Viral makeup worth the hype: Sky High, Power Grip and more

Some makeup products earn their place in every bag thanks to a few million social media posts. These are the American favourites we get asked about most.

Maybelline Lash Sensational Sky High

The Maybelline Sky High Mascara in Cosmic Black has a flexible brush that reaches every lash, building length without clumps, in an extra-deep black.

e.l.f. Power Grip Primer

This gel primer gives a slightly tacky base that helps makeup stay put all day. Choose the standard size or the Jumbo if you use it daily.

e.l.f. Hydrating Camo Concealer

Full coverage with a satin finish that doesn't feel heavy. It comes in a wide range of shades, from Fair Rose to Rich Chocolate.

e.l.f. Squeeze Me Lip Balm

A glossy, cushiony balm that's become a handbag staple. Try Strawberry for a sheer wash of colour.

Korean colour too

We also stock K-beauty makeup like cushion foundations and long-wear lip tints from brands such as Clio, Dasique, Fwee and TIRTIR. Browse everything in Makeup, or jump straight to Lips and Face.