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

The Product: NYX Professional Makeup Soft Matte Lip Cream ($6)

Why People Love It: The wide variety of colors and long-staying formulas make this liquid lipstick a fan favorite. "I have it in multiple shades (like six now) because it is such an amazing formula," one reviewer said. "I work extremely long hours and overnights and I applied this before I went in to work 10 hours ago and I just got out and the color still looks amazing!"