As beauty editors, we consider ourselves exceptionally tapped into the never-ending newness bubbling up in the beauty industry at any given moment. The latest celebrity makeup line? We know all about it. The upcoming drop from the buzziest skincare brand? Yep, we've tested that, too. But the sheer number of under-the-radar beauty buys reaching cult status on Amazon is one pocket of the beauty world that never ceases to amaze us.
Leave it to the massive e-tailer to break the conventional rules of beauty by totally disregarding celebrity endorsements and fancy packaging to hoist these often unassuming products to online superstardom. That's why we consistently find ourselves digging through Amazon's beauty section to learn about the latest random buys reviewers can't get enough of.
Ahead, check out 21 highly rated beauty must-haves we might not have ever heard about if not for their Amazon fame.
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December 19, 2019 at 12:09PM
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The 21 Best Indie Beauty Products on Amazon - Who What Wear
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