The Ulta Best-Sellers List: Cult Classics & Buzzy New Favorites Worth Buying

Ulta's makeup section is where trends are born and cult favorites live forever. These picks nail that perfect combo of innovation, inclusivity, and serious staying power.

NARS Afterglow Liquid Blush

Makeup artists can't stop raving about this liquid blush, and seriously, we get it. NARS nailed the formula—it's weightless, buildable, and gives you that perfect flushed look that actually lasts. Doesn't matter if you're a makeup newbie or you could do winged liner in your sleep, this just works. The shade range has everything from "I just went for a walk" subtle to "I'm the main character" bold, and it blends like a dream.

Fenty Beauty Pro Filt'r Soft Matte Longwear Foundation

Rihanna's foundation is still unbeaten. When she dropped 40 shades back in 2017, she didn't just shake up the beauty world—she completely flipped the script. This full-coverage, matte formula sits in professional kits everywhere for a reason. When makeup artists trust it, you know it's legit.

Charlotte Tilbury Matte Revolution Lipstick

These lipsticks make you feel fancy every single day. That rose gold packaging? Pure eye candy. But the real magic is the matte formula that doesn't turn your lips into the Sahara Desert. The shades give you that effortless "your lips but way better" vibe, and since they're refillable, you're doing the planet a solid too. 

Overwhelmed by the color options? "Pillow Talk" remains the go-to nude that works on virtually every skin tone, while "Walk of No Shame" delivers that perfect red that photographs beautifully under any lighting.

Urban Decay Naked3 Eyeshadow Palette

This palette literally started the rose-gold eyeshadow obsession and it's still delivering. The colors work on everyone and take you from coffee run to date night without breaking a sweat. Been scared to try smoky eyes? This palette makes it way less intimidating than you think.

Ulta's skincare section has turned into a total wonderland of K-beauty innovations and clean formulations. These picks represent the best of what's currently taking over bathroom shelves everywhere.

PEACH & LILY MiniProtein Exosome Bioactive Ampoule

This powerhouse bottle is literally the future of skincare. The cutting-edge technology brings together some seriously innovative ingredients that skincare obsessives are going absolutely wild for. And the results aren’t just hype: in just four weeks, it targets 12 visible signs of aging—something you’ll have to see to believe. The lightweight formula absorbs instantly and reviewers rave about how ultra-luxurious it feels on their skin—like getting a $500 facial treatment at home. 

OLEHENRIKSEN Pout Preserve Hydrating Peptide Lip Treatment

This isn't just another lip balm—it's the revolutionary lip treatment that has completely changed our perspective on what lip care can actually accomplish. It's a clinically-tested treatment that delivers fuller-looking lips in just one week through lip-specific peptides that encourage definition and fullness. The kokum butter, mango seed butter, and Scandinavian cloudberry oil provide that intense moisture your lips have been craving, while the fresh scent and non-sticky texture make it something you'll actually want to reapply throughout the day.

Supergoop! Unseen Sunscreen

Supergoop! Unseen Sunscreen has earned its cult status by solving the age-old problem of sunscreen that actually feels good to wear. This clean beauty pioneer doubles as a makeup primer while providing essential daily protection. It's dermatologist-developed and totally invisible under makeup, making SPF a pleasure rather than a chore. It’s no wonder it makes its way into our top product roundups so often.

TULA The Cult Classic Fragrance Free Purifying Face Cleanser

TULA has earned its title as America's #1 facial gel cleanser for good reason. With one selling every 30 seconds, this gentle formula removes makeup, sunscreen, and daily grime without leaving your skin feeling stripped or tight. The probiotic extracts (hello, Bifida Ferment Lysate), turmeric, white tea, and blueberry work together to maintain your skin's natural balance. Plus, the fragrance-free version means even the most sensitive skin types can join the cult following.

The haircare category at Ulta celebrates diversity in texture, concern, and styling preference. These standouts prove that one size definitely doesn't fit all when it comes to hair.

CÉCRED Restoring Hair & Edge Drops

This serum from Beyoncé’s haircare line isn't just about celebrity branding. This science-backed serum actually delivers: it’s lightweight, easy to use, and designed to give your hair a noticeable boost in overall health. The innovative formula contains patent-pending Bioactive Keratin Ferment, fermented rice proteins, and biotin to wake up dormant hair follicles and strengthen the hair-scalp connection. Customers report seeing noticeable growth within 30 days, especially around edges and thinning areas, making this a genuine game-changer for hair growth. 

