History of How Maybelline Great Lash Came to Be the World’s Most Recognizable Mascara

That iconic little pink-and-green-tube has quite the backstory.

Even the most casual cosmetics dabbler is acutely aware of the most famous mascara of all time: Maybelline New York Great Lash. The brand’s iconic lash lengthener debuted in 1971 and remains its top seller, with one of the pink-and-green tubes crossing a cash register scanner somewhere around the globe every 2.5 seconds. It’s earned the Allure Readers’ Choice Award 20 years in a row and remains the company’s best-selling product to this very day.

Beauty historians know that the lore of Maybelline itself begins with mascara — the very first one, in fact. In 1913, young Chicago chemist Thomas Williams had an older sister, Mabel, who was in love with a man who was in love with someone else. Her unrequited feelings proved the perfect impetus for a makeover, much like in every rom-com worth watching. 

Mabel did her best with what was available: She used Vaseline on her lashes and brows to enhance them for a sultry stare. Her brother had the idea to amp up the effect by adding carbon dust to the Vaseline, which darkened her lashes and brows more dramatically. The product worked, and in 1915, Mabel scored her suitor and Thomas founded what would become the global industry giant, Maybelline (a combination of “Mabel” and “Vaseline“).


Two years later, Williams introduced Maybelline Cake Mascara, which was the first modern eye cosmetic intended for everyday use. Though cake mascara was initially available only via mail order, it was so popular that women began to ask for it in drugstores. In 1932, Maybelline began selling its Cake Mascara in a variety of retailers responding to overwhelming demand. Now a collectors’ item, the original product sold for 10 cents.

In the early 1960s, Maybelline became the first brand to bring automatic technology — a single tube housing both the mascara formula and the brush applicator — to the public with its Ultra Lash. And then in 1971, Maybelline New York Great Lash was born, further solidifying the company’s standing as the mascara authority.

A cosmetic gateway drug for many who grew up in the ’80s and ’90s, Maybelline Great Lash Mascara is perhaps one of the most easily-recognizable beauty products in history. Its now-iconic neon color scheme was no doubt partly what got it noticed when it debuted, but it was what’s inside the tube that proved to be a real game-changer in the marketplace in the early 1970s. 

The formula is water-based, which was groundbreaking and revolutionary when the product launched,” says Amy Whang, Maybelline’s senior vice president of marketing. “At the time, most mascaras were solvent-based and tended to repel water, making it difficult to remove without an oil-based remover.” 


While the tube and first-of-its-kind formula were flashy, the product’s name was intentionally less so. In part, that owes to the fact that the clever copywriting we’re accustomed to today was simply not a priority in the 1970s. After all, there were not only far fewer brands in the beauty market, but there were also far fewer product options available to consumers. For Maybelline, this straightforwardness reigned supreme. “The name was meant to be simple,” says Whang. “A great formula, an easy application and a natural lash look — Great Lash was born.”

The mascara’s easily-identifiable packaging (just try to lose it in the cavern of your makeup bag) was inspired by then up-and-coming designer Lilly Pulitzer. “At the time, makeup trends were all about color,” says Whang. “[The color scheme was] in line with that and the décor and fashion themes of the time. It is so recognizable, and of course remains to this day.”

But the enduring popularity of Maybelline Great Lash is that consumers do, indeed, find the formula itself to be, well, great. “It’s truly an American icon and that’s why it remains Maybelline’s number-one mascara year after year. The Great Lash formula has not changed since the original blend. It’s one of the most closely guarded formulas in makeup,” says Whang.

It’s been posited recently that mascara is losing its ground and waning in importance to beauty companies, but in fact it seems that the opposite may be true: Many brands are doubling down and working with their respective R&D departments to perfect their formulas, bring new technology to the space and generate the kind of excitement for mascara consumers showed for Great Lash’s first 1971 drop.

Glossier, for instance, released its first mascara in May of 2018, more than three years deep into its successful tenure in the marketplace. It took a reported 248 tries to get it just right. Then there’s Chanel’s new Le Volume Revolution, the first mascara to bring 3D printing technology to lashes with its carefully crafted brush. In fact, of any color cosmetics category, mascara is perhaps the one that offers the most opportunity for continued ingenuity and advancement. And for Maybelline, it absolutely remains a key focus. “Mascara is definitely the core of Maybelline New York and a big priority for our internal labs,” says Whang. “The goal is to innovate and break through; we’re the leader on mascara, so the teams work on new formulas and brushes as a priority.”

FASHIONISTA

Pat McGrath Wants Us To Really Lean Into Blush For Spring 2022

Liquid liner and bold lip color may be tried and true staples of “going out” makeup, but allow us to offer up an inspired alternative, courtesy of makeup artist Pat McGrath: blush — and lots of it. 

For Anna Sui’s Spring 2022 runway show, the backstage legend dreamed up a blush-on-blush look, sweeping pink pigment (Pat McGrath Labs Divine Blush in Electric Bloom and Lovestruck, to be specific) over models’ cheeks as well as their eyelids, blending it out into a hazy but vibrant halo. To liven things up (and to add her signature luminosity), McGrath dabbed metallic silver eye shadow (the “Sterling” shade from the Pat McGrath Labs Mothership IV: Decadence Palette) on the lids, keeping it concentrated at the very centers to exaggerate and highlight the eyes. She also placed a strategic “stamp” of silver at the inner corners, over the tear ducts, for more impact.

[It’s about] transporting us to somewhere, not necessarily specific, but going to a place where we all want to be,” said McGrath in an interview backstage. “It’s really like an adorned face, but it’s still so soft and very pretty.” 

