If we're being honest, the beauty market has become an overflowing pool, the wild west, an oversaturated space with little guidance to navigate your way. Here at IPSY, we love delighting our members with all things beauty—from cult-favorite brands and tried-and-true products to indie makeup lines that'll become your next go-to. Whether you're looking for glow-boosting skincare, bold makeup, or to be among the first to try one of our exclusive product launches—you've come to the right place to stock up on all your beauty wants and needs. Our number one goal is to deliver our Ipsters new and noteworthy products in our Glam Bags that will inspire your creativity and help you express your unique beauty. We weed through the product overload to bring you items you're always sure to love.
If you're curious about the beauty brand you can discover through IPSY, we've got a list you'll love. Read on for 23 amazing brands you just might find in your next Glam Bag—some you've probably even double-tapped during your last Instagram scroll. Whether you're already an Ipster or you're considering becoming an IPSY member, trust us, you'll find some buzzy beauty brands you'll be excited to try. Your beauty routine just got a whole lot less intimidating.
1. HUDA BEAUTY
From her signature false eyelashes to gem-inspired eyeshadow palettes that we treasure in our makeup stash, there’s so much to love about award-winning beauty blogger Huda Kattan’s own line. HUDA BEAUTY products aren’t just on-trend, they inspire trends—and if you’ve ever come across the founder’s signature looks on Instagram, you know it’s true. That’s why we’re always stoked to have HUDA BEAUTY in our Glam Bags.
HUDA BEAUTY OBSESSIONS Palette in Ruby is a nine shade palette curated by Huda herself, ranging from bright scarlet to rich berry—and each shadow is highly-pigmented and super blendable. P.S. This line of gem-inspired palettes also come in Amethyst, Emerald, Sapphire, and more. Ipster renesmeeblack2008 says, “I LOVE LOVE LOVE this palette! The colors go on smoothly and blend super easily. They're very pigmented and so beautiful! I'm definitely a Huda beauty fan now!”
HUDA BEAUTY Demi Matte Cream Liquid Lipstick in Game Changer is an undoubtedly gorgeous coral shade, but what we’re even more obsessed with here is the creamy, dreamy formula. This water-rich liquid lipstick is one of the most hydrating we’ve tried. Plus it’s infused with menthol for a signature plump-lip look that’s so Huda. Ipster scorpioandlibra_1027 had this to say after receiving this lipstick: “I liked this liquid lip! It didn’t majorly crack on my lips, nor did it dry them out! I also really liked how this warm toned color looked on me!”
2. TARTE COSMETICS
Maureen Kelly founded TARTE with a cheek stain in 1999 that quickly became a cult-fave for an easy, natural flush. Since then, the brand has continued to amaze us with innovative makeup and skincare products—from skin-brightening concealers to highly pigmented eyeliners—all made with healthy ingredients and skincare benefits.
TARTE COSMETICS Sea Surfer Curl™ Volumizing Mascara is infused with nourishing vitamin E to condition your lashes, and the smudge-proof, smear-proof formula stays flawless for hours. After receiving the product, Ipster berkleygarcia says, “This is my all time favorite mascara! I wear it every day. It doesn’t dry out. My eyelashes don’t fall out when taking it off. The shade is perfect. The brush applicator is amazing and gives my eyelashes volume.”
TARTE Amazonian Clay 12-Hour Full Coverage Foundation is a matte-finish foundation made with Amazonian Clay (known for it’s skin-balancing properties) and creates a flawless canvas for makeup while evening out your skin tone and minimizing redness. Ipster rarelyrenee was a big fan after sampling it in her Glam Bag: “Wow, I liked this so much I went out and bought it! Covers so nice without looking like makeup because it’s very matte, no shine.”
3. SUNDAY RILEY
It’s one of the buzziest skincare brands right now thanks to its targeted solutions for just about every skin concern you can imagine. With luxurious face oils, skin-brightening serums (hello, C.E.O. Glow!), and peptide-infused essence that your skin soaks right up, there’s not much this genius brand can’t do. Look to them for science-backed products that actually deliver results.
SUNDAY RILEY Luna Sleeping Night Oil combines retinol with anti-inflammatory botanicals (like chamomile and blue tansy) to help clear your skin while calming redness and increasing collagen production. Ipster cadena_antoniette tried it out and has this to say: “This hydrating oil not only hydrates the dry patches of my face, but evens out the oily parts. I will be investing in this line of products for sure!!”
