I Can't Believe It's On Amazon!
I'm a beauty Amazon newb, and I couldn't believe it when I found these brands on sale during Prime Days, starting today
Sure I’ve shopped on Amazon, but as a beauty editor of 20+ years, I admit, I haven’t bought any beauty products on the mega retailer *personally* in the past. Now that I’m an official Substack writer though, I felt it my duty to curate a list of the best beauty buys to shop for during this week’s Amazon Prime Days, running July 8th-11th, 2025.
Before putting on my editor’s hat, I’d think of Amazon, and think “cheap,” “knock-off” and “potentially made by tiny hands.” So I was surprised when Estée Lauder landed in my inbox recently to announce a “major milestone,” that they were partnering with Amazon Canada’s “Premium Beauty store,” considering this luxier side of Amazon launched back in 2013.
They’re not alone. The Amazon Premium Beauty category has enjoyed a reported 20% increase in sales this year over last. Evidently, having splashier graphics that closely mimic a prestige brand’s native website is working, (as is barring 3rd party sellers from selling fakes on the platform, and being positioned far away from mass beauty brands.)
When I investigated further, I found that even some of my favourite niche fragrances that I’ve been dying to talk about are sold on good ol’ Amazon, as well as my French pharmacy finds and go-to, investment hair tools.
So without further ado, my “I can’t believe it’s on Amazon” shopping list below. And for even more picks by myself and my Breaking Beauty Podcast co-host (including my new fave, under $15 glass skin primer and a godsend for tattered nails) check out our storefronts here:
🇺🇸 Breaking Beauty USA Amazon storefront
🇨🇦 Breaking Beauty Canadian Amazon storefront
The Sunscreen:
Beauty of Joseon sunscreen is a rite of passage for any beauty enthusiast, so if you haven’t tried it yet, best get your hands on the starter-pack Daily Relief Sunscreen SPF 40 that is light as air yet hydrating enough for mature skin types, even if it is the North American version. And yes, there is a “Premium storefront” to avoid fakes.
Up to 38% off (US link here.) (Canadians, try this equally fantastic one from Skin1004)
The Moisturizer:
Embryolisse Lait Crème Concentré is a must French pharmacy fave in my skincare wardrobe. There’s just something about this primer-like moisturizer that keeps me coming back. For sensitive types, there’s even a fragrance-free version although the OG scent is reminiscent of a French baby and just as comforting.
20% off (US link here.) (CND link here.)
The Serum:
Estée Lauder has put their decades-strong Advanced Night Repair at 21% off, the number one face serum in many countries for good reason. It’s a super charged hyaluronic acid serum, with advanced peptides that help skin cells act younger while you sleep.
(US link here.) (CND link here.)
The Cleansers:
Apologies to any Canadian readers, because my absolute favourite face wash, Prequel Gleanser – developed by derm extraordinaire Dr. Sam Ellis – is only available in on the US site, for now. With a 50% glycerin base, this JUMBO size face cleanser washes away most makeup in one cleanse, and doesn’t cause my skin to dry out.
20% off of all Prequel items (US link here.) (Canadians, Youth To The People’s mammoth Superfood Gentle Face Cleanser is also always on our mantle, and on promo here.)
Complexion:
Off brand but grip primers have become a staple in my makeup routine for the way they fill in all of the texture belonging to my 49-year-old skin. Milk Makeup recently put up a store front in the US and their grip primer went viral for its all-day lock on foundation wear. For Canadian readers, Maybelline’s new grip serum is just as good.
(US link here.) (Cndn link here.)
Estée Lauder Double Wear Stay in Place Foundation is iconic at this point. An editor’s best friend, this base of many, many shades is famous for its natural, fuller coverage, its ability to last all day and not make those inclined toward hormonal acne to break out.
20% off in Canada (CND link here.) For US readers, Lancôme Teinte Idole Ultra Wear Foundation is also very good for fuller, natural coverage and on promo for 30% off (US link here.)
Hair:
Epres Bond Repair was made by the same chemist who first developed Olaplex, and basically the entire innovation around “bond repair.” So when he came out with a newer, improved hair glossing system a couple of years ago, I gave it a good go and it’s still a staple for resurrecting my fried locks to this day.
20% off the starter kit (US link here.) (CND link here.)
I’ve been using my Dyson Supersonic Hair Dryer for the past 3 years and she’s still the fastest blowdry in the North as far as I’m concerned. For somebody who’s lazy/slash/busy like me, I appreciate shaving off several minutes from the one step in my beauty routine that I abhor. Yes, it’s worth the money.
$299.99/Reg. $379.99 (US link here.) $479.99/Reg. $579.99 (CND link here.)
If my hair ever looks good and I haven’t been to a salon, I owe it all to the T3 Single Pass Curling Iron. I’ve gotten damn near salon-looking results, and that’s saying something for somebody who’s 80% grey and wiry under these dyed strands. Works every time.
33% off (US link here.) (CND link here.)
Perfume:
Words can’t express how much I’ve fallen for French-by-way-of-LA fragrance house, Maison Louis Marie. The list of ingredients that they exclude in their “clean” scents is an arm’s long, but for me, it just means that I get to enjoy these well executed fragrances without any of the sensitivity that I usually have to contend with. The perfume oils in particular are juicy, complex and evoke memories of Le Marais. Yet here they are, on freakin’ AMAZON!
20% off all products (US link here.) (CND link here.)
Dedcool is another indie fragrance typically found in, well, dead cool boutiques, and the brand has managed to woo me with their just-right takes on gourmand scents, like their customer fave, Xtra Milk Eau de Parfum. But it’s their clever ancillaries, like the soft and sweet dryer sheets and linen spray that has me itching to add to cart.
20% off all products (US link here.) (CND link here.)
And just as a little added bonus, here’s a Canadian link to all of the household items I’m stocking up on now too! Call it the sample sale Queen in me but I really do hate paying full retail.
*** Note that these are all affiliate links and I will make a small commission if you buy anything from these links***
That’s it! What are you adding to your Amazon cart? Anything you were surprised to find on the site? Drop me a note below.