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Business of Fashion
21 hours ago
- Business
- Business of Fashion
How to Rebrand Without Losing Your Fans
If there's one word beauty shoppers hate to see more than 'reformulation,' it's likely 'rebrand.' It's been coming up a lot lately. Executives look to rebranding as a way to reinvigorate slowing sales, reach a new customer base or generate some buzz. Sometimes, it's needed: Trends change, new markets may require a different approach or a founder might have moved on. Customers, for their part, rarely feel the same way. In April, the 10-year-old perfume brand Boy Smells unveiled a revamped look, complete with new packaging and a new line-up of scents: It switched its stout, apothecary-style bottles and oversized black caps for more conventionally shaped duo-chrome bottles, and added more youth-focussed scents like Sugar Baby and Rosy Cheeks. The pushback was swift: Many customers slammed the rebrand as looking 'cheap' (one commentator called it the 'Temuification' of the brand, referring to the Chinese fast fashion giant). Some decried it as pandering to younger customers, while others felt the brand had shed its queer roots in a bid for mainstream appeal. (Boy Smells declined to comment, but said in a statement that the rebrand positively impacted sales, and that it was necessary after 'four years of declining sales … [and being] on the verge of being left by its retailers.') 'People get angry when brands change things without what they see as their permission,' said Jenna Isken, global group director at branding agency Siegel + Gale. This is especially true in beauty, she said, where products live in the most intimate areas of people's lives and homes. Companies usually see rebranding as a means to problem-solve: Prestige hair care line Olaplex switched its logo and colour palette to have accents of crimson as a nod to the red carpet, conveying its celebrity-endorsed heritage customers and professionals alike, while skincare maker Josie Maran pivoted to more photogenic refillable jars and pouch-style packaging in 2024 to help it stand out on shelf and distance itself from its QVC heritage. Fashion brands have attempted similar pivots: The massive clothing e-tailer Pretty Little Thing was known for nightclubbing outfits until it reappeared as PLT in March, with a focus on more subdued, office-appropriate garb, in an attempt to meet the 'clean girl' or 'quiet luxury' customer. But customers can feel that brands are fixing what's not broken. In an always-fractious social media climate, perceived missteps can overshadow the intended effects. 'Brand' is a promise delivered, said Isken. Growth Through Evolution When premium hair care maker Bread Beauty Supply planned their latest campaign, which announced a new direction for the brand, they needed to carefully calibrate their approach. Founded in 2020, it has used soft pink and taupe shades for its packaging and a whimsical touch for its copy and social media presence, stuffed with references to butter and baking. Then in April, shortly after being acquired in part by the founder of cult skincare brand Topicals, it wiped its Instagram feed, and revealed a new campaign, starring the US rapper Foggieraw, alongside a cast of models shot in low light, with an after-hours feeling. 'There were concerns around the aesthetic and packaging, and those were warranted. … People were nervous about the new direction of the brand,' said Maeva Heim, the brand's founder. But the brand needed to grow up, she explained. Heim described the new campaign as 'gritty,' and said she hoped it would also appeal to men. Bread invited campaign feedback on Instagram, where comments were largely split between shoppers enjoying the novelty, and others hoping key elements like the signature pink would remain. 'We had to dial up our credentials,' said Heim. 'There is this element of playfulness in the things that we do, and sometimes … that can veer into childlike.' The new brand campaign. Men are also featured, a first for the brand. (Courtesy) The new campaign includes products, but playfully. Bread offers a range of hair care products. (Courtesy) The brand won't change its core packaging, but hopes to broaden its colour palette and produce more campaigns that animate its key SKUs. As long as a rebrand doesn't take away from the brand's original purpose and promise, it's more likely to be successful. In the age of the founder-led beauty brands, where many brands cater to a historically underserved niche or being 'for' a specific people group, companies can ruffle feathers when customers feel that they've abandoned a key value proposition. In Bread Beauty Supply's case, its purpose was to offer effective, premium hair care products, and make the process of choosing and using them easy. 'We just make really good hair products, and hair care doesn't have to be that serious,' said Heim. Sticking the Rebranding Two key cornerstones of successful rebranding are timing and consistency. Scott Markman, founder and president at branding agency Monogram Group, said brands who are considering revamping their image need to be crystal clear on their objectives. 'The question is: Is this evolutionary and revolutionary?' said Markman. Businesses need to assess where they think the weakness is in their current brand, and pinpoint what it's affecting, whether it's margin erosion, channel disruption or simply a new competitor edging into their territory. Total rehaul can work. The cosmetics line founded by the multi-hypenate singer Lady Gaga, Haus Labs, originally launched in 2019 as Haus Laboratories at Amazon. After muted success, Haus managed to relaunch as a more prestige player in 2022 by changing its distribution to Sephora, shortening its name and refining its product strategy to focus on cosmetics with 'clean' claims. It paid off: The brand is a breakout hit, with viral products like its Triclone Concealer. The original concept of being available to all shoppers everywhere all at once didn't work for the prestige beauty customer, and revisiting its core product and claims were needed to help give the brand a new lease of life in Sephora. 'When you can identify what's broken, then you know what to fix,' said Markman. However, rebranding is not a panacea for executive dysfunction, or a lack of market fit for products; Isken called these 'Band-Aid rebrands,' when brands think that changing logos and packaging can fix an otherwise broken business model. Brands also must weigh up how much of their original source material to keep. A rebrand might feel like a tantalising opportunity for a second chance, but it risks effectively taking its brand equity back to zero again. Isken said rebrands consult original customers, so companies can understand the fandom that brought them their original raft of success. Communicating a rebrand in an advance, asking for suggestions on social media, and going for a more gradual approach could be advisable for brands with small but vocal fans. Ultimately, most rebrands are designed to reengage shoppers, and that often means broadening the net to more of them. For brands which started in a niche, they may have an ardent group of fans but struggle to hit the mainstream. Knowing how much to open that aperture is difficult. For Heim, she came to the realisation that the original brand universe for Bread Beauty Supply had been too closely linked to her own personal taste. 'It works for a time and it's still in our DNA … but it can't all just be beautiful brand imagery,' she said. 'The commercial backbone of the company needs to be there.' Sign up to The Business of Beauty newsletter, your complimentary, must-read source for the day's most important beauty and wellness news and analysis.
