How do I find the perfect color of foundation?

Depending on the customizability of the product, you need to know your skin type to manage your issues, understand what your skins undertone are, and the type of coverage you want. When choosing an undertone there are usually six to choose from including pink, peach, neutral, olive, yellow, and red/blue. Once you have an understanding of the correct undertone you can also define it more specifically and classify the color as warm or cool. Having this knowledge about your skin will help you find your perfect skin tone match. If you have doubts on which color, it is recommended to choose the lighter and shop from a company that allows returns.

When should I replace my old makeup?

The life span of the makeup depends entirely on the type of makeup. Mascara should be replaced every 3 months, and if the product has not had any exposure to water, eyeliner pencils and powder eyeshadows can last up to a year. Powder makeup, such as powder blushes, bronzers, and foundations, are safe to use for 9 months to a year if there is no water present within the product. Cream makeups on average can be used up to 9 months, but if you have acne problems or are exposing the product to your fingers it is recommended to replace more frequently. Lip gloss and lipstick should be replaced every 6 months especially if you have sensitive skin. In general, if you have an illness (cold sore, pink eye, cold or flu), that has directly contaminated your product, you should replace that item and clean your exposed brushes.

How often do I need to wash my makeup brushes?

On average you should clean your brushes every 2-4 weeks with warm soapy water. Soaps such as shampoo are recommended to clean the brushes. When drying the brush, to avoid damage, blot the damp brush with a clean hand towel then blow dry the brush bristles gently.

How often should I replace foam blending sponges/ makeup application tools?

Foam blending sponges should be replaced every 2 - 3 months after initial use. When using this product stop use immediately if there is bubbling under the foam surface because this is sign of mold and bacterial growth that could be exposed to your skin. When it comes to makeup brushes, brushes can be washed many times and only need to be discarded when the bristles begin falling out and disrupting your makeup.

Do I apply the foundation or concealer first?

Concealer is used to hide problematic areas that need more coverage such as under-eye circles, acne spots, and redness. It is suggested that you apply foundation first and then finish your makeup before using concealer. Waiting till your makeup is fully on allows for the concealer to clean up any loose eye shadow dust and prevent any build-up of the product.

How long does it take to receive my order? Are there any shipping costs?

On average the standard delivery takes 3 - 9 business days. Some companies offer different shipping methods that include next day delivery, 2nd day, and standard. Costs of shipping can range from free, with a minimum purchase, and up.

Can I refine the type of product based on my skin color or type?

When refining the type of product that you prefer, most companies allow you to filter by product, and area of concern. For example, common skin concerns that can be refined is acne, aging, rosacea, dry skin, oiliness, etc. Some companies even allow the customer to search by skin undertones and types.

Is there a customer satisfaction guarantee?

Of course, depending on the company, if you accidently purchase the wrong product you can return for a full refund if the item is unopened and unused. If you purchase a product that you are not 100% satisfied with after use, a refund is available within a 30-60-day return window from original shipment. Be sure and check the stores specific policies before you purchase.

Best Makeup Stores for January 2026

Item: The Best Makeup Stores - Summary Reviews
Rating: 5
Author: Top Consumer Reviews

Wednesday, January 21st We evaluate products and services based on unbiased research. Top Consumer Reviews may earn money when you click on a link. Learn more about our process.

2026 Makeup Store Reviews

Where is the Best Place to Buy Makeup Online? Today's makeup trends are all about diversity, inclusivity, and self-expression. The beauty industry is seeing a massive shift towards products that cater to a wide range of skin tones and types. Certain brands have set a high standard with extensive shade ranges. Moreover, there's a huge emphasis on skincare-infused makeup. Products like tinted moisturizers with SPF and foundations containing hyaluronic acid are popular for their dual benefits.

