Effortless Lash Classic Curve Mascara
NEW: REVIEWS ARE IN!

Effortless Lash™ is here.

Your forever mascara. Now available.

Shop →
Endless Diffusion Baked Blush in Heaven
NEW SHADES

Meet Heaven + Hideaway.

Two new shades of Endless Diffusion™. Now in five.

Shop →
5.0
Save 26%

5 Minute Glow & Go Set

Limited time only.
Sale price$100.00Regular price $136.00
5.0
Save 20%

Allie's Signature Staples

Limited time only.
Sale price$140.00Regular price $174.00
4.9

Easy Everyday™ Brow Pencil

Your brows, only better.
$24.00
5.0
Save 26%

Effortless Glam Set

Limited time only.
Sale price$100.00Regular price $136.00
4.9

Effortless Lash™ Classic Curve Mascara

Your forever mascara.
From $26.00
4.8

Effortless Lips™

Your 3-1, everyday lip formula.
$24.00
+3
4.8
Save 8%

Effortless Lips™ Classic Trio

Your 3-1, everyday lip formula.
Sale price$66.00Regular price $72.00
4.8
Save 19%

Effortless Lips™ Collection

Your 3-1, everyday lip formula.
Sale price$174.00Regular price $216.00
4.8
Save 23%

Effortless Lips™ Complete Set

Your 3-1, everyday lip formula.
Sale price$185.00Regular price $240.00
4.8
Save 8%

Effortless Lips™ Original Trio

Your 3-1, everyday lip formula.
Sale price$66.00Regular price $72.00
4.8
Save 8%

Effortless Lips™ Signature Trio

Your 3-1, everyday lip formula.
Sale price$66.00Regular price $72.00
5.0
Save 8%

Effortless Lips™ Valentine's Day Trio

Your 3-1, everyday lip formula.
Sale price$66.00Regular price $72.00
5.0
Save 75%

eGift Card

Good skin, gifted.
Sale priceFrom $25.00Regular price $100.00
4.9

Endless Diffusion™ Baked Blush

Blush, but make it healthy.
$34.00
4.9
Save 10%

Endless Diffusion™ Baked Blush Bundle

Blush, but make it healthy.
Sale price$91.80Regular price $102.00
Save 19%

Everyday Elegance Edit

Limited time only.
Sale price$95.00Regular price $118.00
4.3
Save 17%

Everyday Neutral Lip Combo

Limited time only.
Sale price$35.00Regular price $42.00
4.5
Save 17%

Everyday Nude Peach Lip Combo

Limited time only.
Sale price$35.00Regular price $42.00
4.5
Save 17%

Everyday Pink Lip Combo

Limited time only.
Sale price$35.00Regular price $42.00
5.0
Save 17%

Everyday Red Lip Combo

Limited time only.
Sale price$35.00Regular price $42.00
5.0

Floral Denim™ Clutch Bag

100% unique floral denim.
$28.00
4.8
Save 17%

Lip Renewal™ Duo

All-in-one, luxurious lip care.
Sale price$40.00Regular price $48.00
4.8

Lip Renewal™ Treatment Oil

All-in-one, luxurious lip care.
$24.00
4.9
Save 22%

Pinky Peach Bundle

Everyday lip & blush combo.
Sale price$80.00Regular price $102.00
Buildable
3-in-1 Formula
Hydrating
Nourishing
Pillowy
Fine Line Friendly
Slim Design
Made in Italy
Clean Formula
Everyday Wear
Cruelty Free
Vegan
One-of-a-kind
Clutch-sized
Timeless Design
Handcrafted
Everyday Wear
100% Unique Floral Pattern
Cream-to-Powder Finish
Buildable Color
All-Day Wear
Soft-Focus Blurring
5 Skin-Loving Ingredients
Dermatologist Tested
Clean, Vegan, Cruelty-Free
Hand-Baked in Italy
Evenly Tapered
Ultra-Soft
Cruelty-Free
Precision Design
Easy to Use
Perfect for Blush
Clean Formulas
Cruelty Free
Vegan
Clean Formulas
Cruelty Free
Vegan
Plush-Knit Fabric
Perfect Fit
Effortlessly Neutral
Ultra-Hydrating
Calming
Nourishing
Protecting
All-in-One
Dermatologist Tested
Day-to-Night Mask
Easy Application
Clean Formula
Cruelty Free
Vegan
Made in Italy
Gentle-Hold
Damage-Free
100% Pure Silk
Hair-Like Strokes
True-to-Tone Shades
Smudge-Proof
Ultra-Fine Tip
Gentle on Skin
Cruelty Free
Vegan
K-Beauty Formula
Creamy
Longwear
Smudge-Proof
Sharpenable
Waterproof
Clean Formula
Cruelty Free
Vegan
German-Engineered Blade
Mess-Free Reservoir
Universal Pencil Fit
Clinically Proven
+228% Hydration
Instant Skin Bounce
900K ppm Nano-Particles
Day & Night
Barrier Strengthening
Peptide Powered
Makeup-Ready Base
All Skin Types
Sensitive-Skin Friendly
Fragrance-Free
Clean, Vegan, Cruelty-Free
Creamy, Soft Glide
Blendable Before It Sets
Soft-Focus Finish
All-Day Wear
Waterproof
Earthy, Natural Shades
Sharpenable
Clean, Vegan, Cruelty-Free
Rounded + Angled
Ultra-Soft
Cruelty-Free
Weighted for Control
Easy to Use
Soft Definition
Delight Guaranteed Love it, or we’ll make it right.
Smudge-Proof
Flake-Free
All-Day Curl Hold
Warm Water Removal
4 Plant-Based Waxes
Sensitive Eyes Friendly
Made in Italy
Clean, Vegan, Cruelty-Free