Amazon is already a go-to destination for big-name beauty brands across drugstore and luxury categories, but it's also a goldmine for lesser-known labels. After deep-diving into R29 readers' most unexpected Amazon buys, we found that many of the items mentioned consistently came are by under-the-radar brands. Once unearthed, these unassuming skin-care, makeup, and even foot-care recommendations always seem to pick up so much steam that they skyrocket to top-bought viral success. So we decided to corral all of these popular products and pin them down into one hidden-gem hotspot.
In addition to the cult favorites, we also put out an open call to find the next best buy that hasn't gone viral...yet. Ahead, scroll through the resulting collection of makeup, hair-, and skin-care products that R29 readers are actively adding to cart on Amazon — from top-shopped foot masks to a $13 miracle skin-clearing serum, a pack of exfoliating washcloths that our very own beauty writer swears by, and much more.
At Refinery29, we’re here to help you navigate this overwhelming world of stuff. All of our market picks are independently selected and curated by the editorial team. The product details reflect the price and availability at the time of publication. If you buy something we link to on our site, Refinery29 may earn commission.