Even though it’s so fun to go to a makeup store and actually find your next fave lip stain, cream blush, or magnetic eyelashes, it’s easier—and less germ-y—to browse the interwebs for your new obsession. There are a ton (a ton) of beauty-buying options online. The beauty world’s skin quizzes, color-matching, and virtual try-ons are now much more advanced, which means you can get an *actual* look at what you’re buying before you finally check out your cart.
Your new fab problem: Where do you buy your makeup?? Do you go for the cult fave? The place you’ve shopped since you were 10? The K-beauty experts? The vegan, cruelty-free specialists?? If you feel rlly overwhelmed by just how many sites you can buy from, don’t even worry about it. Depending on your preferences and values (plus, you know, your budget), these online makeup stores will make you feel so satisfied.
A bunch of these have resources like online consultations and quizzes if you’re fairly new to the makeup game, and I’ve got some newer, cutting-edge sites if you’re obsessed with trying the latest brands and trends. We’ve also got the most popular stores—think Sephora, Ulta, and (yes) even Target and Amazon for when you just need to buy that everyday mascara or lipstick. These are the 15 best online options out there, so you can peruse to your heart’s content. You’re welcome.
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Etude House Fixing Tint
Calling all K-beauty lovers! Soko Glam is one of the biggest providers in the U.S., and they’re focused on educating customers on which products are best for specific beauty needs. Case in point: Their site’s got a content blog and skin concierge (where you can take a skin quiz and even speak with an expert). This lip tint is one of their bestsellers, with five pretty shades available that dry matte and won’t smudge underneath your face mask.
The Detox Market
Aether Beauty Rose Quartz Crystal Gemstone Palette
For ethical beauty, The Detox Market is the place to go. They test all the products on their site (and say that less than two percent of submissions pass their rigorous vetting process). They have a banned ingredients list and require cruelty-free formulas. And they have v v ambitious sustainability goals. Aether Beauty’s gorge eye palettes, like this bestseller, specifically don’t have mirrors in them to be totally recyclable.
Undefined R&R Sun Serum
Go figure: Target has a bunch of exclusive beauty brands and a wide array of choices under $10. That also includes a goal to add more Black-owned beauty brands to their offerings and to spend $2 billion with Black-owned businesses by 2025. This sun serum is a tinted mineral sunscreen that’s just perfect for layering under your daily makeup.
Clinique Almost Lipstick
If you know makeup at all, you know Sephora. From the most viral products (like this universally flattering Clinique Black Honey lip color) to the best sellers, the Sephora brand products, Beauty Insider perks, and free samples, they’ve got the makeup situation down. Oh yea, and now they have same-day delivery service and are available to order on Instacart.
Julep Eyeshadow 101 Crème to Powder Waterproof Eyeshadow Stick, Charcoal
No surprise here: Amazon has a wide range of products at reasonable prices and free Prime shipping (not to mention literally thousands of reviews to help you determine the pros and cons of each product). Case in point: This eyeshadow stick comes in a whole bunch of colors and has 19,000+ positive reviews. In March 2022, Amazon launched Amazon Aware, which includes beauty products, too.
Essence Lash Princess False Lash Effect Mascara
The 32-year-old(!) Ulta is still bringing us that classic beauty experience—from home! Their 21 Days of Beauty includes some seriously good steals. Target’s also expanding their Ulta Beauty at Target, which includes pick up, drive up, and same day delivery options. This mascara is one of their absolute best sellers for lengthening and adding volume.
By Terry Baume de Rose Lip Care
Dermstore was founded over two decades ago by a dermatologist; It specializes in beauty products that you can’t find anywhere else as well as brands with professional-strength formulas. The store has a skincare blog and esthetician consultations, too. This lip balm, one of their French products, is highly concentrated to repair dry, cracked lips.
RMS Beauty Luminizing Powder Retractable Brush
The affordable but sustainable Thrive Market also happens to carry eco-conscious makeup brands. You can filter by your specific values and needs (including “Cruelty-Free,” “Nontoxic,” “Hypoallergenic,” and “Fragrance-Free”) and buy alongside your food and beverage orders. RMS Beauty is a notable clean brand, and this retractable brush is 100 percent vegan and compact.
NARS Light Reflecting Foundation
Luxury beauty fans, right this way. Bluemercury has classic bestsellers along with new and upcoming brands, and they sometimes offer masterclasses on brands like SkinCeuticals and Diptyque. They also have a Conscious Beauty section for vegan and cruelty-free options and an entire Women-Founded section. This light-reflecting foundation isn’t cheap, but it makes you look ever-so-hydrated with a multitude of shade options.
Uoma Beauty Black Magic ‘Coming 2 America’ Good Morning Zamunda Color Palette
Nordstrom has a surprisingly robust beauty section, including limited edition products (like this palette, named after and inspired by Coming 2 America) and exclusives. Shipping is just about always free in the U.S., and they’re offering a program where you can bring them your empty beauty containers so they can reuse them.
Glossier The Dreamy Color Set
Despite recent layoffs, Glossier, the beauty brand founded on “uncomplicated” but powerhouse products, is still rolling out new sets and launches. If you’re unfamiliar, start with the classics like Cloud Paint blush (included here) and Boy Brow eyebrow pomade, then branch out to other addictive products. This set lets you match your whole look: eyes, lips, and cheeks.
Follain bans over 1,500 ingredients in the products they sell. They’re also EWG verified, gluten-free, non-GMO, and dermatologist-tested. If you’re new to their offerings, their skincare sets make for an incredible foundation before you layer on your makeup. This highlighter, one of their bestsellers, comes in four shades and is avocado oil and shea butter-based.
Westman Atelier Lip Suede in Les Nudes
Did you know Net-a-Porter has a beauty section? Well, now you do, and it’s super-luxe. Their Beauty Memo highlights which items are worth the ~splurge~, which helps you feel like you’re spending wisely. (This lip palette has four colors in one, so it’s a good value, too.) Keep an eye out for their Net Sustain edit for the eco-conscious picks.
Stila Stay All Day Waterproof Liquid Eye Liner
Revolve‘s known for its of-the-moment styles, but it’s also got trendy beauty supplies (think: festival and summer beauty RN) with a huge range of brands. They’ve also got Insta how-tos and opportunities to shop directly from their feed, tyvm. For a classic black eyeliner, you could never go wrong with this Stila one (and it lasts foreeeeever).
The Universal Reds Lipstick Set
Toward is a luxury platform launched in 2021 to address mistrust in the beauty industry. The store’s responsibility policies are comprehensive, from fair working conditions to impact on the environment. This gorge set of red lipsticks come with an (equally gorge, refillable) red leather case.
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