5.0

EXCELLENT

Best Option

Ulta

Over 5,500 makeup products to choose from
Hundreds (or thousands) of reviews on most items
Free shipping on any purchase of $35+

Read Full Review

EXCELLENT

5.0

On the Ulta website

Ulta earns our top spot among makeup retailers for several compelling reasons. Ulta's online store offers an unparalleled selection of over 5,500 makeup products from more than 200 brands, ensuring you'll find exactly what you're looking for, whether it's high-end favorites like Dior or budget-friendly essentials like CoverGirl. Their commitment to customer satisfaction is evident through features like free shipping on orders over $35, convenient in-store pickup options, and a generous 60-day return policy that applies to both new and used products. Ulta's Beauty Rewards program is also unmatched, giving you points for every dollar spent, with opportunities to earn even more perks as you reach Platinum or Diamond status. Their stellar "A+" rating from the Better Business Bureau further underscores their dedication to resolving any issues promptly. With all of these perks and a diverse range of beauty products trusted by professionals and enthusiasts alike, Ulta remains your ultimate destination for makeup shopping online.

4.5

GREAT

Great

Nordstrom

Over 2,700 makeup items to choose from
Free shipping on all orders
Free returns, no time limit

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GREAT

4.5

On the Nordstrom website

Since its humble beginnings as a small shoe store in Seattle in 1901, Nordstrom has transformed into a leading fashion retailer celebrated for its luxurious products and outstanding customer service. With more than 100 stores and an extensive online shop, Nordstrom offers approximately 2,700 makeup products, many of which have thousands of customer reviews to help you choose what to buy. Nordstrom excels with features like free shipping on every order, a no-time-limit return policy, and a loyalty program that rewards regular shoppers. These benefits make Nordstrom a fantastic option for those seeking high-end makeup brands.

4.0

VERY GOOD

Very Good

Strawberry Net

Almost 2,400 makeup items to choose from
Free shipping on orders of $50+
Point rewards program

Read Full Review

VERY GOOD

4.0

On the Strawberry Net website

Strawberrynet is a surprisingly good option for makeup, offering nearly 2,400 items from top brands like Estee Lauder and bareMinerals at lower-than-average prices. Founded in 1998 and based in Hong Kong, this online-only retailer provides free shipping on orders over $50, and a loyalty program that could be a big perk for frequent shoppers. Although delivery can take 10-14 business days and returns aren't really cost-effective here, Strawberrynet's selection and deep discounts make it a great makeup store to check out.

3.5

GOOD

Good

Planet Beauty

Over 450 makeup products to choose from
Free shipping on orders over $59
Price matching against major national retailers

Read Full Review

GOOD

3.5

On the Planet Beauty website

Founded in 1992 in Newport Beach, California, Planet Beauty has grown to over 40 locations and a strong online platform, making it convenient for you to find exactly what you need. With nearly 450 makeup products to choose from, you can stick with your trusted favorites or try out new brands. You'll also enjoy free shipping on orders over $59 and price matching with major national retailers. Thousands of customers have praised Planet Beauty with 5-star reviews for its excellent service and diverse selection of high-quality items. While the return policy is a bit strict and they don't offer a rewards program, the overall shopping experience remains positive. If you're searching for a dependable place to buy makeup, Planet Beauty is a solid option if they carry what you need.

3.4

GOOD

Good

Safe and Chic

All makeup meets strict standards for being clean, non-toxic, and cruelty-free
Over 160 brands
About 500 products to choose from

Read Full Review

GOOD

3.4

On the Safe and Chic website

If you value "clean, non-toxic, and ethical" beauty products, Safe & Chic is a fantastic choice for makeup. Since 2015, they have offered a curated selection of over 2,500 products from 160 brands, all cruelty-free and meeting high safety standards. However, Safe & Chic does suffer from a few downsides. They offer around 500 natural makeup options but often miss popular mainstream brands and products. The site can be hard to navigate without better sorting options, and although they have a generous return policy and a loyalty program, the rewards are modest compared to how much you need to spend. Customer reviews are mixed, showing both the brand's dedication to quality and issues with customer service. Despite these drawbacks, Safe & Chic is a solid choice if you are committed to clean, cruelty-free makeup.