SUNDAY RILEY Ice Ceramide Moisturizing Cream hydrates, strengthens, and protects with plant-based hydrators and ceramides (the building blocks of healthy skin). Ipster KristenMarie6661 left this review: “This is the perfect moisturizer. It applies and dries without leaving behind oiliness. It smells AMAZING! The skin looks radiant and beautiful after using it.”
4. TATCHA
TATCHA fuses the beautys secrets of Japan’s geishas with modern science and healthy ingredients, including their green teas, Okinawa red algae, and rice bran. The result? Unique formulas that are beloved by everyone from celebrity makeup artists to beauty enthusiasts.
Bonus: Their gorgeous packaging means their products will always be the chicest thing on your vanity.
TATCHA Luminous Dewy Skin Mist can be found in almost every major makeup artist’s kit—it’s lightweight, hydrating, and gives your skin that luminous glow without smudging your makeup. Pure genius! Ipster angelique299620 says, “I love spraying this on top of my makeup. Helps keep my looks lasting all day + gives me a sexy dewy glow.”
TATCHA The Water Cream gives your skin an instant burst of lightweight (but super hydrating) moisture that’s perfect for all skin types and especially great if your skin is on the oily side. Ipster kakennedy2 says this after receiving the product in her Glam Bag: “I adore this moisturizer. Water creams like this one are just so nice to put on. I love how it liquifies under your finger almost like magic. I use this as a nightly cream.”
5. ANASTASIA BEVERLY HILLS
Brow guru Anastasia Soare’s best-selling brow products are a fave among celebs and makeup artists for their ability to totally transform your brows with ease. Since their first product launch in 2000, ABH has branched out to create color products—from liquid lipsticks to eyeshadow palettes—that are equally as gorgeous and game changing.
ANASTASIA BEVERLY HILLS Brow Pen has a super-fine tip that mimics the look of your natural brow hairs—use it to go from precise and defined to naturally bold brows with one tool.
ANASTASIA BEVERLY HILLS Jackie Aina Palette + Liquid Lip Duo is a beauty collab you won't’ want to miss. Beauty influencer Jackie Aina teamed up with Anastasia to create this colorful 14-shade palette and liquid lipstick duo. Akeshia-shkaabewis is a huge fan: “Amazing! This color story is GOALS. The shimmers are on point. There is enough transition shade for so many looks. YAS auntie Jackie.”
6. BENEFIT COSMETICS
You may have tried their groundbreaking formulas like BENETint, their pore-blurring POREfessional Primer, and cult-fave RollerLash Mascara—and if you’re like us, you’ve probably returned to the brand time and time again for its innovative products. Founded by two sisters in San Francisco, BENEFIT COSMETICS never ceases to amaze us with their unique twist on beauty essentials that make applying our makeup easy and fun.
BENEFIT COSMETICS Rollerlash Mascara has a unique Hook n’ Roll™ brush that lifts, separates and curls your lashes for a full 12 hours—no fading, smudging, or falling flat. Ipster, kmstears says, “Literally the best mascara ever and does not break the bank! Great lift and separation and adds a nice amount of curl to your lashes. Does not flake off very much (if at all) during the day. Love love love!”
BENEFIT COSMETICS GimmeBrow Volumizing Fiber Brow Gel gives you the brows of your dreams—whether that’s precise and defined or fluffy and full. Plus, it lasts for hours and hours without budging. Ipster writingpaige left this review after receiving it in their Glam Bag: “This was my all time favorite thing for my crazy eyebrows. This tamed my hairs into the perfect brow. It was super easy to apply and pretty natural looking. I could make it super soft or really sharp.”
7. BEAUTYBLENDER
Few beauty products have completely changed the way we apply makeup like BEAUTYBLENDER’s Original Makeup Sponge—and the brand continues to create innovative products that are a delight to use. Founded by celebrity makeup artist, Rea Ann Silva, BEAUTYBLENDER’s creations will have you looking flawless—filter or no filter.
BEAUTYBLENDER Original Makeup Sponge is the iconic pink egg-shaped beauty sponge that blends, builds, and smooths your products to perfection. Ipster julie_peters30 says, “I’ve never used a Beautyblender or sponge type tool for my foundation, I’ve ALWAYS used a brush—but this tool came in my bag and I am an instant convert. It’s fantastic!”
