Hype vs hit – 11 underrated makeup products from brands we love

Time to consider some makeup underdogs

The only constant in life is change – including inflation – and the beauty industry has seen more upheaval and drama in that regard than an episode of Big Boss. When Becca Cosmetics announced it was shutting down during the pandemic, cries were heard around the world at the prospect of losing the industry’s favourite Champagne Pop highlighter. But parent company Estee Lauder Companies created a rescue plan — a Smashbox X Becca collaboration to give the revered highlighter a new home. It had us thinking about all other underrated makeup products that we, perhaps, didn’t pay much mind to, blinded by the glow of the highlighter.

We started to look beyond the hype to find other hits from internationally and locally beloved beauty brands that have stellar formulas but haven’t caught the attention of the social media algorithm just yet.

We want to give them their moment in the spotlight – and boy, are they ready to steal the show.

Underrated makeup products you will thank us for later

Rare Beauty Soft Pinch Tinted Lip Oil (₹2,400) vs Warm Wishes Effortless Bronzer Stick (₹3,300)

Sephora hasn’t been able to keep up with the demand for the Rare Beauty lip oil ever since the company launched in India last month. While the lip oil is Miss Popularity, the secret superstar of Selena Gomez’s brand is the creamy and buildable bronzer.

In an easy-to-use stick form, it glides on like second skin and blends like a dream. They have enough shades to give you a warm sun-kissed glow that’ll have your coworkers wondering if you were really sick or played hooky for a girls’ trip to Goa.

Charlotte Tilbury Matte Revolution in Pillow Talk (₹3,150) vs Airbrush Flawless Setting Spray (₹3,000)

By now, Pillow Talk is more than a celebrity favourite. It’s a celebrity itself. The OG shade is a universal hit gaining popularity in India as it suits deeper skin tones. Charlotte Tilbury has several fantastic formulations, but one of the most underrated makeup products from the brand is this setting spray.

Sprayed on as a fine, even refreshing mist, this product keeps your makeup in place (which we desperately need in the monsoon) and hydrates your skin while preventing it from turning into an oily mess.

Kay Beauty Hydrating Foundation (₹1,200) vs Quick Dry Liquid Eyeliner (₹599)

Kay Beauty’s foundation caught many eyeballs with its foundation shades in different undertones. It’s light, buildable and hydrating enough for dry skin, but not so much that people with oily skin can’t use it. We’ve given in to the hype of this product but want to bring to your attention a real hit – the liquid eyeliner.

Incredibly pigmented, we love their fun colours. If you’re open to experimenting, we say give Exotic Indigo a try. Or start with their more subtle mocha colour if you’re trying to break away from black.

NYX Professional Makeup Soft Matte Lip Cream (₹699) vs Can’t Stop Won’t Stop Mattifying Pressed Powder (₹850)

NYX’s Soft Matte Lip Cream in the shade Budapest is another crowd-favourite. They have a variety of shades that makes picking an everyday nude colour easy for different Indian skin tones – an accessible price for a great formula.

Among their more underrated makeup products is the mattifying pressed powder. This also comes in different shades that can serve as a powder foundation if you have oily skin. There’s a white version that’s great for setting your concealer without getting too dry or flakey.

L’Oréal Paris Infallible Fresh Wear 24HR Foundation (₹1,099) vs Infallible Full Wear Concealer (₹849)

The powder foundation by L’Oréal went viral on Instagram and TikTok in the US and immediately sold out when it made its debut in the Indian market. But have you tried the concealer from the same line?

If you’re looking for a full-coverage concealer that is creamy and non-drying, then give this a try. A little product goes a long way to cover up the fact that you haven’t had a good night’s sleep since your child was born 16 years ago.

e.l.f Cosmetics Halo Glow Liquid Filter (₹1,650) vs Bite-Size Eyeshadow (₹350)

Halo Glow became the universally beloved dupe for Charlotte Tilbury’s Hollywood Flawless Filter. A little bit of this product makes it look like you’re glowing from within. It works great under a foundation for a glowy, dewy finish and even works by itself for a no-makeup makeup day.

But e.l.f. Cosmetics’ little eyeshadow kits have always had our hearts. Each of them has a uniform colour story that you can mix and match or use all together for a glam eye look. They’re a great choice for beginners to play with and are cost-effective too. Our favourites are the Pumpkin Pie and Hot Jalapeno kits.

Too Faced Lip Injection Extreme Lip Plumper (₹1,350) vs Lip Injection Power Plumping Liquid Lipstick (₹2,100)

Every brand you look at today has some kind of lip plumping product, but Too Faced has been in the game from the beginning. The Lip Injection Extreme isn’t for the faint of heart, with a lip-tingling plump-up effect that lives up to the hype.

If you love that, then you have to try the liquid lipsticks from the same lip. The shade It’s So Big! is a Tweak team favourite. (Check out what it looks like on different Indian skin tones) It doesn’t dry out your lips or settle into the cracks and lines.

Huda Beauty Rose Gold Remastered Eyeshadow Palette (₹3,225) vs Easy Bake Loose Powder (₹2,955)

Can you even call yourself a makeup lover if you haven’t watched Youtube videos of people raving about Huda Beauty’s incredibly versatile Rose Gold palette? The eyeshadows are highly pigmented, have a long-staying powder and truly live up to the hype. But hidden among their more underrated makeup products is their Easy Bake powder.

It is one of the best on the market. So finely milled and smooth, it gives you coverage, brightens your under-eye area (depending on the shade you pick) and sets your makeup without making it look cakey.

Estee Lauder Double Wear Stay-in-Place Makeup Foundation (₹4,150) vs Pure Color Envy Color Replenish Lip Balm (₹2,450)

Makeup artists and consumers alike love the Estee Lauder Foundation. The price tag is worth the formulation. A matte finish that is water and sweat-proof, full coverage without making it feel like your face is wrapped in cellophane.

If you’re in the mood to splurge, then the real hit with no hype is their tinted lip balm. A nourishing and light formula that gives you a wash of colour on the day you need a quick pick-me-up or are running too low on time to do a full makeup look.

Lakme Eyeconic Kajal (₹185) vs Lumi Cream (₹299 – ₹549)

This kajal was every desi teen’s initiation into the world of makeup. Smudged to high heaven, getting scolded by the high school principal, all while we were trying to perfect our go-to eye-makeup look. We’re very much recurrent travellers on the Eyeconic Kajal hype train, but you also need to check out the Lumi cream if dewy, dolphin skin is your ideal look. It has been called a dupe of the pricier MAC strobe cream.

This, too, can be used under foundation to add a slight glow to your face – all you need is a few drops to cover your entire face. It’s moisturising, so if you have oily skin and plan on using this all over your face, then you might not need to layer another moisturiser underneath. You can use it pretty much anywhere on your face. As a highlighter on the high points of your cheeks, a glowy eye look or draw attention to the tip of your nose and cupid’s bow in #InstaBaddie fashion.

Maybelline New York Lash Sensational Sky High (₹799) vs Master Chrome Metallic Highlighter (₹699)

We could never challenge the fact that Maybelline has some of the best mascaras in the market at affordable prices, and Sky High is no different. We love a waterproof mascara that also doesn’t take a tub of mama’s prized coconut oil to take off.

The real gem in their line, especially if you have more than a tablespoon of melanin, is the Master Chrome highlighter that makes you look like you sweat liquid gold. Whether you like a blinding bright highlighter or a subtle glow, this one works fantastically without any chunky glitter particles that make you shimmer long after you have double-cleansed your skin.