Drybar All-Inclusive 8-in-1 Air & Active Heat Multi-Styler

This is the first tool of its kind to combine both heated airflow and heated styling plates with their innovative StyleLock Technology. This powerhouse features four interchangeable attachments (concentrator, 2.5" round brush, flat iron, and 1" curling iron) that take your hair from wet to dry to stunning with just one tool. The unique air plus heat combo delivers serious volume while being dramatically gentler on your hair than traditional hot tools—it's basically like having a professional stylist in your bathroom.

KRISTIN ESS HAIR Working Texture Loose Styling Powder

This volume-boosting powder is celebrity hairstylist Kristin Ess's ultimate secret weapon for creating that effortless, lived-in texture everyone's after. It creates instant grip in hair with medium hold, making it perfect for braids (it keeps them from unraveling), updos, and root volume. The invisible finish contains Zip-Up Technology to strengthen split ends while adding buildable texture without any crunchy or weighty feeling.

Bumble and bumble Hairdresser's Invisible Oil Hydrating Shampoo

This super-hydrating shampoo transforms dry hair with their iconic Featherlight 6-Oil Blend featuring coconut, argan, grape seed, macadamia, sweet almond, and safflower oils. The frizz-reducing, sulfate-free formula instantly leaves hair soft and smooth without any weight while detangling to protect against breakage. From their bestselling collection that professional hairstylists swear by, this shampoo works on all hair patterns and delivers that luxurious salon experience at home.

The fragrance world has totally shifted. Gourmand scents, clean formulas, and unisex options are having their moment. These are the new signature scents that show where modern perfume is headed.

Sol de Janeiro Cheirosa 39 Hair & Body Perfume Mist

This isn't your basic coconut fragrance. This limited-edition tropical treat captures old Hollywood glamour with whipped coconut cream, tropical orchid, and toasted praline wrapped in warm vanilla. The creamy sandalwood base keeps it from being too sweet, and you can spray it on your hair and body. Just a heads up: people are obsessed with this one. Every time Sol de Janeiro discontinues it, fans literally start petitions to bring it back.

Ellis Brooklyn MYTH Eau de Parfum

This is clean fragrance done right. This sophisticated blend mixes jasmine petals and tiger orchid with sexy liquid musks and white cedarwood. It starts fresh with bergamot and cassis, then settles into something clean but complex. Plus, the packaging is eco-friendly with a biodegradable cap and recyclable bottle—perfect if you care about the planet but refuse to sacrifice smell.

LE MONDE GOURMAND Chai Épicé Eau De Parfum

TikTok calls this "the internet's sexiest perfume," and honestly, they're not wrong. It hits that perfect sweet-and-spicy balance that makes you want to curl up with a chai latte and a good book. The violet fig, muguet musk, and blonde woods create this cozy amber scent that smells like fall in a bottle. At $25 for 30ml, it proves you don't need to break the bank to smell amazing.

Ariana Grande r.e.m. Cherry Eclipse Eau de Parfum

Ariana's fifteenth fragrance (yes, really) shows that celebrity scents can actually be incredible. This one opens with black cherry and sugared honeysuckle, then melts into jasmine and marshmallow meringue. The warm amber and musk drydown makes it way more sophisticated than typical sweet scents. It's basically made for anyone who grew up loving fruity perfumes but wants something more grown-up now.

The self-care ritual trend has completely transformed how we think about body care, and these products are the perfect mix of luxury indulgence and real results. Whether you're looking to pamper yourself or actually see visible changes, this category has become the ultimate destination for products that make your skin feel as good as they smell.

MAËLYS GET-DREAMY Overnight Toning Body Whip

This super creamy formula is essentially a spa treatment while you sleep. This clinically proven formula helps reduce the look of cellulite and smooth skin texture while you're catching Z's, thanks to milk thistle and hydrating ingredients that work overtime. The fact that it's clinically tested to visibly reduce skin roughness and tighten skin makes it way more than just another body moisturizer. Plus, it contains a drop of melatonin, so it's literally designed for your nighttime routine. Apply it with circular motions before bed, and let the active ingredients do their thing while you dream.

