We hope you love our recommendations! While every product is independently chosen by our editors, BuzzFeed and our publishing partners may collect a share of sales or other compensation from the links on this page. You can read more about how our affiliate partnerships work in our Editorial Standards & Ethics Guide.

I believe Glinda would give her stamp of approval to all of these.

🎵 What is this feeling, so sudden and new?! 🎵 You know, the feeling of finally finding a leave-in conditioner that tames frizz or a concealer that doesn't fade away after 2.5 seconds. Or what about a cleansing oil that actually breaks down waterproof makeup? You don't need a magic spell to find these cosmetic curiosities — I flicked my magic wand and found 39 of them for you.

Promising reviews: "I love this product! I have 4c hair and I use this when my hair is straight. Even semi straight is fine so you don’t put to much heat on your hair. As some said before it 'can' be time consuming but that’s only if your not taking advantage of the entire space they give you to use! I made that mistake, only using small sections, in the beginning and even though I loved the results it was too time consuming. After using it about 4 times I’ve mastered cutting the time down a lot. Just do big sections and separate with your fingers!" —Burke

"OK so I found out about this life changing device on TikTok. I've always wanted these kind of beach wave curls but no matter what I did or what I tried, my hair would never look how I wanted. Well, let me tell you, this thang does exactly what it should. It is seriously the best hair tool ever, so if you're looking for the absolute perfect beach waves, then do yourself a favor and just get it." —Rachael

Get it from Amazon for $25.49+ (available in two colors).

Promising review: "My dry neck and the annoying itchiness I used to experience have completely gone away after using this cream. It’s not only soothing, but it also feels like it’s really nourishing my skin. The firming benefits are a bonus! I highly recommend this product to anyone dealing with dryness or discomfort in their neck and chest area. It’s become a must-have in my skincare routine." —JAcosta

Get it from Amazon for $11.97 (also available in a two-pack).

Promising reviews: "This stuff really works. My hair is pretty thin, and most products that advertise as volumizing don't do much for me. I have 3A curls, and all I had to do was scrunch this into wet hair and go to sleep. I woke up hair that looks about 50% more volumized. Will definitely be purchasing again" —Rebecca

"If you are looking for extra volume, look no further. You apply a bit of this product on different sections of damp hair and it will do the trick. You then blow dry your hair and your hair will have such volume! I love it!" —Amazon Customer

Get it from Amazon for $12+ (available in two sizes and a gift set).

Most reviewers recommend doing this treatment once per week. 

Promising review: "Caught wind of this on TikTok and decided to give it a whirl. Honestly, it’s pretty solid! It really makes my skin look tight and shiny, like I just came out of a professional facial. It’s an overnight mask, so yeah, it does have to stay on for a while, which is a bit of a hassle, but the payoff? Totally worth it. My skin feels more elastic, and the pores look minimized, too. If you don’t mind the long wear time, this mask could be a game changer for your skincare routine!" —Nala

Get a set of four from Amazon for $19 (available in four formulas).

This oil is designed specifically for 3A-4C hair types.

Read more about how biotin shampoo could help with the fullness of hair at Cleveland Clinic. Learn more on TikTok. 

Promising review: "I started using this oil on my hair after watching TikToks about it. They did not lie. This product works great! I have been using it for about a month now, and I have nothing but good things to say. I like to lather it on my scalp and let it sit for a couple of hours before showering. This helps your hair to produce those natural oils, which makes your hair grow healthier. It has made my hair grow faster and stronger." —Alexis Jacobus

Get it from Amazon for $8.72 (also available in a "light" formula).

New to essences? Try applying this after cleansing but before your moisturizer. Applying it to clean skin and under you moisturizer will help lock in all that snail mucin goodness!

Promising review: "This is a product that works for anybody! I apply it once I have washed my face on damp skin. It can be slightly slimy, once again it is snail mucin, but you only really feel it when you apply it to dry skin. I usually allow it to dry for a bit until it becomes slightly tacky before I put a moisturizer on. I have combination skin. My forehead and chin tend to be oilly but my cheeks dry and this has really evened that out. I really recommend this because it isn't harsh to the skin and perfect for beginners." —Nelita H.

Get it from Amazon for $19.66 (also available in a two-pack). 

