10 Under-the-Radar Beauty Brands the Internet is Obsessed With
These just-launched highlighters from Ofra were hyped up on Instagram and Snapchat by beauty bloggers thanks to their super metallic finish and intense shine. Not going for the glow? Try the brand's Long Lasting Liquid Lipsticks, which gurus love for its non-drying yet stay-all-day formula.
Buy It! Ofra Cosmetics Highlighter in Beverly Hills and Rodeo Drive, $35-$39.95, ofracosmetics.com
This makeup brand broke onto the scene via Instagram and YouTube with this palette made for warm smokey eye junkies. From the intense pigmentation to the bold metallics, this palette's loved online for good reason.
Buy It! Violet Voss Holy Grail Eye Shadow Palette, $42, shopvioletvoss.com
Even before Kylie Jenner broke the Internet posting Snapchats of herself using this all-natural brand's bath bombs and face masks, Lush was a social media mainstay. Try its bouncy shower jellies (if you can stop staring at this mesmerizing video of them).
Buy It! Lush Cosmetics Whoosh Shower Jelly, $11.95, lushusa.com
Makeup Geek knows how to grab the attention of millenial beauty-lovers online -- after all, it was invented by YouTube beauty guru Marlena. Her affordable shadows, blushes, contour powders and brushes (with even more to come in the line!) are considered the best M.A.C. dupes around.
Buy It! Makeup Geek x MannyMUA Palette, $45, makeupgeek.com
Haven't found the perfect setting powder yet? Try this one from RCMA that's got a cult following online. It never looks cakey (even on dry skin!), doesn't show in camera flashes and keeps oil at bay all day long.
Buy It! RCMA Makeup No Color Powder, $12, beautylish.com
NATASHA DENONA MAKEUP
The eye shadows from this international makeup artist's line have gotten a reputation as the best beauty pros have tried -- and you know they've tried a lot. If you're not ready to commit to the 28-pan palette, try out one of the smaller ones with five ultrapigmented shades.
Buy It! Natasha Denona Makeup Eye Shadow Palettes, $48 for 5-pan, natashadenona.com
Gerard's quality products (including lip glosses equipped with lights inside for nighttime application) are buzzy on their own, but their collaborations with online beauty stars stars including Manny Mua and Instagram's DupeThat keep the brand on everyone's tongue.
Buy It! Gerard Cosmetics Lipstick in Buttercup, $19, gerardcosmetics.com
Everyone can't stop talking about Morphe's affordable 35-pan eye shadow palettes: They're only $23 for all that product, but they rival high-end shadows (as do their quality brushes). This warm palette sold out instantly when YouTube sensation Jaclyn Hill shared its launch on Snapchat.
Buy It! Morphe Brushes 35O Eyeshadow Palette, $22.99, morphebrushes.com
For the best faux glow that will leave others wondering whether it's real or fake, everyone online can't stop recommending Loving Tan (the Australian brand has over 380,000 Instagram followers). Our favorite: the two hour express mousse that's never streaky or orange.
Buy It! Loving Tan 2 HR Express Dark Self Tanning Mousse, $39.95, usa.lovingtan.com
If people online seem to somehow enjoy cleaning their makeup brushes, it's thanks to this rinse-free product from Cinema Secrets. Just swivel your brush in the cleanser, and you can immediately use it with a fresh color.
Buy It! Cinema Secrets Professional Brush Cleaner, $24 for 8oz, cinemasecrets.com