5 Underrated Beauty Brands That YouTube Beauty Gurus Obsess Over

Kristen Bousquet
5 Underrated Beauty Brands That YouTube Beauty Gurus Obsess Over
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Of course we can all walk into a Sephora or Ulta and know just about everything about all the brands we’re familiar with there. Urban Decay, Nars, Make Up For Ever—we know them all and to be honest, sometimes we need something new and exciting in our beauty routines.

MORE: The Best Budget-Friendly Beauty Routines on YouTube

After watching endless hours of YouTube videos (because what else makes for a better night) we’ve found that many YouTube beauty gurus are straying away from the typical Sephora or Ulta brands and opting for some lesser known (and frankly more affordable) brands that we’re loving!

MORE: 15 Underrated Beauty YouTubers To Watch Out For

We’ve gathered some of those brands that are the most popular with YouTube beauty gurus that are absolutely brands you need to check out! Click through the slideshow to see them now!

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The Balm

Star Product: Mary-Lou Manizer Highlighter

You'll find everything you need from The Balm from makeup to skincare to hair care and nail polish. The brand focuses on making you look fabulous in a quick five minutes—the perfect option for the girl on-the-go. Marissa Shipman, founder of The Balm, actually started her company by purchasing books from Amazon that taught her how to make her own makeup and she started mixing in her kitchen. You can find their fabulous paraben and cruelty-free products at all your favorite stores from Nordstrom to Kohl's.


Star Product: E40 Tapered Blending Brush

When looking for an incredibly high quality, professional makeup brush but not wanting to spend a fortune, Sigma is your go-to brand. The company is highly influenced by its founder’s background in engineering and research which helped them to bring some of the most innovative and unique brushes, cosmetics, and brush care to you. Sigma now also carries makeup from eyes to lips to face.

BH Cosmetics

Star Product: Contour & Blush Palette

BH Cosmetics is seriously one of the most affordable makeup brands you can find and luckily for us makeup lovers (who are on a budget) finding the perfect product is easy with BH Cosmetics. The company created everything from contouring palettes to lip products and even nail care and brushes. It's constantly spoken about by the top beauty gurus on YouTube and has even been featured in magazines such as Seventeen, Instyle and Lucky.

Makeup Geek

Star Product: Eye Shadows

Chances are if you have a favorite YouTube beauty guru, they've used Makeup Geek eyeshadows in one of their tutorials. These are some seriously popular, incredibly pigmented and super affordable eyeshadows that come in some of the most beautiful colors. You can find any type of eyeshadow from shimmer to matte to their new foil eyeshadows. Aside from eyeshadows, Makeup Geek also sells brushes as well as products for the lips and face.

Dose of Colors

Star Product: Matte Lipsticks

Makeup artist turned brand creator, Anna always loved art and decided to turn her passion into something beautiful and that's where Dose of Colors was born. The brand is most well-known for their incredible lipsticks but also has some serious lashes and highlighters to boot.

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