Promising review: "I used to have oily, acne prone skin as a teen and into my 20's. As I've gotten older I went from combo to a little more on the dry side. I also have eczema on my eyelids and cheekbones. I decided to try this cleanser, but I was afraid that it would cause breakouts or leave my skin feeling dirty. It absolutely does neither. It removes all the makeup and dirt, but it leaves the skin feeling so soft and smooth and not with that tight, dry feeling that most cleansers do. I use this at night before bed to remove my makeup and apply my skincare over it... This oil cleanser has made my skin much less dry, and most importantly does not irritate my sensitive eczema prone skin." —Ellen B.

Note: This is a repairing treatment, NOT a conditioner! To use, apply it before your shampoo to damp, towel-dried hair, let it sit for at least 3 minutes (up to 10 for maximum results), then follow it up with your go-to shampoo and conditioner. It's designed for all hair types.

Promising reviews: "This tiny little magical oil has done everything it promotes, plus much, much more! I can’t live without this now! I've been using it on my very thin, dried-out, frizzy curls — it solves it all! My hair after one use was noticeably different but now it looks thick, healthy, shiny, and after six weeks of using it twice a week. It looks like I got a fresh haircut! My hair is noticeably healthier, and other people see a difference! Don’t hesitate to get this! I wish I had it sooner!" —Katie

"I'm transitioning to natural, and Oplalex is great for restoring moisture and helping with breakage. I have 4c delicate hair, and this product is perfect. Especially great in restoring my hair nutrition when coming out of protective hairstyles." —Jeanette

Get it from Amazon for $34+ (available in two sizes).

Promising review: "I have oily skin and honestly have never used toner until now. About a month ago I started to break out so I decided to use it after washing my face. The results have been kind of amazing." —Jasmine

Bolden is a Black-owned, woman-owned small business.

Promising review: "I didn't think that anything would help my under eye bags. I was born with them. However, after a few months of using this, I have noticed a huge difference in my coloring and fine lines. If you are on the fence, get it. A tube last me two months using it twice a day." —Kate F.

Get it from Amazon for $13.60+ (available in two sizes).

It's way less wasteful and easier to carry around than a pack of oil blotting sheets — just pop out the stone roller to give a quick wash before reusing!

Promising review: "First off, if you have extremely oily skin, this. is. it. I was so tired of getting blotting powder/wipes. It felt wasteful and always left residue on my face. I saw this on TikTok and NEEDED it. It was backordered but then I got an email saying it was in stock and I was SO excited. Not only is it affordable, but it's washable, which helps you save money and be less wasteful." —Kelsey B.

Promising review: "First, let me start with the price. My favorite thing about this product is its price vs. its quality. Most times, we find a low or responsible-priced product...well, let's say you get what you pay for, so usually you're left disappointed, BUT this stuff is wonderful. The smell, the de-tangling ability it has, plus I love how soft my hair is and my curls. No stiff hair and, on the days I want a little more hold or crispness, I just mix some of my firmer hold mousse in with this in my hands before I apply it. Wish I knew bout this product sooner. Thanks, TikTok." —Angelia Taggarrt

Get it from Amazon for $4.22 (also available in a pack of two).

Promising reviews: "Anyone with dark under eye problems like myself needs to have a brightener! I used to spend $40 on Becca, but this one is better in my opinion!! It’s very pigmented and covers blue hues in the corners of my eyes. It can be worn alone, but I prefer it under my concealer. It blends incredibly well, and it's very creamy and easy to apply. It will probably last me six months — a little dab goes a long way. It’s extremely buildable, too. I am just so in love. I’m a sucker for saving money, and this purchase just saved me over $30. I will recommend to all my friends and family. Just BUY it!" —Caitlin Newcomb

"Bought this after seeing an influencer use it on TikTok. This works really well. I can instantly see a difference when I use it under my eyes. For the price, this is a win-win. I had never heard of this brand, but I will be using their products more often." —Kerry C

Get it from Amazon for $6 (available in four shades).

The yellow shade works to brighten dullness in fair to medium skin tones, the peach shade masks dark spots in fair to medium skin tones, the orange shade masks dark spots in deep skin tons, green neutralizes redness for all skin tones, and blue can be mixed with foundation to offset overly warm tones. See it in action on TikTok. 