BEAUTYBLENDER Bounce Liquid Whip Long Wear Foundation was developed with an exclusive, high-speed HyperWhip™ process, meaning the silky smooth formula is whisked into a light-as-air texture for unparalleled blendability. Ipster ibirene is a fan: “This product just glides onto the skin. It is amazing!”
8. ITEM BEAUTY
IPSY EXCLUSIVE! We got first dibs on TikTok superstar Addison Rae’s first-ever beauty line. As ITEM’s co-founder and chief innovation officer, Addison infuses a healthy dose of self-love into every product.
Bonus: They’re all made from good-for-you ingredients—so use them with confidence!
ITEM BEAUTY Lash Snack in Midnight Mood will give you your fullest, most fluttery lashes ever thanks to a lash-loving multivitamin serum, castor seed oil, and coconut oil to help them grow. Ipster patti122107 says, “Love this mascara!!! It goes on smooth with no clumping or transfer to eyeshadow. Stays all day no matter what I am doing.”
ITEM BEAUTY Cheek Money in Mood gives you that perfect lit-from-within warmth while treating your skin to soothing hemp seed oil—use it to help strengthen your skin’s barrier and reduce redness and inflammation. Ipster Whole-Milk left this review: “Awesome! I love that it’s not shimmery, just a nice soft matte powder contour. The compact itself is *adorable* as well!”
9. KATE SOMERVILLE
Skincare guru Kate Somerville has treated Hollywood’s brightest stars for years—and her innovative, results-driven products are the secret behind their signature red carpet glow.
KATE SOMERVILLE Wrinkle Warrior Hydration Gel is made with not one but three (!!!) types of hyaluronic acid to help your skin lock in moisture for the long haul. The lightweight, yet skin-quenching formula is perfect alone or under makeup—get ready to meet your new year-round hydrator. Ipster Tweet411 says, “I really like this! A little goes a long way. My skin felt super hydrated and could feel the firmness going to work! It has a little eucalyptus kind of smell to it which wasn’t bad. Thumbs up for this one 👍🏽.”
10. MURAD
There’s a reason MURAD skincare products are an Ipster fave—they’ve got targeted solutions to treat almost any skin concern, and the years of clinical research put into their science-backed formulas mean their products really work.
MURAD Essential-C Day Moisture Broad Spectrum SPF 30 | PA+++ is the lightweight hydrator of your dreams. It’s made with vitamin C to brighten, ginkgo biloba to protect, and broad spectrum SPF to keep your skin safe from UVA and UVB rays. Hipsters num1txdiva says, “Love love love this. I wish when I was using Murad acne products years ago. The scent is subtle, this does not make me break out and it has sunblock. I'm buying a full size.”
11. HAUS LABORATORIES
From Mother Monster Lady Gaga herself comes this line of super unique makeup that aims to bring out your bold, confident side. Every product from their luscious lip glosses to highly-pigmented lipsticks is made to encourage freedom through self-expression, and kindness and acceptance toward all.
HAUS LABORATORIES Le Riot Lip Gloss in Ethereal is the most versatile gloss in our stash (yet it’s still one-of-a-kind). The hydrating formula keeps lips comfy and smooth, and the light-reflecting pigments will illuminate your look in a flash. “This is such a perfect shade and the color lasts for a good long while!” says Ipster leahchu18 after trying out the product in her Glam Bag. “Not drying at all, it’s my new fave!”
12. GLOW RECIPE
Not only are we obsessed with their adorable packaging (it takes our shelfies to another level!), GLOW RECIPE’s unique textures and superfood-infused formulas have us absolutely hooked. From juicy watermelon to banana to blueberry, every product is like a healthy, nourishing treat for your skin.
GLOW RECIPE Watermelon Glow Pink Juice Moisturizer is a cool, gel-textured moisturizer made with a healthy dose of hyaluronic acid (for a major hydration boost). Ipster keloewen17 says, “Smells just like watermelon, not the candy flavoring but real watermelon. Moisturizes and sink into the skin perfectly. Great for day or night time.”
GLOW RECIPE Blueberry Bounce Cleanser is loaded with antioxidant-rich blueberry extract to protect skin and soothe inflammation—plus the light, bouncy texture feels so amazing on your skin. Ipster vivianpltz says, “Gentle on my skin, removes all makeup, no residue or sticky feeling, berry clean and fresh. follow up with my daily toner and moisturizer and serum, or a face mask and my skin feels amazing.”
13. FLESH
FLESH came out of the gate with over 40 inclusive foundation shades to make finding your match easier than ever. All of their products—from foundations to highlighters—are made with every shade of skin in mind.
