Anyone with discerning taste and a love of beauty products knows that a lot goes into picking a good lipstick, foundation, or even hairspray. Pro recommendations are key, as are reviews, but at the end of the day, there's one thing that we often forget to consider: What the masses are buying. To find out, we tapped seven major beauty e-tailers to find out just what's been flying off the shelves lately. Our logic: If thousands, or tens of thousands, of our peers are obsessed with something, it must be amazing — and we need to know about what's amazing.
Ahead, you'll find 28 products that stores like Net-A-Porter, Sephora, and Amazon simply can't keep stocked on their e-shelves. Call 'em what you want — best sellers, customer favorites, regularly OOS (out of stock) — just be sure to add them to your cart while you still can. We officially give you permission to follow the crowd on this one.
Looking for a neutral lip color for everyday wear? Beauty.com's customers have spoken, and the message is loud and clear: NARS pencil in Dolce Vita is a hit. The site consistently has a hard time keeping it in stock.
NARS Velvet MatteLip Pencil in Dolce Vita, $26, available at Beauty.com.
Shocker: Urban Decay's cult-status palette is consistently one of the site's top sellers in the color-cosmetics category.
Urban Decay Naked 3 Palette, $54, available at Beauty.com.
A rep from Beauty.com says it's all about this mask from Origins: "Our top-selling mask for four years straight!"
Origins Drink Up Intensive Overnight Mask, $25, available at Beauty.com.
Liz Earle's signature duo — a cleanser and muslin cloth — is an effective way to cleanse and exfoliate. It's also nearly impossible for Birchbox to keep in stock. A rep tells us the e-tailer has to order mass quantities months in advance to avoid selling out.
Liz Earle Cleanse & Polish Hot Cloth Cleanser, $25, available at Birchbox.
Birchbox stocks nearly a dozen beach sprays, including a few heavy-hitters in the market. But this one, by a lesser-known brand, is one of the most popular.
Parlor Sea Salt Spray, $24, available at Birchbox.
A rep from Birchbox calls this formula its fastest growing primer sku (stock-keeping unit), noting it's one of the top-selling Korean beauty buys as well.
IPKN Flash Cream Radiant Primer, $28, available at Birchbox.
The popularity of BB cream shows no sign of waning. Especially with the Birchbox customer: This formula, from Canadian brand Marcelle, is a top sku in makeup.
Marcelle BB Cream Golden Glow, $28, available at Birchbox.
Drugstore.com's absolute top-selling product? RapidLash serum, which is no surprise, as it has over 1,000 4-star reviews.
RapidLash Eyelash & Eyebrow Enhancing Serum, $33.49, available at Drugstore.com.
Move over, Beautyblender — because Real Techniques' answer to a more affordable egg-shaped blending sponge is one of Drugstore.com's top-selling items.
Real Techniques Miracle Complexion Sponge, $5.99, available at Drugstore.com.
E-commerce sites judge a product's success on more than just the speed at which it sells — they also take into account how many people return to the site to buy the same item. CeraVe's classic moisturizer does extremely well here: It's the site's top repeat-purchase item. That means not only do people buy it, but they come back for more the moment they run out.
CeraVe Moisturizing Cream, $13.79, available at Drugstore.com.
Kat Von D's cult-status lipsticks strikesell out again. Sephora may have gotten Coven and Poe back in stock, but Lolita is on constant re-order, while La Femme and Vampira are gone (for now, we hope).
Kat Von D Studded Kiss Lipstick, $21, available at Sephora.
Bite Beauty has a cult following, thanks to its use of food-grade ingredients, which is probably why every shade of its limited-edition lipsticks sold out long before a reorder arrived, a Sephora rep tells us. Our thoughts? Get 'em while you can.
Bite Beauty Lip Lab Limited Release Crème Deluxe Lipstick in Sugar Plum, $36, available at Sephora.
A rep from Sephora informed us that every brush in its limited-edition collaboration with Japanese brush line Hakuho-do sold out soon after hitting the web. They're back in stock now, so GO GO GO!
