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Beauty Amplified

60 AAPI-Founded Beauty Brands You’ll Wish You Discovered Sooner

By Susan Muramoto

Published on April 28, 2025 • 20 min read

9 Best Tips for Getting the Glowing Skin of Your Dreams

Published on April 28, 2025 • 5 min read

Goddess Complex Is the Beauty Vibe Taking Over 2025

Published on April 28, 2025 • 4 min read

The Ipsies: 2025 Beauty Awards Are Here—Meet the Winners

Published on May 9, 2025 • 8 min read

It's about glam time you treated yourself.

What’s on Our FYP

An image of a woman looking glam and chic with her black ribbon hairstyle

An image of a woman looking glam and chic with her black ribbon hairstyle

14 Ribbon Hairstyles to Help You Enter Your Coquette Era

Published on February 27, 2024

A close-up image of a woman with her box braids down, showcasing her nose ring, while wearing a boyfriend blush

A close-up image of a woman with her box braids down, showcasing her nose ring, while wearing a boyfriend blush

Everything You Need to Know About Boyfriend Blush—TikTok’s Latest Cheeky Makeup Trend

Published on June 25, 2024

A close-up shot featuring a woman with Y2K-inspired makeup, boasting glittery eyeshadow and a fierce expression

A close-up shot featuring a woman with Y2K-inspired makeup, boasting glittery eyeshadow and a fierce expression

8 Iconic Y2K Makeup Looks That Are Making a Comeback

Published on May 23, 2024

Blonde woman with flawless, radiant skin and glossy makeup, exemplifying the "pearl skin" effect with a luminous, dewy finish

Blonde woman with flawless, radiant skin and glossy makeup, exemplifying the "pearl skin" effect with a luminous, dewy finish

How To Look Lit From Within, Thanks to TikTok’s Pearl Skin Makeup Trend

Published on May 30, 2024

Woman with maximalist makeup look, metallic blue eyeshadow, crystal-studded brows, and dark glossy lips, enhanced by the stylish sunglasses, edgy background, and her sleek hair pulled back into a bun

Woman with maximalist makeup look, metallic blue eyeshadow, crystal-studded brows, and dark glossy lips, enhanced by the stylish sunglasses, edgy background, and her sleek hair pulled back into a bun

Move Over Clean Girl! Maximalist Makeup Is Having a Moment

Published on June 25, 2024

An image of Hailey Bieber sporting a natural makeup look with pink blush, eyeshadow, and lip gloss, complemented by a gold earring

An image of Hailey Bieber sporting a natural makeup look with pink blush, eyeshadow, and lip gloss, complemented by a gold earring

Soft Girl Makeup Is Everywhere. Here’s Why the Internet Is Obsessed

Published on August 21, 2024

A detailed close-up of nails featuring a soft light pink and white color combination

A detailed close-up of nails featuring a soft light pink and white color combination

9 Very Demure, Very Cutesy Nails to Try This Fall

Published on September 24, 2024

What 20 Million Beauty Lovers Taught Us About 2025 Trends

Published on May 6, 2025

Verified Faves Only

Close-up of Maddie Aberman applying BENEFIT COSMETICS Fan Fest Mascara

Close-up of Maddie Aberman applying BENEFIT COSMETICS Fan Fest Mascara

I Tried Benefit’s New Fan Fest Mascara—It’s Like Lash Extensions in a Tube

Published on August 12, 2024

An image showcasing the top Glow Recipe products against a purple gradient background

An image showcasing the top Glow Recipe products against a purple gradient background

The 10 Best Glow Recipe Products That Transformed Our Skin

Published on August 28, 2024

I Tried the New BAREMINERALS Complexion Rescue Liquid Blonzer—It’s a Sun-Kissed Glow in a Tube

Published on June 24, 2024

Beauty writer Susan Muramoto testing out the Charlotte Tilbury Beautiful Skin foundation.

Beauty writer Susan Muramoto testing out the Charlotte Tilbury Beautiful Skin foundation.

