Best makeup to buy in the United States [UPDATED 2024]


By Alyssa Prado

Do you want to do some beauty shopping on your trip to the USA but don't know which products are the best? So check out this list of the best makeup to buy in the United States in 2024!

Despite the rise in the dollar, in general it is still worth buying makeup in the United States. This is because the country has countless super cheap pharmacy brands, as well as brands that are not sold in Brazil. You can still find a lot of things worth buying, whether due to the price or the exclusivity.

But even though it's worth it, I don't recommend you buy it. anything. Like anywhere else, there are good and bad brands and products, and let's face it, even though it's cheap, it's not worth buying something that doesn't have quality or won't suit you.

To help you create a shopping list, I created this post with the best makeup to buy in the United States. You will find those items that are highly recommended by y American brands, best-selling in stores, new arrivals for 2024 and even those classics that have been successful for years. I chose a cheap version and a more high-end from each category, so you can shop according to your budget.


If you have a very tight itinerary, my suggestion is to do all your shopping online, using the Delivery is super fast and, to make things easier, I have already included the link to all the products mentioned here. If your hosting charges for receiving orders, I suggest using the free Amazon Locker service, I already explained how it works in this post.

Best makeup to buy in the United States [UPDATED 2024]

The list is in the order: skin care products (primer, foundation, concealer, powder, contour, blush, highlighter, setting spray), for the eyes (primer for eyeshadows, palettes, eyeliner, eye pencils, mascaras and eyebrows), for the lips (liquid lipstick, lipstick and gloss) and tools (brushes and sponges).

Face Primer

elf's Luminous Putty Primer is cheap and will leave your skin ready for foundation application!

Best cheap: elf Luminous Putty Primer

This primer leaves the skin with a velvety texture, perfect for applying foundation straight away. It has hyaluronic acid in the formula so it also hydrates the skin, as well as concealing pores and making makeup last longer. It is vegan, and free of ingredients such as parabens.

Best of brand premium: Charlotte Tilbury Hollywood Flawless Filter

"Instagram filter in real life“, this is the proposal of the Hollywood Flawless Filter. This primer (which also serves as a highlighter, or even a foundation if you want super light coverage) helps hide skin imperfections, disguises pores and illuminates. The texture is super light and quickly absorbed. (The elf also has a dupe super popular of this product, the Halo Glow Liquid Filter, I have it and I love it!)

Hollywood Flawless Filter is one of the best makeup products to buy in the USA, it serves as a primer, highlighter and even a light foundation!


Catrice's foundation lasts 24 hours and helps treat your skin!

Best cheap: Catrice HD Liquid Coverage Foundation

Catrice is not as popular a brand as elf or wet'n'wild, but its products, especially those for skin, are excellent. The HD Liquid Coverage Foundation has a matte effect, and its formula with niacinamide helps both to retain oil and treat the skin. Furthermore, the foundation promises to be waterproof and sweatproof, lasting up to 24 hours on the skin!

Brand bonus premium: Rare Beauty Liquid Touch Weightless Foundation

The launch of Selena Gomez's brand caused a stir, especially due to the cost-benefit of the products. The Liquid Touch Weightless Foundation is one of the most popular products, as its texture is super light and with a velvety finish, giving you enough coverage but still leaving you looking “your skin just better”. Remembering that the brand is sold with exclusivity at Sephora, both online and in physical stores.

The foundation from Rare Beauty, Selena Gomez's brand, leaves the skin illuminated without a sticky feeling!

Liquid Paper

Best cheap: LA Girl HD Pro.Conceal HD Pro Definition Concealer

If you search in English on YouTube for “best cheap concealer”, you will probably find a video about HD Pro Conceal. Phenomenon since 2016 on the internet, What stands out is its HD coverage for a great price. I must have about five tubes and I always buy more to make sure I don't run out, rs. There are more than 40 colors available, including purple, orange and green.

(elf also has an excellent concealer that's gone viral on TikTok, the Hydrating Camo Concealer).

Best of brand premium: Tarte Shape Tape

The popularity of this concealer is so high that at the end of 2018 one was sold every 12 seconds (I swear, the data is on the brand's website!). The proposal is to have high coverage and matte finish but with the feeling of not using anything. It's super creamy, easy to spread and doesn't crack, and is sold in more than 30 colors. In physical stores it only sells at Ulta, not at Sephora!

