Promising review: “High quality and very durable! This cube is fantastic for any age and any need. The cube provides slight resistance when compressed, which is both stress-relieving and satisfying!!! Once squeezed, it quickly returns to its natural shape. A great choice!” — Joe stevenson

Promising review: “So SO CUUUTE! 10/10!! Good product and keeps my straw from getting bugs or germs on it! Plus, it’s really cute.” — JennA

I love love love this lip balm. I compare it to the $24 version from Summer Fridays, which I’ve been splurging on — I love that brand because it lasts so long and is so high quality, but this $4 E.l.f. version feels comparable and, more excitingly, comes in smaller versions so I can stock my totes and bathroom with them whether I’m at home or on the go. It’s hydrating, lightweight, doesn’t get sticky, and adds a perfect ~subtle~ gloss whether I’m using it alone or on top of a lip color. I love the vanilla flavor so much, it’s got a similar vibe to the birthday cake flavor that Glossier sometimes carries. It’s available in five scents.

Promising review: “I have one in my car, one in my purse, and one at home. These just feel so good on your lips! The flavors are very true to their name. They are pretty small though, so if you use it often it won’t last long (which is another reason I have three of them), but for $4 each it is worth it. I sometimes like using this before putting on the E.l.f. Lip Reviver Oil. Such a great base to an awesome lip oil!” — Jax

Available in women’s sizes XS–XL and 26 colors.

Promising review:

“I’m obsessed with this hoodie. I’ve been looking for a warm, soft hoodie with a big hood for a long time. This quality is excellent and feels more expensive. It is an oversized fit. I usually wear an XL top and sometimes L. The large fit perfectly! I want one in every color now.” — LindsayW

Promising review: “I’m not gonna lie, I saw this on TikTok and jumped on the bandwagon! If you’re debating if it’s worth the hype, BUY IT!! I have always had one very large pore on my under-eye/cheek area next to my nose. I bought this hoping it would just help improve my overall skin journey and maaannnn ... I will never use anything else! I do use the Anua Pore Control Cleansing Oil first and then use this cleanser after and have noticed a HUGE improvement! My extra-large pore has shrunk three times its size, and I‘ve noticed it’s helped pull extra gunk from the pores in my nose that I didn’t even know was there! My skin feels so clean after using it!” — Molly Martinez

Kitsch is an LA-based, self-financed, woman-owned small business established in 2010 that specializes in hair accessories.

Promising review: “Love that you can dress this up or down! It is my go-to accessory for working in preschool to put my hair up quickly. It is elegant and classic. It is amazingly durable even in getting thrown in the bottom of my heavy work bag! I am amazed by this clip. I have coarse medium thick hair and it is the perfect size.” — Niki

Promising review: “These are amazing!!! Beautiful colors and the sparkle/shimmer is more than I imagined it would be. Mr Pen did it again! If you don’t have these pens, you need to get them!! Great addition to my journaling supplies!” — FBJH12

Promising review: “First of all, I get so many compliments. I am able to cover my face from the rain and be able to clearly see where I am going, basically a 360-degree view of everything. When in crowded areas, it’s very convenient because it doesn’t take up so much space like a traditional umbrella, but it’s wide enough to cover me and my backpack.” — Lady E

Promising review: “Like so many, I was brainwashed by TikTok into buying this rather expensive lotion…then I bought one for my mom and one for my sister and five more for myself as they became harder to find. My favorite thing about it is the smell. Lightly tropical/coconutty but nothing overwhelming. Every time I wear it people say, ‘What are you WEARING?’ like I have some amazing perfume on. Besides that, it really is a great moisturizer. I’m not usually a sucker for marketing but this was so worth it.” — Kristen

Reviewers also love this because it’s designed not to leave any white residue or deodorant stains on clothes. Available in three scents.

Promising review: “New favorite aluminum-free deodorant. I saw this and decided to try based on good reviews, plus I love the scent of the Bum Bum Cream by this brand. Let me just say, this stuff is amaaaazing! It smells just like the cream, and it WORKS. I’m a trauma ICU nurse, and it worked better than any other natural deodorant I’ve ever used, for my whole shift. I keep smelling my armpits like a weirdo too lol. BUY IT!” — Anne T.

Promising review: “I’ve been buying these for years. They replaced my Ray-Bans that look identical! Fit great and with the price point I don’t have to worry too much with my kids and being on the go!” — Jessica M

Available in women’s sizes XXS–XXL, two inseams, and 16 styles.

Promising review:

“These are amazing quality!! I do love my pair of Lululemon leggings, but I notice that they stretch out and slide down throughout the day. These do not! They are so soft I almost feel like I am wearing nothing, but still feel very ‘athletic’ like they’re holding everything in. When I opened the package they looked like they were going to be too short at first, but they’re not, they are quite stretchy and comfortable. Highly recommend!!” —Kate

Ivy Resin Shop is a Florida-based Etsy shop that specializes in animal- and bookish-themed resin art.

