Consumers are increasingly finding high-performing makeup at drugstore retailers, challenging the long-held notion that quality cosmetics require a luxury price tag. A growing number of affordable products, many priced under $20, are receiving positive reviews and gaining popularity as viable alternatives to high-complete brands.
The shift towards drugstore beauty is driven by a combination of factors, including economic pressures and a perceived improvement in the quality of available products. Recent reports highlight specific items gaining traction among beauty enthusiasts and industry professionals. E! News has featured drugstore eyeshadow palettes, described as offering blendability comparable to those found in Sephora, but at a significantly lower cost of $13.
Beyond eyeshadow, liquid eyeliner is similarly emerging as a standout drugstore find. One E! News writer lauded a $7 liquid liner as a “holy grail” product, demonstrating the potential for affordable options to meet demanding standards. Similarly, a blush from a brand gaining traction on TikTok has been praised for its all-day wear, according to an editor’s review.
The New York Times reported on the broader trend of consumers discovering unexpectedly good beauty products whereas shopping for everyday essentials at drugstores. This suggests a change in consumer behavior, with shoppers increasingly willing to explore drugstore offerings beyond basic necessities.
Dermatologists are also weighing in, recommending specific drugstore skincare products that they believe are effective. Prevention magazine recently published a guide to the best drugstore skincare, validated by dermatological expertise, further bolstering the credibility of affordable beauty options.
The trend extends to complete makeup routines, with some consumers actively replacing their entire luxury makeup collections with drugstore alternatives. Instyle.com featured one individual who successfully transitioned to a fully drugstore-based makeup routine, maintaining a flawless look while significantly reducing spending. This demonstrates the potential for consumers to achieve professional-quality results without the premium price.