Tree Hut Ocean Glow Hydrating Sugar Scrub

This sugar body scrub proves that drugstore body care can be absolutely luxurious. The glow-inducing formula features hyaluronic acid and marine extracts for a serious moisture boost, with tranquil notes that basically transport you to vacation mode. The sugar naturally polishes away dead skin while the six-oil blend keeps your skin feeling silky smooth rather than stripped. We love how it manages to be exfoliating without being harsh.

Sol de Janeiro Brazilian Bum Bum Visibly Firming Refillable Body Cream with Caffeine-Rich Guaraná

This award-winning formula has achieved genuine cult status for good reason. This firming body cream contains caffeine-rich guaraná that helps visibly tighten and smooth skin, while cupuaçu butter delivers non-greasy hydration and the iconic Cheirosa 62™ fragrance brings those irresistible pistachio and salted caramel notes. One tube sells every 6 seconds globally, which tells you everything you need to know. The refillable packaging is also a game-changer—you get 89% less plastic waste while still getting that signature scent and firming benefits. 

Pro tip: Massage it in circular motions to create warmth for better absorption, and prepare for compliments.

method Body Wash

This clean body wash brings clean, mood-boosting fragrances to your daily routine without the harsh chemicals. Made without parabens or phthalates, these moisturizing body washes leave your skin feeling soft, hydrated, and smelling absolutely delightful, with fresh fragrances designed to match every mood. Whether you're reaching for Pure Peace with its sweet floral notes of peony and rose water, or Marina Storm with sea lavender and blue agave, each formula turns your shower into the kind of escape you actually need. The clean ingredient list means you're being kind to your skin while still getting that luxurious lather and long-lasting scent.

The beauty-from-within movement has officially taken over. Supplements represent a smart approach to wellness—targeting everything from stubborn breakouts to digestive drama with real results people are actually seeing. No more guessing what your body needs; these are the top supplement formulas that customers swear by and keep reordering.

NUTRAFOL Clear Skin Clinically Proven Supplement for Acne + Breakouts

This supplement is getting serious buzz for tackling acne from the inside out. The clinical results speak for themselves: 87% of users reported improved acne after 8 weeks, and 92% saw better overall skin health after 12 weeks. This isn't just another acne pill—it's targeting stress, hormones, and gut health all at once. Take four capsules daily with a meal, and most people see real changes within 8-12 weeks. The fact that it's made for non-cystic acne specifically means it's not trying to be everything to everyone.

Love Wellness Good Girl Probiotics: Vaginal Probiotic

This supplement comes from Lo Bosworth’s wellness brand, Love Wellness (yes, that Lo from MTV’s Laguna Beach), and it’s become a cult favorite for women who want to feel totally confident about their vaginal health. The OB/GYN-designed formula is made to support pH balance and overall wellness—and according to reviewers, it really delivers. Many customers say they feel noticeably more balanced and comfortable within just a few weeks.

Another plus? It’s shelf-stable, so there’s no need to keep it in the fridge. Just one capsule a day is all it takes to support your microbiome, which explains why it has thousands of 5-star reviews from women calling it everything from “life-changing” to “the only thing that works.”

Lemme Debloat: Daily Digestive Gummies

These blackberry-flavored gummies come straight from Kourtney Kardashian’s wellness brand, Lemme—and they’ve quickly built a loyal fanbase. Packed with both probiotics and prebiotics, they’re designed to help reduce bloating and support healthy digestion. Just two a day is all it takes, and shoppers rave that they start feeling lighter and more comfortable after meals within a few weeks.

They’ve earned an impressive 4.6-star rating from over 2,500 Ulta customers, with fans calling them “a game changer” for everyday bloat. And unlike the chalky pills you’d rather forget, these actually taste good—making gut health feel more like a treat than a task.

MaryRuth's Liquid Morning Multivitamin + Hair Growth Peach Mango

This peach mango liquid multivitamin stands out because customers consistently report seeing thicker hair, stronger nails, and less shedding within weeks of starting it. The liquid format means better absorption than pills, and at just two tablespoons daily, it's easier than swallowing multiple vitamins. The fact that it's vegan, dairy-free, and gluten-free makes it work for most lifestyles, too.

Social media has completely flipped the script on how beauty products become cult classics, and TikTok has become the ultimate testing ground where real people separate the hype from the hits. These viral sensations prove that when something actually works, the algorithm knows—and so do millions of beauty lovers scrolling their feeds.