While the ample use of pink, as well as the technique of pulling it up toward the temples, is certainly reminiscent of the “blush draping” trend we saw way back on the Spring 2017 runways, here it feels reimagined in a way that’s fresh, rather than ’80s or retro. Seeing it in person backstage — the way the silver pigment, cheekbone highlight and accompanying glimmery lip gloss caught the lights and dazzled in front of the cameras — this look is positively begging to be worn out for a night on the town. I couldn’t help but think to myself: Pat McGrath just created the Going Out Top of makeup. It’s trendy, it’s fun, it looks good on everyone and it’s one thing you can put on to let the world know you’re ready for a party.

Pink and red eye shadows are notoriously tricky to pull off, but leave it to Mother McGrath to come up with a technique that makes it wearable for any skin tone: “I think if the pink was [on the eyes] alone, it would look a lot more drawn, a little more pale. It’s adding that kiss of color [to the cheeks as well] that gives it that beautiful effect,” she explained, adding, “I really do think wearing the silver and the gilted colors on the eyes makes it more fun.” 

When McGrath debuted her powder blush last spring, it was with this exact holistic approach in mind. “That’s how we launched blush, using it around the eyes and making it a whole statement of blush — blush isn’t just that thing that you add for a glow; it [can also be] an eye statement,” she said. 

GET THE LOOK:

PAT McGRATH LABS
Skin Fetish: Divine Powder Blush

PATRICK TA
Monochrome Moment – Velvet Blush

Maybelline
Fit Me Blush

LYS Beauty
Higher Standard Satin Matte Cream Blush

MAKEUP BY MARIO
Soft Pop Powder Blush

mented cosmetics
Blush

FASHIONISTA

The 8 Best Color Correctors to Hide Dark Under-Eye Circles

Whether they’re from stress, a sleepless night, or even genetics, dealing with dark under-eye circles can be a daunting task. Many eye creams and serums can help diminish their appearance over time, but if you’re looking for a quick fix, you’ll likely need a concealer to cover them.

And if your dark circles are still showing after that, you might want to add a color corrector into the mix. These innovative products balance discolouration on your skin by canceling it out with the opposite shades on the color wheel. While you may think all color correctors do the same thing, think again.

Many correctors have green and purple undertones, which are great for covering up blemishes and dark spots, but do little for concealing dark circles. Instead, you should choose color correctors in shades of red, pink, yellow, or orange, as these will help balance out the bluish-purple color of under-eye circles. To help you find the best color corrector for your under-eye circles, here are reviews from shoppers to see which ones they love the most.

Whether you are looking for a color-correcting palette that allows you to blend multiple colors, a brush-on option that makes application a breeze, or a brightening color corrector that makes you look more awake, there’s an option on this list for just about everyone. Keep reading to see the eight color correctors that customers say cover up dark under-circles the best.

Best Overall: Bobbi Brown Under Eye Corrector

With more than 80,000 likes and 1,000 reviews, this Bobbi Brown color corrector is one of the most popular options at Sephora for a reason. Not only is the cream concealer infused with moisturizing ingredients to keep your under-eye area looking smooth and hydrated, but it’s also waterproof, sweatproof, and humidity-resistant, so it should stay put all day. Plus, there are a variety of shades ranging from porcelain to deep bisque, so you should easily be able to find an option that works for your skin tone. “This product is amazing,” wrote one shopper. “I have extremely dark (hereditary) under eyes and lids that I’ve had my whole life so I’ve tried pretty much every concealer and quite a few colour correctors. This is the only thing that’s ever actually worked without looking cakey or too orange.”

Shop now: $29; sephora.com

Best Palette: NYX Cosmetics Color Correcting Concealer

This handy NYX palette comes with six color correctors so you can mix and match the different shades to find a custom match for covering up circles or any other blemishes. Customers love how lightweight and easy to blend the product is and the fact that it’s cruelty-free. “I love this product,” wrote one reviewer. “I keep perpetually dark circles under my eyes no matter what I do, as well as some scarring from acne in the past. I always thought I just needed to cake on more foundation or concealer to cover it, but I’ve since realized that wasn’t the answer — this was. Now I wear very little foundation or concealer because this product gives me the coverage I need.

Shop now: $9 (originally $12); amazon.com

Best Sponge Option: Maybelline New York Master Camo Color Correcting Pen

Hundreds of Amazon shoppers love how easy this Maybelline color corrector is to apply. The handy correcting pen features a sponge-tip applicator that helps you apply and blend the perfect amount of product each time. Reviewers say the creamy formula provides ample coverage, and it doesn’t crease or become cakey in their under-eye area. One happy shopper wrote, “My extra-dark circles are hammered back to the depths of where they came from when I use this. Nothing will ever fully conceal them, but this easy-to-spread and easy-to-conceal formula helps immensely. I’m always shocked at what a difference the orange tone makes.”

Shop now: $8; amazon.com

Best Brush-On Option: L.A. Girl HD Pro Concealer

Looking for a long-lasting color corrector that won’t break the bank? Ulta shoppers suggest this L.A. Girl option. Along with a brush tip that makes application a breeze, the color corrector is specially formulated to provide natural-looking coverage for hours at a time. “I have always bought expensive orange correctors to cover my horrible dark circles,” said one customer. “My circles go around my whole eye. But this product surprised me because of the price. Great coverage and lasted all day under my concealer.”

Shop now: $5; ulta.com

Best Stick Option: Maybelline New York Cover Stick Concealer

This Maybelline stick corrector is another affordable find that’s incredibly popular. The $6 dermatologist-tested product is hypoallergenic and specially formulated to not clog pores. It’s also waterproof, so it will stay put through workouts and hot summer days alike. With details like that, it’s no wonder that hundreds of shoppers have given the color corrector their approval, including one who wrote, “I’ve used this for years as I have very dark circles under my eyes. It works great. People have no idea how dark my under-eye circles really are. I have sensitive skin, and there is no irritation.

