GMA Deals & Steals Sept 19, 2026: All 6 Brands, Price-Checked Against Amazon
We are not affiliated with ABC, "Good Morning America" or any brand named here, and this page carries no shopping links. Every price below was read from each brand's own store and from Amazon between 9:20 and 9:40 a.m. ET on Sept. 19, 2026, and prices change without notice.
Update: what is still live on Sunday, Sept. 20
Re-checked 9:22 a.m. ET Sunday: five of six stores held Saturday's price.
| Brand | Status, 9:22 a.m. ET Sept. 20 | What we read in the store feed |
|---|---|---|
| BIOEFFECT | Still half price | EGF Eye Serum $52.50 against a $105 list; six products in stock |
| Grace & Stella | Still half price | All five 24-pair eye-mask packs at $13 against $26 |
| Wavytalk | Still half price | 3-Temp Blowout Express $29.50 against $59.99; six styling tools in stock |
| Discover NIGHT | Still discounted | Standard/queen pillowcases $16.99 against $35, king $19.99 against $40; 47 variants live |
| BarberUpp | Still half price | Green Stix 3-pack $6 against $11.99; eight packs in stock |
| Naturally Serious Skin | Over | Its deal store now returns a 404, though the GMA brand index still lists the brand |
So the 09/19 cutoff was not the real one, and a store can vanish while the index lists it.
Key takeaways
- Six brands — BIOEFFECT, Grace & Stella, Naturally Serious Skin, Wavytalk, Discover NIGHT and BarberUpp. All printed a 09/19/2026 window, but five were still at the deal price on Sunday.
- The deepest real cut is BIOEFFECT. Its EGF Eye Serum sells for $105 on the brand's own site and $105 on Amazon. At $52.50 with free shipping, the "50% off" is a true 50% off against both.
- The softest one is Wavytalk. The half-price math runs off a $58.99 brand-site price, but the same Blowout Express round brush sits at $42.99 on Amazon every day. Real saving: $13.49, not $29.49.
- Watch the shipping on the small stuff. BarberUpp charges $2.99 and Grace & Stella $5.99. A single $6 pack of wipes lands at $8.99 against an $11.99 Amazon listing — a 25% saving, not 50%.
- One brand we could not price-check at all: Discover NIGHT has no listings on Amazon, and the $260 top list price quoted for it does not appear anywhere in the brand's current catalogue.
What is in Saturday's Deals & Steals?
Tory Johnson's segment ran as a beauty and skincare block this weekend, with one grooming brand and one bedding brand rounding it out. Here is the whole list as the deal page printed it.
| Brand | What it covers | Deal price | Stated list | Shipping | Limit |
|---|---|---|---|---|---|
| BIOEFFECT | EGF serums and creams | $52.50–$112.50 | $105–$225 | Free | — |
| Grace & Stella | Under-eye masks, 24 pairs | $13 per pack | $26 | $5.99, free over $25 | — |
| Naturally Serious Skin | Serums, creams, masks | $7–$21 | $14–$42 | $4.95 | 15 per product |
| Wavytalk | Heated brushes, steam straightener | $29.50–$49.50 | $58.99–$99 | Free | — |
| Discover NIGHT | Silk and satin pillowcases, masks, scrunchies | $16.99–$79.99 | $35–$260 | Free | — |
| BarberUpp | Wipes, styptic sticks, alum block | $6–$10 | $11.99–$19.99 | $2.99 | 5 per product |
Two of those rows are worth a footnote. The ABC story page prints BarberUpp as "$6 – $8.50" off a "$12 – $17" list, while GMADeals.com prints "$6–$10" off "$11.99–$19.99". We read BarberUpp's own store and found the $19.99 alum block that explains the wider range, so the GMADeals numbers are the ones that match the shelf. Discover NIGHT shows the same split: $40 on the story page, $35 on the deal index, and $35 is the price the brand's satin pillowcase actually carries.
Is the "50% off" off a real price?
