PureWow editors select every item that appears on this page, and some items may be gifted to us. Additionally, PureWow may ...

Makeup primers can make your skin look smoother, brighter and more even. We asked women in their 40s, 50s, 60s and beyond ...

I tested 15 bestsellers from The Ordinary to find out which products are worth giving a try, which to skip and how they best work in a skin care routine.

Experts recommend applying your toner after cleansing and before moisturizing. Shop the expert- and editor-approved options, ...

Transform your beauty routine with the 'When Myntra Met Beauty' Sale, offering discounts on must-have makeup and self-care ...

Kansas is the 27th state to ban or restrict such care. GOP lawmakers reversed Gov. Laura Kelly's veto less than a month after ...

One solution to bacteria-harboring washcloths are the cult-favorite Clean Skin Club towels. Plant-based and disposable, ...

It’s no secret that Black founders go overlooked in American culture. I rounded up a list of the best Black-owned brands to ...

In an E! exclusive, Love Is Blind alum Giannina Gibelli shares her self-care guide, offering valuable advice for prioritizing ...

The founders of Glow Recipe share more about their origins, advice they have for young beauty entrepreneurs, and more.

The secret to glowing, healthy skin lies in a personalised face care routine tailored to your unique skin type! Here are some ...

From scalp care to high-tech treatments, 2025’s hair care trends focus on healthier, shinier locks. Here’s what’s making ...