Every month we recap what the wisest beauty shoppers, aka NewBeauty readers, snatched up the most over on Amazon. In August, that meant a ton of eye makeup and several skin-firming creams and serums recommended by experts for the body and face. Also, right on time for the waning weeks of summer, a self-tanning moisturizer endorsed by beauty legend Brooke Shields. See the entire list of the most popular beauty buys on Amazon in August below.
10 Amazon Beauty Buys Our Readers Bought Most Last Month
Urban Decay Naked Shaped Eyeshadow Palette ($56)
"Few makeup products have earned icon status as glorified as Urban Decay’s original Naked Palettes," explains our editor in her roundup of the prettiest eyeshadow palettes of the year. "This 2025 fresh take on Naked Palettes is offered in warm and cool tones, [and] each palette comes with 14 shades and four different finishes."
Tan-Luxe The Creme ($20)
"I’m kind of addicted to it," legendary model and actress Brooke Shields says of Tan Luxe's The Creme, a moisturizer that builds up to a gradual bronzed glow. “With Tan-Luxe, I was amazed at how good the color was, how not smelly it was and the overall bronze. It just bronzed me so naturally, and it doesn’t get orange."
Avène Hyaluron Activ B3 Renewal Firming Cream ($42)
Phoenix dermatologist Dr. Karan Lal told us a great option for firming slack skin (including loose skin caused by drastic weight loss from GLP-1 use) is Avène's Hyaluron Activ B3 Renewal Firming Cream. "After 15 days of use, 83 percent of subjects experienced firmer skin with regained elasticity.”
Manucurist Active Glow™ Blueberry ($19)
Manucurist's Active Glow is a “nail spa in a bottle” says the French nail brand. Specifically, it's a one-step strengthening nail polish made with antioxidants, AHAs and almond oil for healthier nails with mirror-like shine, no top coat or base coat needed.
Cetaphil Skin Activator Hydrating & Firming Cream ($17)
Dr. Lal's favorite drugstore cream for firmer skin also caught the attention of Amazon shoppers. "Cetaphil’s anti-aging cream powered by Skin Activator technology is clinically proven to deliver AHA (Mandelic Acid) and encapsulated CICA (Centella Asiatica) deep into the surface skin layers to help activate cells that go to sleep as we age,” Dr. Lal explains.
The Ordinary Matrixyl 10% + Hyaluronic Acid Serum ($11)
The Ordinary's Matrixyl 10% + Hyaluronic Acid Serum is a top-rated skin-firming serum on Amazon (it has an average rating of 4.6 stars and over 9,000 bottles of the wrinkle-reducing formula was purchased last month alone). Matrixyl™ peptides and hyaluronic acid blend together for more hydrated, pumper and firmer-looking skin.
Milani Highly Rated Lash Extensions Tubing Mascara ($13)
Milani's tubing mascara uses Japanese-inspired Lash Extending tubing technology, shea butter and castor seed oil to lengthen, lift and condition lashes for up to 16 hours.
Bdellium Tools Golden Triangle 730 Bent Mascara Fan Makeup Brush ($14)
Lash painting, the mascara technique taking over TikTok and Instagram, "uses a fan brush instead of a traditional mascara wand to literally paint mascara onto your lashes for a clump-free, defined finish," explains our editor. One expert-approved brush to master the technique is Bdellium Tool's Golden Triangle Brush, an ergonomic design with vegan, synthetic fibers.
Maybelline TattooStudio Long-Lasting Eyeliner Pencil ($9)
For the second month in a row, Maybelline's TattooStudio eyeliner pencil makes our readers' top 10 list of Amazon beauty buys. We love it because the pigment is rich and the creamy texture glides so smoothly over skin, especially aging eyelids.
medicube Collagen Jelly Cream ($20)
Another crowd favorite is medicube's Collagen Jelly Cream. The gel moisturizer "is packed with freeze-dried hydrolyzed collagen, which provides deep hydration,” explains our editor. In short: Say hello to glass skin.
