The Best Makeup Stores

Thursday, April 17th

2025 Makeup Store Reviews

Ulta

• Over 5,500 makeup products to choose from
• Hundreds (or thousands) of reviews on most items
• Free shipping on any purchase of $35+
• In-store pickup available at 1,200+ locations nationwide
• Beauty Rewards loyalty program
• 60-day returns/exchanges (applies to both new and used products)
• "A+” rated and accredited by the BBB
• In business since 1990

Established in 1990, Ulta Beauty stands as a premier American beauty retailer, offering an extensive array of cosmetics, skincare, haircare, and fragrances. With over 1,200 stores nationwide and a robust online presence, Ulta caters to diverse beauty enthusiasts, from those seeking luxury brands to those preferring budget-friendly options. Embracing the motto "All Things Beauty, All in One Place," Ulta not only provides a vast selection of products but also offers salon services such as haircuts, coloring, and skincare treatments.

Carried all the brands we were looking for

Ulta is the only makeup store on our list that had all three makeup items we used to make a fair comparison across all of the retailers in our review:

• e.l.f. primer: 18 options ranging from $8 (small Hydrating Face Primer) to $12 (2 types of putty primer)
• bareMinerals blush: 7 options ranging from $20.30 to $29 (but one was a lip liner, not blush)
• ColourPop lip products: 13 options ranging from $7 (Long-Lasting Lippie Pencil) to $18 (XOXO Bestie Lippie Stix Trio)

Designer to drugstore, it's all here

If you're open to exploring different brands, you're sure to find so many fun new products to try at Ulta. They carry the largest selection of any retailer we evaluated, at over 5,500 makeup choices and more than 200 brands. Whether you're going with a top-shelf brand like Dior or a drugstore staple like CoverGirl (hey, we won't judge. You do you!), Ulta probably has what you're thinking of. We even asked our favorite teenager for some trendy names in makeup, and all of the ones she listed (including FENTY BEAUTY by Rihanna and Sol de Janeiro) were in Ulta's inventory.

Easy-peasy to shop

Ulta's handy filters can also streamline your shopping experience. Easily navigate by category - Face, Lips, Eyes, Body - along with preferences for clean ingredients or sustainable packaging, and take advantage of special offers. No matter what, you'll enjoy free delivery on online orders over $35.

Most products have tons of shopper reviews

Ulta boasts numerous customer reviews on its products, providing valuable insights for shoppers. For example, the Tarte Shape Tape Full Coverage Concealer has over 37,000 reviews and counting, ranging from glowing praise ("best concealer I've ever used”) to candid criticism ("I bought this twice and returned it twice”). Additionally, product Q&As often feature responses directly from manufacturers, so you know you're getting the info directly from the source in most cases.

Loyalty program is fantastic

Ulta's extensive Beauty Rewards program lives up to its claim as "the rewardiest program in beauty." It's free to join and rewards you with points for every dollar spent. Achieve Platinum status with an annual spend of $500 for enhanced benefits, or reach Diamond status with $1,200+ in annual spending for even more perks, including double points during your birthday month and a $10 coupon.

Generous with respect to returns

Ulta continues to shine with its generous return policy, allowing you to return any makeup item, used or unused, within 60 days for a full refund or exchange. Just make sure you have your order confirmation email for accurate refunds, or they'll have to go with the lowest price they have on record in the last 90 days, and opt for in-store returns to avoid shipping costs.

"A+” from the BBB for handling complaints well

Despite receiving over 1,000 complaints in the last year, Ulta maintains a stellar "A+" rating from the Better Business Bureau. This accreditation underscores Ulta's commitment to addressing customer concerns promptly and effectively, as evidenced across various platforms including Trustpilot.

Best choice for buying makeup

Ulta secures our top spot among makeup stores for several reasons: an unmatched return policy, a robust rewards program, and an exceptional product selection trusted by beauty professionals. Whether you're replenishing your foundation or experimenting with a daring eyeshadow for a special occasion, make Ulta your first choice when buying makeup online.

Nordstrom

• Over 2,700 makeup items to choose from
• Free shipping on all orders
• Free returns, no time limit
• Options for in-store pickup of online orders
• Nordy Club rewards program
• Thousands of customer reviews on some items
• "A-” rated by the BBB

Starting as a small shoe store in Seattle back in 1901, Nordstrom has evolved into a leading fashion retailer renowned for its upscale merchandise and outstanding customer service. With more than 100 brick-and-mortar locations and an easy-to-navigate online store, Nordstrom stands out for its dedication to quality, a liberal return policy, and a loyalty program that rewards regular customers. Blending a rich heritage with modern retail strategies, Nordstrom remains a top choice for today's shoppers.

Missing a few brands

We were a little surprised that, despite having an inventory of over 2,700 makeup items, Nordstrom only had one of the three products we selected for comparing the stores in our review:

• e.l.f. primer: none
• bareMinerals blush: 3 products, 1 bronzer ($26), 1 blush ($28), and 1 Blush + Bronzer ($28)
• ColourPop lip products: none, but lots of recommendations for Clinique, Kylie Cosmetics, ILIA, and more

Definitely carries highest-of-the-high-end brands

Maybe those two "none available” brands simply aren't top-shelf enough for Nordstrom, and we're okay with that. Instead, you can get plenty of makeup from ARMANI Beauty, Charlotte Tilbury, DIOR, CHANEL, Yves Saint Laurent, NARS, and many other luxury makeup brands (and at highly competitive prices too).

