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It might seem like every other week (or minute), the makeup-vlogging world is giving us yet another trend to obsess over, tool to try, or look to copy. But when you peel back the hype, these internet beauty experts have some serious authority in the space. Their go-to picks have been shaped and honed through hours of testing, filming, posting, deleting, and testing again. They don't just read about something and recommend it. Opinions are formed through hours of hands-on experience, which is something that many, sadly, don't have the time for.
Some of the tools used on the internet can get creative (stiletto contouring, anyone?), but generally, bloggers work to make their looks accessible, smart, and most of all, budget-conscious. In fact, they're up there with the pros when it comes to figuring out the best drugstore buys — and the best splurges.
We reached out to Huda Kattan of Huda Beauty, Maryam Maquillage, Leigh Ann of Leigh Ann Says, Jaleesa Moses of Naturally Beautiful with Jaleesa Moses, and Karen Yeung of IAMKARENO, to figure out what buys you really need. They've tried it all so you don't have to. (Just kidding, we all want to.)
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A Variety Of Affordable Foundation
You might think that foundation, as the er, foundation, of your makeup routine, should sport a high-end name. But when it comes to creating many looks, versatility is a must. That's why Huda Kattan of Huda Beauty suggests stocking up on less expensive versions.
"I wasted my money on too much product [when I first started out]," she tells Refinery29. "Instead, I'd suggest buying four shades, max — olive tone, beige tone, light tone, and dark tone — and mixing to make a perfect foundation."
The point isn't to get the priciest foundation out there, but to get the foundation that will get the job done. If your skin tone changes over the course of the year, it might be worth buying more for mixing and matching.
Luckily, a few showstopping drugstore foundations have an established cult following. Jaleesa Moses, Ipsy stylist and beauty vlogger, recommends L'Oreal True Match, given its whopping 33 shades.
L'Oreal True Match Super Blendable Makeup, $9.99, available at Ulta Beauty.
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A High-End Skin-Care Routine
Bloggers agree you can get away with — and actually might benefit from — drugstore foundation. However, they're not willing, to skimp on skincare, "Good facial creams are the most important place to spend money," Kattan says.
Her recommendation/obsession? Guerlain's Orchidée Impériale Cream, a luxe anti-ager loaded with firming and regenerative orchid extracts. "I buy it in boatloads, because it's my go-to for skin emergencies," she adds.
Guerlain Orchidée Impériale Cream, $455, available at Nordstrom.
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Bright Basics
Of course, when you're first starting out, the goal is to get as much variety as possible with the least amount of money. Here, the drugstore is your best friend — and not just for foundation. "Mascara, eyeliners, tweezers, and eyebrow products — all drugstores have great options for these staples," Kattan says.
It's also the best place to grab bright, colorful, and experiment shades. Black lipstick might not be worth $30 if you find you don't quite look like bad gal Riri rocking the look. But $6 is a different story. Yeung, for one, opts for CoverGirl blush, while Moses swears by Rimmel's Lasting Finish lipsticks. "They wear nicely at a great price," Moses says.
Rimmel Lasting Finish by Kate Moss Lipstick, $5.79, available at Walgreens.
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One Powerful Primer
Bloggers and vloggers are all about trial and error, and trial and trial and trial and finally posting. That's a long way of saying they need a lot of tools in their kits for a range of looks. Because they're not generally starting out with a stockpile of highly pigmented palettes and long-wearing (expensive) brands, they turn to primers, instead. A great primer can lend cheaper, less-effective foundations and shadows a higher-end, longer-lasting finish.
Yeung's most recent primer obsession? This redness-correcting version, which she says goes on smooth and velvety without drying out your skin.
Make Up For Ever Step 1 Skin Equalizer Primer, $37, available at Sephora.
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A Killer Contour Kit
Although they might be secretly as sick of the contouring hype as you are, beauty bloggers see it as a welcome necessity. "You have to have a flawless canvas, [and] if you get the technique right, the contour is the most professional looking one you can achieve," makeup blogger Maryam Maquillage says. "Contouring is great for stage and professional makeup."
For starters, Maryam recommends a powder contour kit, like this one from Anastasia Beverly Hills, which has six shades ranging from warm to neutral and cool.
"The cools are best to chisel the features, because they look like shadow under the cheekbone or along the sides of the nose," she says. "The warm tones bring everything together."
Anastasia Beverly Hills Contour Kit, $40, available at Sephora.
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A Beautyblender (Seriously, If You Don't Have One, Leave)
By this point, everyone and their brother knows what and how a Beautyblender works. (If you don't, here's a primer). Still, it's worth rehashing that this teardrop-shaped tool is a game-changer when it comes to creating perfectly flawless looks. And knowing how to use it, especially when you're using a cream contour, is the sign of a true pro.
"The key here is to really blend it out. If you don’t, you can always tell," Maryam Maquillage says.
For the record, Maryam uses the side of the Beautyblender to feather in her foundation after applying and the corner tip to highlight along selected areas.
Beautyblender, $20, available at Sephora.
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A Sick Selfie Light
Natural light is, by far, the most flattering, but if vlogging is becoming a full-time job, you'll have to start creating light — especially if you're filming late at night.
"Changing my lighting really improved the quality of my videos" Ann says. "I started out with two desk lamps. Now, I'm using a ring light and natural light. I've learned exactly what looks best. "
Many bloggers use ring lights, but be warned — if you get sucked down the rabbit hole of lighting kits, you could easily spend around $4,000. This one, luckily, is only a couple hundred bucks — and comes with a diffuser.
Diva Ring Light Super Nova, $249, available at Amazon.
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Baller Brushes
"Quality brushes make a huge difference in the application and blending of product. Plus, they last longer than inexpensive ones," Moses says.
As we've reported before, you only really need seven makeup brushes, but one type that's been popping on our radar? These Artis oval brushes.
"They're actually revolutionary in the their density and the way they apply product so heavily," Huda says. "It's some of the best coverage you'll ever get, especially if you're trying to conceal pigmentation or scars. The way they apply product is just fantastic."
Artis Brush Elite Mirror 5 Brush Set, $165, available at Net-A-Porter.
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False Lashes
You might think that false lashes are a wee bit dramatic (or a wee bit reality TV), but daily falsies are a staple within the beauty blogger community. "When I started out, I didn't wear foundation and I was just learning how to apply lashes," Leigh Ann says. "Yeah...I was basically an alien in the beauty world."
Now, Leigh Ann sports false lashes in almost all of her videos. One of her old favorites? Half lashes, which add a touch of flair without feeling overwhelming.
Ardell Lash Accents Pair Style 301, $11.05, available at Amazon.
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A Cult Palette
When it comes to dream scenarios, we asked bloggers to name what they were really lusting after. And while some chose gear (plenty were saving for lighting kits and nicer cameras), others chose, of course, major makeup.
"Really great pigmented eyeshadows change the game. My favorite palette is Lorac Mega Pro 2 palette," Yeung says.
But what she's really saving up for? "Natasha Denona has a 28-color shadow palette that I've been eyeing," she says. "I haven’t splurged or bought it yet, because it’s $240, but it’s on my wish list. I heard the pigmentation of it is amazing!"
Natasha Denona Eyeshadow Palette 28, $239, available at Natasha Denona.
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