Promising review: "So I was in a car wreck on the third of June 2024, and in the first picture [above], you can see a lot of the markings that are on my face. I just got this concealer in the mail today, and not a moment too soon, because I have an important Zoom meeting. You want to talk about coverage!!!! Now, purple is a really hard color to cover, but this product did it, and I took a picture [above] just to show how well! I am super impressed. Plus, the price point is amazing, and it's just as effective as any high-end product. It went on silky smooth! Thank you, E.l.f. cosmetics, you saved me!" —Jessica

Get it from Amazon for $5 (available in five shades).

Promising reviews: "I have some discoloration/hyperpigmentation, and I am not usually good at using concealer. This is easy to use and perfect for beginners and amateurs like me." —Marie

"I am a 30-year-old female. I have extremely dark under-eye circles. Honestly, that is the only reason I wear makeup — to cover them. I've used numerous kinds of concealers. Tarte Shape Tape, Mary Kay, Estee Lauder (assorted kinds), IT Cosmetics Bye Bye under eye, Clinique, Laura Mercier, Mac, and Bobbi Brown. I usually spend anywhere from $25–$30 on one tube of concealer and still feel unsatisfied with the coverage. Or it looks too heavy and thick by the time I sit with a damp makeup sponge and powder (accentuating my under-eye fine lines). This little gem is great. I use this concealer every day instead of all my high-end brand concealers. It's full coverage, buildable, lasts all day, is not drying, and is not too liquidy. I'm so happy I gave this a try, will definitely be keeping this baby in my everyday makeup bag." —Brittney

Get it from Amazon for $9.98+ (available in various shades and various pack sizes).

Promising reviews: "I saw this on YouTube and immediately wanted to try it. I have curly hair which I love but sometimes I just want to put it in a ponytail and go on with my day. This is a time saver for all those little hairs that tend to stick up or don't want to stay in place. I’m not a fan of hairspray, and this even smells nice. I believe it’s a light coconut smell. Overall satisfied, and you don’t need to use much. I took it with me on vacation, and it saved me time in the evening from having to deal with bad hair days." —Blanca Perez

Oh, and laying your edges is not a necessity and isn't everyone's cup of tea! For more on this, check out "Just A Friendly PSA That You Don't HAVE To Lay Your Edges Down If You Don't Wanna."

Promising reviews: "Definitely works with no residue left behind and lasts ALL DAY! The only product that won’t get greasy and lift after a few minutes!! I love it! Will be buying again." —Ms. T

"My curls are very stubborn. No matter how much Eco styling gel I used when putting my hair in a puff or ponytail the curls would still pop out. This edge control looks nice and sleek while giving my hair shine and holding my curls down all day!" —Brandi

Bask and Lather is a Black woman-owned biz that specializes in natural products made from 100% organic ingredients.

Promising reviews: "This is a sheer coverage and buildable foundation perfect for beginners." —Fee fee mcgee

"I’ve tried so many tinted moisturizers, and hated every single one. I was very surprised when I used this one, and it went on flawlessly. I used to love a heavy matte foundation with powder to finish it. However being a teacher, I need to just be able to get ready for work and go and I needed something that would stay on all day especially on hot days. This tinted moisturizer is easy to apply, it only takes a minute, you can top with powder if you need to, but it literally has great coverage it stays on all day and I believe that it’s actually making my skin look better because of the hyaluronic acid, I’ve been using it for almost a year now and my skin looks great." —Allison K.

Get it from Amazon for $5.47+ (available in eight shades and also in packs of two).

The mask is designed to work for both low-porosity and high-porosity hair types, so it's a great choice for anyone experiencing breakage and dryness. Read more about how biotin shampoo could help with the fullness of hair at Cleveland Clinic.

Promising review: "My scalp felt invigorated after applying. I left the masque on overnight, and when I rinsed the next morning, my scalp felt refreshed and clean. I actually think this product also aided in elongating my curls. Hair looks hydrated as well! I plan to use it every two weeks." —Dawn M.

Tgin (aka Thank God It's Natural) is a Black woman-owned business in Chicago.

Caffeine has a number of skincare benefits, including brightening and temporarily reducing the appearance of stretch marks and cellulite, if that's something you're looking to do! You can read more about the skincare benefits of caffeine at the Cleveland Clinic.

