxin-free ingredients.
Promising review:"I bought this about two weeks ago and began seeing results almost immediately! It gives the look of glowy/ glass skin and evens out tone and texture. The consistency is a bit watery, but it absorbs quickly . Easy product to incorporate into your routine." — Spe
22. Lancôme Dual Finish Multi-Tasking Lightweight Pressed Powder Foundation works wonders as a makeup setting powder, shine reducer, and — get this — a liquid foundation. Press and roll using the included puff for blemish coverage, lightly dust with a brush to set, or dampen a sponge and dab for a long-lasting, creamy finish.
Ulta
Promising review:"A staple, multitasking product of mine! I've tried many high end foundations and always come back to this one. I love that I can use it as a finishing powder when my contour is too prominent and I want to even out the color. I use it when I want to take away some shine after my makeup or throughout the day. I also apply it as a medium coverage foundation, using the sponge it comes with for a super easy application and finish. I've worn this all day, serving in a restaurant, and it still looks great at the end of the night. Though I've evolved my makeup routine, this product will stay with me." — D
23. E.l.f. Cosmetics Glow Reviver Lip Oil drenches lips in a similar look and feel to costlier alternatives like, say, the Dior Lip Oil — but all for a more attractive price. Cracked lips will now be a thing of the past, thanks to its non-sticky, high-gloss formula that's packed with moisturizing jojoba and avocado oils.
Ulta
24.
Biolage Color Last Conditioner helps inject shine and softness into color-treated hair, so your locks never look lackluster — even after a dye job. It extends the life of your new vibrant hue (for up to nine weeks!) and locks in moisture with its low pH level, leaving hair looking like you just stepped out of the salon — not just your shower.
25. RoC Vitamin C Brightening Serum for Dark Spots & Uneven Tone supplies the skin with not one, but two benefits: brightening and tightening. This non-comedogenic serum can help improve radiance, minimize dark spots, *and* the appearance of fine lines with peptides that assist with the loss of skin elasticity.
Ulta
Promising review:"This is the second time I have purchased this and Absolutely Love how it actually does brighten my skin and removes dark areas. I have used other products twice as pricey and never got results like I do with this. Great for sensitive skin too!" — MkMeLaugh
26.
Ole Henriksen Après Skin Overnight Moisturizer + Mask rescues dehydrated skin with a hyaluronic acid and ceramide-enriched cream. So nifty, it can be used as a targeted treatment for dry patches, rubbed into skin as a moisturizer, or applied as a mask post exfoliants, dermaplaning, or other skin resurfacing treatments. Reviewers laud it for its soothing, plumping, and hydrating abilities.
Ulta
Promising review:"Whether you're combating everyday dehydration or dealing with environmental factors like cold weather, this product offers a dependable layer of moisture without clogging your pores. Perfect for daily use, it's definitely earned a place in my skincare routine. I appreciate the non-greasy texture as well. If you're looking for something ultra-rich, this might not be your go-to." — Amanda
27. Briogeo Don't Despair, Repair Mask quenches the thirst of dehydrated locks with a leave-in formula that gives a juicy dose of nourishment. Expect split ends to be conditioned and breakage significantly reduced — after only two uses. AKA overprocessed, brittle, color-treated hair is no match for this glorious weekly treatment.
Briogeo
This antioxidant-rich formula contains rosehip oil, B vitamins, and algae extract to restore essential moisture and hydration. It's safe for color-treated, keratin-treated, chemically treated, and relaxed hair. Plus, it's vegan and cruelty free!
Briogeo is a Black woman-founded biz, started by Nancy Twine who has had her hand in making homemade beauty products since she was 5. She has now developed a popular haircare line that specializes in texture-specific products: from repair to volume to curl care, you'll find something here to meet your needs.
Promising reviews: I had been eyeing this mask for a while and finally tried it out. After using it just once, I could immediately feel my hair was so much more hydrated. It also enhanced my natural waves and curls." — Shirin
"I absolutely adore this product! I have coarse, curly hair that can be prone to frizz in the heat, humidity or just on an off day. This deep conditioning mask ALWAYS makes my hair so soft and shiny and the curls CURL. 🤌🏻 It smells great, I love it so much that I use it at least once a week. Lasts a long time and gives real results. I haven't found anything better." — kimberlyh423