Shop now: $6; amazon.com

Best Brightening Option: Becca Cosmetics Under Eye Brightening Corrector

If you’re looking for a product that will brighten your under-eye area at the same time as covering dark circles, thousands of Sephora shoppers recommend this option by Becca. The color corrector’s tinted pigments cancel out the dark blue/purple hues of dark circles, while the backlight technology illuminates your skin. “Would highly recommend it to anyone with dark circles, it really does make a difference and brightens your under eyes well,” said one customer. “I would just not add too much or else it’ll look too cakey and make the concealer crease. You barely need any and it makes a difference!

Shop now: $32; sephora.com

NOTE: Becca Cosmetics have closed down, and now this product is carried by Smashbox!

Full-Coverage Option: Tarte Colored Clay CC Undereye Corrector

The best beauty products can tackle more than one issue, which is why customers love this multitasking Tarte color corrector so much. Along with providing long-lasting full coverage, the product is also formulated to hydrate and nourish the delicate skin under your eyes, leaving you with a smooth and more youthful appearance. One happy shopper said they “can’t live without it,” before adding, “I’ve been using this pretty much every single day, for years. Gives that ‘good night’s sleep’ look, and the pan lasts a long while. I simply layer concealer on top on days I want more coverage. Hooked is an understatement!

Shop now: $25; sephora.com

Best Crease-Proof Option: Charlotte Tilbury Magic Vanish Color Corrector 

Hundreds of Sephora shoppers are fans of this Charlotte Tilbury color corrector because the full-coverage product brightens dark under-eye circles quickly. It’s specially formulated with carnauba wax, which makes it easy to apply and prevents creasing, as well as flavonoids to help reduce the appearance of puffiness. There are four shades to choose from: fair, medium, tan, and deep. “I have always struggled with dark eyes,” said one reviewer. “I have tried many color correctors and this by far is MAGIC! It also feels a bit moisturizing and is the perfect prep for concealer. Will def buy again!

Shop now: $32; sephora.com

INSTYLE

The Best Drugstore Mascara? Here Are the Top 5, According to the Pros

When it comes to cheap thrills, few things leave a beauty lover more elated than having the best drugstore mascara in tow; a tried-and-true tube that curls, volumizes, defines, and comes with a price tag that encourages you to layer it on liberally. From richer color payoff to smoother, creamier textures that don’t flake or smudge, the offerings at the pharmacy are only getting better, furthering the stakes when it comes to what you ultimately toss in your basket. To take the guesswork out of your next trip to the store, Vogue asked a panel of pro makeup artists about their top picks for effortlessly full, fluttery lashes. Here, the best drugstore mascara formulas to stock up on.

L’Oréal Voluminous Mascara

An all-time favorite pick for four of the makeup artists we spoke with, L’Oréal’s Voluminous Mascara comes out on top. “I’ve been using this mascara forever and it’s a staple in my kit,” explains celebrity makeup artist Gita Bass. “It’s super black and adds incredible volume and curl, and never clumps or flakes.” On top of the aforementioned aspects, fellow artist Alana Wright can’t get enough of the brush, which she considers the perfect size, shape, and density “to still able to reach those tiny lashes in the inner and out corners of the eyes,” she says. Another bonus is the gentle, non-abrasive formula. “It doesn’t irritate even the most sensitive eyes,” says Los Angeles-based makeup artist Autumn Moultrie. While Carbon Black is the most popular shade, both Moultrie and editorial pro Akiko Owada also like reaching for Black Brown, which can have a softer effect. “It provides clump-free lashes, it doesn’t run, and it’s easy to control,” adds Owada of the formula’s all-embracing appeal.

Shop at ULTA $9

Covergirl Lashblast Volume Mascara

For bolder, more intense lashes, Covergirl’s Lashblast is another tried-and-true go to. “I love its creamy texture, which gives you volume and length instantly in one coat, and it’s easy to layer it for more drama,” explains French makeup artist Cedric Jolivet. “I find the silicone brush [makes it easy] to grab the lashes from the root, and it totally works on short lashes!” Makeup artist William Scott, whose clientele includes Padma Lakshmi and Mette Towley, agrees. “It’s perfect for those who want maximum volume on the first swipe, and with a lash comb, it can be spread over the lashes to make them more fluttery.” There’s just as much to love about its waterproof formula: “It will dry a bit faster, which help the eyelashes to stay curled,” says Jolivet of why it’s worth the extra time spent removing it at the end of the day. “I always curl the lashes first, but I noticed a lot of mascaras don’t hold a curl and make your lashes looks heavy… not this one!

Shop at ULTA $10

Neutrogena Healthy Volume Mascara

For Matin, who counts Angelina Jolie as a longtime client, it’s all about Neutrogena’s Healthy Volume Mascara with its nourishing ingredients and jet-black pigment. “It’s a true volume mascara that doesn’t dry out the lashes,” he says of the formula, which is supercharged with vitamin E-rich olive oil and protective sweet almond. “It stays flexible and won’t crumble throughout the day.” Another major draw? “It has a giant brush!” adds Matin. All the better to coat every little lash lash.

Shop at Bed Bath & Beyond $8

Maybelline Sky High Lash

It’s by far one of the best mascaras on the market—and relatively newer, too,” says Colby Smith, who works with Dua Lipa and Charli XCX, of Maybelline’s Lash Sensational Sky High mascara. “I love that it’s super black,” he continues. “A few coats and you really get that full long lash. It has the look of a high end mascara without breaking the bank.

Shop at ULTA $12

L’Oréal Telescopic Mascara

For soft, supple lashes, you can’t beat L’Oréal’s Telescopic Mascara, insists Scott. “I love its applicator and slick formula, which make it easy to apply to bottom lashes and give long and defined lashes all around,” they explain, emphasizing the lengthening powers of its patented plastic-bristle comb brush. “It’s very versatile in that one swipe delivers length and the wand makes it easy to keep the lashes separated, and the formula builds nicely to add some volume.” 