3.0

AVERAGE

Average

Sephora

Over 2,300 makeup products
Convenient options for in-store pickup or same-day delivery of online orders
Free shipping on guest checkout purchases on orders of $50+

Read Full Review

AVERAGE

3.0

On the Sephora website

Sephora is a big name in beauty, offering over 2,300 makeup options in their online store. You'll find the website easy to use, with lots of filters to help you find what you need. In-store pickup and same-day delivery are convenient perks too. Despite an "A-" rating from the BBB, many complaints about online orders, such as missing products and poor customer service, make it hard to fully recommend them. Even with a great loyalty program and occasional discounts for signing up for text updates, the inconsistency between in-store and online experiences is disappointing. So, while Sephora is great for browsing and discovering new trends, it might not be the best choice for online makeup shopping.

2.5

FAIR

Fair

Bluemercury

Over 1,300 makeup items to choose from
Some makeup items have thousands of unfiltered reviews
BlueRewards loyalty program

Read Full Review

FAIR

2.5

On the Bluemercury website

Bluemercury is a high-end makeup retailer with both brick-and-mortar locations and a fully-stocked online storefront. Although the brands are top-shelf, you can still find competitive prices and perks like a rewards program and free gifts when you shop here. Some makeup items have thousands of unfiltered customer reviews, to help you know exactly what to expect. Unfortunately, while the in-store experience is generally positive and Bluemercury offers a generous return policy, online shoppers have reported numerous disappointing experiences that we can't overlook. That's the biggest factor in our rating for Bluemercury.

2.0

SUBPAR

Subpar

Beauty Brands

About 450 makeup items to choose from
Free shipping on orders over $70
Complimentary Take 10 rewards program

Read Full Review

SUBPAR

2.0

On the Beauty Brands website

Since 1995, Beauty Brands has provided convenient retail-and-salon spa services across the U.S. With around 450 makeup items in their online store, free shipping on orders over $70, and a free Take 10 rewards program, you have plenty of options and perks here. They offer a great return policy, allowing returns within 60 days for a full refund and store credit after that. Unfortunately, despite an "A+" BBB rating, many Beauty Brands' customers report issues with poor response to problems, leaving us not so confident in their satisfaction guarantee. That disappointing reputation, combined with a lower-than-average inventory, earns Beauty Brands a lower score when compared with rival makeup stores on our list.

1.9

SUBPAR

Subpar

BH Cosmetics

Products are cruelty-free, vegan, extra-clean, and planet-friendly
Inclusive brand
Free shipping on orders over $35

Read Full Review

SUBPAR

1.9

On the BH Cosmetics website

BH Cosmetics wants to help you create a look with an LA vibe: colorful, carefree, and noticeable. While their cruelty-free, vegan, and inclusive products are appealing, many top items are frequently out of stock. Even the Best Sellers page often features products with few or no reviews, casting doubt on their actual popularity. Additionally, all sales are final, which is a significant drawback compared to other makeup brands. The company has a "C+" rating from the Better Business Bureau, and elsewhere you'll spot unresolved complaints about delayed orders and poor customer support. Despite BH Cosmetics' bold mission and affordable prices, this makeup brand earns a below-average rating.