Buzz Feed
a day ago
- General
- Buzz Feed
34 Affordable Beauty Finds
A long-lasting matte lip tint if you're tired of constantly touching up your lips throughout the day. It's highly pigmented, lightweight, and buildable, making it the perfect everyday makeup essential. It'll surely put your overpriced lipsticks to shame because reviewers say it actually lasts all day. A bottle of affordable LilyAna hydrating eye cream with rosehip and hibiscus that works just as well as expensive name brands to help reduce the appearance of fine lines, eye puffiness, and brighten dark circles. Even people with sensitive skin swear by this hydrating cream! An easy-to-use Elizavecca collagen-coating hair mask to nourish your damaged hair from hot styling tools or over-processing from harsh treatments like bleach. It helps hair feel stronger, softer, and less tangled, with an immediate difference (according to reviews!). One person even went as far as to say that it's "Better than Olaplex." 😱 A tube of nongreasy Gold Bond's firming neck and chest cream that can help tighten skin and reduce the appearance of wrinkles — *and* not strip your skin of moisture thanks to the hyaluronic acid. Reviewers are "impressed" with how this works because it's lightweight, absorbs instantly, and delivers solid results. A moisturizing body wash if you wish Baccarat Rouge 450 came in soap form. Well, do I have the product for you — reviewers say it smells very similar! It has a silky smooth consistency *everyone* loves, and smells like a heavenly blend of white jasmine, red currant, and sweet amber. Your showers are about to hit DIFFERENT. And an exfoliating mitt that'll leave you shocked with how much dead skin comes off your body. Not only will you feel squeaky clean stepping out of the shower, but your skin will feel so soft and smooth, too. Reviewers gush that this also helps prevent ingrown hairs and reduces keratosis pilaris! A bottle of CND nail and cuticle care oil for people with weak, peeling nails that are overstaying their welcome. You'll get softer and stronger cuticles thanks to the moisturizing jojoba oil and conditioning sweet almond oil ingredients. Just make sure to apply this daily for the best results! An affordable E.l.f. putty primer to help reduce the appearance of your pores so you can build a smooth-looking base. Reviewers say that it'll help ensure makeup lasts all day, meaning you won't need constant touch-ups — and a quick bonus: they also compare it to Tatcha's more expensive Silk Canvas Primer that'll run ya $54 a container. A pack of Skin1004's zombie masks with albumin (egg white extract) and aloe vera extract that'll deliver deep hydration to your skin — perfect for the colder (and drier) months ahead. Once the mask dries on your skin, it'll look rough and cracked (hence the "zombie" in the name), but once you wash it off 10 minutes later, your skin will look glowy and feel tighter! An Essence Lash Princess lengthening mascara that'll instantly lengthen and volumize your lashes with its cone-shaped fiber brush (without annoying clumps or globs), so you'll feel like a falsies expert without overworking yourself. It's also super affordable and sweat-proof — so this may be your new go-to! A mint-flavored teeth-whitening pen because it's much less annoying to use than messy (and sticky) whitening strips. Just brush it on twice a day and leave for 20–30 minutes before rinsing, and any dark coffee, wine, tea, smoking, or soda stains will start to lighten! A pack of Avarelle acne patches with tea tree oil (it's anti-bacterial!) that'll suck out all of the gunk in your whiteheads. And if you love to cosplay as Dr. Pimple Popper when you get new acne, you can just slap on one of these to avoid picking or popping those zits! A black eyeliner stamp that'll give you the perfect cat eye without the fuss of keeping a constant steady hand. Save yourself the time that it takes to freehand a flawless wing and stamp on this waterproof liner instead. Or a waterproof, long-lasting Kulfi kajal eyeliner with an aloe vera and vitamin E-infused formula that's so good, it's literally won awards. These apply smoothly and don't smear for a gorgeous cat eye that lasts all day. And btw, they come in both matte *and* shimmer shades! A Revlon face roller for oily skin that Just. Won't. Go. Away. Just glide this across your face; the volcanic stone will soak up any excess oil, so you can have matte skin in no time! A First Aid Beauty exfoliating body scrub capable of making your dry, patchy, or bumpy skin feel baby soft — even newborns would be impressed! Reviewers say this is helpful for keratosis pilaris and other skin conditions. A pack of dermaplaning razors if you want to touch up your brow shape without shelling out money for a waxing or threading session. The precision cover can remove that exact amount of hair you want gone. Pro-tip: You can also use this to exfoliate your skin and remove peach fuzz! NYX Brow Glue — it holds your eyebrow hairs in place all day, leaves behind no flaky residue, and can give you a ~feathered~ *or* more natural brow look depending on how you apply it. This is cheaper (and "better") than Anastasia Beverly Hills's "brow freeze"! A bottle of professional-grade callus-removing gel for results so good you'll think you just purchased magic in a bottle. Reviewers say it "melts" off tough, dead calluses and leaves skin soft and supple. Just pre-soak your feet in warm water, apply it, let it sit for 5–10 minutes, and rinse it off! A L'Oréal eight-second lamellar water hair treatment designed to make your locks look smooth, shiny, and revived! This works *so* much faster than other hair treatments and is so effective that some describe it as a "miracle." Just apply it to wet hair after shampooing it, massage the product in, rinse it out, and you're done! A sensitive-skin friendly tattoo aftercare salve that leaves a protective barrier on your skin to enhance, maintain, and hydrate your $$$ ink that you want to keep ✨pristine and colorful. ✨ Even if you got your tats years ago and you haven't taken perfect care of them, this can still help! A Jack Black lip balm reviewers love because it provides unmatched moisturization compared to other name brands. It's been said that it "trumps" brands like "La Mer, Chanel, and Vaseline." 