Shop at ULTA $11

VOGUE

The Best Eyeliners For A Foolproof Feline Flick

What links Audrey Hepburn, Adele, Amy Winehouse, Lady Gaga, Cleopatra and Angelina Jolie? Liquid eyeliner of course. While make-up trends come and go, the feline flick is a timeless classic and suits every aesthetic. From the ultra glamorous to the insouciantly rock’n’roll, it can be dressed up or down. The trick is to work out the right look for your face and chosen aesthetic, and stick with it.

How to successfully apply a liquid liner

Heed Vogue contributing beauty editor Pat McGrath’s advice, and draw the wing first. It’s easy to place the wing too low or high once you’ve already sketched a line along your lashes, especially considering that the natural curve of the eye slopes downwards at the outer corner. Instead, look straight ahead in the mirror, place a small dot where you want the line to end, draw your flick, then line along your lashes.

How do I choose an eyeliner?

Start by considering what effect you want from your eyeliner; while liquids offer a more precise finish and achieve that striking Hepburn-esque wing, gel and kohl liners tend to be more forgiving and can be blended and buffed in for a softer, more diffused effect. It might sound obvious but those who want a product just for the waterline should opt for a pencil or gel formula, as a liquid won’t stay put.

What is the best eyeliner for beginners?

The perfect eyeliner for you will also depend on your familiarity with the product. To beginners and those not au fait with applying it regularly, a liquid liner might seem intimidating as it requires a steadier hand. In this case, it can be wise to start with a pencil, whether gel or kohl, or for a pen-style liquid if that’s the effect you want. Beginner or not, the trick is just to go for it – liquid eyeliner can smell your fear. One of McGrath’s biggest tips, whatever your liner abilities, is to finish by tidying up with a cotton bud – even the pros get it wrong sometimes.

Is gel liner better than pencil?

Not necessarily – it all depends on the effect you want. Gel liners bridge the gap between liquid and pencil liner, as they impart much of the impact and precision of a liquid, but with more of the malleability and softness of a pencil. They’re an excellent option for those who like a soft, smudgy finish, if you’re creating more impactful eyeshadow looks (many make-up artists use them as a base for shadows), or if you like to apply haphazardly and buff and blend your line into place. Gel liner is also a great option if you like your liner to stay put once it’s set. Meanwhile, pencil adds intensity to the waterline and can offer a more exact effect.

From long-wearing gel liners to easy-to-use felt tips, find your perfect fit within Vogue’s edit, and get yourself in front of the mirror for practice. Shop the 15 best eyeliners below.

Best Gel Eyeliner: Victoria Beckham Beauty Beauty Satin Kajal Liner

Few liner formulas match up to this creamy, ultra-blendable number which, once set, stays put for hours. As versatile as they come, you can smoke it up with the built-in smudger or keep it to a minimal line. A must try.

£22, available at Cultbeauty.co.uk.

Best Eyeliner For Beginners: NARS High Pigment Longwear Eyeliner

Brilliant for beginners, this eyeliner glides onto skin, delivering excellent colour from the off (but it can be further built up), and stays put wherever it sets – no faffing around.

£19, available at Spacenk.com.

Best Eyeliner For The Waterline: Charlotte Tilbury Rock ’N’ Kohl Black Eyeliner Pencil

Queen of a serious sultry stare, it is only right that Charlotte Tilbury has an eyeliner that creates the look in seconds. Brilliant for all parts of the eye, this one is particularly good in the waterline – expect it to roll on and stay put for hours.

£19, available at Charlottetilbury.com.

Best Waterproof Liquid Eyeliner: Too Faced Better Than Sex Easy Glide Waterproof Liquid Eyeliner

Whether you’re diving into a pool or a hot steamy encounter (as the name might suggest), Too Faced’s Better Than Sex waterproof liner is a product you can rely on. It promises to stay put up to 24 hours without smudging, budging or fading. 

£18, available at Cultbeauty.co.uk.

Best Eyeliner For Cat Eyes: Tom Ford Eye Defining Pen

Two liners for the price of one, really. The dual-ended pen has a thicker side for a more graphic finish, or a finer side to help you get the line snug against your lashes. Genius.

£46, available at Lookfantastic.com.

Best Brown Liquid Eyeliner: Byredo Eyeliner in Practical Brown

It might be under-the-radar but Byredo’s liquid eyeliner is beloved by any and all who try it. This brown hue is particularly flattering and lends a gentle shimmer to eyes for a soft, sultry effect. Plus, it’s vegan too. 

£31, available at Selfridges.com.

Best Smudge Proof Eyeliner: Gucci Stylo Contour Des Yeux Eyeliner

As well as looking extra chic in your make-up bag, Gucci’s eyeliner is waterproof, offers pigmented colour and truly stays put for hours. You can use it for flicks, in the waterline or even buffed in as an eyeshadow, plus there are lots of different colours to try.

£24, available at Selfridges.com.

Best Eyeliner Felt Tip: Pat McGrath Labs Perma Precision Liner

A favourite of Vogue beauty and lifestyle director Jessica Diner, this liner is rich in pigment but effortless to use. Perfect for a more defined wing.

£26, available at Net-a-porter.com.

Best Eyeliner For Sensitive Eyes: La Bouche Rouge Le Kôhl Noir

Developed without microplastics and with 98 per cent natural origin ingredients, this is a good bet for those who have sensitive eyes. It delivers impactful colour in both the waterline and around eyes. 

£26, available at Net-a-porter.com.