1.5

WEAK

Weak

Luminess

Proprietary airbrush makeup system
30-day "try at home" period on airbrush systems ($2.90 fee)
Over 5 million airbrush systems sold since 1998

Read Full Review

WEAK

1.5

On the Luminess website

You might find Luminess intriguing because of its unique airbrush makeup system, but there are reasons why it earns one of our lowest ratings. Founded over 25 years ago, Luminess aimed to bring a professional, long-lasting look to your daily routine with an affordable airbrush system. While the idea sounds great, the reality is more complicated. Although Luminess offers a 30-day trial for $2.90, you might be surprised to find out the trial period sometimes drops to 14 days without clear reasons. After the trial, you'll be charged $39.95 every two weeks until you pay nearly $160 for the system, an additional $37.95/month for foundation refills, plus undisclosed shipping and handling fees. Many customers have complained about issues like unexpected recurring charges, difficulties with shade matching, and trouble getting refunds. Despite their "A+" BBB rating and good customer service response, Luminess has frequent problems that make the experience frustrating. While half of the reviews are glowing, a significant number call Luminess a scam, leading to its low rating here. If you're considering Luminess, be prepared for potential hassles that might overshadow its innovative approach.

Continued from above...

Where is the Best Place to Buy Makeup Online?

Today's makeup trends are all about diversity, inclusivity, and self-expression. The beauty industry is seeing a massive shift towards products that cater to a wide range of skin tones and types. Certain brands have set a high standard with extensive shade ranges. Moreover, there's a huge emphasis on skincare-infused makeup. Products like tinted moisturizers with SPF and foundations containing hyaluronic acid are popular for their dual benefits.

Minimalist makeup, often dubbed "no-makeup makeup," is also trending. This look emphasizes a fresh, natural appearance with subtle enhancements. On the other end of the spectrum, bold and vibrant looks are making a statement, with colorful eyeshadows and graphic liners. Social media platforms like Instagram and TikTok have become hubs for makeup inspiration, showcasing everything from avant-garde creations to everyday wearable styles.

Makeup has been an integral part of human culture for thousands of years. Ancient Egyptians were among the first to use cosmetics, applying kohl to their eyes and painting their faces with natural pigments. This practice was not just about beauty; it also had spiritual significance. Fast forward to the Renaissance era when makeup became popular in Europe, and people used white lead powders and rouge to achieve a pale complexion. By the 20th century, makeup evolved into a booming industry, with iconic brands like Maybelline and Max Factor leading the way. Today, makeup is a global phenomenon, celebrated for its ability to enhance natural beauty and allow self-expression.

Buying makeup online has revolutionized the way you can shop for beauty products. It's incredibly convenient - you can browse and purchase your favorite items from the comfort of your home, avoiding crowded stores and long lines. Online stores often have a wider selection than physical stores, including exclusive products and shades that may not be available elsewhere.

Price is another significant advantage. Online retailers frequently offer discounts, sales, and bundles that you might not find in-store. You can also easily compare prices across different websites to ensure you're getting the best deal. Finally, the variety is unbeatable. You can explore numerous brands, read customer reviews, and even watch tutorial videos to help you decide.

So, where should you buy your makeup online? Keep these criteria in mind as you shop:

Overall selection. Choose retailers that offer a wide variety of brands and products. A broad selection of makeup increases your chances of finding exactly what you're looking for, from everyday essentials to niche items.
Price and promotions. Consider the pricing and promotional offers available. Look for websites that frequently have sales, discounts, or loyalty programs to save money on your makeup purchases.
Shipping and delivery. Evaluate the shipping options and delivery times. Reliable and fast shipping is essential, especially if you need your makeup quickly. Some websites also offer free shipping on orders over a certain amount, which is a nice bonus.
Satisfaction guarantee. Look for online stores that offer a satisfaction guarantee or easy return policies. This is crucial because buying makeup online can be tricky, and you want the option to return or exchange products that don't meet your expectations.
Customer reviews. Check customer reviews and ratings, both on individual makeup items and on the retailer as a whole. These can provide valuable insights into product performance, quality, and customer service experiences, so you don't waste your time and money.

To make it easier to find the perfect products for your beauty routine, Top Consumer Reviews has researched and ranked some of today's most popular makeup stores. Whether your style is "full face" or "barely there", you'll be able to find everything you need (and lots of new products to try). Have fun!