+ Add Chrome Extension

Back to Blog Home

12 Underrated Places to Shop for Makeup Online

monster1991 profile picture
April 05, 2017 · 5.6k Views

On the lookout for new beauty brands? Take a look at these underrated online beauty stores along with some up and coming beauty brands that definitely deserve some praise. MAC is great and all but they're definitely seeing some healthy competition from the likes of new beauty brands like Colourpop and IT Cosmetics. We've tried a few of these new brands ourselves and can vouch for their quality. Take a look below! You won't regret it.


underrated beauty

Not just beauty stores, but if you’ve been keeping an ear out for beauty trends, there are tons of great brands out there that are not in stores. We’ll list a few and point you in the right direction! We’re always on the lookout for alternatives to pricey high-end makeup, so feel free to share some underrated beauty brands with us in the comment box.


ursa majortarte

Dermstore is home to a wide range of well-known beauty and skin care brands as well as underrated all natural beauty brands like Herbivore, Juice Beauty, 100% Pure and more. One stand-out feature about Dermstore is that all products are backed by dermatologists and curated by experts so shoppers are guaranteed safe and high-quality products. If you don't know where to begin, Dermstore also has their own monthly beauty box subscription which goes for $24.95 per month and comes with 6 or more full-sized and travel-sized products. You can find more details about their BeautyFIX monthly subscription box here. If you're new to Dermstore, don't miss out on an extra 20% off your purchase with their email signup offer!




Bluemercury specializes primarily in skin care products and brands so if you're looking for a major online skincare store, this is one of the best stops! Shoppers will be able to browse from over 50 brands and best of all, bluemercury offers free 2-day shipping and returns daily (yes, no minimum purchase required!). Like most other beauty merchants online, they also have tons of freebie discount codes you can use to get the most out of your purchase and freebies can run from travel goodies to full-size polishes and face mask. 



rcmasmith and cult

Indie brands fanatics... this one's for you! Ever wonder where you can shop for all your favorite up and coming indie brands in one central place? Beautylish brings you the best of new and cult favorites from brands like Jeffrey Star, RCMA, Jouer and much more. Beautylish keeps up to date on all trending brands and products for those who wants to know what's buzzing in the beauty world.




Beauty Encounter is by far one of our favorite go-to for online beauty hauls. Why? They have tons of coupons, hot clearance, and deals. They carry pretty much every mid to high-end brand you can think of and if you’re a new shopper, you can get 15-30% off your purchase by subscribing to their email updates.



tony moly face maskholika holika

So this one is for all the Korean makeup lovers out there. Yes, upon first glance, the site does look a bit dingy but we’ve ordered from there before and can vouch for their service, quality, and timeliness. The one winning quality about purchasing Korean beauty products here is that they have quite the selection so you can pretty much find anything you’re looking for. They also run a lot of weekly sales and we’re always interested in the innovative makeup Korea has to offer.


up and coming



colourpopcolourpop nillionaire

One of our favorite for eyeshadows and lip products is Colourpop. They’re still flying under the radar but they’re all the rage for fellow beauty bloggers on YouTube. The pigment quality of their product comes incredibly close to MAC and at only $5 per pot… it is definitely worth a try. Plus, if you’re a new email subscriber, they’ll give you $5 off your order. You can pretty much try 2 of their eyeshadow pots for the price of one!


Makeup Geek

makeup geek setmakeup geek shadow

If you want really pigmented, smooth and creamy shadow that won't budge from your lids... we don't even know how Makeup Geek flew under the radar for so long. Their eyeshadows are formulated to be incredibly long lasting and pigmented (like MAC) but we dare say, it is even better than MAC eyeshadow. One of their eyeshadow pans will only run you $6 each and they a huge selection to choose from including fun duo chrome and foiled (metallic) colors. 


Juvia's Place


Juvia's Place gained recognition from their Nubian Eyeshadow Palette which was one breakout product supported by many beauty gurus in 2016. Like Makeup Geek, Juvia sells similar highly pigmented single pan eyeshadows (albeit at a lower price point). Try one of their palette or bundles for even greater savings!

The Lip Bar

mom lipsticklip bar

This is definitely one of our favorite for pigmented and long lasting lipsticks AND it's vegan! We tried this color in purple rain and although the true color doesn’t last the entire day, every lipstick leaves a tint/stain that’s in a different shade… isn’t that cool?



You might have spotted this innovative makeup app from Teen Vogue or allure magazine but if you haven’t… it’s a must for some gals like us who forever struggle with finding the perfect foundation match.


With the MatchCo app analyzer, it can scan and analyze your skin tone and send you a custom blend formula that’s the perfect fit for you. Give it try!



blur stickliited

Milk cosmetics has been getting a lot more attention lately and it's not hard to see why. Made for and loved by those on-the-go, Milk has some fun and innovation items that worth a look or two. From holographic to cooling water sticks and tattoo stamps, check out this innovative beauty brand! You can also test these products from your local Urban Outfitters or Sephora.


IT Cosmetics

vitality liipcc cream

IT Cosmetics is a winning favorite that’s still pretty underrated. Why all the love? Their line of makeup is popular for anti-aging elements and proven quality ingredients to get your skin beautiful and healthy. Don’t know what to try? Check out their top 10 list. We’ve tried the color correcting cream and vitality lipstick stain so far and it's fast becoming a staple in our makeup bag.

Have you tried any of these brands or stores? Share your experience with us!

monster1991 profile picture
I wanna be the very best like no one ever was. Couponing is my real test, to cut them is my cause. I will travel across the land, searching far and wide. Each store to understand, the discounts that's inside.
teabananaFeb 19, 2016
so obsessed with colourpop! More coupons please?
dtran5Feb 19, 2016
I agree! :)
dtran5Feb 19, 2016
I've only ever bought from Colourpop, but def want to try the other ones - esp w2beauty! Love Korean skincare
RichardphFeb 21, 2016
i found another amazing store for k-beauty: www.q-depot.com. Try this one out, surely you will love it as i do :) Happy shopping

Popular Articles