Best Brush Eyeliner: Bobbi Brown Long-Wear Gel Eyeliner

An industry favourite, Bobbi Brown’s Long-Wear Gel Eyeliner has a budge-proof formula and inky black finish. Use the finest brush you can find for perfect precision.

£21, available at Johnlewis.com.

Best Coloured Eyeliner: Dior Diorshow On Stage Liner

From pink to green, Dior’s coloured eyeliners are the best in the business. The brand’s make-up artist, Peter Philips, regularly uses them backstage for the iconic looks he creates for the shows, plus the flexible felt tip is super easy to use. 

£28, available at Selfridges.com.

Best Waterproof Eyeliner: Stila Stay All Day Smudge Stick Waterproof Eyeliner

A true cult classic, you’ll find this handy pen rolling around in many a make-up artist’s kit. The super-smooth tip helps you glide across your lash line with zero tugging or pulling for a neat flick.

£16, available at Lookfantastic.com.

Best Supermarket Liquid Eyeliner: Maybelline Express Eye Liner

Quick to dry but still bold in colour, this liquid liner combines the rich pigment of an ink well with the ease of a felt tip. It’s purse-friendly, too.

£5.10, available at Feelunique.com.

Best Vegan Eyeliner: Kat Von D Tattoo Liner

Tattoo by name, tattoo by nature, this liner is ideal for those who simply cannot be touching up their make-up once it’s on. Fully waterproof, its staying power is near legendary.

£18, available at Boots.com.

Best White Eyeliner: Shiseido Kajal InkArtist Shadow, Liner, Brow – Kabuki White

From an eyeshadow to an eyeliner, this Shiseido number is an excellent multi-tasker. White eyeliner is brilliant for making the eyes look more awake, so roll its Kabuki White shade in your waterline and expect to look infinitely more rested.

£24, available at Cultbeauty.co.uk.

VOGUE ARTICLE

Fire ‘n’ No Ice

Model: Teanna Luck

Products:

(Disclaimer: I do have Teanna’s consent to post her images on designated websites including Facebook, Instagram, WordPress, and use in my digital portfolio.)

Make A Statement

As mask mandates begin to lift around the world, here’s a look at my absolute favourite statement red lipsticks. (Even though I wear red on the daily, like its a go-to nude!)

  • L’Oreal Liquid Lipstick in 422
  • Wet’n’Wild Liquid Lipstick in 930B Missy and Fierce
  • MAC Ruby Woo & Russian Red
  • NYX Suede Matte in Spicy
  • Maybelline 645 Red Revival
  • Milani 67 Matte Confident
  • Urban Decay Psycho
  • Sephora Collection 22 A Little Magic

14 Best Beauty Products Under $20, According to Gigi Hadid, Naomi Campbell, and More

The world of beauty can be overwhelming, as much for our cabinets as our wallets. But rest assured: a high-powered cosmetics arsenal need not break the bank. Take it from the stars of Vogue’s Beauty Secrets, who have revealed that some of their most prized products are in fact some of the best priced. 

See La Roche-Posay’s $14 Serozinc Toner, a mattifying mist that has earned Naomi Campbell’s seal of approval. What’s more? The Kendall Jenner–beloved Mario Badescu Facial Spray—laced with soothing green tea, cucumber, and aloe—rings in at just $12; spritz it on before applying a layer of Sydney Sweeney’s go-to $16 Embryolisse Lait-Creme Concentre or a $19 hyaluronic-acid-infused primer that’s a mainstay in Jessica Alba’s Dopp kit. Gigi Hadid, meanwhile, swears by Maybelline’s Lifter Gloss. Delivering an ultra-moisturizing, ultra-shiny finish for only $7, it’s one makeup must-have that will leave you anything but high and dry.

Below, shop the best beauty products under $20 on Amazon, as chosen by Vogue’s Beauty Secrets stars Gigi Hadid, Emma Chamberlain, and more. 

Skin Care

PanOxyl Acne Foaming Wash

Shop on Amazon $9

Mario Badescu Facial Spray with Aloe, Cucumber, and Green Tea

Shop on Amazon $12

The Ordinary Niacinamide 10% + Zinc 1%

Shop on Amazon $14

iUNIK Tea Tree Relief Natural Facial Serum

Shop on Amazon $18

Embryolisse Lait-Creme Concentre

Shop on Amazon $16

La Roche-Posay Serozinc Toner for Oily Skin With Zinc

Shop on Amazon $16

Epicuren Aloe Vera Calming Gel

Shop on Amazon $15

Makeup

Lano Strawberry 101 Ointment Multi-Balm

Shop on Amazon $14

L’Oréal True Match Super Blendable Powder

Shop on Amazon $11

Honest Beauty Everything Primer, Glow With Hyaluronic Acid

Shop on Amazon $19

Neutrogena Hydro Boost Plumping Mascara

Shop on Amazon $10

Almay Smart Shade Skintone Matching Makeup

Shop on Amazon $15

Maybelline Lifter Gloss With Hyaluronic Acid

Shop on Amazon $9

Jillian Dempsey Khôl Eyeliner

Shop on Amazon $15

VOGUE article

Best Lip Plumpers For Needle-Free Volume And Fullness

What are the benefits of lip plumpers? 

A co-founder of Le Jolie Medi Spa, Brian Nourian, was asked why someone might want to use a lip plumper, and what benefits they can provide. Here’s what he had to say:

“Whether your lips are au natural or have been cosmetically enhanced, lip plumpers can add an instant boost of plumping and shine. They’re great for red carpet or special events as there is no downtime after using them, and they offer instant results. If you’re thinking about going under the knife, they’re also a nice, non-committal way to enhance your natural lip shape and see what your lips look like slightly enhanced if you’ve never gotten fillers or injections.”

What should you look for when shopping for lip plumpers? 