Some makeup items have over 1,000 customer reviews

You'll find that many products at Nordstrom have amassed thousands of shopper reviews. Their high-end brands don't deter customers; instead, some makeup items are so beloved that they have years' worth of reviews. These reviews are invaluable because Nordstrom shoppers provide honest feedback. Here are some examples of Nordstrom's most popular makeup items, as of the date of our review:

• ARMANI beauty Luminous Silk Natural Glow Foundation ($48 to $69): 4876 reviews averaging 4.6 stars out of 5
• DIOR Addict Lip Glow Balm ($40): 5235 reviews averaging 4.5 stars out of 5
• Bobbi Brown Long-Wear Cream Eyeshadow Stick ($34): 1698 reviews averaging 4.4 stars out of 5
• Lancôme Le Stylo Waterproof Long Lasting Eyeliner ($28): 2047 reviews averaging 4.3 stars out of 5

Get rewarded

Another plus? Joining Nordstrom's free rewards program, The Nordy Club, lets you earn one point for every dollar spent. There are numerous benefits (especially if you have a Nordstrom credit card). For instance, during our visit, we noticed a "3x points on Beauty” promotion on all orders. Check out the details on the Nordstrom website for more info, particularly if you're a frequent shopper and you're thinking of applying for the store card.

Free gift with some purchases

Yet another perk of shopping at Nordstrom is the frequent "gift with purchase” offers on many makeup items. It's a delightful bonus that can enhance your shopping experience. For example, during our visit to Nordstrom recently, that DIOR lip balm we mentioned was part of a promotion for any $150+ purchase from that brand; it came with a Diorshow Maximizer 4D Lash Primer Serum (0.13 oz.), Diorshow Iconic Overcurl Mascara (0.14 oz.), J'adore Eau de Parfum (0.04 oz.) and Forever Glow Maximizer Longwear Liquid Highlighter (shade sampler in Rosy, Gold & Bronze).

Free shipping to all 50 states + Puerto Rico

The benefits continue. Nordstrom provides free shipping without any minimum purchase requirement, even to Alaska, Hawaii, and Puerto Rico. Additionally, you can order online and pick up your items at a nearby store; just be sure to select your preferred location while browsing.

Best return policy we've ever seen

Nordstrom's return policy is also incredibly lenient. There are no time limits or restrictions on whether you've used the product, and returns are free. You can return items in-store or use a prepaid label from their website. They do ask for fair treatment (like not returning completely used-up products), but overall, their return policy is one of the best around.

Handles problems with ease

The customer service offered by Nordstrom reps is impressive. The Better Business Bureau rates them an "A-” due to a few unresolved complaints, but out of over 500 complaints in the past year, Nordstrom's reps handled issues promptly and courteously. Their dedication to resolving problems shows their commitment to customer satisfaction.

An excellent choice for buying makeup

Although Nordstrom isn't our top pick because they don't offer as many brands as our highest-ranked makeup seller, we still love this store. With perks like free shipping, unlimited free returns, and gifts with purchase, Nordstrom is a fantastic option for your beauty needs. The next time you're looking for makeup, do yourself a favor and give Nordstrom a try.

Strawberry Net

• Almost 2,400 makeup items to choose from
• Free shipping on orders of $50+
• Point rewards program
• 30-day return policy (unopened/unused items only)
• In business for over 25 years

If you're all about the discounts, you won't want to sleep on the makeup selection at Strawberrynet. This Hong Kong-based online-only retailer specializes in providing makeup at a big savings, from brands you know and love, to niche brands you may be excited to try.

2 out of 3 ain't bad

Strawberrynet did reasonably well in the comparison products we looked for in every makeup store we evaluated:

• e.l.f. primer: none
• bareMinerals blush: 6 products from $23 to $25
• ColourPop lip products: 2 products, Ultra Blotted Lip-#Starling ($7.50) and Lippie Stix #HikeHouse ($7)

Compared with rival stores, Strawberrynet's selection was the same or better, and the prices were definitely lower than the recommended retail price of each item. More broadly speaking, this store had nearly 2,400 items in the Makeup category during our visit, ranging in price from a bunch of tools by LOUISA (nail clippers, toe separators) to Cle De Peau's The Foundation SPF 25 #B00 (Very Light Beige) for $266.

Deep, deep discounts available

Even more fun, we asked Strawberrynet to show us all makeup according to the biggest discounts (since that's what the store is known for), and we were impressed: there were tons of products from Lilybyred for just $4 (down from an RRP of $17), an Estee Lauder Pure Color Envy Kissable Lip Shine in Wicked Gleam for $9 (RRP of $38), Urban Decay's Stay Naked Weightless Foundation in #40NN for $24 (RRP of $75.50), you get the picture.

Not many product reviews to speak of

You won't have any trouble navigating around the Strawberrynet store, but don't count on shoppers' product reviews to help you make a decision on makeup items you've never tried. Most of the products we saw had very few reviews, unlike some stores on our list with foundation, lipstick, or mascara with thousands of ratings from previous customers. You'll have to go by the other details, like ingredients and available colors/sizes, to make a choice for yourself.