Promising review: "I am 60, and I could not get rid of the cellulite on my legs. I started using this product six weeks ago and can noticeably see a difference. I apply morning and evening, before bed for optimal results. It goes on smooth and has a creamy, nonsticky feel. The smell is dreamy, and even my husband has commented on the improvement. Make sure you apply in a circular motion for optimal coverage, absorption, and circulation." —Amazon Customer

Get it from Amazon for $24+ (available in five sizes and in bundles).

Promising review: "I could kick myself for not trying this sooner! It is my new favorite lotion... After one night of using this, I woke up to smooth, soft moisturized skin that wasn’t itchy at all. This lotion goes on and absorbs beautifully. It’s not too thin or thick, and the scent is sensational... It’s not greasy or slick and does not have a residue that pills or transfers." —TickTokAlice

Promising review: "I love this product. It makes it look like you have a natural glow, without feeling heavy or looking cakey. Great for those with dry skin who can’t wear heavy foundation but want to smooth out their skin." —Jessica Giles

Get it from Amazon for $14.97 (available in five shades and various packs).

Promising review: "So I initially started using another kojic acid soap to help with my hyperpigmentation due to shaving my face because I have PCOS and have developed hirsutism. I’m usually a 'full face of makeup at all times' kind of girl because of my insecurities, but this soap has given me a new confidence. I used it for the first time Saturday night and instantly saw the results of this soap. My skin looks so much more even." —Adrienne Jerkins

Get a two-pack from Amazon for $14.99 (available in various pack sizes and bundles).

Promising review: "I was very skeptical of this as I've tried so many products to help my skin and they never work. This was the last one before I would be forced to accept that I look 10 years older than I am. After about two weeks of using this regularly, as directed, my skin is so much smoother and less oily. The lines and dark bags under my eyes have significantly lessened. I've started receiving compliments on how I'm 'glowing' and how my skin tone is even. For the price, it’s definitely worth it especially when combined with the other products in the line." —Sheryce

Get it from Amazon for $21.80+ (available in two sizes).

Plus, removing all that excess dead skin can help with everything from preventing razor bumps and ingrown hairs before shaving, smoothing away bumps caused by Keratosis pilaris, and prepping your skin for the perfect streak-free self-tan.  

Promising review: "I have very thin and light body hair, so any form of removal (shaving, waxing, etc) usually leaves me with a lot of ingrown hairs. I've tried body scrubs and washcloths, and neither really does a great job. I saw this product recommended by a dermatologist on TikTok and thought I'd try it; it's amazing! I also have very sensitive skin, and this mitt doesn't leave my skin irritated at all." —Kat

Get it from Amazon for $1.99+ (available in five colors and also available in two-pack).

According to reviewers, this cream will add a slight bit of volume to thin, fine hair or enhance the waves in those with thick, curly hair.

Promising review: "I'm so grateful that I found this product. My hair is wavy and frizzy. Every once in a great while, my waves resemble curls, but the frizz is always there. I've only used this product one time so far and I never want to be without it. I put some on after towel drying (no brushing) my hair, and my waves actually resembled curls! It wasn't instant, so I was skeptical, but after about 15 minutes, I caught a glimpse of my hair in the mirror, and I was amazed. It looked styled rather than a ratty mess. I slept on it, and it still looked great in the morning!!!" —mich0610

Get it from Amazon for $7.97 (also available in a pack of two).

Check out a dermatologist reviewing this magical product on TikTok!

Promising review: "I saw this on TikTok and Instagram. I decided to try it, and it really works. I used it on my thighs and upper arms. I noticed a difference the first time and even more the second time!!! Fabulous product. Worth every penny." —Launa

Get it from Amazon for $12+ (available in five sizes). 

Promising review: "This stuff is no joke. I like to use one product for my full face for a quick makeup routine, as eyeshadow, blush, and highlight all at once. When I tell you I need exactly two dots for my whole face, I couldn’t be more serious! It has a different, more glossy texture than a Rare Beauty blush, but the pigment is much stronger. Comes off very dewy and kind of glossy but can be made matte with powder. The only thing I will say is that if you overwork it, there can be small lifted spots, which happened to me when I first tried it because I used too much and then had to try to blend so much. Already purchased another color. Love E.l.f. makeup!" —oscar Julian zapotitla

Get it from Amazon for $7.93+ (available in 12 shades).