According to Nourian, “For that coveted bee stung look, seek out plumpers that utilize hyaluronic acid and collagen, as both ingredients help draw hydration to the top level of the skin to naturally plump and define lips. Avoid harsh ingredients like peppermint oil and cinnamon, as these ingredients work to boost lip shape by irritating the skin to increase blood flow to the surface. These irritants are doing more harm than good.”

With Nourian’s insights in mind, here are the best lip plumpers on the market.

Best Overall: Too Faced Lip Injection Extreme Lip Plumper

Working with thin, lifeless lips? With the Too Faced Lip Injection lip gloss, there’s no need to pout. Beauty sleuths swear by the patented formula’s plumping superpowers that are “based on medically-proven blood vessel-dilating technology,” according to the brand. The gloss is packed with hydrating ingredients, as well as pepper extract that enhances your lips with heat and tingle. Just a thin layer is fast-acting and long-lasting for Kylie Jenner-level results. 

The Lip Injection gloss comes in five glossy shades, but if you’re looking for an extreme volume boost, Too Faced also makes a more advanced Maximum Plump Extra Strength formula.

Shop at Nordstrom $16-29

Best Gloss: Buxom Full-On Plumping Lip Polish

We can’t talk about lip plumpers without giving Buxom a shoutout. The volume-focused brand is big on big lips, offering an entire line of plumping products, including a balm, liner, serum, two lipstick formulas, and of course, its best-selling plumping gloss polish that flawlessly fakes a filler-like pout.

With a selection of more than 100 pigmented shades in three lustrous finishes, its glamorous glossy effect is certainly one of our favorites. Equally as impressive, the Buxom lip plumper features a peptide-infused formula and a refreshingly tingly feel that provides the potent plumping power you’d expect from the brand, while vitamins A and E offer lasting moisture.

Shop on Amazon $21

Best Drugstore Option: Maybelline Lip Lifter Gloss Hydrating Lip Gloss with Hyaluronic Acid

At only $7 a tube, this drugstore lip plumper is bringing full lips to the masses, with benefits that rival those of more expensive options. Maybelline’s top-rated Lip Lifter Gloss literally does it all — volume, high-shine, and hydration — at an unbeatable price. And unlike many glosses priced at three times the cost, its moisturizing formula is boosted by hyaluronic acid for a smoother and fuller effect. Nearly 7,500 Amazon reviewers love it for creating an ultra-glossy pouty look, and with a gorgeous 10-shade color selection, you’re guaranteed to find one you’ll love, too. 

Not to forget, beauty enthusiasts continually mention this gloss formula to the infamous Fenty Beauty Gloss Bomb.

Shop on Amazon $7

Best Affordable Option: NYX Filler Instinct Plumping Lip Polish

Sure, every lip plumper on this list is far more affordable than fillers, but if you’re looking for a pout-enhancing option that’ll really save some pennies, this under-$6 gloss from NYX provides big payoff at a reasonable price. Its tingly, plumping formula is packed with light-reflecting emollients that make your lips look fuller with a single glossy swipe, while its feather-proof coverage minimizes the appearance of fine lines for a super smooth finish. The gloss is available in six sheer shades, but the same formula is also available in a long-wearing lipstick form if you’d rather pack on the pigment. 

Shop on Amazon $7

Best Splurge: Dior Addict Lip Maximizer Plumping Lip Gloss

You (yes, you) are an icon, and therefore deserve Dior’s iconic celeb-loved lip gloss — Bella Hadid is also a fan. At $30, it doesn’t disappoint on the plumping front, and its price point fully pays off with results you’ll notice literally seconds after applying. Its vegan formula features one standout skincare ingredient: hyaluronic acid for long-lasting hydration and fuller lip volume. In fact, the brand claims your lips will be significantly smoother in just four weeks with prolonged use, so start lacquering up. It comes in six lustrous shades, plus two shimmery options that’ll make your lips look even more voluminous in the light. 

Shop at Nordstrom $30

Best Sting-Free Formula: Charlotte Tilbury Collagen Lip Bath Gloss

Not to totally shade other lip plumpers, but many contain mild irritants like cinnamon, capsicum, and even bee venom that cause your lips to swell and sting in the process. Instead, Charlotte Tilbury’s high-shine Lip Bath Gloss promotes a pain-free payoff with gentle mustard sprout extract. And because hydration is key to achieving that ultra-plush pouty effect, nourishing marine collagen and coconut oil will give your lips some much-needed moisture. 

It’s available in five colors — including universally flattering favorites like Pillowtalk and Walk of No Shame — that are each formulated with shimmery pearlescent pigments, reflecting light to create an illusion of larger lips. 

Shop at Nordstrom $35

Best for Hydrating: PCA SKIN Hyaluronic Acid Hydrating Lip Booster

PSA for anyone who applies lip plumpers a little too often (you know who you are): Excessive use can lead to dry or chapped skin, especially if your treatment of choice intentionally uses an irritating ingredient to plump up that pout. What’s worse, dry, flaky skin can actually minimize the appearance of lip volume, so you feel the need to keep reaching for the same product that caused your skin to crack in the first place.

This super hydrating option from PCA Skin turns the tables on moisture-sucking lip plumpers with a nourishing and gentle formula you’ll never regret using. Plumping peptides make your lips look full and supple, but its moisturizing power is equally impressive with hyaluronic acid and vitamin E included in the lineup of soothing ingredients for long-term results.

Shop on Amazon $46

Best Viral Option: Derol Lip Plumper Set

For ultra-thin lips, the Tiktok-famous Derol Lip Plumper delivers needle-free results without a visit to the derm. The set includes two lip plumpers: one with ginger essence for daytime use as a volumizing lip gloss and another with mint for nighttime use as a leave-on mask. Both contain vitamin E and collagen for a fuller, more moisturized look and feel, and feature a lightweight, non-sticky formula for hours of comfortable wear. Reviewers say both plumpers burn pretty intensely upon application, but the feeling is, of course, far less painful than nip tuck. 