This is the only question that matters on a flat-percentage day, so we pulled each brand's own product feed and then searched Amazon for the identical item. Five of the six could be matched line for line.
| Item | Deal | Brand's own store | Amazon | Real saving vs. Amazon |
|---|---|---|---|---|
| BIOEFFECT EGF Eye Serum, 6 ml | $52.50 | $105.00 | $105.00 (4.1★) | $52.50 — 50% |
| BIOEFFECT EGF Serum, 15 ml | $89.50 | $179.00 | $179.00 (4.6★) | $89.50 — 50% |
| BIOEFFECT EGF Power Eye Cream, 15 ml | $77.50 | $155.00 | $155.00 (4.2★) | $77.50 — 50% |
| Naturally Serious C Your Glow Oil, 30 ml | $21.00 | $42.00 | $42.00 (5.0★) | $21.00 — 50% |
| Naturally Serious Mask-imum Revival, 50 ml | $13.50 | $27.00 | $27.00 (3.6★) | $13.50 — 50% |
| Grace & Stella brightening masks, 24 pairs | $13.00 | $26.00 | $24.95 (4.6★) | $11.95 — 48% |
| Wavytalk Blowout Express 1.5" round brush | $29.50 | $58.99 | $42.99 (4.2★) | $13.49 — 31% |
| BarberUpp Hand Pop wipes, 10-pack | $6.00 | $11.99 | $11.99 (4.4★) | $5.99 — 50% |
| BarberUpp Hand Pop wipes, 24-pack | $8.50 | $16.99 | $16.99 (4.4★) | $8.49 — 50% |
| Discover NIGHT satin pillowcase | from $16.99 | $29.99–$84.99 | not listed | not checked |
Three brands pass cleanly. BIOEFFECT, Naturally Serious and BarberUpp hold the same price on Amazon as on their own sites, so the half-price claim is measured off a shelf price people genuinely pay.
Which item saves the most money today?
BIOEFFECT, and it is not close in dollar terms. The EGF Power Serum at $112.50 takes $112.50 off, and even the entry-level eye serum saves $52.50 with nothing added for shipping.
The Icelandic brand prices its EGF line in a narrow band — $105 for the 6 ml eye serum, $125 for the hydrating cream, $155 for the power eye cream, $165 for the day serum, $179 for the 15 ml EGF serum, $225 for the power serum and the power cream. The deal's stated $105–$225 range maps exactly onto the bottom and top of that band, which is a good sign that nothing has been marked up first.
Where does the discount shrink once shipping is added?
Three of the six brands charge for delivery, and on a $6 or $13 item that is a large slice of the discount.
| Order | Item price | Shipping | Total | Amazon, delivered | You save |
|---|---|---|---|---|---|
| BarberUpp Hand Pop wipes, 10-pack | $6.00 | $2.99 | $8.99 | $11.99 | $3.00 (25%) |
| Grace & Stella masks, one 24-pair pack | $13.00 | $5.99 | $18.99 | $24.95 | $5.96 (24%) |
| Grace & Stella masks, two packs | $26.00 | free over $25 | $26.00 | $49.90 | $23.90 (48%) |
| Naturally Serious Mask-imum Revival | $13.50 | $4.95 | $18.45 | $27.00 | $8.55 (32%) |
| Naturally Serious C Your Glow Oil | $21.00 | $4.95 | $25.95 | $42.00 | $16.05 (38%) |
| BIOEFFECT EGF Eye Serum | $52.50 | free | $52.50 | $105.00 | $52.50 (50%) |
| Wavytalk Blowout Express brush | $29.50 | free | $29.50 | $42.99 | $13.49 (31%) |
The Grace & Stella line is the clearest illustration. One pack is a mediocre deal; two packs cross the $25 free-shipping line and turn into a genuine half-price buy at $13 a pack. This is the same free-shipping threshold arithmetic we walk through for the cable channels in our shipping and returns breakdown.
What should you skip on Saturday's list?
Discover NIGHT is the one we cannot recommend from the numbers, and the reason is a lack of evidence rather than a bad price. The brand has no Amazon storefront we could find, so there is no third-party price to check it against. Its own catalogue runs from a $20 scrunchie six-pack through $29.99–$84.99 satin pillowcases, $49.99–$59.99 DualSilk cases, $115–$130 zippered 100% silk cases, and a $180–$300 memory-foam pillow — but nothing at the $260 list price the segment quotes.
For context, the competing mulberry silk pillowcases that dominate Amazon's results run $11.95 to $25.99, with the well-known Blissy case at $57.98. A $16.99 satin case from the deal is in the same neighbourhood as those, so the headline "57% to 69% off" describes the brand's own ladder, not the category.
One stock note as well: Wavytalk's Steambrush Pro, the $99 item that anchors the top of that brand's range, is sold out in all three plug types on the brand's own site. The deal store may hold separate inventory, but the brand shelf it is being measured against is empty right now.
