When it comes to beauty inspiration, the unlikely online e-tailer we like to peruse in our free time is… Amazon. Yes, the place we usually reserve for streaming Transparent, buying books, and making the occasional digital grocery run. In this case, however, we used it for a different purpose: discovering under-the-radar beauty gems. On our last Amazon browse, we kept stumbling across products we’d never heard of before with thousands of positive reviews. Women swore these products were “life-changing” and boasted about their “secret weapon.” Needless to say, we quickly lost ourselves in an Amazon black hole, only to emerge with quite a few beauty products we think you’ll want to know about. Some are straightforward, some are strange—but all of them have the approval of thousands of women around the world. Add to cart.
Keep scrolling for 10 little-known products with over 1000 positive reviews on Amazon.com that you can buy on the UK site today!
Tru Skin Naturals Professional Vitamin C Serum (£35)
In all caps and gimmicky language in the product description, the company claims this is the “THE BEST ORGANIC” vitamin C serum, which we’d be quick to dismiss if it weren’t for the 1938 reviews (the majority of which give five stars). Made with “organic and natural ingredients” like vitamin C, aloe vera, hyaluronic acid, and witch hazel, the serum promises to tighten and brighten—all for a reduced price of £35. User Chic1030 says she rates it up “up there with professional skincare” that she’s spent her money on, while Plastic Avenger says the lines around her eyes and mouth are a lot less noticeable after using it.
OZ Naturals Super Youth Eye Gel £14)
This product claims to be a recipient of Allure’s Best in Beauty Award, but we weren’t able to verify that anywhere online. However, almost 3000 women have an overwhelmingly positive reaction to this natural eye gel, which says it is 100% vegan and natural. (We stalked its website, and it seems the eye gel is made with a blend of ingredients like organic aloe, plant stem cells, jojoba oil, and vitamin E, among others.) Users rave about the clear gel, with Dolphin swearing she saw visible improvement of her dark circles after just three days of use. Our favorite review, however, goes to user Ice Cream Flaps, who left a review on behalf of his wife, explaining how one night after she used the eye gel, he complimented her and told her she looked “seriously younger.”
Thayers Alcohol-Free Rose Petal Witch Hazel With Aloe Vera (£10)
Made with purified water, aloe vera juice, glycerin, witch hazel, rose water, and more, this much-loved toner promises to gently balance and soothe your skin without irritation or dryness. One user said it contributed to her having the best skin of her life before her wedding, while another says the witch hazel acts as a gentle astringent on her skin and—bonus—the product “smells amazing.”
BS-Mall Premium Synthetic Kabuki Makeup Brush Set (£18)
This 10-piece brush set has over 3000 positive customer reviews—and at just £18 for the bunch, they’re quite the steal. User Willy Swift says they’re “absolutely the best brushes I have ever used,” while others rave about how soft the bristles are. Some people say there is a chemical smell from the paint on the handles, but overall, the quality of them is surprisingly high, given the low price point.
Art Naturals Jojoba Oil (£11)
Jojoba oil—like its superstar sister argan—is a true beauty do-it-all: Add a few drops to your moisturiser for added hydration, use alone to seal your other products in, or smooth it through your strands to add shine and softness. This version from Art Naturals has over 3300 reviews, with users raving about the quality and versatility. Scroll through the comments for a multitude of creative uses—from after-shave balm to a DIY shea butter recipe.
Aztec Secret Indian Healing Clay Deep Pore Cleansing (£9)
We first heard about this much-loved, under-the-radar skin product when putting together our top-selling acne products guide (it ranks at #5). With over 5000 positive reviews, this mask—which you mix with equal parts apple cider vinegar—is a life-saver for those with oily or acne-ridden skin. User Van says she has “never used a product like this” (and posted some pretty compelling photos of her pre and post-clay skin), while Veggie Head Cat Lady says the mask “decreased the amount of oil my face produces and significantly made my pores smaller, all while cleaning all the gunk out of them.” One note: if you have sensitive skin, you may want to leave the mask on for a shorter period of time to prevent redness and irritation.
Italia Deluxe Eyeliners (£11 for set of 8)
If variety is the spice of your life, you’ll love these eyeliners—over 1000 women give them their seal of approval. User Sheillagh said the colors are “very creamy and glide on easily,” while Joanna says they “have great staying power” and will order them again, despite her initial skepticism. Be warned, however: The colors your receive may differ from the ones shown in the photo, so if you have your heart set on a certain shade, it’s a bit of a gamble.
Elizabeth Mott It's So BIG Volumizing Mascara (£24)
The name says it all—if major volume is your goal, you might want to try this under-the-radar mascara from Elizabeth Mott. User Ttrus11 says, “I’ve tried about 300 different mascaras. This is the best I’ve used.” The brush’s hourglass shape makes it perfect for thickening thin lashes, and the formula is “so smooth,” according to user HRMAlaska, who said the mascara even withstood her weightlifting session.
HairAnew Unique Hair Growth Vitamins (£23)
Made with vitamin C, vitamin E, niacinamide, vitamin B6, biotin, and more, this supplement promises to “nourish your hair follicles from the inside out.” User Momma Jen said that along with making her hair look “better” and “shinier,” it also helped her fingernails grow stronger. Other users say it strengthens their strands and also makes their eyelashes grow.
HSI Professional Flat Iron (£90)
When something gets over 17,000 overwhelmingly positive reviews on Amazon, you should probably trust that it delivers. This flatiron is £90, and users rave that it performs better than its more expensive counterparts. Antoinette Johnson said the iron left her medium-length, thick, kinky-curly hair “shiny, soft, and incredibly healthy looking,” while Scruz says she uses it to curl her hair and that “it works better than a curling iron.” As for longevity, D. Powers says she’s used the iron three times a week for a year and a half and that it “works as well as it did on day one.”
Have you heard of or tried any of these products? Tell us about the best product you’ve ever bought on Amazon below!