Tarte's Shaoe Tape concealer is one of the best makeup products to buy in the United States! High coverage, super creamy and doesn't crack!

Face Powder

Best cheap: elf High Definition Powder

Among the best makeup to buy in the United States, This is the product that appeared most in the posts here on the blog. Famous for being a dupe from Make Up For Ever powder, this elf powder leaves the skin with an “out of focus” effect to hide any imperfections and is super cheap!

Best of brand premium: Charlotte Tilbury Airbrush Flawless Finish Setting Powder

It's boring for me to talk about it again Instagram filter for real life, but being a world-famous makeup artist with several A-list clients, most of Charlotte Tilbury's products have this purpose. The Airbrush Flawless Setting Powder was one of the brand's first items, and to this day it is one of its best sellers. It leaves the skin looking smoother, disguises marks and imperfections and also helps to leave makeup in place for longer.

Charlotte Tilbury products are like an Instagram filter for real life!

Contour & Bronze

elf's Putty Bronzer is one of the best makeup products to buy in the USA! You can build the intensity of your tan or contour!

Best cheap: elf Putty Bronzer

A cream bronzer that when applied has a powder texture (yes, that exists), elf's Putty Bronzer allows you to build the intensity of your tan or contour. Despite being a cream, it does not leave a greasy feeling, and it also helps to hydrate the skin as it has Argan oil and vitamin E in the formula.

Best of brand premium: Milk Makeup Sculpt Stick

Known for its stick products, Milk has an excellent contouring stick, winning the Allure award in the category in 2023. Despite being a cream, the Sculpt Stick has a matte, cooler-toned formula, for more contouring than tanning. the skin. The formula is also moisturizing to help it blend more easily.

If you want a bronzer in warmer tones, you can invest in Matte Bronzer, also very popular.

Milk's Sculpt Stick is one of the best makeup products to buy in the USA! Matte and moisturizing formula for easy blending.


I've been saying for years that this Milani blush is one of the best makeup products to buy in the United States! Incredible colors and long lasting!

Best cheap: Milani Baked Blush

Well known for one of the colors being a dupe of NARS Orgasm, This mineral blush is one of the best purchases you can make at the US drugstore. The colors are well pigmented and are available in both matte and glossy formulas. I recommend the color Luminoso.

Best of brand premium: Rare Beauty Soft Pinch Dewy Liquid Blush

A natural-looking, long-lasting liquid blush? We have! Rare Beauty's Soft Pinch Dewy has been a bestseller since launch, and for good reason. There are several colors, and despite the finish being matte, your cheeks look healthy and radiant.

Rare Beauty's Soft Pinch Dewy Liquid Blush is a long-lasting, natural-looking liquid blush!


Milani's Strobelight is one of the best makeup products to buy in the USA! You can find it in pharmacies and the result is like a movie!

Best cheap: Milani Strobelight Instant Glow Powder

To this day, I find it hard to believe the price of this highlighter, as its packaging and texture are top notch. With particles that reflect light, you achieve both a natural effect and a more wet, and the line has colors that flatter all skin tones. I also want to give an honorable mention to the wet n wild MegaGlo Highlighting Powder which is super cheap and wonderful!

Best of brand premium: Jouer Powder Highlighter

Made with luminous particles that give that it is made of movie star, This Jouer highlighter has a luxurious look that will elevate any look. The formula is the already mentioned powder to cream, and you can add more layers for an even more stunning effect. It's one of my favorite products from my collection and I use it on any special occasion!

Jouer's highlighter is a luxury that will make any production look like a movie star!

Fixative Spray

Milani's setting spray makes makeup last all night!

Best cheap: Milani Make It Last Setting Spray

Fixing spray is something recent in the world of makeup, but it is now possible to find several great and cheap versions! This one from Milani promises to do make last for up to 16 hours without smudging! It's available in normal, matte and dewy formulas, and just choose the finish you prefer.

Best of brand premium: Urban Decay All Nighter Long-Lasting Makeup Setting Spray

Responsible for inventing this type of product, Urban Decay has setting sprays for various purposes, such as control skin oil or even hydrate it. It also promises to make the make last for up to 16 hours, and to do so, it cools the temperature of your face to keep all skin products in place. Cool huh?

One of the first makeup setting sprays on the market, Urban Decay's All Nighter will make your makeup last up to 16 hours!

