21 Under-the-Radar Beauty Products With a Cult Following on Amazon

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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Associate Beauty Editor

Courtney Higgs is a Cancer sun, Libra rising beauty enthusiast with about six years of experience in the editorial space. She was previously Who What Wear's associate beauty editor after spending many years working on the West Coast edit team at InStyle Magazine. She graduated from California State University, Northridge, with a BA in communication studies and pivoted to editorial after spending her college years working in the legal field. Her beauty philosophy is simple: She believes there are no wrong answers and that discovering our favorite beauty products and rituals is a journey, not a sprint. When she's not geeking out over products, she can be found adventuring around L.A. with her fiancé; watching reality TV with their French bulldog, Bernie Mac; or relating way too hard to astrology memes.