Check out how one user transforms their straight hair into waves using One Hit Wonder in this TikTok! And check out our Mane Club 10-in-1 spray review for more deetz!

Promising reviews: "My hair when wet tangles so easily. I couldn’t tell you how many knots I’ve tried to rage comb out, nor could I tell you how many different brands I’ve tried. I have fine, dense hair and this product doesn’t weigh it down at all. This stuff works like magic and as a bonus, it’s so affordable! I just got my new shipment today and rushed to write this as the difference between combing my wet hair yesterday and today is profound." —Mary S.

Mane Club is a California-based small biz that specializes in cruelty-free, vegan haircare products. 

Promising review: "I have a really uneven skin tone, which is always accentuated in the morning. I don’t like putting makeup on when I wake up, and after seeing this on TikTok (I know I’m not alone in that), I bought it to see if it works, and OMG, it’s amazing. A little goes a long way, I put on sunscreen and dab this on my face and like magic, my skin looks even… even lessening [my] puffy under-eye! I never write reviews but I had to for this. It will forever be a part of my daily routine!" —Sara R.

Get it from Amazon for $25+ (available in two sizes).

BTW, this product is cruelty-free and made with vegan ingredients!

Promising reviews: "The most amazing color corrector ever! It works beautifully to cancel out my dark circles and any hyperpigmentation. Makeup applies like a dream after using this Huestick. So happy with my purchase!" —Tasha M.

"This is a great color to cover up the scars on my face. It saves time I would be spending layering the wrong shades on my face, hoping to find the right blend. It's a great lip color too!" —Jaquelin B.

Live Tinted is a South-Asian woman-owned beauty brand that focuses on creating multitasking products for a diverse and inclusive audience.

Get it from Ulta or Live Tinted for $28 (available in four shades).

This is designed to work on all hair types, with reviewers with 2b to 4c curls mentioning it worked for them! 

Promising review: "TikTok made me buy it the first time. I liked it enough to buy it again. Leaves my hair super hydrated and soft. If you have issues with oily hair, maybe not for you. But those with dry or curly hair needing moisture — yes yes yes! Keep the box for directions because you can’t read the ones on the bottle if you don’t understand the language." —Kandyce D.

Read our Elizavecca CER-100 Collagen Coating Hair Protein Treatment review to learn more about why my colleague calls it "the miracle product I've been searching for."

Promising review: "Best vitamin C serum I've used. Including the dermatologist office and department store brands. Takes very little product to cover face, neck, chest. After the second bottle, twice daily use, my jawline tightened, and smile lines plumped. My skin feels and looks softer. Foundation smoother. Their customer service is top-notch. I've never had a single problem. Good product. The price is incredible! I hope everyone else has the same experience. (And...I have age 50+ skin complete with effects of sunbathing before we knew it was deadly)." —Love My Lab

Get it from Amazon for $21.99+ (available in two sizes).

Promising review: "I started taking medication that dried my skin, including severely drying my lips to the point that my lips were peeling and cracked. I bought this lip repair balm based on the reviews, and after the first night, I started noticing my lips healing! I apply the lip repair to my lips every night, and it keeps my lips moist throughout the night. I just ordered my second order! Highly recommend!" —Delia K.

Get it from Amazon for $11.48 (also available in a two-pack).

Promising review: "I usually suffer from chapped lips in the winter, to begin with, but now having braces makes it 100x worse. I have tried all kinds of different lip balms and moisturizers, and nothing was helping. I have used this product once (and followed up with their lip treatment), and the dryness and peeling are gone. I wish I had tried this a lot sooner. It would have saved me from weeks of dryness and soreness!"—Kathleen M.

Hanalei is a small business based in Hawaii.

Check out a TikTok of the biotin shampoo in action. 

Read more about how biotin shampoo could help with the fullness of hair at Cleveland Clinic.

Promising reviews: "I love this shampoo! I had gastric sleeve surgery, and my hair was very, very thin. I started taking biotin and switched to biotin shampoo, as recommended by my doctor. It doesn’t make your hair grow by washing it, but it makes your hair and roots stronger. And it worked. After using the whole bottle, my hair was stronger. I had a lot of new growth that was sticking around (the previous new growth fell out early on), and my hair was getting thicker. Eight months later, my hair is back to normal. It's longer and thicker than ever." —Diane J. Huff

"This shampoo is like NOTHING I've ever tried in the past. The way my 4c hair comes out after using this is INCREDIBLE. Soft, easy to comb, and super manageable. I've been using it for two years!" —Jae

Maple Holistics is a small business that specializes in beauty products with all-natural ingredients.