Eye Primer

The wet n wild eyeshadow fixer is super affordable and adds more color to your eyeshadows, as well as leaving them in place for longer.

Best cheap: wet n wild Photo Focus Eyeshadow Primer

Promising to even out the tone of the eyelids and keep shadows in place for many hours, this primer from the Photo Focus line also helps to enhance the tone of other products.

Best of brand premium: Urban Decay Eyeshadow Primer Potion

Other old but gold, this product is one of the favorites in the category since y of beauty appeared on the internet! Makes shadows last all day, and is currently available in colorless, nude matte or glossy versions.

Urban Decay's Primer Potion is one of the best makeup products to buy in the US! Great price and keeps the shadows in place all day!

Eyeshadow Palettes

Makeup Revolution eyeshadow palettes are some of the best makeup to buy in the US! Super pigmented and with incredible color schemes!

Best cheap: Makeup Revolution Forever Flawless Eyeshadow

Makeup Revolution's eyeshadow palettes began to be successful because they were fooled (similar) more expensive palettes, but nowadays the brand already has countless innovative and incredible color schemes. The prices are super friendly, and The shadows, besides being super pigmented, also last a long time!

Best of brand premium: Natasha Denona Eyeshadow Palette

Natasha Denona took the world of eyeshadow palettes by surprise when she initially launched large palettes with unique color schemes, with a very high price to match the number of shadows. Virtually all beauty YouTubers agree, however, that the price is more than justifiable for the quality of the shadows. Super pigmented, blends easily, lasts a long time and has an unparalleled texture!

Natasha Denona's eyeshadow palettes are expensive, but the shadows are unique and last a long time!

Unitary Shadows

Colourpop eyeshadows are super pigmented, last a long time and the packaging comes with a lot of product! They are super vibrant and improve any look!

Best cheap: Colourpop Super Shock Shadow

With a cream-powder formula that revolutionized the market, These Colourpop eyeshadows are cheap and highly pigmented.. The promise is that they don't crack, they don't smudge and they don't come off during the day, and I can confirm that this is what really happens! My favorite color is Sequin, but there are many options available!

Best of brand premium: Stila Glitter & Glow Liquid Eye Shadow

Another product that has been a phenomenon since its launch, This liquid eyeshadow with glitter promises very shine. It's long-lasting and, despite its texture, it doesn't feel heavy or smudge. The colors are beautiful and you can use it on the entire eyelid or just in the center to create a point of light. I looked in stores on several trips but it was always sold out, rs.

Even after years, Stila liquid eyeshadows are still some of the best makeup to buy in the US! Unique colors and incredible shine!


Elf's cream eyeliner isn't a new release, but it's still one of the best makeup products to buy in the US! Super opaque color and water resistant!

Best cheap: elf cream eyeliner

Although pen eyeliner is now trendy, those who prefer the gel version can find a high quality product at a great price. elf's Cream Eyeliner is available in black, brown, turquoise and purple, and the cream formula says it doesn't smudge and is even water resistant!

Best of brand premium: Stila Stay All Day Waterproof Liquid Eyeliner

As the name indicates, This pen eyeliner is easy to apply, promises to be waterproof and stays on the eyelid all day. It is the favorite of many y foreign beauty brands and is sold in ten colors, including navy blue and green!

Stila eyeliner is one of the best pen eyeliners on the market! Sold in several coires!


Colourpop's eye pencil is one of the best makeup products to buy in the US! Incredible colors, super long-lasting and can also be used on the waterline!

Best cheap: Colourpop Crème Gel Liner

This Colourpop pencil has a gel formula and according to review of several consumers lasts all day in the water line. I've seen great reviews and Can be used as an eyeliner, pencil or eyeshadow base. In recent years they have released several different duos and colors!

Best of brand premium: Urban Decay 24/7 Glide-On Waterproof Eyeliner Pencil

Another one of those products that's been recommended since beauty videos became a phenomenon, and for good reason. With several super vibrant colors, Urban Decay eye pencils last a long time, and are perfect for both use on the waterline and on the eyelid for smoky looks.

Urban Decay eye pencils have super vibrant colors that will transform any look!

Mascara to eyelashes

Essence's Lash Princess is one of the best mascaras I've ever used! Long, voluminous lashes with just a few layers!

