7 Reasons Why 500,000+ Women Who Dig Through Their Makeup Bag Every Morning Are Replacing It With This Snap-Shut One That Stays Wide Open

For years I thought I was disorganized. Every morning went the same way: one hand holding the pouch open, the other feeling around the bottom for the one thing I needed, in a slot too dark to see into.

It was never me. A zippered pouch has to be held open, and you cannot see into what you are holding. This one pops open wide, like a doctor's bag, and stays that way on the counter by itself, so both hands are free and everything is in view.

I have not dug for anything since the first morning.

I had planned on makeup only. The bag looks like a small clutch, so I packed the morning routine, brushes standing up, and expected that to be the end of it.

Then the night routine went in next to it — cleanser, serum, moisturizer, eye cream — and it still closed with the same click. It measures 11.8 by 7.9 by 3.5 inches, which is bigger than it reads in photos. It holds my daily routine at both ends of the day, not the whole drawer, and the daily routine is what I actually carry.

One bag for both. That was the moment it earned the counter.

The trick is a spring frame sewn inside the knit hem. You do not see an exposed clasp or a zipper pull. You squeeze the sides to open it, and you squeeze them to shut it, with a small click that is honestly the most satisfying thing on my counter.

Closed, it stays closed. The zippered pouch used to tip over in my tote and send a lipstick to the bottom; this one has not spilled once, and there is no zipper to snag or jam.

Open with one squeeze, shut with one squeeze. That is the whole mechanism.

Empty, it folds flat, so it slides into the carry-on without taking the space a hard case would. At the hotel, one squeeze and it stands open on the counter, the same as at home.

I used to pack a bulky case just to have a makeup bag at the other end. Now the makeup bag packs like a folded scarf and stands open like it does at home when I get there.

Soft knit, no hard corners, nothing to crush in the suitcase.

I bought a makeup bag. By the end of the first week it had left the bathroom.

The soft knit and the clean shape read as a clutch, not a cosmetic case, so for dinner I swap the makeup for my phone, my keys, and a lipstick, and the knit looks right at the table.

Nobody there knows it spent the morning holding my foundation.

I spent longer choosing a color than I expected, between the stripes and the fall shades, and I ordered a second one the following week.

They are soft, they look pretty just sitting on the vanity, and at work it is the bag people ask me about more than the purse next to it.

Three colors now: one for the counter, one for travel, one for dinner. I have stopped pretending that is excessive.

Right now it is Buy One, Get One Free: you choose Buy 1, Get 1 Free on the product page and pick two colors. The striped one from my first order went straight into my daughter's dance bag.

Hairpins, the spare tights, a lip balm, all visible the second it opens, and it snaps shut inside a bag that gets thrown around a studio floor twice a week.

It is the kind of gift that gets used the same afternoon. That is rare.

The reviews sold me before the photos did. Over 500,000 women have ordered from Emmafy, and this is the line I later quoted to my sister when she asked why I was so pleased with a makeup bag: