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In need of a beauty reset? You’re in luck, because Amazon just kicked off its sixth annual Holiday Beauty Event! From now until Nov. 1, shoppers can score up to 30% off across categories such as hair, skin care and makeup, as well as find deals on incredible holiday gift sets. To help narrow it down, senior editor Julie Ricevuto joined TODAY to highlight the best markdowns.
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Mascara is the one thing Ricevuto says she can’t leave the house without wearing. “I’ve tried hundreds in my lifetime, but this is my current go-to,” she says. “It’s a 4-in-1 mascara from Tarte that volumizes, curls, lengthens and conditions lashes ... I love how it instantly makes me look more awake and lasts all day long without any smudges or flaking.” You can grab a tube, as well as its mini version, for 30% off.
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Now is the perfect time to stock up on luxury beauty, like this moisturizer from Tata Harper that’s 30% off. “I have found that it feels weightless on the skin and isn’t oily or sticky at all, which makes it perfect for layering makeup over,” says Ricevuto. “I love how supple it makes my skin feel, so I use it every morning.”
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Experts previously told Shop TODAY that a dirty makeup brush can spread bacteria, clog pores and lead to breakouts, and should be replaced every one to three years. If you’re looking to stock up, you can score a variety of beauty tools during Amazon's sale, including this concealer brush, which one writer says effortlessly blends makeup and absorbs minimal product.
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Ricevuto was particularly excited to see this Shop TODAY Beauty Award-winning brand on sale. “The brow pencil has a contoured shape,” she says. “When applying, use the flat side to generally fill in the brow and the pointed end for a more targeted application, like around the ends.”
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Ricevuto loves a dry texture spray for that “lived-in, tousled-but-polished look.” She leans on this option from Moroccanoil for its lightweight, non-sticky formula. “My hair is naturally pretty thin and fine, and this is one of the only products that can add just enough grip and volume to my hair without feeling stiff or weighing it down,” she says.
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Now that summer is over, it’s a great time to add retinol back into your routine, says Ricevuto. According to the brand, this Olay night cream is highly absorbent, offers deep hydration and targets fine lines overnight.
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This Beauty Award-winning eyeshadow stick now comes in a travel-friendly four-piece set, making it perfect for stocking stuffers and holiday gifting. According to the brand, the creamy formulas easily blend and offer crease-proof wear.
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Looking for even more award-winning beauty on sale? Look no further! This spray took home the Best Hair Spray title in our 2026 Beauty Awards. One tester said it “held and left a nice, light shine without feeling stiff.”
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Right now, you can save 40% on this popular concealer from Shop TODAY-loved brand Laura Geller. Designed for mature skin, the formula offers buildable coverage and a skin-like finish, all without creating or settling into fine lines.
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Per the brand, both physical and chemical exfoliants are used in this body scrub to erase signs of keratosis pilaris. “It contains two types of alpha hydroxy acids (lactic and glycolic acid) as well as pumice buffing beads, which mechanically remove dead skin cells,” shares one expert, who adds that the formula can also address ingrown hairs.
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Our October Trend Report has you covered with fall styles, hair care and home essentials.
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I've tried over 50 mascaras, and these are my top 5.
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Shoppers are adding nail oil, vibration plates and more to cart in October.
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Here's why the ingredient may be just what your scalp needs.
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