Best cheap: essence Lash Princess Mascara

essence has more than 20 different types of mascara, but its absolute bestseller is Lash Princess. She Leaves eyelashes longer and more voluminous, with a false eyelash effect even in the version that not it is waterproof. Holds the curl all day long and doesn't smudge! After I bought my first tube I never used another brand again (seriously, I think I've already repurchased it about six times).

Best of brand premium: Too Faced Better than Sex Mascara

With a formula rich in collagen, This mask promises maximum volume in up to three layers. The applicator has an hourglass shape with the intention of reaching more lashes. It is also available in a waterproof version.

Too Faced's Better Than Sex Mascara is one of the best makeup products to buy in the United States! Lots of volume in just a few layers!

Eyebrow Pencils

Colourpop's eyebrow pencil is super affordable, as well as coming in different colors and being super easy to apply!

Best cheap: Colourpop Brow Boss Pencil

This retractable pencil promises more defined eyebrows but in a natural and lasting way. On one side there is the product and on the other the brush to blend and help give a cool more realistic. I found it super cheap and it really lasts all day without smudging!

Best of brand premium: Anastasia Beverly Hills Brow Wiz

The brand is known for its excellent eyebrow products, so it's no surprise that they're always on Sephora's bestseller list. Brow Wiz is a pencil with a super fine tip to give greater precision and imitate real hair. If you prefer to apply with a beveled brush, I recommend the DIPBROW ointment.

The Anastasia Beverly Hills Brow Wiz eyebrow pencil is one of the best makeup products to buy in the US!

liquid lipstick

Colourpop's Ultra Lip liquid lipstick comes in several colors and lasts a long time on your lips!

Best cheap: Colourpop Ultra Lip

One of the first brands to launch liquid lipsticks, Colourpop has formulas ranging from matte to satin, metallic and blotted (matte with medium coverage). The promise is that It lasts all day on your lips, even if you eat and drink, and it still feels comfortable and not too dry or cracked. I have several and I can say that this is exactly what it is, several times I had to remove them with makeup remover at the end of the night.

Best of brand premium: KVD Beauty Everlasting Longwear Liquid Lipstick

KVD Beauty's liquid lipsticks are not only vegan (like all of the brand's items), they also don't transfer and last for hours on the mouth, to the point where you need to use makeup remover to remove all the lipstick. There are several super pigmented colors, and the finish is a comfortable matte, No more feeling like your lips are dry! The most popular color is called “Lolita”.

KVD Beauty's liquid lipsticks are vegan, do not transfer and have super vibrant colors.


NYX lipsticks are some of the best makeup to buy in the US! A huge variety of colors and finishes, to help you complete any look!

Best cheap: NYX Extra Creamy Round Lipstick

Other old but gold on the list of best makeup to buy in the United States! This lipstick has also been around since before the phenomenon of y of beauty, and the quality remains great! The formula is velvety and is available in several colors (who remembers the Power, which was often used as dupe MAC Snob?).

Best of brand premium: Charlotte Tilbury Matte Revolution Lipstick

With a moisturizing and long-lasting formula, this lipstick is so chic it has 3D pigments to make lips look fuller. All colors are matte and contain orchid extract to make your mouth softer. The best seller is Pillow Talk, chosen by many as the “perfect nude".

Charlotte Tilbury's Pillow Talk lipstick is the brand's most famous product, and it has a color that works on all skin tones!!


Looking for a comfortable gloss with multiple colors? Then you need to try NYX Butter Gloss!

Best cheap: NYX Butter Gloss

With light to medium coverage, this gloss has a silky and velvety texture, being super comfortable on the lips. It's not sticky, leaves your lips hydrated and comes in more than 30 colors!

Best of brand premium: Fenty Beauty Gloss Bomb Universal Lip Luminizer

An absolute success since its launch, Gloss Bomb has colors that promise to flatter all skin tones. The formula is super shiny and non-sticky, and promises to leave lips looking fuller and softer. I saw many y speaking well and I'm dying to buy!

Gloss Bomb is not only one of the best makeup products to buy in the US, but it is also one of the best products from RIhanna's brand!


Real Techniques brushes are some of the best brushes you can compare at an affordable price!

Best cheap brand: Real Techniques

Brand created by two sisters who work in the world of beauty, Real Techniques brushes are not only beautiful, but they are also super soft. I have several in my collection and they are heavy, you know? None of that super light material that feels like it's going to break at any moment? It could cost a lot more for the quality, but the price is very affordable, especially if you buy the kits.

