Amazon’s Most Viral Hidden Beauty Gems, Found

Amazon is already a go-to destination for easy access to big-name brands across drugstore and luxury categories — but, it’s also a goldmine for the lesser-known names in beauty. And, after deep-diving into R29 readers’ most unexpected buys from the site, we found that many of the items mentioned consistently came from that very category. Once unearthed, these unassuming skin to makeup and even foot-care recommendations always seemed to pick up so much steam that they would skyrocket to top-bought viral success. So, we decided to corral all of these most popular products and pin them down into one hidden-gem hotspot.

In addition to the bestsellers we’re already privy to as reader cult-favorites, we also put out an open call for finding the next best buy that hasn’t gone viral…yet. Ahead, scroll through the resulting collection of hair, makeup, body, and skincare hidden gems that R29 readers are actively

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