😱 Your chronically dry lips during colder months will sing songs of joy and peace after you apply this soothing balm. A crease-resistant Maybelline concealer with a built-in sponge applicator to cancel out your dark circles and under-eye bags. One reviewer even said "it applies like the Armani Maestro Eraser liquid undereye concealer," which is muchhh more $$$. Since it's so much more affordable than expensive name brands, you can get it in different shades for contouring and highlighting too! A gentle Tony Moly exfoliating stick for help with excess sebum, whiteheads, and blackheads — basically all the stuff you don't want on your face. Apply it in circular motions to wet, clean skin, and rinse off with warm water to remove the grossness from inside your clogged pores. A tube of RoC retinol night cream with squalene that'll visibly reduce the appearance of wrinkles over time and lock in moisture. Apply this non-greasy, non-comedogenic, and dermatologist-recommended cream before bed so you can wake up to ✨glowy✨ skin. A bottle of sulfate-free biotin shampoo that has helped many with the fullness of their hair with consistent use. It's infused with rosemary and zinc to help nourish your mane from root to tip, and it leaves your hair smelling ah-mazing! A lightweight Bio-Oil for reducing the appearance of stretch marks, acne scars, and evening skin tone and hyperpigmentation, thanks to its blend of oils and vitamins. Reviewers say a little goes a long way! A long-lasting Garnier Fructis Sleek & Shine Leave-In Conditioning Cream that'll help control frizz and nourish dry hair for thin, thick, curly, and coily hair types — aka *all* hair types. Just apply a quarter-sized amount to damp or dry hair so your hair looks less frizzy and sleek for up to three whole days! An unscented O'Keeffe's Working Hands cream if you have dry, cracked hands and want guaranteed relief that works almost instantly. The formula is deeply concentrated, non-greasy, and clinically proven to hydrate and prevent future moisture loss. People love this stuff *and* their foot cream because it's just too dang good — and cheap, very cheap. Tend Skin, a skin solution to help heal annoying ingrown hairs, bumps, and redness post-shave or -wax. This product has over 30,000 (!) 5-star reviews because it can help solve that awful itchy feeling you get from razor bumps and make your skin feel ~buttery~ smooth. A multi-use Huestick that comes in orange pigments to reduce the appearance of dark circles and hyperpigmentation. It's buildable and lightweight so you can use however much you want *without* feeling like your makeup is super heavy. And you can also use it for your lips, cheeks, or eyes for a monochromatic look! An Elizabeth Mott Thank Me Later eyeshadow primer so your eyeshadow is shine-, crease-, and oil-free for the *entire* day. That means you don't have to worry about touch-ups or trying to re-perfect a look you already perfected once! And an effective, lightweight dewy finishing spray to keep your makeup locked in place because you spent time on it and you want it to last — duh... It's designed to be gentle, non-irritating, and make your makeup appear airbrushed allll day and allll night. How about them apples? A Paula's Choice Skin Perfecting Exfoliant reviewers literally call liquid gold because it works wonders for their skin. The 2% BHA liquid exfoliant with salicylic acid targets pores to help clear any clogged pores and the added green tea helps with visible redness and soothes your skin barrier. If you have oily skin this will be a game changer! How cheap are these products? The reviews for this post have been edited for length and clarity.
Buzz Feed
3 days ago
- Lifestyle
- Buzz Feed
47 Cheap Product Swaps You'll Wish You'd Made Earlier
Nortiv 8 walking shoes with the pillowy comfort and bold color combos of Hokas on the cheap, so you can splurge a little bit on that boutique boxing class this week instead of shelling out more to replace the name-brand shoes. Gold Bond's firming neck and chest cream to *gently* hydrate, exfoliate, and tighten the skin that's more sensitive than the rest of your body but less sensitive than the skin on your face. This makes for a lovely, quite effective in-between formula packed with aloe, salicylic acid, and jojoba oil in a formula that reviewers say works just as well as much pricier creams. Good Molecules Pineapple Exfoliating Powder made with natural rice starches and pineapple, kiwi, and papaya extracts that'll foam up and *gently* polish skin, giving you similar results to the $68 Dermalogica version. You can use it up to four times a week to see (and feel) the benefits without harsh scrubs or panicking a little bit at your Ulta total. Plus, Good Molecules Yerba Mate Wake Up Eye Gel. Reviewers swear that this works just as well as $$$ eye creams at minimizing puffiness and swelling thanks to a powerhouse duo of caffeine and hyaluronic acid. A set of seamless "invisible" underwear that are an awful lot like pricier versions from Victoria's Secret you always wait 'til a sale to stock up on. Now you won't have to do math to figure out how much longer you can put off laundry based on what undies are clean. Hanes Ultimate ankle socks that'll pass the comfort test for fans of Aritzia's TNA line. Yes, we're at that age where socks can be luxurious. An Elizavecca hair treatment to give you "rich girl hair" thanks to its collagen and ceramide 3 formula. And it'll take just a few minutes of your time, like as little as five minutes post-shampoo. Because time is money, money is power, and power is pizza. (In case you were curious, lots of reviewers say they prefer it over $$$ Olaplex.) E.l.f. Lash Xtndr Tubing Mascara if you've tried pricier versions but have shied away from rebuying because of $$$. Seriously, just try this! It's so good that I'm currently on my THIRD tube. A Lululemon-inspired tennis skirt with built-in shorts and a secret inner pocket because are you even living your best summer life if you're not claw-handing your iced coffee and phone in one hand while you wildly gesticulate as you tell your friend a story on a neighborhood walk? No need to worry about a strong breeze. A tinted lip balm you'd SWEAR is Clinique's $25 "Almost Lipstick" Black Honey for the lovely, sophisticated hue it'll turn your lips. This is great for people who 1) always want a little lip color, 2) hate a sticky feel, and 3) love a bargain. A pair of wireless over-the-ear headphones you might mistake for AirPods Max if you weren't paying close attention thanks to the similar shape and shade options. These beauts are at a small fraction of the price (I swear, that math is easy) with good noise-blocking, 10 hours of play per charge, a built-in mic for calls, and cushy padding so you can put