Shop on Amazon $17

Best for Lasting Results: GrandeLIPS Hydrating Lip Plumper

If you’re looking for more than just a fling with your lip plumper, lock down a longterm commitment with a volumizing treatment that’s luckily pretty easy to fall for. The brand recommends applying the gloss twice daily for 30 days to ensure a long-lasting volumizing effect. Best of all: Its high-gloss formula will love your lips right back with nourishing ingredients like Volulip and hyaluronic acid that’ll moisturize your skin while promoting collagen production for natural fullness. 

And if you’re merely looking for instant gratification, no judgement — the fast-acting formula noticeably improves volume in less than five minutes. Purchase it in 10 sheer, high-gloss colors, including rosy-hued dusty taro and peachy toasted apricot.

Shop on Amazon $27

Best Long-Term Plumper: Fillerina Lip Plump Grade 1

The first thing you’ll notice when applying this product is the intense but not unpleasant numbing sensation that overtakes your lips. Unlike other products, this plumper is designed for longterm use and lasting effects. Users should apply the formula from this medical-looking applicator every couple of hours each day for optimal results. If you re-apply lip balm throughout the day, this habit-friendly device is your friend for gaining an attractively swollen-looking smile.

Shop at Dermstore $89

Best Serum: BeautyBio The Pout: Volumizing Lip Serum

Go beyond the gloss with a balm-like serum that’ll serve you far beyond your done-up days. Collagen, squalane, and hyaluronic acid — a dream team of powerhouse ingredients — plump and nourish lips to put fine lines and wrinkles to bed. Two clear, glossy shades can be applied throughout the day to help achieve perfectly volumized and supple lips without the distraction of tints and glitter. But if you do prefer a surge of color, the brand’s shimmery sparking rosé option might make you feel a little more put-together. 

Shop on Amazon $35

Best Treatment: Clinique Moisture Surge Lip Hydro-Plump Treatment

Plumping and hydration go hand-in-hand, so it’s no wonder why this volumizing moisture treatment works so well. Its gentle fragrance-free formula is ideal for sensitive skin types thanks to an ingredient list rich in lipids, shea butter, and ceramides that work together to plump, moisturize, and soothe. And not only is it multitasking, but it can also be used multiple ways: as a balm for an instant boost of hydration, a five-minute treatment to condition lips before applying makeup, or even as an overnight mask to maximize its nourishing benefits. No matter how you use it, the feather-light consistency is ultra comfortable to wear, so you can apply it day or night without that dreaded sticky, weighed down feel.

Shop at Nordstrom $15

Best Mask: Tatcha Kissu Lip Mask

The secret to maximizing the results of your lip-plumping gloss is starting with a great foundation. Give your pucker an extra punch of volume and hydration with a mask that’ll prep your pout for the next step in the process. Unlike your favorite face mask, Tatcha’s leave-on treatment doesn’t need to be rinsed off or removed after applying. In fact, its jelly-like formula absorbs into the skin to fully utilize nourishing ingredients like squalane and Japanese peach that lock in moisture, plump fine lines, and improve fullness. The brand recommends using this mask before bed so it can work its magic while you sleep, but its lightweight, non-sticky feel is comfortable enough to lacquer on during the day, too.

Shop on Amazon $28

Best Lip Plumper Patches: skyn ICELAND Plumping Lip Gels

The result of these patches is not as dramatic as with other, more aggressive formulas, but these gels make a significant difference. In just ten minutes, your lips will be hydrated in places lip balm can’t reach, more uniform in shade, and turned up ever so slightly at the bow. For your date night ritual, just stick on a gel patch for ten, then swipe on a gloss and healthy, inviting lips are yours.

Best Tool: Fullips Lip Plumping Enhancer

This unexpectedly simple device has over 800 five-star reviews on Amazon, more than virtually all other products in its category. The silicon device relies on suction from your own mouth in order to plump your lips. Just apply the round or oval shape over the part of your mouth you’d like to enhance, and create a vacuum by inhaling the excess air within. Don’t hold for too long, otherwise you risk bruising your skin, but you’ll be sure to see results after about 30 seconds.

Shop on Amazon $20

INSTYLE article

The Best Eyeliners For A Foolproof Feline Flick

What links Audrey Hepburn, Adele, Amy Winehouse, Lady Gaga, Cleopatra and Angelina Jolie? Liquid eyeliner of course. While make-up trends come and go, the feline flick is a timeless classic and suits every aesthetic. From the ultra glamorous to the insouciantly rock’n’roll, it can be dressed up or down. The trick is to work out the right look for your face and chosen aesthetic, and stick with it.

How to successfully apply a liquid liner

Heed Vogue contributing beauty editor Pat McGrath’s advice, and draw the wing first. It’s easy to place the wing too low or high once you’ve already sketched a line along your lashes, especially considering that the natural curve of the eye slopes downwards at the outer corner. Instead, look straight ahead in the mirror, place a small dot where you want the line to end, draw your flick, then line along your lashes.

How do I choose an eyeliner?

Start by considering what effect you want from your eyeliner; while liquids offer a more precise finish and achieve that striking Hepburn-esque wing, gel and kohl liners tend to be more forgiving and can be blended and buffed in for a softer, more diffused effect. It might sound obvious but those who want a product just for the waterline should opt for a pencil or gel formula, as a liquid won’t stay put.

What is the best eyeliner for beginners?

The perfect eyeliner for you will also depend on your familiarity with the product. To beginners and those not au fait with applying it regularly, a liquid liner might seem intimidating as it requires a steadier hand. In this case, it can be wise to start with a pencil, whether gel or kohl, or for a pen-style liquid if that’s the effect you want. Beginner or not, the trick is just to go for it – liquid eyeliner can smell your fear. One of McGrath’s biggest tips, whatever your liner abilities, is to finish by tidying up with a cotton bud – even the pros get it wrong sometimes.

