I'm a Beauty Editor, and These Are the Only 10 Amazon Products I'd Actually Buy

There are a few things that I've come to rely on Amazon for: books (along with an intense feeling of immediate guilt that I should have purchased directly from a bookshop instead), emergency gifts for basically everyone before Christmas and weird household things like light bulbs and batteries that I always forget to buy when I'm at the supermarket. Beauty products? Never.

While I might be something of a beauty purist—preferring to shop for my cosmetics IRL where I can swatch and smell or via knowledgable beauty web spaces like Cult Beauty, Space NK (and Who What Wear of course)—there's no doubt that the popularity of Amazon in the beauty and cosmetics arena is ever-growing. In fact, in the U.S., Amazon is the fifth most popular destination for beauty purchases.

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(Image credit: @styleheroine)

Once I'd put my preconceptions aside and actually checked out the list of beauty best sellers for myself, it wasn't hard to see why Amazon is becoming such a popular place to shop for beauty. With great brands like Maybelline, Aveeno and Rimmel London consistently in the top 50, it makes total sense to order a top-up of your favourite drugstore mascara or everyday body lotion with your holiday read.

So I decided to put 10 of Amazon's beauty best-sellers to the test to see whether their top products held up as a worthwhile beauty shopping list. Here's how I got on.

The Paula's Choice favourite:

The retro coal tar shampoo:

The glycolic exfoliator:

The under-£10 mascara:

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(Image credit: @MICARICKETTS)

Fluttery lashes courtesy of Maybelline. Experimental taste in eye shadow is my own.

The lip balm that costs less than a latte:

The basic body lotion:

The Beautyblender dupe:

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(Image credit: @MICARICKETTS)

I'd always recommend these to friends.

The brow booster:

The throwback face powder:

The gel-mani remover:

Next up, I tried over 50 concealers—these are the ones that actually work.

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Mica Ricketts

Mica Ricketts is a freelance beauty editor, copywriter and regular contributor to Who What Wear UK. She also writes for titles including Marie Claire Refinery 29 and Cosmopolitan, and previously worked at Who What Wear UK as Beauty Editor. With experience in both editorial and content management, she also works with beauty brands and small businesses on brand messaging and content strategy. As a busy mum of two, she is passionate about finding efficacious beauty products that can disguise all signs of tiredness with minimal effort.