those extra HUNDREDS you're not spending on AirPods Max for a flight to your college roommate's wedding. Essence's Drop of Sunshine Bronzing Drops will help you fake that you spent the weekend taking in the sunshine instead of sick and holed up on your couch catching up on all the horror movies you've been meaning to watch. And at $33 cheaper than the Drunk Elephant version, you might just go ahead and invest in a second or third bottle now. Reviewers say it's super hydrating and buildable! A CZ tennis bracelet with tons of reviewers who say it can pass as actual diamonds. Listen, you want a glamorous stack but you don't have to choose between that and a long weekend at a beach resort. A set of wrist and ankle weights will feel like an extra fun accessory after you look up how the pricing ($22-ish) compares to similar Bala Bangles ($50-ish). Slip on these before you take a stroll with a pal to get in your steps. Just be prepared for the onslaught of compliments by passersby. A pair booty-highlighting biker shorts people say are dead ringers for $48 Buffy Bunny ones in case warmer weather has you looking for workout shorts that'll stay put through runs, squats, and more. An elegant set of square wineglasses that reviewers point out are VERY similar to the pricier ones sold at Crate & Barrel. Whether you're just drinking some water out of them or some actual Prosecco, they'll certainly elevate the moment. (Now you won't have to be SO precious about your wineglasses!) Sliick Ingrown Rescue Solution to halt painful (and unsightly) ingrown hairs before you realize they've rudely shown up on your first beach day of the year, no matter how you're DIY-ing hair removal. AND it's half the price of holy grail Tend Skin! Self-Tanner for some super-easy-to-apply color that'll develop in an hour. No need to book a (costly) spray tan appointment. (Psst, reviewers who've previously sworn by St. Tropez products have made the switch!) A trendy tote bag that'll give Longchamp Le Pliage vibes for about a sixth of the price. This bag silhouette is SO handy and practical but looks sophisticated, even if you've got some Flamin' Hot Cheetos in there that's your only potluck contribution to your pal's bday picnic. A long-sleeve bodysuit will wrap you up in an incredibly soft fabric that reviews oft compare to Skims. AND it's supportive enough so you can wear it without a bra, which is always a great thing! Plus, a stretchy bodycon pencil dress with heaps of Skims comparisons for the shape and stretch. I'm guessing this is what Morticia Addams would wear to an all-inclusive beach resort. Catrice "Instant Awake" Under Eye Brightener can be a quick, easy fix for concealing and brightening your under-eye dark circles because you don't wanna have to do a full face every single day. This "invisible" coverage oft gets compared to the $33 Becca version. A cutesy juice glass that'll run you $6 less a pop than the iconic Anthro icon juice glasses. Once you start collecting 'em, you may not want to stop! E.l.f. Soft Glam Foundation has buildable full coverage without *looking* like you put on a layer or two (I should know, it's become my go-to!). Its satiny finish leaves you looking all dewy and has garnered some compliments from friends who see me often enough to tell the difference! After all, finding your holy-grail foundation is a JOURNEY. Might as well try the affordable, effective ones first! E.l.f. Glow Reviver Melting Lip Balm in case your lip balm habit (and losing-your-lip-balm habit) is start to eat into your fun money. Fans of Laneige, Rhode, *and* Summer Fridays are in the reviews singing this stuff's praises. A baroque-inspired mirror to instantly dress up an entry or hallway. The gilded frame looks equally great hung on a wall or atop a console. And every time you gaze upon your reflection in it, you can think about the dough you saved by opting for this one over the more expensive Anthro version. Now you can FINALLY replace that mirror from your college dorm. E.l.f. Halo Glow Liquid Filter that'll free up a bit of coin if you've been eyeing Charlotte Tilbury's Hollywood Flawless Filter as a glow-getter on a budget. This stuff has hyaluronic acid and squalane to give you that lit-from-within for less than the cost of a pricey chopped salad from that place beside your office. Some sharp-looking pointed-toe flats with similar comfy, machine-washable features to pricier Rothy's or Vivaia flats. You'll be glad you packed these to get you from Notre-Dame to the Eiffel Towel on a long but gorgeous scenic view! And when you get home, you can toss 'em in the wash to look like new for your next adventure! A pair of retro-style oval sunglasses your nemesis will mistake for the $400+ Miu Miu ones, which is fine. Let 'em think that and put that extra cash toward whatever else you want. Or some oversize square sunnies if you've been admiring the Bottega Veneta version but have such a horrible track record with keeping sunglasses in fighting shape that you can't in good conscience spend hundreds on a pair. Slip-on mules because you're not allowed to wear sneakers to the office (I'm emailing HR on your behalf) but don't do heels. You'll get all kinds of use out of these comfy alts to the pricier Madewell Gemma mules without having to MAKE yourself wear them enough times just to make yourself feel better about dropping serious dough on them. Platform slippers you've eyed on so many other people in public (or, well, the similar but more expensive Ugg Tazz) and want in on the cozy style. Once you slip your feet into the faux-fur shoes, you'll find every which way to wear — even in the sweaty pits of summer. A multipurpose blush stick you can try out to create the lovely watercolor blush trend. Y'know what's even lovelier? Paying $7 for this instead of the $18 Pixi Beauty version so you can build and blend color to your heart's content. Cushionaire slides to help satisfy your old dogs' yearning for comfy Birks (there are 1k+ reviews comparing them) for significantly less. A "Soft" perfume rollerball that's definitely made an appearance or five in your FYP scroll. It's only $5 and smells totally delightful (it gets compared to sweet treats like waffle cones). BUT! That's not the only reason to love it. It reminds reviewers of the $65 bottle of Pink Sugar 👀 and layers like a dream. Or a Creamy Coconut fragrance rollerball to have everyone assuming you paid full price for the $25 Sol de Janeiro fragrance. Even if your immediate plans don't entail sitting on a beach and drinking out of an actual coconut, you can still catch a whiff of the island vibe with this sweet scent. A longline sports bra you can (and tbh, SHOULD) just wear as a crop top. It's too hot out for shirts that cover your belly button and regular bras. E.l.f.'s Holy Hydration! Thirst Burst Drops made to help plump up (hydrating hibiscus complex and hyaluronic acid) and brighten (niacinamide) your complexion for similar results to the $35 Glow Recipe Watermelon Dew Drops. Reviewers say it works great alone *or* mixed in with foundation. Dossier's "Ambery Vanilla" perfume because you thought about shelling out for YSL's Black Opium but your budget said no despite all your other perfume bottles being on empty. 