I Tried the Charlotte Tilbury Beautiful Skin Foundation for a Month to See If It Lived Up to Its Name

Published on January 25, 2024

I Tried the Tarte™ Fake Awake™ Eye Highlight—It’s Like Instant Beauty Sleep in a Pen

Published on June 24, 2024

Can BENEFIT’s New POREfessional Matte Primer Make It Through a Warehouse Rave? Let’s Find Out!

Published on July 24, 2024

A collection of the best E.L.F products arranged in a flat lay style, set against a vibrant gradient background

A collection of the best E.L.F products arranged in a flat lay style, set against a vibrant gradient background

13 E.L.F. Beauty Products That We’re Currently Obsessed With

Published on September 3, 2024

MAC Lash Dry Shampoo Mascara Refresher Review

MAC Lash Dry Shampoo Mascara Refresher Review

I Tried MAC’s New Lash Dry Shampoo Mascara Refresher—Gimmick or Game-Changer?

Published on January 25, 2024

Ingredient Deep Dive

A centella asiatica extract moisturizer jar in white, displayed on a rectangular pedestal with glass beakers of water pennywort placed around.

A centella asiatica extract moisturizer jar in white, displayed on a rectangular pedestal with glass beakers of water pennywort placed around.

Is Cica the Secret to a Stronger Skin Barrier? Learn All About the Skincare Ingredient Here

Published on March 11, 2025 • 7 min read

Product group of skincare from various brands on a green background.

Product group of skincare from various brands on a green background.

A Comprehensive Beginner’s Guide to Essential Skincare Ingredients

Published on March 21, 2024

Beauty portrait of a young woman

Beauty portrait of a young woman

Why Hypochlorous Acid Is the Bacteria Fighting Secret to Clear Skin

Published on November 16, 2022

A photo of a mushroom on a petri dish and green background

A photo of a mushroom on a petri dish and green background

Magic Beauty Mushrooms: Why This Ingredient Should Be Your Next Skincare Move

Published on July 31, 2023

A photo of a blue serum with sea stones and sea moss on a white background

A photo of a blue serum with sea stones and sea moss on a white background

Get to Know Sea Moss, the Latest Ingredient Your Skin Loves

Published on November 22, 2021

Image of two models posing and smiling with eyes closed

Image of two models posing and smiling with eyes closed

Peptides Are the Skincare Ingredient You Never Knew You Needed

Published on May 24, 2020

Pink texture cosmetic cream. Beauty creme smear, lotion, moisturizer smudge

Pink texture cosmetic cream. Beauty creme smear, lotion, moisturizer smudge

Snail Mucin is the All-in-One Ingredient Your Skin Will Love

Published on January 6, 2023

Aloe vera plant in white pot against yellow background

Aloe vera plant in white pot against yellow background

8 Ways to Use Aloe Vera in Your Daily Skincare Routine

Published on April 26, 2021

Behind the Mic

From Lip Gloss to Life Lessons: Lisa Vanderpump Spills It All at Villa Rosa

Published on October 17, 2024

"Hitting Pan" Podcast Episode 8: The Lipstick Lesbians Gets to the Bottom of Their Transformative Beauty Journey

Published on June 27, 2024

"Hitting Pan" Podcast Episode 1: Patrick Starrr Gets to the Bottom of His Journey to Success

Published on May 16, 2024

"Hitting Pan" Podcast Episode 7: How Danessa Myricks Became Beauty’s Best Accident

Published on June 20, 2024

Jaleesa Jaikaran’s Makeup Magic and Manifestation Secrets

Published on October 10, 2024

Episode 6: Ash K Holm Is Setting the Record Straight

Published on June 13, 2024

Season 2 of Our “Hitting Pan” Podcast Is Piping Hot—Catch Up Now!

Published on September 9, 2024

beauty-amplified

Get to Know “Hitting Pan” Host and IPSY’s Senior Director of Content Bethany Blair

Published on May 15, 2025 • 6 min read

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