Anua Heartleaf Cleansing Oil

This K-beauty gentle giant has absolutely taken over beauty TikTok for all the right reasons, with creators constantly posting about how it's become their ride-or-die first step for double cleansing. The heartleaf extract soothes sensitive skin while still being powerful enough to melt away makeup, sunscreen, and daily grime. What makes it so TikTok-worthy? It's one of those rare cleansing oils that actually rinses clean without leaving any residue, making it perfect for that satisfying before-and-after content that beauty lovers can't get enough of.

TIRTIR Mask Fit Red Cushion

This cushion foundation literally brought K-beauty cushion education to the US market, and Mikayla Nogueira's viral review definitely helped put it on the beauty map forever. Available in 40 stunning shades at Ulta, this isn't just another foundation—it's designed to stay put for an incredible 72 hours and actually delivers on that mind-blowing promise. The coverage is beautifully buildable from medium to full with that absolutely perfect satin-glow finish that looks natural but polished. What sealed the deal for TikTok? The fact that it was literally designed to stay flawless under masks, so you know it's not going anywhere during your regular day.

Medicube AGE-R Booster Pro

This Korean beauty device became an instant sensation when Kylie Jenner featured it in her glass skin routine, sending it into viral overdrive. This isn't just a pretty gadget—it combines six different technologies including microcurrent and LED therapy to actually improve how your skincare absorbs. The device connects to an app for customized treatments, and the before-and-after content flooding TikTok shows why people are willing to invest in this one.

Fwee Lip & Cheek Blurry Pudding Pot

This Korean beauty favorite is the product that put the brand on the U.S. map—and now you can snag it at Ulta in 35 stunning shades. What makes it special? The one-of-a-kind, pudding-like texture that smooths and blurs imperfections on both lips and cheeks.

Its multi-use magic is exactly why it’s gone viral on TikTok: one little jar gives you that effortless, airbrushed look without a million steps. And let’s be real—the chic glass packaging is so pretty, it basically deserves its own spot in every “satisfying makeup stash” video.

Some products just hit different—they transcend whatever's trending on TikTok to become permanent fixtures in beauty routines worldwide. These cult classics are the kind of "investment" purchases that actually pay off, delivering consistent performance year after year. We're talking about the products your makeup artist swears by, your mom has used forever, and you'll probably pass down to your own kids.

Tarte Shape Tape Concealer

Shape Tape has maintained its legendary cult status since launching in 2016, and it's incredibly easy to see why. The Shape Tape franchise recently hit an absolutely mind-blowing $1 billion in sales, officially cementing Tarte as the undisputed #1 concealer brand. With 48 stunning shades available and full coverage that legitimately doesn't crease, this top concealer has earned its permanent spot in professional makeup artists' kits worldwide. 

Pro tip: build coverage gradually rather than going full-throttle from the start—that's the secret to getting that absolutely flawless finish.

The Ordinary Niacinamide 10% + Zinc 1%

This water-based serum completely revolutionized clinical skincare by delivering seriously impressive pore-reducing and oil-controlling power for just $6 at Ulta. It targets visible shine, enlarged pores, and textural issues without the premium price tag that usually comes with active ingredients—it's incredible value. Heads up—there's typically a 2-4 week adjustment period where your skin figures out what's happening, but stick with it because the results are absolutely worth it. Just don't use it with vitamin C products in the same routine—when mixed, the ingredients become less effective.

Urban Decay All Nighter Setting Spray

This setting spray earned its legendary status through that legit 16-hour wear performance that survives weddings, humid summers, and those days when life just happens. The secret is in the temperature control technology that actually lowers your skin's temperature to prevent makeup meltdowns. 

Pro tip: Application technique matters here—hold the bottle 6-8 inches away and spray in that classic "X" and "T" formation until your face is fully saturated.

Mario Badescu Mini Mist Collection

This collection represents over 50 years of skincare heritage packed into travel-friendly trial sizes that make luxury feel accessible. The collection includes five different formulations—Rosewater, Lavender, Cucumber, Orange Blossom, and Coconut Water—each targeting different skin concerns from hydration to soothing to refreshing. These versatile mists work throughout the day, over or under makeup, and have earned that rare celebrity and influencer approval that spans generations. They're also genius for dampening makeup brushes and creating that coveted dewy finish.