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 Briotech spray can help soothe rosacea, eczema, rashes, sunburns, and other skin irritations for when your skin is just not cooperating thanks to hypochlorous acid (it's in your white blood cells and helps soothe inflammation). Tower 28 SOS Daily Rescue Spray is also what some call a miracle in a bottle. But Briotech is in a cheaper bottle. Some mid-weight sweatpants in case you wanna bring some luxe feel to your couch-rotting. Folks on TikTok compare these to Aritzia's for a fraction of the price. Everyone wear sweats but they don't have to be expensive sweats. A half-zip pullover sweatshirt that'll run you far less than Lulu's $118 scuba hoodies. Mise En Scene Perfect Serum, a K-beauty product that's probably come across your radar for its stunning before-and-after results *and* lower price tag than a comparable $46 Gisou hair oil. Locking down a cheap but transformative hair oil will soften the blow of putting off having your split ends snipped off for a few more months. Catrice's Magic Shaper Face Cream Palette to help you build out and highlight your face's gorgeous assets for a mere $8 instead of $88 with a similar Makeup Forever palette. Listen, you don't have to spend a bunch of money to LOOK it. And a palette like this is gonna last you a while. A set of satin pillowcases that are MUCH cheaper than other brands' but they're so legit that I own five pairs of them. I even pack them for travel! Once you start sleeping on one of these (they're cooling and keep your hair and skin more moisturized), you won't want to go back to a cotton pillowcase. A slightly compressive layering T-shirt that comes in different colors and at a very budget-friendly price, so you can stock up on them to help fill wardrobe gaps. Oh, and the kicker? Reviewers say it feels like Skims shirts but, obviously, for cheaper.
Buzz Feed
7 days ago
- Entertainment
- Buzz Feed
53 Must-Have Beauty Products Under $30
E.l.f's Lash Xtndr Tubing Mascara so you can finally have the thick, full lashes you've dreamed of, even if your flimsy natural lashes hardly hold up standard mascaras. This uses a unique "tubing" formula that boasts being smudge-free. And if you have fragile lashes? This can be easily wiped clean! It's also available in *brown*, which is a huge deal for folks with warm hair colors and blonde lashes, as it doesn't clash with your natural coloring (speaking for my own red-headed self here). A bottle of Elizavecca hair treatment, which, like Olaplex, has repairing properties like collagen and protein extracts to aid in hair health. Apply this after you shampoo, let it sit for 5 minutes (where you can race through a shave or a song in the shower — you do you), and then rinse it out. Stronger hair care, here we come! Olay Super Serum Body Wash (the body wash version of Olay's cult favorite facial Super Serum) — this is so soothing it's basically gonna feel like giving your dry skin a niacinamide-forward bottle of red, with notes of shea butter and a whiff of collagen peptides that'll treat your ~full body~ to 24-hour hydration. Ahhh, drink that all in. A nail concealer with a brilliant blend of biotin and keratin to save your nails from yourself — years of acrylics and gel manicures were murder on your cuticles. Get yourself a nail polish that nourishes! Plus, if you like a clean, uniform look, you're sure to love the sheer hint of pink color this has. E.l.f. Halo Glow Liquid Filter for achieving the same dewy no-makeup-makeup effect of Charlotte Tilbury Flawless Filter (but at a price that doesn't make you sweat). This also has a healthy dose of hydrating hyaluronic acid that your skin is gonna be glad to drink in every day. Medicube's "Zero Pore" Pads, a beloved Korean skincare secret with a magical mix of lactic and salicylic acid that'll redefine what "smooth" means to your skin. The dual-textured toner pads both exfoliate and refine your pores, making your face feel positively silky soft. Nyx's Lip IV Hydrating Gloss Serum for people who are sick and tired of their lip glosses lacking color, their lip balms lacking interest, and their lipsticks drying out their lips. This acts as a gloss, lip stain, and balm all in one for up to 12 hours of happy, hydrated, and good-lookin' lips! A sulfate- and paraben-free dry shampoo *foam* because washing, conditioning, and drying your hair is a LOT — and you don't wanna do a lot! This uses cactus water (that dries in 60 seconds!) instead of powder, so it's gonna give your hair a clean and voluminous look *without* making your scalp look and feel like it's covered in dandruff. Suuure wish I'd known about this stuff sooner. I look like I have gray roots every time I use a typical dry shampoo. Gold Bond's firming neck and chest cream — whether you've noticed your neck skin practically hanging on for dear life thanks to that darn gravitational pull or find your décolletage creased in the center from side sleeping, the glycerin and aloe in this formula can give that delicate skin some much-needed hydration, while the salicylic acid can gently exfoliate dead skin cells. Reviewers say patience is worth it with this one, so give your body time to soak it all in and enjoy those results! A root touchup powder great for folks with fine hair who would like the appearance of a fuller hairline *and* for anyone who wants to take longer breaks between coloring appointments. This includes a sponge for applying the powder — just rub it directly onto your hair. I learned about this product when looking for solutions for postpartum hair loss, and was awed that this had over 18,000 5-star reviews. Sold. EOS' Shea Butter Vanilla Cashmere body lotion sure to be the TikTok obsession you *too* are about to be obsessed with. This lightweight formula provides a soothing and long-lasting moisture barrier so your skin feels