Reward program is a little "meh”

Your purchase will sign you up automatically for the Point Rewards program at Strawberrynet. 2% of each order's total will be converted into points that can be applied towards future orders. There's one big catch: points here expire in 90 days. Unless you're placing an order at least once every three months, this rewards program isn't likely to deliver any major benefits, and it's not nearly as generous and customer-centric as most loyalty programs we've seen elsewhere.

How long can you wait for your makeup?

That's the first of a few downsides to shopping at Strawberrynet. Another is that most orders ship from Hong Kong, and that means your makeup could take 10-14 business days to arrive. (At least the shipping is free if you spend over $50.) This isn't the right makeup store for anyone that needs a new lip liner right away or who has to replace the foundation that leaked all over the inside of a purse.

Not really geared towards returns

You might have already guessed that the overseas location makes returns a challenge for Strawberrynet customers. You'd be right. You only have 30 days, it only applies to unopened/unused makeup items, and you have to pay the fees to send them back (which might mean the package has to go all the way back to Hong Kong, we're not 100% sure). Strawberrynet says it outright: "Our site is aimed at customers who have already purchased and experienced the product.” This store is a safe bet for makeup you've already tried and loved, but don't expect to get your money back if you opt to try something new and don't like it.

Surprisingly positive reviews as a retailer

When it comes to reputation, though, Strawberrynet exceeded our expectations. On Trustpilot alone, with over 26,000 ratings, 75% are 5-star reviews, and very few fall below 2 stars. One customer mentioned being loyal to the site since 1999. It's also reassuring to see that Strawberrynet's support team is quick to respond to both praise and complaints.

Best option for makeup bargain-hunters

Strawberrynet earns a solid rating from us. It operates a bit differently than many competitors, so be careful when placing your order - don't count on a refund if you don't like the makeup after you give it a try. However, if saving money on your favorite products is your main goal, Strawberrynet is definitely worth checking out.

Planet Beauty

• Over 450 makeup products to choose from
• Free shipping on orders over $59
• Price matching against major national retailers
• 30-day returns (unopened items only)
• Thousands of 5-star reviews
• In business since 1992

Founded in 1992 in Newport Beach, California, Planet Beauty is committed to delivering an exceptional one-stop shopping experience for professional beauty and personal care. With over 40 locations statewide and a strong online presence, Planet Beauty offers a vast array of over 20,000 premium beauty products, encompassing makeup, skincare, haircare, styling tools, and fragrances.

Inventory isn't impressive

Planet Beauty's makeup selection isn't as extensive as we'd hoped to see. There are only around 450 options to choose from, and they only carried one of the 3 products we used to compare the stores on our list:

• e.l.f. primer: none
• bareMinerals blush: 6 products from $26 to $29
• ColourPop lip products: none

bareMinerals happens to be one of the most well-stocked brands at Planet Beauty, with 49 options in the inventory during our visit. Other brands with lots of products here include Frankie Rose Cosmetics (31 items), Jane Iredale (89 items), Kevyn Aucoin (24 items), Shades by Shan (25 items), Smashbox (28 items), and Stila (20 items), plus several dozen other brands with 1-19 items each.

Price matching

Even with a lower-than-average inventory for makeup, Planet Beauty still has some perks that make it worth your time to see if they might have what you're looking for. Their everyday pricing is competitive, and you'll get free shipping if your order is over $59. They'll also price match if you find your favorite makeup products at a lower price with any major national retailer: just give them the online ad, URL, or a screenshot before you place your order at Planet Beauty and they'll honor the lower price.

No rewards, and return policy is limited

On the other hand, Planet Beauty doesn't compete with its higher-ranked rivals in a few ways. First, there's no loyalty or rewards program here. Granted, those programs aren't always the most generous, but it wouldn't be hard for Planet Beauty to reward its frequent shoppers with a little something-something. Also, you've only got 30 days to make returns, and we couldn't find anything explicitly stating that PB would take back any makeup that you've opened and tried. In other words, you probably shouldn't expect to get a refund here, and you can be pleasantly surprised if you do.

Lots of 5-star reviews despite BBB grade

Planet Beauty has received an overall positive reputation despite those drawbacks. The Better Business Bureau has assigned the retailer an "F" grade due to their failure to respond to 5 complaints, 4 of which were made in the last year. This seems like a simple lapse on Planet Beauty's part, considering the retailer's high ratings elsewhere. On Trustpilot, 76% of over 5,300 reviewers awarded PB a perfect score, citing timely deliveries, accurate product descriptions, and satisfactory customer service. Additionally, for the less favorable reviews, Planet Beauty responded to more than 75% of them, showing they are not habitually neglecting unhappy customers.

Better than average

Overall, Planet Beauty is a solid choice for purchasing makeup. You will find a decent selection of popular and niche brands, competitive pricing, and numerous 5-star reviews from satisfied customers. While Planet Beauty may not be our top contender, it is still a recommendable option, earning a respectable rating in our review.

