BH Cosmetics May Be the Best Under-the-Radar Makeup Brand Out There—And It's Now Available at Target


Updated: January 16, 2017

This line is now available at Target and Target.com.

Originally published: October 25, 2016

On a daily basis, every morning at the office starts like this: settle in, check emails and news and open packages. Yes, sifting through a dozen boxes of beauty goodies at around 11 a.m. is definitely a perk of being a beauty editor. But, differentiating between hundreds of different makeup brands to find the needle in the haystack, well it can sometimes literally feel like I’m looking for a tiny, almost microscopic needle in a gigantic haystack.

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There are some brands that I know rarely disappoint. There are some brands that are so new yet so innovative that they’re destined to one day be cult classics. And, then there are the brands that I know by name but haven’t really been able to spend that much time with (think of it like dating: you want to give the cute guy a chance, but you just haven’t found the time to in your busy schedule).

I always liked BH Cosmetics, but never really got to try all that many of its products to really give it my stamp of approval. But all of that changed when I opened two enormous packages from the brand—on two separate occasions. I had seen countless YouTube videos and Instagram pics with the products and decided that I was finally going to give this brand an ample testing session. Boy, am I glad I did.

The first set of products that I tested—and fell in love with—was its collection with actress Ashley Tisdale, aptly named Illuminate. There’s a little bit of everything here and something for everyone—brushes, highlighters, palettes, lip tints. But it was the Enhancing Lip Glosses ($8) in Aloha, Coral Reef and Tan Lines that I quickly stashed away in my personal lip collection. Not only are the formulas super soft and nonsticky, but the wand is also designed in a way that the color evenly spreads across your lips. They give a volumizing effect to the lips and I love the subtle amount of shimmer in them. The Tan Lines shade has become my personal favorite and could be quite possibly one of the best pale pinks—it’s not too flat, not too beige, not too chalky and not too bubble gum pink—that I’ve ever tried. I find myself wearing this lip gloss both day and night.  


Go follow @illuminatecosmetics << Only 3 more days until #IlluminateByAshley is here!!

A photo posted by Ashley Tisdale (@ashleytisdale) on


Next, I tried out the Carli Bybel 14 Color Eyeshadow Highlighter Palette ($15), which is pretty much sheer genius. Developed in part with beauty blogger and YouTube starlet Carli Bybel, every shade in the palette is flattering and can be mixed and matched to create a myriad of looks. From lighter matte colors to deeper metallic hues and even an assortment of different colored highlighters to make skin pop, there isn’t a color in this palette that doesn’t suit everyone. The formulas are super buildable and blend out perfectly—plus, they last for hours on end.


So, while I haven’t tested out every single product in the BH Cosmetics line, the few that I have played around with were so good on so many levels that I got totally hooked. Try them for yourself and I think you may think the same.