Get it from Amazon for $14.95+ (available in five scents and four sizes).

Promising reviews: "I am an older woman who has dry, chemically treated 4A hair. I take good care of my hair, going to the hair salon regularly, and using the best products. I tried Olaplex previously but did not like it. I decided to try K-18. I was skeptical so I only bought the $29 container. I used it and it left my hair soft, shiny, and easy to comb. It left it in better condition than most of the other conditioners I have used. I will definitely buy it again." —Tammy T. Carter

"Seriously, this is the best hair repair product I have used in years. So much better than Olaplex. It is ridiculously pricey, but so worth it. My hair was destroyed by bleach and the unforgiving iron but it has come back to life after using this five or six times. I was skeptical to not use conditioner at all and only use three pumps of this (I usually use conditioner twice), but I am a believer now. My hair hasn’t looked this healthy in months. I used to apply three different leave-in conditioners before. Now, I just use 3–4 pumps of K-18. It’s really amazing. Just try it." —OneStopWit

Get it from Amazon for $29+ (available in two sizes).

Promising review: "Feels fantastic on your skin. It spreads nicely and soaks right in as if your face has just been cleansed rather than having put a moisturizer on. Your face feels clean, not suffocated like so many other creams. Similar to a gel, yet even more lightweight. It feels like it belongs there, not like a foreign body clinging to your skin. The improvement of the texture, the tone, the moisture, the elasticity, the blotches and pores — ALL OF IT — major improvement! I can't believe I did not take pictures! I definitely will be getting more of these products, and I am super excited to try them all! So glad I found this stuff, just wish I had done so sooner!" —L

Eight Saints is a woman-owned small business that uses only eight plant-based ingredients in their skincare products.

Promising review: "I would use hair spray to hold my eyebrows and throughout the day I would sweat through it and it wouldn’t last. I tried this because the price was great and I’m glad I did. This product is awesome. I’ve had it on my brows for a nine-hour shift and they are still in place! It doesn’t dry and get flakey, nor does it feel uncomfortable on the skin. Lastly, I use brow powder and this does NOT affect the look of the powder nor does it smudge it. I will FOREVER buy this product." —Shelby

Get it from Amazon for $9.97+ (available in five shades).

* *Psst* — These 37 Beauty Products Are All The Rage Right Now, In Case You Weren’t Aware

* Helpful Products For People Who Think They Suck At Makeup

* Beauty Products So Good, Reviewers Say They “Can’t Live Without” Them

* Sensitive Skin–Friendly Beauty Products You’ll Be So Glad You Own

* Korean Beauty Products You Probably Haven’t Heard Of Yet But Should Totally Try This Spring

* Problem-Solving Beauty Products For Those Issues You Didn’t Even Know Had Legit Solutions

* Beauty Products That'll Help With Upkeep Without Costing A Fortune

* Beauty Products That Work So Well, Reviewers Called Them “Wizardry,” “Sorcery” Or Just Plain “Magic”

Plus, cosmetic bags, concealers, waterproof mascaras, and finds from Amazon, Sephora, Soko Glam, Ulta, and Walmart.

Reviews have been edited for length and/or clarity.

BuzzFeed Shopping is service journalism first: our writers and editors spend all day shopping so you don’t have to, vetting products, fact-checking brand claims, and surfacing what actually helps in real life. We center readers over revenue, recommend products with authenticity (using real experiences, not ad-speak), and reflect our diverse audience, inclusive of a variety of price points, people, and needs. We cut through fake deals, favor useful info over glossy fluff, and recommend both budget and splurge options with context so you can decide what’s right for you — and still have a little fun along the way.

Daniel Boan is a Shopping & Products Editor at BuzzFeed who uses his passion for hitting "add to cart" (and his 8+ years in media) to curate the best products on the web — from personal care essentials to cleaning must-haves. He's particularly passionate about finding the best beauty products, which probably stems from his days of working at Lush Cosmetics, where he learned about effective skincare ingredients while getting covered in bath bomb dust every day.