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It’s Prime Day, which means it’s the perfect time to score deals on must-have makeup and beauty essentials. But let’s face it, not everyone has an unlimited budget.
That’s why we’ve rounded up the best Amazon Prime Day beauty deals under $25 from top-rated brands you already know and love.
Snag discounts on TikTok-viral and editor-approved Sacheu Beauty products for your entire skincare routine. Discover markdowns on fan-favorite picks from IT Cosmetics, and glow up with major savings on self-tanning must-haves from Isle of Paradise and Bondi Sands.
We even found under-$25 celebrity-approved items. Shop cult-favorite beauty products loved by stars like Kyle Richards, Tinx, and Madison LeCroy.
But don’t wait. Today is Day 3 of the Amazon Prime Day sale, and these deals are going fast. Once they’re gone, they are gone.
Sacheu Cheek STAY-N Liquid Blush
Add this TikTok-viral liquid blush to your rotation.
It effortlessly glides on and blends for a flawless, healthy flush of color, with a natural, dewy finish. Choose from several colors.
Sacheu Lip Liner Stay-N
This editor-loved lip liner stain is under $10 for Amazon Prime Day!
Not only will it define your lips and last all day, it will make your lip combo look even better. Just trust us. Choose from several shades.
Sacheu Liquid Contour STAY-N
This under-$15 contour/bronzer pen is no joke.
It blends like a dream and it lasts all day. Plus, there are a ton of shades to choose from depending on your needs. I personally use the lightest shade as a contour and it’s the perfect amount of cool without making me look like a zombie. I’m actually going to snag a warmer shade and try it as a bronzer.
IT Cosmetics Bye Bye Under Eye Concealer
This waterproof concealer delivers long-lasting, full coverage for up to 24 hours.
It’s designed to improve the look of wrinkles without creasing or cracking for your smoothest, brightest under eye. Choose from several shades for a flawless match.
Isle of Paradise Self-Tanning Drops
These 20% off color-correcting self-tan drops can be mixed with your favorite moisturizer or SPF for an instant glow.
it’s infused with vitamin C and color-correcting actives to help brighten dull skin, even tone and reduce redness and dark spots. Choose from three shades.
RMS Beauty Go Nude Lip Pencil
“I literally am so devoted. It’s my favorite lip liner. I seriously have one in every purse I have. I truly cannot recommend the lipliner enough to you,” Tinx shared in an E! interview.
Not feeling this shade? All RMS Beauty lip pencil colors are 25% off right now while supplies last.
IT Cosmetics Superhero Mascara
This 40% off mascara is made with collagen, biotin, proteins, and peptides.
According to the brand, your lashes will be longer, stronger, fuller, and lifted.
Laneige Lip Sleeping Mask
Revitalize your lips overnight with this deeply nourishing treatment that leaves them soft and hydrated by morning.
It’s 30% off during Prime Day.
Bondi Sands Self-Tanning Foam
Your summer glow is discounted for Prime Day.
Get Bondi Sands self-tanning foam for 21% off. “I have finally found a self tanner I can use!I honestly didn’t even think it existed, but here it is,” an Amazon customer who gave the foam a five-star rating said.
L’Oreal Paris Voluminous Noir Balm Volumizing Mascara
This affordable mascara is our top seller.
“I’ve worn this mascara for years, years and years,” Kyle Richards said. “It’s amazing. I’ve never found an expensive one that’s great. I would be happy to spend the money, but I’ve just never found one. This has been my go-to for years.”
Laneige Lip Glowy Balm
This highly-rated lip balm has 10,700+ 5-star Amazon reviews and there are several scents to choose from.
This is a celeb pick, which has also been has also been shared by Kyle Richards, Madison LeCroy, Paige DeSorbo, Rachel Recchia, and Harry Jowsey.
Revlon Super Lustrous Lipstick
“This is beautiful in Bare It All. I like that. It’s a little bit of a sheen instead of a matte,” Madison LeCroy said.
Everything You Need to Know About Amazon Prime Day 2025
Your favorite summer sale is back! It’s time for Amazon Prime Day 2025.
When Is Prime Day 2025
Amazon Prime Day 2025 is officially set for July 8 to 11, and yep—this year’s mega sale is running four whole days.
If you’re eyeing markdowns on beauty, tech, fashion, and home finds, the early deals are already heating up—and you don’t have to wait until July to start saving.
Amazon has quietly launched a wave of early discounts across top-rated brands, so now’s the time to get your wishlist ready. Expect massive Lightning Deals, restocks on viral favorites, and serious steals on everyday essentials.
Do I Have to be a Prime Member to Shop Amazon Prime Day?
Yes, Amazon Prime Day deals are exclusively for Prime members. If you’re not already a member, you can sign up for a 30-day free trial to get access to all the savings, fast shipping, and other Prime perks during the event.
How Much Is Amazon Prime?
Amazon Prime costs $14.99 per month or $139 per year. Membership includes free two-day shipping, exclusive access to Prime Day deals, streaming content, and more. New members can start with a 30-day free trial.
How Much Is Amazon Shipping?
Shipping fees vary based on the items and delivery method, but Prime members enjoy free and fast shipping on most purchases. It’s one of the biggest benefits of joining ahead of Prime Day.
Is There a Student Discount for Amazon Prime?
Students can get Amazon Prime for just $7.49 per month or $69 per year. Plus, eligible new members get a free 6-month trial—perfect for shopping Prime Day without paying full price.
How We Choose
The E! Insider Shop editors and writers search the internet to find the best products out there. We interview expert sources, comb through customer reviews, and use our own personal experiences to make shopping easier for our readers.
As an editorial team, we independently create content and determine coverage based on research, reporting and what we think our readers would like to read about. The goal of our content is to provide a service and inform readers who are on the hunt for the latest products to help make their life better. Items are sold by retailer, not E!. Pricing and availability are accurate as of publish time.
—Originally published on July 10, 2025, at 10:30 a.m. PT