Hakuho-do + Sephora Pro Brush Collection, $38-54, available at Sephora.
We don't need to tell you how amazingly addictive Oribe's Dry Texturizing Spray is — and Amazon customers feel the same way. The site launched the brand in December and it quickly became a top seller in hair care.
Oribe Dry Texturizing Spray, $44, available at Amazon.
The Beachwaver changed the wave game for many — despite the fact that it comes with a learning curve. Even years later, it does gangbusters on Amazon.
The Beachwaver Co. Beachwaver Pro Curling Iron, $199, available at Amazon.
Despite the recent controversial allegations against the brand, a rep from Amazon told us that this seasonal scent of Wen cleansing conditioner is one of the site's top-selling new releases in hair care.
Wen by Chaz Dean Winter White Citrus Cleansing Conditioner, $32, available at Amazon.
It isn't shocking that Amazon has a hard time keeping Lorac's universally flattering shadow palette in stock: There isn't much you can't do with these hues.
Lorac Pro Palette, $42, available at Amazon.
For those who love to purchase shaving cream from the men's grooming aisle (you know who you are), this is for you. Not only does the vintage packaging look better than a can of Edge, it's been the number one shaving cream on Amazon since its launch in early 2015.
Proraso Shaving Cream Eucalyptus & Menthol, $10, available at Amazon.
Want full, intense lash length and density without getting extensions or dealing with fake lashes? You're not the only one: Eyeko's lashes-in-a-tube shot right to the best seller list last month on N-A-P. Simply brush these tiny black fibers onto your mascara before it dries and apply a second coat to create serious lash drama.
Eyeko Black Magic Lash Boost Brush-On Extensions, $35, available at Net-A-Porter.
This dense makeup brush may not look like your run-of-the-mill foundation applicator, but a rep at Net-A-Porter informed us that they can barely keep it in stock.
ArtisBrush Elite Smoke Oval 8 Brush, $65, available at Net-A-Porter.
Net-A-Porter carries all the best dry shampoos — French favorite Klorane, volume-building Serge Normant, doctor-approved Philip Kingsley— but it's Show Beauty's formula that beats them all in sales. Translation: It's worth exploring.
Show Beauty Premiere Dry Shampoo, $20, available at Net-A-Porter.
Perhaps the best gold shimmer eye makeup ever created? N-A-P shoppers think so, because it have a hard time keeping it in stock.
Illamasqua Embellishing Eye Gel in Broken Gold, $26, available at Net-A-Porter.
Want to splurge on a flat iron? This slim GHD iron is what N-A-P shoppers are adding to their cart.
GHD Arctic Gold Platinum, $249, available at Net-A-Porter.
Two things we know: Beauty junkies know a good contour product and love brow legendAnastasia Soare, so it's no surprise B-Glowing regularly sells huge quantities of this kit.
Anastasia Beverly Hills Contour Cream Kit, $40, available at B-Glowing.
A rep at B-Glowing reports that this alcohol-free toner is a consistent best seller, but it's the larger, limited-edition size shown here that they can't keep on the shelves. It sold out last year, but the replenishment (which just arrived) is already on its way to OOS (out of stock) status.
Erno Laszlo Hydraphel Skin Supplement Value Size, $60, available at B-Glowing.
Simply pat this creamy highlighter onto cheeks for a dewy glow that's universally flattering — if you get it before it sells out on B-Glowing again, that is. Bonus? It features anti-aging ingredients, too.
It Cosmetics Hello Light Anti-Aging Crème Radiance Illuminator, $24, available at B-Glowing.
French brand By Terry simply can't manufacture enough of this palette, in both the Smoky Nude and Color Design hues, a rep from B-Glowing says. It's been consistently out of stock or nearly out of stock since its 2015 release.
By Terry Eye Designer Palette, $96, available at B-Glowing.
The creamy contour palette from Anastasia Beverly Hills isn't the only thing climbing in sales. This palette was released on B-Glowing at the end of 2015 and is hard to keep stocked, a rep told us.
Anastasia Beverly Hills Self-Made Eyeshadow Palette, $35, available at B-Glowing.
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