Best brand premium: It Cosmetics

With brushes in different shapes and materials, It Cosmetics has options to solve any difficulties you may have when applying your makeup. Some of them even have fibers at both ends of the handle, so you can take home two brushes for the price of one! All are super soft and they are also available in kits.

If you are going to buy some of the best makeup to buy in the USA, you also need a suitable brush kit to apply them. These from It Cosmetics are perfect for work!


Real Techniques has one of the best makeup sponges on the market!

Best cheap: Real Techniques Miracle Complexion Sponge

Super famous on YouTube for being a cheaper cousin of the Beauty Blender. The most famous version is the orange one, but the brand has also launched smaller sponges, with different shapes and even two sponges in one! Every time I go to the United States I renew my stock.

Best of brand premium: Original Beauty Blender

The famous pink sponge that started the sponge craze in the world of y. To this day, it is one of the best-selling products and is worth the investment because of the promise of wasting as little product as possible. It is made from a water-activated material, and when wet it expands to make the application smoother!

The Beauty Blender is today's most famous makeup sponge, and for good reason! Apply the foundation naturally and without leaving it heavy.

Best makeup to buy in the United States – Complete list

Here is a list of all the makeup products I recommend buying in the US:

  • Primer: elf putty primer and Charlotte Tillbury Flawless Filter
  • Base: Catrice HD Coverage Foundation and Rare Beauty Liquid Touch Weightless Foundation
  • Liquid Paper: LA Girl HD Pro Concealer and Tarte Shape Tape
  • face powder: elf HD Powder and Charlotte Tillbury Airbrush Flawless Setting Powder
  • Bronzer: elf putty bronzer and Milk Makeup Sculpt Stick
  • Illuminator: Milani Strobelight Instant Glow Powder and Rare Beauty Positive Light Silky Touch Highlighter Flaunt
  • Setting Spray: Milani Make it Last and Urban Decay All Nighter Long-Lasting Makeup Setting Spray
  • Eyeshadow primer: wet n wild Photo Focus Eyeshadow Primer and Urban Decay Primer Potion
  • Eyeshadow palette: Makeup Revolution and Natasha Denona
  • eyeliner: elf cream eyeliner and Stila Stay All Day Waterproof Liquid Eyeliner
  • Mascara to eyelashes: essence Lash Princess and Too Faced Better than Sex Mascara
  • eyebrows: Colourpop Brown Boss and Anastasia Beverly Hills Brow Wiz
  • Lipstick: NYX Extra Creamy Round Lipstick and Charlotte Tilbury Matte Revolution Lipstick
  • Gloss: NYX Butter Gloss and Fenty Beauty Gloss Bomb Universal Lip Luminizer
  • Brushes: Real Techniques and IT Cosmetics

And there they are, the best makeup to buy in the United States in 2024! Cheap and more expensive options for all types of budget! 🙂

Remembering that there is also a guide here on the blog with best beauty products (like face moisturizers and masks) to buy in the US, and also a post with the best hair products to buy in the United States.

Do you think there was a product missing? Have you used anything on this list? Tell me in the comments!

Did you like this post? Save to Pinterest to read later!

Discover the best makeup to buy in the United States in this post! 40 tips with the best foundations, concealers, eyeshadow palettes, lipsticks and more! Classics and makeup launches for you to rock your travel shopping! #makeup #makeup #beauty #beauty #travel #statesunidos #triptoyourself #shoppinginyourself

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18 comments on “Best makeup to buy in the United States [UPDATED 2024]”

  1. Looking for information about concealer, prices and varieties, especially the difference between the price in Mac USA and Mac Brazil. My husband is going there now and needed to know so he could deliver my list...he won't be looking for prices. Hahaha

  2. Hello, I'm devouring your blog lol…..I'm going to travel to the USA in July and your shopping tips are a real find, everything detailed, photos, your impressions and a link with the price. Thank you very much for your kindness towards your readers. Cintia (Manaus).


  3. Hi Alyssa! Thank you very much for the tips! I would like to know about straighteners and baby liss.

  4. Alyssa,
    You fell from the sky to help us, hahaha
    I'm going to be here in the USA for 6 months and I'm glad I haven't bought anything yet, because I'm devouring your tips.
    I'm loving it, especially because everything you recommend are Cruety-free items. I was lost to find these items.
    Thanks!! Success to you :*


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