Promising review: “The item is amazing. I have it with my Kindle, and I brought it to work where I have gotten a lot of compliments on it. Thank you!” — Kris RA

Promising review: “I LOVE this night-light. It’s in my bathroom and is a lovely addition. It turns off the second the lights go on which is nice that I don’t have to worry about accidentally leaving it on. Super cute and the little itty-bitty lighting element does a good job lighting, just enough so I don’t have to turn the main lights on in the middle of the night.” —1Thand

Promising review: “I love these — sturdy, sharp with retractable blade. I keep them in different rooms for opening packages or breaking down boxes to recycle. Would recommend and buy again.” — Amy Yasneski

Promising reviews: “I have always had serious dark circles and bags under my eyes, and this has really changed this for me. The results are incredible. The puffiness is gone. The dark circles are hardly noticeable. My sensitive skin has not broken out. I never write reviews, but this was so good that I had to write a review. This actually works.” — Ben

“Better than Tula! I love this cooling stick!! It’s super easy, affordable, and smells lovely.” — Heather

Dermasuri is a small business that specializes in skincare and personal care products.

To use, soften skin with warm water for five to ten minutes, and then scrub wet without the use of soap.

Promising review: “If you think you’ve ever actually exfoliated before, you haven’t. These make self tanner come off SO easily and it’s literally GROSS how much skin came off of me. I’ve never felt my skin be this soft in my life. Make sure you follow instructions and don’t use soap first! Absolutely a must have for anyone who uses fake tans, or anyone who has dry skin!” — AJM

Available in five colors.

Promising review

: “Spacious. I love this little pouch, it’s so cute and even bigger than I thought it’d be.” —Sarah R.

Promising review: “This book is exactly what I needed to start my journey to a better life in 2024. This journal helped me write down my goals and mentally practice a positive outlook. I am excited for the journey ahead.” — Amazon customer

Available in 13 styles.

Promising review:

“I usually carry a large backpack, but it is so big and heavy, I decided to lighten my load up! This holds all I really need. I like that I can wear it in front so I can easily get to my things and keep an eye on them! I actually got it for an upcoming trip, but am using it everyday!” —Teresa

Available in two colors

Promising review: “My mother-in-law had purchased one last year and I tried hers at Christmas and fell in love with how easy it was to use. We have a lot of get togethers with friends and cheese is a staple appetizer in our house. So I purchased my own and have been using it weekly since. It cuts easily and it’s mostly easy to clean. Sometimes cheese gets stuck in the crack but some scrubbing with a small brush usually does the trick.” —Jessica

Available in women’s sizes 6.5–12 and five colors.

Promising review:

“These slippers are amazing. They are so comfortable and look so expensive and high quality for the low price. Great for after the shower and wearing around the house and super easy to wash in the washing machine. I’ve had these for over a year, and they are still in perfect condition.” —Sydney Nicole

Promising review: “Travel with ease!! Before this product, I would take all my supplement bottles with me in my purse which took up an unnecessary amount of room. Now with this product I can travel easily with all my daily supplements. Takes up minimal space in my purse and actually encourages me to take my daily supplements. Not to mention I love the color and style. Can fit up to 9 of my largest size capsules.” — Kaci Allen

Available in sizes S–XXL and 18 colors.

Promising reviews

: “Perfect closet staple! Looks great buttoned or unbuttoned and layered. Comfortable and cute! Long enough for leggings! Oversized fit.” — stephanie canter

“Love this! Exactly like the American eagle one.” — Anuhea

Available in two sizes.

Promising review: “I am obsessed with this funnel!!! I juice a lot of citrus and juices for cocktails, and this little guy is the perfect size for bottling. It’s beyond cute and really great quality. I’m always hesitant about buying silicone items, as I don’t want them to be too thin. This is perfect! Sturdy and cute! Can’t get better than that! The perfect addition to any cottagecore kitchen!” — Abbey Klem

Available in women’s sizes 5.5–10.5 and 17 styles.

Promising review:

“I ordered these in red and absolutely love them! I am a nurse, so I am on my feet a lot, and these shoes are amazing! I wear them to work and the gym, and they have been awesome for both. I get so many compliments on them, and people always ask me where I got them from. I order thousands of dollars a year on Amazon and never leave reviews, but these are definitely worth spreading the word on!” — NurseMomma83

Stojo is a small business that specializes in dishwasher-, microwave-safe storage and travel products with the goal of eliminating single-use plastics. available in four sizes and 24 colors

Promising review: “I take my lunch to work and during midday I like to use the Keurig to brew a cup of coffee. The 12-ounce Stojo cup I purchased is very practical. It is thick and durable. The plastic collar enables you to hold the cup without squeezing it or burning your hands on the hot walls of the cup. There is enough volume in the cup to allow for the 12-ounce brew plus ample creamer. It’s not a stainless vacuum cup, but it does hold its temperature better than your typical gas station or coffee shop cup. Plus you have the advantage of being able to reheat your drink in the microwave which you can’t do with a stainless cup. — ViciousCycle