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
• Customer reviews offered on many products
• Chic Rewards loyalty program
• Free shipping on orders over $100
• $8.95 shipping on orders under $100
• 30-day returns and refunds on unopened, new makeup items
• 30-day returns for store credit on "opened, tested, gently-used items”
• In business since 2015

Safe & Chic is on a mission to deliver "clean, non-toxic, and ethical” beauty brands and products. For nearly 10 years, the company has been hand-selecting only the highest-quality, cruelty-free items to add to their inventory of 160 brands and 2,500 products spanning hair care, makeup, skin care, and beyond.

Doesn't carry many familiar brands

You're not going to be shocked to learn that Safe & Chic came up empty with the three brands/products we used to compare makeup retailers: e.l.f. primer, bareMinerals blush, and ColourPop lip products. Items that make it into Safe & Chic's rotation have a focus on being good for your skin and avoiding harsh chemicals; we're not saying that e.l.f., bareMinerals, or ColourPop are harmful, but they're just not part of what Safe & Chic has determined that they want in their lineup.

Small selection overall

So, what brands and makeup will you see, then? The inventory is understandably smaller here than at most of the stores on our list, at just under 500 products to choose from. Some of the most common brands sold by Safe & Chic in their makeup collection include Lily Lolo, 14e Cosmetics, Fitglow Beauty, Kosas, and Inika Organic, to name a few.

Not very many product reviews

As you scroll through the makeup here, it's easy to see which items come in additional shades/colors. It's not initially obvious, however, how popular any of the makeup products are: you won't see reviews until you click on something that interests you. For example, the 100% Pure Cocoa Butter Matte Lipstick had 15 reviews (all 5 stars), while the RMS Beauty Living Luminizer Glow Quad Mini had none, despite being the first product listed on the Bestsellers results. That lack of feedback can leave you a bit on your own, to guess how long the mascara lasts or if the shades of foundation wind up being true to color or not.

Other details are abundant

The rest of the details, though, are plentiful. You can learn all about the brand (especially useful if it's one that's new to you), detailed ingredient lists (as you would expect from a company like Safe & Chic), and some "Frequently Bought Together” suggestions that might help you add complementary items to your online shopping cart.

Surprisingly affordable

We were pleased with how affordable the makeup tends to be here. We didn't feel like the safe-and-clean approach resulted in any extraordinary upcharges, with pressed eye shadow available for $14, mascara for $28, and lip sheer for $25. Yes, you could still spend $160+ for Agent Nateur's Lash Growth Duo or $150 for the Jenny Patinkin Sustainable Luxury Makeup Brush Set if that's your thing, but you can get most makeup products at Safe & Chic for somewhere in the range of $30 to $50. There was also a seasonal discount code at the top of the Safe & Chic site during our recent visit, saving us 15% on our makeup order, so keep an eye out for any promos that might be on offer during your shopping. Just don't forget to factor in the shipping costs: unless your order is over $100, you'll pay $8.95 for shipping.

Loyalty program isn't that rewarding

Safe & Chic does have a loyalty program: you won't automatically be enrolled (especially if you check out as a guest), so make sure to create an account. That will start your Chic Rewards off with 25 points, in addition to a point for every dollar you spend, and an extra 50 points if you follow the store's Instagram profile. You're not going to get a ton for those points: 750 points can be exchanged for a $10 savings voucher, and 2,000 to 3,000 points can be exchanged for a "mystery box” valued at $100 or $150, respectively. But do the math on how much you'd spend at Safe & Chic to qualify, and you'll see why this loyalty program is a little ho-hum for us.

Can exchange opened items within 30 days

We give Safe & Chic's return policy a thumbs-up, though. Unopened items can get a full refund when sent back within 30 days; makeup that you've tried and not liked has the same 30-day window, but you'll get a store credit instead of your money back. In either case, though, you're responsible for the return shipping costs.

You'll either hate shopping here...

Safe & Chic received an "F" rating from the Better Business Bureau, but don't worry too much - this rating stems from not responding to three complaints over the past three years. This seems more like an oversight than a sign of chronic bad customer service. On Trustpilot, customer reviews were polarized: 82% gave 5-star ratings, while 18% gave 1-star ratings. The negative reviews often mentioned poor product condition, such as broken seals on liquid-y products, and unsatisfactory responses from customer service when seeking refunds or replacements. Some shoppers reported having their orders canceled without explanation or being blocked from reordering problematic items.

...or it'll be your favorite place to buy makeup

Conversely, many customers absolutely love Safe & Chic. For every negative comment about customer service, there are three positive ones praising its reliability and excellence. Similarly, while some buyers question the authenticity of the products, a majority of loyal users trust Safe & Chic for consistently high-quality makeup, hair, and skin products. It's quite the mixed bag.

Worth a look if your makeup needs to be "clean”

Safe & Chic earns an above-average rating among makeup stores. If you prioritize clean, cruelty-free products, this retailer offers the peace of mind and convenience you need: you can confidently buy any product they offer. While there are concerns about their customer service track record, most shoppers are satisfied and become repeat buyers. Although Safe & Chic may not carry the makeup items everyone is looking for or offer the best prices, it excels in the niche market it serves.

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+
• Free shipping on all orders for members of Beauty Insider loyalty program
• 30-day returns for a refund on new and "gently used” products
• Returns accepted from 31-60 days for store credit
• "A-” rated by the BBB

Who doesn't love shopping at Sephora? From makeup to hair care, there's always something new and exciting to try, plus an ample selection of everyone's tried-and-true favorites. With in-person locations across the nation and an easy-to-shop online store, Sephora is probably one of the most well-known names in the beauty industry at the moment.