silky. Which is great, as it's what we want lotion to do, but people are also losing it over how great this comparing the scent to $$ brands like Philosophy. Nice. Kahi Wrinkle Bounce Hydrating Multi-Balm, a must-have K-beauty product for anyone trying to achieve gorgeous, glowing, glass skin. This all-in-one moisturizer is formulated for your lips, eyes, and neck, which is one of the many reasons it's been such a sensation on TikTok. This uses salmon complex and collagen to reduce fine lines while enhancing your skin with a smooth, hydrating glow for a "just out of the shower" effect. A set of "Golden Glow" under-eye gels made with a 24-karat gold collagen formula that'll ease the look of dark circles and bags under your eyes and make your skin look positively ~golden~. Cosrx's Snail Mucin Repairing Essence reviewers love for the extra boost of hydration it gives their skin, helping clear up acne, inflammation, peeling, fine lines, and even eczema! Stop being ~sluggish~ about investing in your skincare routine and get this on your face. Fast. Sol de Janeiro Brazilian Bum Bum Cream formulated with cupuaçu butter, coconut oil, and açai oil to give your skin a powerful dose of hydration. It'll also wake up and temporarily tighten your skin with the same stuff you use to become awake and alert for the That's right, our skin enjoys the stuff as much as the rest of us. This smells like vanilla and caramel, which means it's basically a latte for your skin. Delicious. John Frieda Frizz Ease Dream Curls Air Dry Waves Styling Foam for folks who know in their heart their bedhead could look beautiful, but also know they'll never get into a beauty routine (am I just talking about myself at this point?). This non-sticky product WANTS your hair to look gorgeous, and it's happy to do all the work! Just scrunch it through your wet hair and air-dry your way to a beautifully styled 'do. A bottle of Bio-Oil, beloved by many a skin-having human, made with a powerful blend of moisturizing oils and vitamins that'll aid in fadin' scars you'd rather have bippity-boppity-boop off your body. A retinol body lotion — sure, retinol is great for your face, but there's a whole *body* of skin it can help out! This particularly dreamy, creamy formula helps promote skin cell turnover using retinol, while the ferulic acid firms skin to promote natural skin tightening. A RobeCurls heatless hair curler — this satin-covered rod is designed to curl your hair while you sleep, and it's damage-free! Skip the heat tools and just wrap damp hair around the plush curler at night. Then FALL ASLEEP, and it'll do the rest. Wake up, pull this outta your hair, and enjoy your blowout-worthy bouncy curls. Cerave eye repair cream, which is cooked up with their famous blend of ceramides (a skincare "secret sauce" if you will) and a healthy dose of hyaluronic acid to boost hydration and niacinamide to help tighten and brighten the appearance of skin. If you're revitalizing your skincare routine, add this to the mix and reduce the appearance of dark circles, under-eye puffiness, *and* fine lines. ~Eye~ love to see it. A hyaluronic acid serum — this can save your dry skin thanks to its *intense* hydrating properties that improve a dry complexion's softness, smoothness, and ability to retain moisture. I feel soothed just thinking about it. Cicapair Tiger Grass Color Correcting Treatment to help you embrace color theory with confidence. Take it from someone with skin the color of printer paper — nothing helps reduce redness better than a touch of green! This lightly tinted cream is designed to combat that blotchy redness while protecting your skin from the sun with a useful daily SPF 50. Neutrogena Ultra Sheer Moisturizing Face SPF 60 Serum that'll do its very darndest to protect your skin (without a white cast) no matter how much you're out in the sun this summer. Reviewers rave about using this as a priming moisturizer. Any way to sneak some SPF into your makeup routine is a real win. My pasty self is buying this as we speak. Seriously. An E.l.f. Camo Liquid Blush — a blendable and buildable blush (say that five times fast) with a lightweight formula and a powerful pigment. If you've worked hard on your glass skin technique, finish off your routine with a blush that's dewy and glossy to stay looking as smooth as glass. Elizavecca's carbonated bubble clay mask that'll exfoliate your skin and banish blackheads (according to reviewers). The selfie potential of this face mask alone L'Oreal illuminating moisturizer infused with glycerine and shea butter — if you're looking to add a lightweight alternative to your thick foundation and want an extra *glow*, then you're gonna adore this! Reviewers say it's basically like if Glossier's Futuredew and Drunk Elephant's Bronzing Drops had a brilliant, beautiful skincare baby. A plant-based gel-cream made from a formula that's nongreasy and completely transparent. Even if you just pull your hair up into a greasy bun in the morning, smoothing out your baby hairs makes a big difference! Get this, and your flyaways are instantly gonna, you know, fly away. A magnetic cat-eye gel nail polish kit for anyone who knows all things can be fixed with a killer manicure. Not only will you get an onslaught of compliments, but you'll also be able to say, "Why thank you, I did them myself!" to boost your cool kid ego even higher. A tattoo aftercare salve to make both colored and monochrome tattoos look out-of-this-world lovely. This soothes, protects, and enhances the look of your ink, both fresh and faded. A caffeinated butt mask that'll wake up your skincare system if you've been a bit behind on your routine lately. These potent masks are designed to tone and smooth your cheeks with just a 15-minute mask sesh! Maybelline's Fit Me Matte foundation — this liquid, oil-free foundation is sure to satisfy folks with oily skin as it covers pores and creates a smooth base *without* irritating your skin. BTW, this product is available in a whopping 35 SHADES, so it's got your face covered. Literally. A Revlon volcanic stone face roller that'll absorb excess oil on your face as you swipe it away *without* ruining your makeup. Now that this exists, there's no better product to have in your bag when the summer sun brings back your extra oily skin. Oil blotting sheets WISH they were this sexy. Keep your makeup looking great all day with this OG TikTok beauty sensation. A glazed donut Lanolips lip balm because if it really chaps your hide (my Grandma's favorite phrase, Hi Grandma!) when your lips are