FLESH Flesh to Flesh Highlighting Powder in Certain is made with coconut and sunflower seed oils to nourish your skin and give this formula a smooth, silky texture that rivals that of a cream. Ipster ncruz84 says, “Love love love!!! This highlighter is so smooth! It does not emphasize texture and gives such a beautiful glow! It looks dark in the pan nor it’s actually light. I want all of them.”
14. COMPLEX CULTURE
“Twice as confident, in half the time” is COMPLEX CULTURE’S motto—and their fuss-free tools and color products truly take the guesswork out of your routine. And with biodegradable brush handles, cruelty-free formulas, and sustainable packaging, you’ll feel confident Mother Nature approves, too.
COMPLEX CULTURE Press & Set Bronzer Brush is the two-in-one you’ve been searching for on mornings when you’re short on time. The flat side is perfect for picking up and pressing on setting powder, and the tip for dusting on bronzer. Ipster starbird 987 says, “I'm obsessed with this brush!! I have like six different styles of these brushes from this brand for face and eyes, and this one is my favorite!! It's great for bronzing or setting ... It's a really high quality brush with a super chic soft matte handle.”
COMPLEX CULTURE Angled Foundation Brush is a pro-quality brush that’s designed to fit the contours of your face to make applying foundation a total breeze. Ipster windy_archer0620 agrees: “This brush is so easy to hold and use! It really spreads the foundation evenly and makes a little go a long way! I love this one!!”
15. BRIOGEO
Founder Nancy Twin was inspired by her family’s DIY haircare recipes made from the healthiest ingredients. Her natural-based hair care line uses natural plant and fruit extracts, oils, and antioxidants to keep your scalp and your hair nourished and healthy.
BRIOGEO Don’t Despair, Repair™ Strength + Moisture Leave-in Mask gets your hair healthy and strong with a blend of B vitamins, rosehip oils, and biotin—plus it’s great for all hair types. Ipster liannecoleinlv couldn’t get enough: “This leave in conditioner did not disappoint, unless you count not having a bigger bottle! From first spray I could feel my hair literally transform into buttery soft, finger combing, great smelling hair. Once my hair dried it was amazingly soft and not weighted feeling.”
16. 111SKIN
Welcome to the lap of luxury known as the clinical skincare line called 111SKIN. With its science-first stance—in fact, the brand's original beauty breakthrough, the NAC Y2 compound, remains a key part of its DNA—111SKIN boasts a major celebrity following and an A-list price point to match. With most products well into the three digits (and a single diamond-infused face mask that retails at $995), the brand is known to deliver serious results. A single one of their face masks has been purchased over 18 million times—more on that below.
111SKIN Rose Gold Radiance Booster is the ultimate secret weapon for a dewy glow. It’s full of rose water and niacinamide to help brighten skin, hydrating hyaluronic acid to create a plumping effect, and tiny light-reflecting gold particles to instantly illuminate your complexion.
17. BIOSSANCE
BIOSSANCE launched their hero ingredient after working with a team of Berkeley scientists who discovered how to engineer a 100 percent plant-based squalane. For decades, beauty products relied on squalene to deeply moisturize skin—unfortunately, at the cost of millions of sharks, harvested for their squalene-rich livers—but Biossance discovered a way to recreate it using plants.
Squalane + Vitamin C Rose Oil is infused with the brand's signature moisture-locking 100 percent plant-based squalane, and a brighter complexion, a more even skin texture, and minimized wrinkles are all results of slathering your skin in it. Plus, it boasts a gorgeous rose scent that makes you want to keep up with your daily routine.
When you have sensitive skin, you want something that workswithout irritating or posing a risk of inflammation, like Squalane + Probiotic Gel Moisturizer. This ultra-effective, hydrating moisturizer is potent yet calming. *Enter sighs of relief here.* Additional probiotic infusion in this gel formula soothes, reduces redness, and keeps your skin, pores, and complexion balanced and calm.
18. BITE BEAUTY
What started out as a lipstick line (hence the name BITE) has evolved into a full color range from primer to pressed powder, blush, and mascara. The Canadian makeup brand formulates its products with superfoods rich in antioxidants, vitamins, minerals and fatty acids to leave skin glowing and healthy-looking.