Only had 1 of the brands we focused on

As one of those big names in beauty, how did Sephora do with our three items we used as an apples-to-apples comparison? Take a look:

• e.l.f. primer: none
• bareMinerals blush: 7 products from $26 (Warmth All-Over Face Color Loose Bronzer) to $31 (Endless Summer Bronzer)
• ColourPop lip products: none, but lots of recommendations for Sephora Collection, Rare Beauty by Selena Gomez, and Buxom

Still has tons of trending and traditional brands

So, we'd say this store did relatively average for those three specific products. But, there are more than 2,300 makeup items to choose from at Sephora, across trending brands like Rare Beauty by Selena Gomez, Fenty Beauty by Rihanna, Anastasia Beverly Hills, tarte, and GXVE by Gwen Stefani, as well as classic labels such as Clinique, Lancôme, and Bobbi Brown.

Website is easy to shop

The filters and tabs make it really easy to get right to the kinds of makeup you need. Whether you're shopping for a particular type (like cheek, face, eye makeup), you want to prioritize clean and/or vegan formulations, or you need some mini-size items for your next vacay, Sephora's website is smooth to navigate.

Could get in-store pickup or same-day delivery

Another plus is having the option for in-store pickup of your items. Just look to check that the website accurately detected the Sephora store nearest you in the dropdowns, and then click to only see makeup items that can be ordered online and picked up there. Some products also qualify for same-day delivery, if you can't squeeze a trip to the mall into your busy schedule but you need a new lippie ASAP.

Customer reviews are super-helpful

Not sure which makeup to buy on this trip to Sephora? Try looking at the unfiltered customer reviews on individual products. With nearly 12,000 ratings averaging 4.3 stars, the Sephora Collection Cream Stain Liquid Lipstick is one of this brand's most popular makeup items, and it was affordably priced at just $10.50 during our visit to the online store. There were over 60 shades to choose from (though about a third were out of stock), it was available for both same-day delivery and in-person pickup after ordering online, and we loved seeing so many user photos.

Loyalty program is just one way to save

Much of what Sephora sells is exactly that affordable already, but signing up for their text updates as a new subscriber could save you an extra 10% on your next order. Just look for the pop-up. Plus, take the time to sign up for Beauty Insider, Sephora's free-to-join loyalty program. It gets you free standard shipping on all orders (otherwise, you'll need to order at least $50 for free delivery), and you'll earn rewards points on every purchase you make. When you reach 500 points, you'll get $10 off. If you're a frequent buyer at Sephora, you may qualify for the higher-tier loyalty programs, VIB (spending at least $350/year) and Rouge (spending $1,000+/year). Check the Sephora website for more details on the benefits of each tier, but expect to get free birthday gifts, to be able to exchange rewards points for samples, and to get advance notice of special events and savings opportunities.

30-day refunds on new and "gently used” makeup

We're generally pleased with Sephora's return policy, too. You've got 30 days to get a refund on any new and "gently used” makeup. In other words, yes, try that new eyeliner and see if it's the right shade, but don't use it down to a stub and think you'll get your money back. You can still make a return up to day 60, but you'll get store credit instead of a refund.

Too many complaints on online orders

Unfortunately, while you might love your local Sephora store, ordering makeup online can be quite disappointing. Checking Trustpilot, we found that 70% of the 2,400+ reviews gave Sephora the lowest 1-star rating. Many complaints were about online orders, with customers missing products and getting little to no help from Sephora's customer service team. One customer said, "My order with Sephora was over $1,000, and not reimbursing me or resending the missing items is beyond low, especially when they blame me for the missing products." While many issues came from international orders, there were still significant problems with deliveries and customer service within the US too.

Online order problems

It's disappointing, but we can only give Sephora a "just average" rating. The in-store experience is so different from the often-frustrating online one that you might think you're shopping at two different stores. You can try to avoid missing items by ordering online for in-store pickup, but since that option isn't available to everyone, we can't rate Sephora highly for makeup anymore. It's not the worst place to shop, but we expect more from one of today's biggest names in beauty.

Bluemercury

• Over 1,300 makeup items to choose from
• Some makeup items have thousands of unfiltered reviews
• BlueRewards loyalty program
• Free shipping on orders over $100
• Free returns on new and gently-used items
• Free gift with purchase of some brands
• In business since 1999
• Part of the Macy's family

Founded in 1999, Bluemercury believes that beauty should be inclusive and personalized, so that it can "uplift, empower, and excite all of us”. With brick-and-mortar locations throughout the US and a well-stocked online store, Bluemercury specializes in top-shelf makeup brands and has been part of the Macy's family since 2015.

