0 Beauty Products Beloved by Americans

1. Mascara that gives sky-high lashes

Americans are obsessed with a mascara that truly lifts and lengthens—because who has time for stubby lashes when you’re racing out the door? The right formula gives that “I woke up like this” effect. Affordable, effective, Instagram-ready. Good value means it gets repurchased, trending in online lists of best-selling US cosmetics.

2. Long-wear matte lipstick

Here’s where American beauty lovers say: “I want long wear + bold color + no mid-day meltdown.” A good matte lipstick meets all three. Combine that with shade-variety and you’ve got a go-to for work, Zoom calls and evenings out. According to trend watch, matte lipsticks remain top-selling.

3. High-SPF sunscreen & skincare hybrid

Skincare awareness is big in the U.S.—and sunscreen isn’t just for summer anymore. Products that combine sun protection + skincare benefits (think lightweight feel, non-white cast) hit the sweet spot. That's why many of the best-selling beauty products list includes high-SPF items.

4. Affordable multitask skincare brands

When beauty budgets tighten, Americans still want results. That’s why accessible, multitask skincare brands that do more for less have exploded. These items appear in best-selling lists because they deliver—without the luxury price tag.

5. Full-coverage yet breathable foundations

One reason foundations sell big in the U.S.? Shade inclusivity + texture innovation. Americans expect foundations that match their skin tone and feel like skin, not mask. This combo makes certain foundation products stand out in best-seller lists.

6. Viral skincare serums (especially via social media)

Thanks to TikTok and Instagram, certain serums become overnight sensations. Americans are quick to adopt “buzz” skincare if it promises visible results (glow, texture smoothing, firmness). The magic mix: social proof + genuine performance.

7. Bold, inclusive shade makeup brands

Consumers in the U.S. are increasingly demanding inclusivity. Brands that provide a wide range of shades (for all skin tones) & back it up with real results become beloved. That’s why inclusive makeup lines are hugely popular.

8. Beauty tools & devices for at-home rituals

Americans love gadgets. If a beauty tool promises spa-like results at home, it becomes a hit. From LED masks to micro-needling pens and fancy cleansing brushes, at-home beauty has big pull. Often these borderline “cosmetics + device” items show up in trend lists.

9. Clean / sustainable beauty options

Healthy skin + healthy planet = win-win in America. Consumers are increasingly choosing beauty products labeled "clean", cruelty-free, sustainably packaged. These aren’t just nice to have—they’re shaping best-selling items.

10. Everyday staples with proven results

Finally, Americans stick with products that work consistently. Whether it’s a reliable concealer, a cult-favorite powder or a tried-and-true night cream, these everyday staples form the backbone of many beauty cabinets. Their longevity and trustworthiness make them repeat best-sellers.