Shoppers Say This $9 Lip Gloss Gives Them The ‘Same Luxe Look’ as Buxom

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If there’s one thing lip gloss loyalists agree on, it’s that shine and staying power don’t usually come cheap. But shoppers keep swearing Milani’s Keep It Full Nourishing Lip Plumper is breaking that rule — with one fan summing it up simply: “Gives the same luxe look as Buxom. Obsessed.”

The $9 gloss has built a following for the way it balances comfort with a plumping finish. The formula is laced with peptides and hyaluronic acid, so lips look smoother while you wear it. One reviewer, who admitted to hoarding shades, said, “They are so shiny… the plumping effect is better than Buxom glosses, but for less than half the price, in my opinion. 10/10.”

Texture is a recurring theme in the reviews. “Best lipgloss ever! The texture, the tingle, the color all amazing,” one self-described “crazy lipgloss person” wrote. She’s on her fourth tube, pointing out that the scent adds to the appeal: “Reminds me of Buxom lol plumper!”

Shoppers also note that Milani’s range of shades last longer than most glosses, even with a little stickiness. “It’s not as tingly as Buxom but it has the same sort of minty cool feel,” one customer explained. “It’s stickier than a lip oil, and today I put it on and it stayed on for 3 hours ‘til I ate lunch. Pretty good! The price is excellent as well.”

And for anyone tired of spending $20-plus on lip products, Milani feels like a discovery. “Oh my goodness… just found my new favorite lip gloss! I love Buxom, but it’s a little pricey, and this is very similar!” another shopper said. Others love the sheer variety, noting it comes in so many shades: “I am SO glad I found this! It’s so much more inexpensive than Too Faced and Buxom, and IMO works just as well.”

Between the ingredients that smooth as you swipe and a finish that shoppers compare to high-end staples, Milani’s Keep It Full Lip Plumper is quickly becoming a $9 beauty shortcut. As one reviewer put it: “It’s at the top of my list.”

Read more for iconic 90s lipstick shades you can buy today.