1,300 makeup items

Although we know that Bluemercury is a higher-end makeup brand, we were still surprised not to find a single one of the products we used as a comparison across retailers (namely, e.l.f. primer, bareMinerals blush, and ColourPop lip products). But, there's no shortage of other brands to consider, from A(bel) to Z(uvi). There are over 1,300 options in the Makeup category here. Curious, we looked on Bluemercury's best-sellers list for makeup items; these were some of the most popular:

• Tom Ford Eye Color Quad Eyeshadow ($90): available in 14 shades (though several were out of stock), 2519 ratings averaging 4.5 stars
• Hourglass Caution Extreme Lash Mascara ($32): 889 ratings averaging 4.4 stars
• Nars Radiant Creamy Concealer ($32): available in 30 shades, 4308 ratings averaging 4.7 stars
• Bobbi Brown Long-Wear Cream Shadow Stick ($34): available in 31 shades (though many of those were out of stock), 1296 ratings averaging 4.5 stars

Don't miss the reviews (with photos)

We love that Bluemercury allows shoppers to leave unfiltered reviews, sometimes with photos. It makes it so much easier to see which makeup products are worth all the hype and which should be avoided.

Free gift with some purchases

Depending on the brand of makeup you're buying, you may get a free gift with purchase at Bluemercury. When we were last shopping at the online store, any Ogee purchase of $150+ qualified for a free Tinted Sculpted Lip Oil in Rosalia, a $300+ purchase of 111SKIN was eligible for a Glow Radiance Set, and a $350+ Natura Bisse order got us a 5-piece Summer Essentials Set (complete with a cute tote bag).

Get rewarded for free

You can join BlueRewards for extra benefits. It's free to sign up, and you'll get free standard shipping on every order, $10 for every $250 you spend, birthday gifts, and exclusive member access to events. Spend up to $299 per calendar year and you're a Silver rewards member, up to $999 and you qualify for Sapphire tier, and $1,000+ puts you at Platinum. The biggest differences between the tiers are the quality of the birthday gift and the inclusion of an annual gift for Platinum BlueRewards members.

Better-than-average return policy

We're also fans of Bluemercury's return policy. They'll accept returns-for-refunds on both new and gently-used products within 30 days, and within 60 days if you're okay with store credit instead of a refund. You should receive a prepaid return label in your original package; just reach out to Bluemercury if you need a complimentary replacement. You've also got the option to take your items back to the Bluemercury nearest to you, and that's the only way you can do an exchange if that's your preference.

Reputation is not trending upward

Bluemercury has some really not-great feedback reputation-wise. Its track record with the Better Business Bureau has gone down even more since our last review, now landing at a "D-” for not responding to half of the 20 complaints filed there. (Couldn't be bothered, Bluemercury?) We also spotted a trend with the complaints on Trustpilot (90% 1- and 2-star ratings, by the way): the online shopping experience is the worst. This is one of our favorite rants: "If UPS loses your package, [Bluemercury] will not refund you. It says on their FAQ page that they are NOT responsible for any parcels lost in transit. Kept my money and had not a single ‘f' to give.” Preach! We also saw numerous complaints about online orders that wouldn't go through because they were inexplicably flagged as fraudulent - from customers using the same account and same credit card they'd used at Bluemercury for years.

We can't really get excited about buying makeup here

We don't really recommend Bluemercury for high-end makeup purchases. Chances are good that you can find their products with a higher-rated retailer on our list (except for bluemercury's in-house brand, of course), and you'll likely come away with a much better online shopping experience.

Beauty Brands

• About 450 makeup items to choose from
• Free shipping on orders over $70
• Complimentary Take 10 rewards program
• Returns within 60 days are eligible for a full refund, applies to both new and used products
• Returns after 60 days have no time limit but will be refunded as a gift card
• 100% satisfaction guarantee
• "A+” rated by the BBB
• In business since 1995

Beauty Brands has been around since 1995, known for offering convenient retail-and-salon spa services at many brick-and-mortar stores throughout America. Of course, the easiest way to shop at Beauty Brands is through their online store (even though you'll have to skip the haircut and the facial when you're shopping that way!).

Just 1 of the products we looked for

To make an equal comparison across the makeup retailers and brands on our list, we looked for three popular/common purchases. Here's how Beauty Brands measured up:

• e.l.f. primer: none
• bareMinerals blush: 2 products, Blush ($23) and Gen Nude Highlighting Blush ($27 to $29)
• ColourPop lip products: none

Still has some popular makeup brands

As you can see, the selection at Beauty Brands isn't exactly vast: there were just over 400 items to choose from when we were shopping, which isn't super-competitive with the store's rivals in the industry. But, you'll still see some better-known brands here, like Tarte, Mario Badescu, Smashbox, and yes, bareMinerals. You could use the Brand filter if you've got one you're particularly loyal to, or try the Concerns filter if you're specifically looking for products that have anti-aging benefits, are best suited for uneven skin tone, or are designed for oily skin.

Click to see customer reviews on makeup

As you scan through the matching results, you won't be able to see how many people have left reviews for any individual makeup product. All you can see is the overall star average, and we noticed that a lot of items here didn't have any ratings. But, once you've selected the makeup you're interested in buying, you'll be able to see exactly how many reviews there are. And, sometimes, there are a ton. For example, bareMinerals' BarePro 16-Hour Skin-Perfecting Powder Foundation had over 1,400 during our visit. Those reviews made it easy to see who did and didn't recommend it to others, plus any extra comments they had.

