Want to do some shopping on your trip to the US but don't know which products are best? Then check out this list of the best makeup products to buy in the United States in 2025!
Makeup is a category that always It's worth buying in the United States for one reason: brand exclusivity. Whether they're cheap ones sold at drugstores like CVS, or more expensive brands that you find at stores like Sephora or Ulta, the options available on the American market are immense, and many of them you won't find outside the country.
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-sellers in stores, new products for 2025 and even those classics that have been popular for years. I chose a cheap version and an expensive makeup brand from each category, so you can buy according to your budget.
No time to go shopping?
If you have a tight itinerary and no time to go to the stores, or want to make sure you get everything on your wish list, my suggestion is to buy from American Amazon. The store has everything and delivery is usually super fast. To make things easier, I've already left the product links! If your hosting charges to receive orders, you also You can use the free Amazon Locker service, which I already explained how it works in this post.
Just remember to change the shipping address to a US address so that you can see all the items that deliver to your destination. If Amazon asks if you want to be redirected to the Brazilian Amazon, click NO.
The same must be done if you use the Amazon App. The app will automatically redirect you to the American store, but you need to add an address in the United States, or you won't see all the product options, only those that ship to your country (and the point here is to shop while traveling, right?).
Best makeup to buy in the United States [UPDATED 2025]
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
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!)
Base
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.
BE CAREFUL WITH PRODUCTS SOLD IN BRAZIL!
Brands like Rare Beauty, Fenty Beauty, NARS, Too Faced and Benefit may not compensate in the United States. You need to do the math for each case, since cheaper products (like lip gloss and concealer) are costing almost the same price in Brazil and the US due to the strong dollar. More expensive products, like foundations, are still usually worth it. If in doubt, compare the price between stores in both countries.
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: Haus Lab Triclone Skin Tech Hydrating + De-puffing Concealer
I didn't expect much from Lady Gaga's brand, but the skin products are excellent. Super moisturizing, with good coverage, does not break in drier areas and still has excellent colors. One of the biggest compliments about the concealer is the “skin match“, that is, how much the tone of the colors matches the tones and backgrounds, and I agree! I've never had a concealer with a tone so similar to my skin as this one.
Exclusive sale at Sephora.
Face Powder
Best cheap: elf Halo Glow Soft Focus Setting Powder
Among the best makeup to buy in the United States, Elf powders were the ones that appeared most in the posts here on the blog. The old version was famous for being a dupe of Make Up For Ever powder, and the new version of the Halo Glow line creates a diffuse effect on the skin, giving you that poreless skin look, but still with a glow that comes from within. One of my favorite products from the brand!
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.
Contour & Bronze
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.
Blush
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: Patrick Ta Major Headlines Double-Take Crème & Powder Blush Duo
This Patrick Ta duo was a hit on social media, with influencers buying todas the colors with each release. It is a cream and powder blush duo that should be used together., this way you get a color that not only looks very natural on the skin (cream), but is also long-lasting (powder).
Illuminator
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!
Fixative Spray
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?
Eye Primer
Best cheap: wet n wild Megalast Eyeshadow Primer
Promising to even out the tone of the eyelids and keep shadows in place for many hours, this primer from the Megalast line also has vitamin E to prevent eyeshadows from “cracking” over time.
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.
Eyeshadow Palettes
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!
Unitary Shadows
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.
Eyeliner
Best cheap: elf H2O Proof Eyeliner Pen, Felt Tip, Waterproof
With a fine tip to help you create perfect lines, this elf eyeliner pen is waterproof and promises to survive even the longest nights. It dries quickly, doesn't smudge and is also cruelty-free!
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!
Eyeliner
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.
Mascara to eyelashes
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.
It is sold in Brazil but the price is better in the United States.
Eyebrow Pencils
Best cheap: Colourpop Precision Eye Brow 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.
liquid lipstick
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”.
Lipstick
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".
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: Tower 28 ShineOn Milky Lip Jelly
This gloss is a mix of gloss with lip oil, that is, it not only adds color and shine, but also moisturizes the lips without being sticky. It has several nourishing oils in its composition and, according to reviews, it lasts a long time on the lips!
Brushes
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.
Sponges
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!
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 Haus Lab Hydrating + De-puffing Concealer
- 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 Jouer Powder Highlighter
- Setting Spray: Milani Make it Last and Urban Decay All Nighter Long-Lasting Makeup Setting Spray
- Eyeshadow primer: wet n wild Photo Megalast Eyeshadow Primer and Urban Decay Primer Potion
- Eyeshadow palette: Makeup Revolution and Natasha Denona
- eyeliner: elf H2O Pen 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 Tower28 ShineOn Milky Lip Jelly
- Brushes: Real Techniques and IT Cosmetics
And there they are, the best makeup to buy in the United States in 2025! 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!
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Wow, the prices were sorely missed in the post. I was lost. But the tips were worth it!
Just click on the links that have the prices 🙂
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
Hi claudia! I don't buy MAC, but you can check the prices on the brand's website in the USA and Brazil 🙂
Hello, how much of the same product can we take in our personal luggage?
Q doesn't cause any problems.
In hand luggage liquid products can be in containers of up to 100ml.
Hello, I'm devouring your blog lol... I'm going to the US in July and your shopping tips are a real find, everything detailed, photos, your impressions and a link with the price. Thank you so much for your kindness towards your readers. Cintia (Manaus).
bjs
Bon voyage! 🙂
Hi Alyssa! Thank you very much for the tips! I would like to know about straighteners and baby liss.
Grata
Hi Ana! Hair product tips are in this post!
Wonderful post <3
Glad you liked it 🙂
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 is cruelty-free. I was at a loss to find these items.
Thanks!! Success to you :*
Glad to help!! Enjoy your time in the USA <3
I loved it, it helped me a lot!!!
I loved the tips! thank you very much!
Alyssa, where can I find Charlotte Tilbury and Colourpop in the US?
CT has it at Sephora, Colourpop I saw it at Target but if I'm not mistaken it's sold at Sephora now too 🙂