Is gel liner better than pencil?

Not necessarily – it all depends on the effect you want. Gel liners bridge the gap between liquid and pencil liner, as they impart much of the impact and precision of a liquid, but with more of the malleability and softness of a pencil. They’re an excellent option for those who like a soft, smudgy finish, if you’re creating more impactful eyeshadow looks (many make-up artists use them as a base for shadows), or if you like to apply haphazardly and buff and blend your line into place. Gel liner is also a great option if you like your liner to stay put once it’s set. Meanwhile, pencil adds intensity to the waterline and can offer a more exact effect.

From long-wearing gel liners to easy-to-use felt tips, find your perfect fit within Vogue’s edit, and get yourself in front of the mirror for practice. Shop the 15 best eyeliners below.

Best Gel Eyeliner: Victoria Beckham Beauty Beauty Satin Kajal Liner

Few liner formulas match up to this creamy, ultra-blendable number which, once set, stays put for hours. As versatile as they come, you can smoke it up with the built-in smudger or keep it to a minimal line. A must try.

£22, available at Cultbeauty.co.uk.

Best Eyeliner For Beginners: NARS High Pigment Longwear Eyeliner

Brilliant for beginners, this eyeliner glides onto skin, delivering excellent colour from the off (but it can be further built up), and stays put wherever it sets – no faffing around.

£19, available at Spacenk.com.

Best Eyeliner For The Waterline: Charlotte Tilbury Rock ’N’ Kohl Black Eyeliner Pencil

Queen of a serious sultry stare, it is only right that Charlotte Tilbury has an eyeliner that creates the look in seconds. Brilliant for all parts of the eye, this one is particularly good in the waterline – expect it to roll on and stay put for hours.

£19, available at Charlottetilbury.com.

Best Waterproof Liquid Eyeliner: Too Faced Better Than Sex Easy Glide Waterproof Liquid Eyeliner

Whether you’re diving into a pool or a hot steamy encounter (as the name might suggest), Too Faced’s Better Than Sex waterproof liner is a product you can rely on. It promises to stay put up to 24 hours without smudging, budging or fading. 

£18, available at Cultbeauty.co.uk.

Best Eyeliner For Cat Eyes: Tom Ford Eye Defining Pen

Two liners for the price of one, really. The dual-ended pen has a thicker side for a more graphic finish, or a finer side to help you get the line snug against your lashes. Genius.

£46, available at Lookfantastic.com.

Best Brown Liquid Eyeliner: Byredo Eyeliner in Practical Brown

It might be under-the-radar but Byredo’s liquid eyeliner is beloved by any and all who try it. This brown hue is particularly flattering and lends a gentle shimmer to eyes for a soft, sultry effect. Plus, it’s vegan too. 

£31, available at Selfridges.com.

Best Smudge Proof Eyeliner: Gucci Stylo Contour Des Yeux Eyeliner

As well as looking extra chic in your make-up bag, Gucci’s eyeliner is waterproof, offers pigmented colour and truly stays put for hours. You can use it for flicks, in the waterline or even buffed in as an eyeshadow, plus there are lots of different colours to try.

£24, available at Selfridges.com.

Best Eyeliner Felt Tip: Pat McGrath Labs Perma Precision Liner

A favourite of Vogue beauty and lifestyle director Jessica Diner, this liner is rich in pigment but effortless to use. Perfect for a more defined wing.

£26, available at Net-a-porter.com.

Best Eyeliner For Sensitive Eyes: La Bouche Rouge Le Kôhl Noir

Developed without microplastics and with 98 per cent natural origin ingredients, this is a good bet for those who have sensitive eyes. It delivers impactful colour in both the waterline and around eyes. 

£26, available at Net-a-porter.com.

Best Brush Eyeliner: Bobbi Brown Long-Wear Gel Eyeliner

An industry favourite, Bobbi Brown’s Long-Wear Gel Eyeliner has a budge-proof formula and inky black finish. Use the finest brush you can find for perfect precision.

£21, available at Johnlewis.com.

Best Coloured Eyeliner: Dior Diorshow On Stage Liner

From pink to green, Dior’s coloured eyeliners are the best in the business. The brand’s make-up artist, Peter Philips, regularly uses them backstage for the iconic looks he creates for the shows, plus the flexible felt tip is super easy to use. 

£28, available at Selfridges.com.

Best Waterproof Eyeliner: Stila Stay All Day Smudge Stick Waterproof Eyeliner

A true cult classic, you’ll find this handy pen rolling around in many a make-up artist’s kit. The super-smooth tip helps you glide across your lash line with zero tugging or pulling for a neat flick.

£16, available at Lookfantastic.com.

Best Supermarket Liquid Eyeliner: Maybelline Express Eye Liner

Quick to dry but still bold in colour, this liquid liner combines the rich pigment of an ink well with the ease of a felt tip. It’s purse-friendly, too.

£5.10, available at Feelunique.com.

Best Vegan Eyeliner: Kat Von D Tattoo Liner

Tattoo by name, tattoo by nature, this liner is ideal for those who simply cannot be touching up their make-up once it’s on. Fully waterproof, its staying power is near legendary.

£18, available at Boots.com.

Best White Eyeliner: Shiseido Kajal InkArtist Shadow, Liner, Brow – Kabuki White

From an eyeshadow to an eyeliner, this Shiseido number is an excellent multi-tasker. White eyeliner is brilliant for making the eyes look more awake, so roll its Kabuki White shade in your waterline and expect to look infinitely more rested.

£24, available at Cultbeauty.co.uk.

VOGUE article