Look for ways to save

As you shop the online store, you might also spot some extra savings. Our visit yielded a pop-up offering a $7.50 savings on our order if we provided our name and email address. Fortunately, that code automatically populated at the top of the website, so we didn't have to hold out for an email before completing our order with that discount. Snag any savings you can, because it'll offset the delivery fees: shipping is only free if you spend more than $70 at Beauty Brands.

Solid loyalty program

Another way to save here is with the Take 10 rewards program. You're enrolled for free with your first order, and every $100 you spend gets you a 10% discount towards future orders or even towards in-store services. Your Take 10 membership comes with perks like a free gift for your birthday and for your customer anniversary. Once you hit the $600 mark in spending during a calendar year, you qualify for free shipping on online purchases, exclusive savings/discounts, and advance notice of events and sales.

Very customer-friendly return policy

We're pretty impressed by the return policy here: if you try lipstick or eyeliner (or any other item) and it's just not the right color, doesn't perform the way you expected, or you simply don't like it, you can get a refund within 60 days. After the 60-day mark, you can still make returns, but it'll be for store credit instead. Many makeup stores on our list only allow for refunds and returns on new, unopened products, so Beauty Brands earns a few points in that regard.

Improved rating from the BBB

It's also a plus that the company has moved its rating from the Better Business Bureau up from the "D-” it had last time up to a flawless "A+”. Fewer than two dozen complaints have been filed with the BBB in the most recent three-year period, with virtually none coming from the last 12 months.

Doesn't deliver on its promises

Unfortunately, though, customers are pretty unhappy with Beauty Brands. The biggest complaint is that the retailer doesn't respond when there are problems. Granted, most of the complaints seem to revolve around hair care products (like empty bottles of conditioner or hair spray that arrives half-used), but there's no excuse for Beauty Brands' failure to respond with a refund. However, many people say that it's hard to get any kind of response, let alone their money back. That generous refund policy and satisfaction guarantee they advertise isn't any good if Beauty Brands doesn't follow through, and it seems like that's been a problem for far too many customers.

Not a great option for buying makeup online

We're bummed to not be able to give Beauty Brands a higher score. The retailer makes a lot of promises, but shoppers' reports indicate that the company doesn't do a good-enough job on keeping them. You've got many other options for buying makeup online that won't leave you disappointed, so we suggest you look higher on our list instead of shopping at Beauty Brands.

BH Cosmetics

• Products are cruelty-free, vegan, extra-clean, and planet-friendly
• Inclusive brand
• Free shipping on orders over $35
• All sales are final
• BH Baddies rewards program

BH Cosmetics was "born and raised in sunny Los Angeles, CA”. All of the makeup you'll find here is designed to make a statement, like "Normal is boring” and "Life was made to be colorful”. This is one of the most inclusive makeup stores on our list; you'll regularly find images of men, women, and gender non-conforming individuals proudly sporting a dramatic look created with BH Cosmetics makeup.

All of their makeup is "clean” and earth-conscious

BH Cosmetics specializes in makeup that's cruelty-free, vegan, "extra-clean”, and planet-friendly. Since it's their own proprietary brand, you're not going to find the makeup we used to compare the stores on our list (e.l.f. primer, bareMinerals blush, and ColourPop lip products). There's still more than enough to choose from: you can start with their Trending or New In categories, browse their collections or color palettes, or go right to the type of makeup you need (eyes, face, lips).

The hype is not so real after all

We had to laugh, though: we went to the Best Sellers page to get an idea of BH Cosmetics' top-trending products, described as "the hype is REAL…next-level rave reviews”. But, some of the 24 items on that list had no reviews, and some only had one 3-out-of-5-stars rating. Not exactly a glowing endorsement.

Lots of out-of-stock items

But, one super-popular product from BH Cosmetics (with 154 reviews averaging a near-perfect 5-star rating) is the Weekend Vibes Belgian Waffle 6-Color Baked Bronzer & Highlighter Palette. Unfortunately for us, it was sold out when we were shopping at this makeup store. And, many of the other items on the "most popular” results list were also out of stock.

Reasonable prices

But, overall, the prices here are reasonable; when available, that palette we described is just $18. Most makeup here is under $30. And, if you sign up for the BH Cosmetics newsletter (just look for the pop-up), you can save 20% off your first order. We also noticed an "up to 30% off everything” savings event being advertised, but we weren't impressed that it was a seasonal promotion for a time of year that had already passed by.

You too can be a Baddie

You'll also be automatically enrolled in the BH Baddies loyalty program with your first order. You'll start earning 1 point for every dollar you spend, 30 points just for opening an account, 15 points for completing your profile, and so on. For every 100 points you earn, you can get a $5 credit towards future purchases.

All sales are very final

You're not going to love BH Cosmetics' return policy: all sales are final, no returns or exchanges. You might be able to get some help if your makeup causes an allergic reaction, but don't be caught off-guard if BH's reps ask for photo evidence and/or a doctor's note to prove it. We get that this is a small business and they have to be mindful of costs, but that's a big downside compared with most of the makeup stores on our list.

UK spelling?

As a side note, for a company that's so proudly focused on LA style and culture, we were surprised to find non-US spelling on the website. ("programme” instead of "program”). But, we were able to find contact addresses for the company both in California and Illinois, so we're willing to chalk that up as a typo and not as evidence that the company is doing business primarily from overseas.