BITE BEAUTY Upswing Full Volume Mascara in Solid Black is proof that clean mascara can give your lashes just as much oomph as the conventional kind. This flake-free formula delivers major volume, length, and lift in just a few swipes. “This mascara is the best mascara I’ve ever used in my life,” says one Ipster. “It makes my lashes look longer and fuller without making them be clumpy and the brush is curved so it reaches even the little hairs in the corners.”
19. CHARLOTTE TILBURY
Charlotte Tilbury, the iconic makeup artist behind her namesake brand, is responsible for the looks of countless celebrities, including Amal Clooney's wedding-day makeup. The line is extensive. Like, really extensive. It currently spans makeup and skincare, all of which are equal parts luxurious, effortless, and effective.
CHARLOTTE TILBURY Charlotte’s Magic Cream is one of her most iconic products, and they don't call it magic for nothing. A great option for a night cream and an under-makeup moisturizer for a dewy, hydrated look, this rich, heavy cream is about as nourishing as it gets. Luxe-feeling and emollient, a little goes a long way, so rest assured knowing this jar will last you quite a while.
20. COCO & EVE
COCO & EVE is made in the USA without sulfates, parabens, or phthalates, plus it's cruelty-free, PETA-approved, and 100 percent vegan. And their hair, tanning, and body products not only look and feel amazing, but they also smell like a vacation in a jar, thanks to their blends of tropical Balinese ingredients, from coconut oil and cocoa to juicy mangoes, papayas, and guava.
When COCO & EVE first hit the Instagram scene in 2017 with its first product, the Like A Virgin Super Nourishing Coconut & Fig Hair Masque, the likes rolled in for carefully curated shots of the pretty pink and green tub. But as months passed and five-star reviews took over the internet, the beauty community came to a realization that this brand is more than good looks. If you want soft, shiny, bouncy, luscious strands, this hair mask is about as good as hair masks come.
21. COLOURPOP COSMETICS
If you're a more-is-more type, this makeup brand delivers quantity and, better yet, quality far beyond its affordable price point. COLOURPOP has hundreds of gorgeous beauty products to choose from (yes, hundreds, no, we're not exaggerating). With every product under the sun to choose from—we're talking everything in endless shades from eye shadow singles, lipsticks, blushes, highlighters, bronzers, false lashes, and so much more—this is where you go to stock your entire makeup bag on a budget. Oh, and did we mention the dupes? So many dupes.
Nothing pauses our Insta-scroll like COLOURPOP’s insanely pigmented products—including the mix of 16(!) velvety, versatile shadows in the COLOURPOP Through My Eyes Shadow Palette. This palette of eight stunning metallics and eight rich mattes can be worn alone or together, mixed and matched—seriously, this one palette can take you through an entire season of eye looks. “These beautiful colors are so amazing and go on just as bright as they are on the palette,” said one Ipster on her review. “One of my favorite palettes for matching with colorful clothes, or when I’m brightening up a dark look!”
22. DERMALOGICA
At its core, DERMALOGICA is a brand founded on education. The skincare line came only after the birth of The International Dermal Institute (IDI), the brand's post-grad training program for licensed skin therapists. Today, DERMALOGICA is still a leading professional skincare brand worldwide, used by more than 100,000 skin therapists in over 100 countries.
The Daily Superfoliant is a true skincare icon. This powder-to-paste formula contains papain, a potent exfoliating enzyme, salicylic acid and rice enzymes to polish the skin, phytic acid, white tea, and licorice to balance and brighten skin, and finally, oatmeal and allantoin, which calm redness and irritation. Basically, it's a facial in a bottle.
23. EVA NYC
What's better than certified cruelty-free, vegan, and non-GMO products free from sulfates, parabens, and phthalates? How about certified cruelty-free, vegan, and non-GMO products free from sulfates, parabens, and phthalates packaged in 100 percent recyclable packaging? EVA NYC offers everything in hair care, including shampoos, conditioners, and hair masks, plus the prettiest candy-colored hot tools.
The brand’s Satin Dream Leave-in Cream is an Ipster fave. This leave-in conditioner is deeply moisturizing and actually makes your hair feel like satin. Talk about a dream come true. One Ipster agrees: “This is the best leave-in treatment I’ve used. It takes my frizziness, makes my hair SO soft and smells amaaaaazing.”
Want more product discovery? Get in on all the IPSY Glam Bag fun by taking our Beauty Quiz. Already an Ipster? Refer your friends to earn points, which you can use toward products. Either way, don’t forget to check us out on Instagram and Twitter @IPSY.
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