10 Genius Beauty Products From Ulta That Are Truly Worth the Hype

The Product: MAC Pro Longwear Paint Pot ($22)

Why People Love It: Once you put the shimmery, neutral colors of these paint pots on your eyelids, they won't fade even a bit. Many customers will even use it as a primer to make more colorful eye shadows stand out. "I use this for a natural look, to brighten lids," a reviewer said. "It's my go-to, almost daily. At 53, I want to look as fresh faced and natural as possible. This doesn't crease and went I want to go bolder, it's great as a base color."