Company doesn't respond quickly to complaints

BH Cosmetics only had a "C+” from the Better Business Bureau at the time of our most recent visit. The BBB said that the grade was for the company's failing "to resolve underlying causes of a pattern of complaints”, but with only 1 complaint filed with the BBB in the last 3 years, we're not sure what they're talking about. Then again, maybe the BBB is onto something: while many of the products themselves have lots of 4- and 5-star ratings, the company doesn't fare so well. From Trustpilot to Sitejabber and beyond, there are far more complaints than compliments (and, side note: most of those stopped after 2021 or 2022, so we were relieved to see social media posts from the current year as an indicator that BH Cosmetics was still up and running). You may need to reach out via social media if you have a problem with your order: one of the most frequent issues people mentioned in their complaints was having trouble getting help from BH Cosmetics' customer service team, including orders that hadn't arrived after over a month but with no refund and no communication from the company.

Not a makeup brand we love

Although we love the mission and intent behind the BH Cosmetics brand, we don't think it's going to be a super-popular place for most people to get their makeup. Not only do they not carry any of the top brands that shoppers are familiar with, they also don't seem to keep their own products in stock. Customers aren't universally happy with their experience here, and we've seen mixed feelings about the quality of the makeup itself. BH Cosmetics earns a below-average rating from us.

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
• Also carries non-airbrush makeup products like lipstick and eyeliner
• Free shipping on orders over $55
• Free returns
• Free shade replacement
• Cruelty-free formulations
• Rewards program
• Made in the USA
• "A+” rated and accredited by the BBB

Luminess is the creation of Sean Mehta, who started as the owner of a fashion and garment business over 25 years ago: during the photoshoots for his fashion collections, he noticed that makeup artists relied on airbrush makeup for a long-lasting look and flawless coverage. He decided to create an affordable at-home airbrushing system that could bring that runway-quality look to every woman in the US, and Luminess was born. Since inception, the company has sold more than 5 million airbrushing systems.

Don't look for other brands here

Naturally, because of the unique airbrush approach that Luminess takes on makeup, you're not going to find the three items we used to compare the retailers on our list (e.l.f. primer, bareMinerals blush, and ColourPop lip products). But, the company does sell traditional makeup and not just airbrushing systems and refills: you'll find a decent selection of lipsticks, eyeliners, and other classic makeup items in the Luminess online store.

Try it for 30 days

But, the airbrush systems are clearly the focus here, so let's take a look at what's involved. The most recent iteration of the Luminess system is called BREEZE. It's cordless, portable, and rechargeable, and no bigger than the size of a mobile phone. You can pay just $2.90 and get a 30-day risk-free trial of the BREEZE system, complete with free makeup. You'll choose two shades of foundation to find the right one for your skin tone, but Luminess will let you get a free color re-match during your 30-day trial. You'll also get airbrush blush and highlighter, a lip and eye compact, and Bulgarian rose serum in your first package.

You'll get a lot in your first package

Designed in the USA and dermatologist-reviewed, all of Luminess' foundations are natural mineral- and water-based, oil-free, and free from parabens. You can also add the skincare boosting serum to your foundation; it comes as a free gift with the BREEZE system. Luminess can also be used to airbrush on other makeup and skincare products, but you'll want to start with the 30-day trial before you go crazy and try everything in the inventory. Airbrushing has a learning curve, and it's not for everyone.

Some unpleasant surprises

If you're ready to give it a try, you'll be asked to answer a series of questions: your skin type, what type of coverage you want (light to full), skin tone, skin concerns, and so on. We thought "so far, so good” until we got to the checkout screen and saw that the 30-day trial advertised elsewhere had dropped to just 14 days (and we're not sure why... what did we do, Luminess?!). That's also where we found out that after the trial, we'd be charged $39.95 every two weeks until we'd paid a total of $159.80 plus postage and handling (and they didn't come out and say how much P/H would be). We also found out that, unless we canceled during the trial period, we'd also be subscribed to a "hassle-free membership starting at $37.99/month” for foundation refills.

BBB gives it an "A+”

Luminess still has an "A+” rating and accreditation from the Better Business Bureau. We'll point out that there were 58 complaints filed with the BBB against the company over the most recent 12-month period, but that perfect grade means that the BBB thinks that Luminess is doing a professional, trustworthy job of responding to all of them appropriately.

Very mixed feedback from users

Customer reviews in general, however, are very mixed. Across 2,300+ reviews on Trustpilot, for example, 52% give the brand a 5-star score, but 25% offer just 1- or 2-star ratings. It seems like you're either really going to love the Luminess system and products or you'll hate it to the point of calling the whole company a scam (a word we spotted frequently in the low-scoring reviews).

Least favorite makeup retailer on our list

We've dropped Luminess quite a bit in our rankings. Let's be honest: most people shopping online for makeup aren't going to have "airbrushing” at the top of their priority list. We could still give this brand a high rating if they were delivering a practically flawless product within their niche (because it's okay to be different!), but we found too many complaints from people saying that they had issues with the shade matching Luminess promises, with being charged recurring fees for a service/product they thought they had already canceled, and with getting refunds for orders that never arrived. We're glad that Luminess is on top of responding to all of those problems, but it would be better if they never happened in the first place.