chapped during allergy season, then you need to be using a healing combo of lanolin oil and vitamin E to moisturize and nourish that extra thin skin. This is also recommended for cuticles and cracked heels! A foot peel mask formulated to soften dry, cracked, and aching feet. These are coated in a paraben-free formula of fruit acids. After putting your feet up and relaxing for 60 minutes, you're done! You can expect your hard skin to start shedding in 6–11 days. Lottabody's Coconut Oil Foaming Curl Mousse worth getting into your haircare kit. If you want voluminous curls without a hint of frizz, then this is the mousse for you! Etude's Dear Darling Water Tint, with a luxurious vitamin and berry formula, that'll be exactly what you want if you prefer a "no makeup" makeup look that also doesn't FEEL like you have makeup on. This nourishing (and smudge-free!!) mix is comparable to Benefit's Lip Tint and is designed to look super natural. Not only is it super moisturizing, but it doesn't need a harsh wipe or cleanse like other lipsticks, which is a *real* gift to the super thin skin on our lips! Palmer's Cocoa Butter Formula Daily Skin Therapy reviewers with cracked heels, elbows, and knuckles say it works fast without aggravating their sensitive skin. If you want your skin to feel Disney-princess smooth for the first time in forever, then let this stuff give you the 48-hour moisturizing protection you deserve. A set of collagen-infused forehead patches for folks looking to improve their skin's elasticity with a *chef's kiss* hydrating formula. The mix of aloe, collagen, and vitamin E is a true treat for sun-damaged, dry, and aging skin. Whether you throw these on before bed and let your skin soak up that silky goodness for a full eight hours or simply have an hour to spare in the a.m. — these are designed for great results on your schedule. Anua Heartleaf Pore Control Cleansing Oil with the most impressive review photos I've seen in my little life! Reviewers swear up and down over how well this erases blackheads and sebaceous filaments. Use this as the first step of your cleansing routine, and then just rinse with water. Watch your blackheads disappear so quickly that they won't even have a chance to say goodbye. Aww, sad. A 10% niacinamide serum for folks who fill their medicine cabinet with the very best K-beauty has to offer. This includes 4% tranexamic acid and 2% arbutin for super-smooth skin. With consistent use, you'll notice your skin looking smooth and dewey. And if you, like me, prefer fragrance-free, this non-sticky and non-scented formula is for you! Butt Acne Treatment Cream — this is gonna be a great addition to the (rear) end of your beauty routine. It's designed for all skin types with a clean tea tree oil to help prevent breakouts, get rid of bacteria, and clear up folliculitis. Bio-Collagen's Real Deep sheet mask so you can treat yourself to a rejuvenating facial while you sleep. The mix of hydrating hyaluronic acid, pore-minimizing collagen, and probiotics work together while you're resting to protect and heal your skin from the inside out. And don't worry about your pillowcase. This product is a professional. It's transfer-resistant — no mess included. E.l.f.'s Holy Hydration! Thirst Burst Drops, frugal reviewers have excitedly compared to Glow Recipe's $35 Watermelon Dew Drops. If you'd like to see your skin bright and plump with a *chef's kiss* dewy glow, this is gonna be your favorite stuff! It's lightweight enough to wear alone or apply under your makeup. Bless. A paraben-free self-tanner with a mousse texture so you can apply the product evenly (unlike thicker lotions that leave distinct lines behind). Use this if you'd rather not look like you spent all winter hibernating in a cave when swimsuit season arrives. And an exfoliating mitten lots of folks love for preventing ingrown hairs, reducing KP, and smoothing out their skin before applying tanning lotion. A brilliant biotin shampoo (with over 34,000 5-star reviews!!) so you can enjoy the feeling of fuller hair and a nourished scalp. This is sulfate-free and won't give your hair greasy, heavy buildup *but* the biotin can strengthen your strands. The one-two punch of this particular shampoo comes from the added rosemary and coconut oil — which both stimulate and moisturize the scalp, aiding in overall hair health. PanOxyl Antimicrobial Hydrating Acne Creamy Wash — if you've been hoping their OG foaming wash worked on your sensitive skin, they heard your wish! Not only is this great on sensitive skin, but it'll also help clear up acne-causing bacteria on your whole body! It's designed to get rid of existing acne and prevent further breakouts by deep-cleaning your pores. A gift! Catrice "Instant Awake" Under Eye Brightener (made with a *chef's kiss* mix of hydraulic acid and shea butter), which became a knockout success once reviewers started raving en mass about the product's instant invisible coverage. If you're looking for quick and easy results that suggest you don't even require come to the right brightener. Or Good Molecules Yerba Mate Wake Up Eye Gel that'll be beloved by people who drink up yerba mate like it's water from the actual Fountain of Youth. And that's not the only powerful ingredient this gel has to offer! It also boasts three unique forms of hyaluronic acid to moisturize and revitalize the skin under your eyes. There are no dark circles here, my dear! A Denman Hair Brush designed with bristles specifically spaced to detangle and shape curls that may otherwise feel frazzled and look undefined. Hit the snooze button and save time in the mornings with this brush by your side. Rael "Miracle Invisible Spot Cover" Pimple Patches for anyone who thinks the best skincare treat they could possibly give themselves is pimple patches that don't shout, "Look over here at this vacuum-sealed pimple bursting from my face!" These have the same hydrocolloid formula for relieving the redness, swelling, and pus from breakouts *without* the usual show-and-tell. The Face Shops's facial foaming cleanser formulated to help brighten, cleanse, moisturize, and remove your makeup all at once. If you like the idea of having *one* skincare product that does it belongs in your bathroom. A reviewer-favorite Alleyoop 4-in-1 makeup brush designed with an eyeshadow brush, a blush brush, a brow brush, *and* a blending sponge — all in one! This beauty tool is about to become your new best friend, adventuring with you (because it's small enough to fit in your bag for quick touch-ups) every single day.
