Closer Look: Beauty by Popsugar Brand Launch

I guess it makes sense that Popsugar, which is a pop culture and lifestyle site, is so tapped into the current trends that they’d create their own makeup line? I guess?

Right. So Popsugar just launched Beauty by Popsugar, a “smart & healthy” makeup line inspired by the beauty-loving members of their site. The idea behind the brand is to bring you cruelty-free formulas that nourish, protect and hydrate the skin with long-lasting shades and easy application. Alright, alright, I’m on board so far!

They launched with a decent range of products to get us started, with everything from eyeliner, to liquid shadows, liquid lipsticks and even double-ended mascara. Some of the new releases landed across my desk, and I’m excited to share my favorites (and not-so favorites) with you!

Let’s start with the eyes. I’m actually really impressed with the Thick + Thin Mascara ($25) because of the packaging alone. Usually, you’ll see double ended mascaras hold the actual formula within the twist-off caps. This tube, however, makes the most out of the space by putting one brush on the actual tube, with the other on the twist off cap at the other end. This gives us more formula when stored inside the tube. Genius! As far as the actual mascara, I love the thin wand for my bottom lashes but the thick wand is pretty basic. It darkens the lashes up, and adds length, but isn’t really super special in my book. Ya’ll know that I don’t typically like spending more than $10 on mascara, though. For a product that needs to be replaced the most often (3 months is the typical shelf life), it’s just kinda a lot.

Next, we have one of these trendy roll-on eyeliners: the Online Liquid Eyeliner ($21). Something struck me about this eyeliner immediately. It has the exact same packaging as the new Revlon ColorStay Exactify Liquid Liner ($11.99). Exactly. The. Same. The tube, the handle, the roller, everything. However, the formulas definitely differ. The Beauty by Popsugar liner has a pearl/shimmer finish, and is much more liquidy. To be honest, it’s not as dark as I’d like, and not as dark or matte as it claims to be. Plus, the pizza-roller applicator is just not my jam. If you’re curious… pick up the Revlon one for half the price.

Then we have this really interesting liquid eyeshadow. The Make Waves Liquid Metallic Shadow ($23) isn’t kidding when it says liquid— there’s even a sticker on it warning you to keep it upright to avoid spills. Even with its watery thin formula, it’s super pigmented. You can use it as shadow, as liner, or whatever the heck you want really. The doe-foot applicator makes it easy to apply all over the lid. It sets really fast though, so if you want to do any blending, you have to work fast! I like wearing this bronze shade, Unstoppable, blended out over the entire lid for an easy dimensional look.

The one face product I got my hands on was the Make Me Blush Cheek Color ($30). It gives a nice natural flush of color, but definitely has a glow to it that says “I’m HERE!” You could totally use this as a double-duty blush and highlighter either swirled together, or isolate the colors within the pan to pick up a single shade. It’s pretty, smooth, bendable and makes my skin look super healthy. No complaints here besides the price tag. The one above is in the shade Love Note.

Finally, we’ve got the lips! Three lip products to look at, whether you like matte, glossy or balmy finishes.

The Be Racy Liquid Velvet Lip ($24) has a pretty satisfying formula, actually. It’s thin, feels hydrating and light on the lips, and you get opaque color in one swipe. It sets to a very pretty soft matte finish that locks on all day with very little transfer. I’m loving the shade Skinny Dip, which is a warm nude that’s perfect for every day! I really like this.

I’m a big fan of tinted balms, and the Be Sweet Tinted Balm ($20!!?!) in Choose Happy the perfect shade for me. It’s basically an enhanced version of my natural lip shade but actually adds a decent amount of color. The balm itself is super smooth and moisturizing, plus it has SPF 15! This is becoming a permanent fixture in my purse to swipe on throughout the day when I want to keep things neutral but give my face a little easy pop of color.

Lastly, we have the Be The Boss Lip Gloss ($18). I’m not much of a gloss girl, but this does have a pretty nourishing formula with the shea butter and soybean oil, plus vitamins E and C for antioxidant protection. It’s non-sticky but very shiny with a good tint to it so you’re getting a nice wash of color on the lips. It also smells super yummy!

Overall, most of the Beauty by Popsugar line definitely has some gems that I’m enjoying, but they’re definitely curating a mid-range brand considering the prices. You’re definitely getting cleaner formulas with effective ingredients, though, so maybe that’s worth the extra dollars for you! It’s just very hard for me to justify paying almost double some of my favorite drugstore products for items that aren’t necessarily super unique. The one exception being the Make Waves Liquid Metallic Shadow , which I really think is a cool innovation. That one I can definitely get behind since I haven’t tried anything like it.

I’ll definitely be using these products because I enjoy the formula and shades, but I just don’t know about purchasing them regularly. I’m interested to see if they branch out into skin care, though… as I’m more prone to splurging more in that department. They do have the Be Matte Beauty Papers for blotting– they’re $10 for one pack of fifty sheets, or FREE with any $35+ purchase of the brand’s products.

What do you think of the new Beauty by Popsugar line?