Best buys of the segment
- BIOEFFECT EGF Eye Serum, $52.50. Matched at $105 on both the brand site and Amazon, free shipping, an honest half off.
- Naturally Serious C Your Glow Vitamin C Radiance Oil, $21. Also $42 in both places; $25.95 delivered still beats the Amazon price by $16.05.
- Grace & Stella masks, but two packs at $26. The free-shipping threshold is what makes this one work.
Wavytalk lands just outside that list. A $13.49 saving on a heated round brush is real money, and free shipping helps — it simply is not the 50% the headline implies.
How do the morning-show deal prices work?
Each brand sells its own deal directly. Carts cannot be combined, so six brands means six separate orders, six shipping charges and six return policies. Refunds and exchanges are handled by the brand, not by the network, and the one-day window printed on every item in Saturday's list — 09/19 to 09/19 — is the brand's promise, not a broadcaster guarantee.
That is the structural difference from the cable shopping channels. A QVC Today's Special Value is sold, shipped and returned by one retailer with one shipping fee and one Easy Pay plan; a morning-show deal is a pile of separate brand transactions with no instalment option at all. We compare the two daily-deal models directly in our HSN versus QVC breakdown.
FAQ
How long do Saturday's GMA deals last?
All six brands print the same window: 09/19/2026 to 09/19/2026. They end at the close of Saturday, and the deal pages say "while supplies last" with no back orders unless a vendor allows them.
Can I get these prices on Amazon instead?
No. Every deal price above is below the Amazon price for the same item, sometimes by a lot and sometimes by only a few dollars once shipping is counted. Amazon is the better route only if you want a single-pack Grace & Stella order and would rather not pay $5.99 to ship it.
Are the Grace & Stella masks really the ones with 49,000 reviews?
The brand's main under-eye mask listing on Amazon carries 48,777 ratings at 4.4 stars, which matches the "more than 49,000 positive reviews" claim closely enough to accept. Note that the individual colour packs are a different, much smaller listing — the brightening 24-pair pack shows 1,206 ratings at 4.6 stars.
What do the BIOEFFECT serums actually contain?
The brand's EGF products are built around a barley-grown epidermal growth factor, and the flagship serum is marketed as a seven-ingredient formula. We are describing what the manufacturer publishes, not making a medical claim — skincare results vary by person and nothing here is treatment advice.
Is there a Steals & Deals segment on Today as well on Saturday?
Not this weekend. The Today Show deal page was showing only its standing Last Chance Market clearance at 9:40 a.m. ET, with the countdown to the next drop at zero. Our Today Show deal archive collects the ones that do run.
Sources
- "'GMA' Deals & Steals on Beauty & Skincare," Tory Johnson, Good Morning America, published Sept. 19, 2026 (goodmorningamerica.com/shop/story/gma-deals-steals-beauty-skincare-136562465)
- GMADeals.com brand index, read 9:25 a.m. ET Sept. 19, 2026
- Product feeds at graceandstella.com, naturallyseriousskin.com, wavytalk.com, discovernight.com and barberupp.com, read 9:30 a.m. ET Sept. 19, 2026
- BIOEFFECT list prices read from bioeffect.com's all-products page, 9:32 a.m. ET Sept. 19, 2026
- Amazon search listings for each brand, read 9:35–9:40 a.m. ET Sept. 19, 2026. Walmart and Target searches were blocked at press time and are marked "not checked" above.
- Today Show deal page (deals.today.com), read 9:40 a.m. ET Sept. 19, 2026
- Re-check of all six brand deal-store product feeds and the GMADeals.com brand index, read 9:20–9:22 a.m. ET Sept. 20, 2026
More from this week: Friday's five-brand segment, Thursday's Deals & Steals list and the Sept. 8 segment are all price-checked the same way. On the cable side, see Friday's QVC Today's Special Value, what is on air in our daily QVC and HSN schedule, and the brand days coming up in next week's guide. Everything is indexed in the GMA deal archive and our price comparisons.
- GMA Deals and Steals: Every Product, Price-Checked
- GMA Deals & Steals Sept 22, 2026: All 7 Brands, Price-Checked Against Amazon and Target
- GMA Deals & Steals Sept 21, 2026: All 5 ABC Secret Savings Brands, Price-Checked
- GMA Deals & Steals Sept 18, 2026: All 5 Brands, SKU-Matched Against Each Brand's Own Store