The Independent
19-05-2025
- Lifestyle
- The Independent
Lookfantastic discount codes for May 2025 – get up to 60% off beauty bestsellers
The right beauty routine is like a well-curated wardrobe – each piece adds something essential, whether it's a nourishing serum, a volumising hair mask or a glow-giving body oil. From your make-up bag to your shower shelf, investing in quality products can make all the difference. But let's be real: with premium picks like Olaplex, Mac and Elemis often carrying hefty price tags, curating your dream routine can feel like a luxury splurge. Luckily, if you know where to look, you can snag cult-favourite beauty buys without paying full price. As IndyBest's beauty writer, I spend my days testing, reviewing and hunting down the best deals across skincare, haircare, make-up and more. Whether you're refreshing your make-up arsenal or upgrading your haircare with salon-level staples, I'm here to help you save while you stock up. From youth-boosting serums to damage-repair hair treatments, I'll be updating this guide monthly with standout discounts from top brands like The Ordinary, Drunk Elephant, Fenty Beauty and more. Read on for May's top Lookfantastic discount codes and deals – and give your routine the upgrade it deserves. Top Look Fantastic discounts When to expect Lookfantastic discount codes If you need to stock up on your beauty essentials, it's worth waiting until the end of the month as Lookfantastic often has a selection of payday deals. In the past we've seen up to 20 per cent off some of our favourite brands, so check back at the end of the month to see what's available. The retailer also runs regular flash sales, focused on popular categories like haircare or some of our favourite tried and tested brands such as Lancôme, Kérastase and Bobbi Brown. Right now, you can get up to 60 per cent off skincare, make-up, fragrance and more using the link above. Get £10 off with the Lookfantastic beauty box Beauty boxes are a great chance to try new brands that you might have not come across before. The Lookfantastic beauty box topped my round-up of the best beauty subscription boxes, with its excellent variety and accessible price point. Right now when you subscribe to the May beauty box, which includes products from Bondi Sands, Ren, Pixi and more, you'll get a £10 voucher. This can be used when you spend £20 at Lookfantastic, so gives you the chance to make a decent saving on your favourite beauty buys. Another way to save when shopping at Lookfantastic is through its Beauty Plus+ loyalty scheme. It's free to join and you'll earn five points for every £1 that you spend. Once you've gained 500 points (aka spent £100), you'll get £5 credit to spend on your beauty buys. Leaving a review or recycling your empties can also score you some points. As you earn more points, you'll unlock more perks. These include a birthday gift, early access to sales and a chance to become part of Lookfantastic's review panel at the very top tier. More ways to save at Lookfantastic If you and your friends love chatting all things beauty, you can both save money when they sign up to Lookfantastic. The beauty retailer's referral scheme will give you both £10 off your next order when they sign up using your unique referral code. Students looking for a bargain can save at Lookfantastic, with 20 per cent off when registering with a university email address. NHS staff can snag a deal too, with 22 per cent off selected beauty for key workers. The best Lookfantastic deals for May 2025 are This is the first at-home treatment that Olaplex released, designed to repair bonds from the inside out, and its one of our favourites. In our IndyBest Olaplex review, beauty expert Eva Waite-Taylor praised how the no.3 hair perfector left her hair 'visibly more shiny' and called it a 'really effective at-home solution.' It's currently reduced by 20 per cent at Lookfantastic, and we can't see it for much cheaper elsewhere. Clinique's anti-blemish solutions liquid make-up has stood the test of time – and right now, it's 40 per cent off. In her guide to the best foundations for acne-prone skin, make-up maestro Louise Whitbread praised its featherlight texture and natural finish. 'It gently neutralised redness and we didn't see much shine on our T-zone after a whole day of wearing,' she noted. With buildable coverage that won't clog pores, this foundation is ideal for oily or sensitive skin. It's easy to apply with fingers, perfectly sized for travel and a reliable everyday base that both conceals and calms. What more could you want? Perfect for creating effortlessly defined brows, Benefit's precisely, my brow pack includes two of the brand's most-loved grooming essentials. In her review, brow buff Daisy Lester praised the pencil's 'impressive staying power' and said her brows 'look just as defined on the morning commute as they do in a late-night bar.' With an ultra-fine tip that mimics hair-like strokes and a spoolie for soft blending, it delivers natural definition in seconds. Paired with the tinted wax, which adds shape, volume and hold, this duo is a must-have for fuller-looking brows with minimal effort. Now 33 per cent off, the Kate Somerville glow kit brings together three exfoliating heroes from the aesthetician's iconic exfoliKate range. In her guide to the best facial exfoliators, bodycare expert Daisy described the intensive treatment as 'a two-minute facial in a tube' that delivers 'an unrivalled glow.' With its blend of fruit enzymes, AHAs and soothing ingredients like aloe and vitamin E, it's a radiance-boosting essential. The set also includes a gentle, pore-refining cleanser and a hydrating exfoliating moisturiser which, together, make for a routine that smooths, brightens,and leaves skin visibly revitalised. Why you can trust us At The Independent, our beauty writers and testers are passionate about skincare, haircare and all things makeup – and we know a great product (and a great deal) when we see one. With years of hands-on testing and industry knowledge, we're dedicated to highlighting trusted brands, tried-and-tested formulas and genuinely worthwhile savings. Whether it's a cult cleanser or a trending foundation, we only recommend products we believe in, so you can shop with confidence all year round.
