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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 adding to cart on Amazon — from top-shopped foot masks to a $15 miracle skin-clearing serum, a pack of exfoliating washcloths that our very own Beauty writer swears by, and much more.

Want in? Sound off here and we'll continue to update this roundup with the freshest of Amazon's most viral hidden beauty gems.

At Refinery29, we’re here to help you navigate this overwhelming world of stuff. All of our market picks are independently selected and curated by the editorial team. The product details reflect the price and availability at the time of publication. If you buy something we link to on our site, Refinery29 may earn commission.

CeraVe Hydrating Makeup Removing Plant Based Face Wipes


"These wipes are a very generous size and work beautifully at removing the most stubborn makeup. Whether it be oil-based, waterproof mascara, or a liquid lip. The fabric of the cloth was not rough at all and didn't leave my skin feeling irritated.

While I don't normally use wipes as my primary method of makeup removal, these would be the kind I use. I do a lot of swatching of colors and like to clean up foundation spills quite a bit. I've even used these for removing stains from my brushes and kit. These have a multitude of uses and are super cost-effective."

CeraVe Hydrating Makeup Removing Plant Based Face Wipes, $11.39, available at Amazon.

Versed Doctor's Visit Instant Resurfacing Face Mask


"This face cream works like magic. I’m impressed and beyond shocked at how smooth and soft my face feels. I had bumps on each side of my nose for years and no exfoliating mask or different products helped. Only one use of this cream smoothed the area instantly. Perfect price and portion. Highly recommend!!"

Versed Doctor’s Visit Instant Resurfacing Face Mask, $17.99, available at Amazon.

Egyptian Magic All Purpose Skin Cream


"Okay, I won’t lie and say it worked over night because nothing does... BUT I have been consistent in putting a small amount on my acne scars, it’s been about a month and I can honestly say they are almost gone! I also have a 1 year old who is constantly getting scratched up- a little bit of this and those marks are erased in no time! Idk who has been hiding this little bottle of heaven from me but I am glad I found it!"

Egyptian Magic All Purpose Skin Cream, $15.99, available at Amazon.

Maxsoft Hair Scalp Massager


"I love this thing. I don’t know why I waited so long to have one. It’s like little massaging fingers running through my scalp. It’s soft rubber, but hard enough to get through hair and to the scalp. It has an ergonomic handle and fits to the hand very well. Well, my hand anyway. My daughter who is 8 uses this and it’s greatly improved her hair washing skills and removes a lot of tangles. Go for it!"

Maxsoft Hair Scalp Massager Shampoo Brush, $9.99 $7.58, available at Amazon.