8 affordable makeup must-haves: Your guide to drugstore beauty finds

Today, drugstore makeup has so much going for it, like an increasingly broad selection of fun and new products to try at affordable prices.

“There’s so much innovation in beauty today. You can save big and experiment at the drugstore when stocking up on makeup,” says beauty expert and Access Hollywood presenter Jennifer Chan.^1,2

She also notes that many of her favorite drugstore brands are comparable - if not indistinguishable - from luxury products in terms of color matching, wearability and formulation. The big difference? They're typically half the price.

Below, we round up some great affordable makeup swaps and alternatives to prestige brands.

En este artículo:

• Best affordable foundation alternative
• Best affordable primer alternative
• Best affordable concealer alternative
• Best affordable brow-styling alternative
• Best affordable mascara alternative
• Best affordable lip liner alternative
• Best affordable blush alternative
• Best affordable bronzer alternative

Best affordable foundation alternative

Luxury foundations are often made from finely milled powders, porcelain flower extracts and glossy oils,³ among other ingredients. They can cost anywhere from $50 to $200 and beyond for just 10 ounces.⁴

But the e.l.f. Halo Glow Liquid Filter, enriched with skin-moisturizing ingredients like squalane and hyaluronic acid, can provide a similar effect — and similar versatility. It’s roughly a third of the price of its least expensive luxury counterpart. Another bonus: It’s offered in eight shades.

“If you’re not a Hollywood star or in front of the camera all day, the e.l.f. Halo Glow Liquid Filter really does the trick,” says Chan.

Best affordable primer alternative

Beauty influencer Nyadollie,⁵ who has more than 2.7 million followers on TikTok, uses primer not only to keep her makeup in place but also to moisturize her skin before she applies other products. And while she's seen expensive primers touted by users on TikTok and other social media sites,⁶ she generally likes to rely on lower-cost options.

El e.l.f. Power Grip Primer is about a quarter of the price of similar-but-pricier products.⁷ It provides almost exactly the same benefits. "It's an excellent alternative," says Chan. "It's great if you want full coverage and lasting staying power." Formulated with hyaluronic acid to moisturize the skin, the e.l.f. Power Grip Primer can help provide a dewy effect and hold makeup in place for hours.

You might use the money you save to try other TikTok trends — we recommend mascara cocktailing,⁸ which makes the most of using two or more types of mascara.

Best affordable concealer alternative

As equity becomes increasingly important in the beauty industry, influencers like to feature products that offer a broad range of shades.⁹ This is especially important for concealer, which is used to cover blemishes and contour the skin. El e.l.f. Camo Concealer, which is a fraction of the cost of luxury competitors, comes in 26 inclusive shades.

“The e.l.f. concealer blows me away with its expansive shade options,” says Chan. Formulated to last 16 hours, the lightweight Camo Concealer even comes with a “Shade Match Guarantee,” which means that if you are not happy with the way the product looks on your skin, you can return it within 30 days.¹⁰

Nyadollie loves to use Camo Concealer not only for contouring but also as an eyeshadow - the heavy pigment in the product makes for a great lid shade. For darker skin, Nyadollie recommends the LA Girl Pro.Conceal - Corrector, which is even less expensive.

Best affordable brow-styling alternative

Feather brows are having a moment on TikTok. One of the best products to keep the look in place is a clear brow gel that can be applied after the hairs are brushed, shaped and colored.

Chan sees no difference between many high-end brow gels and the e.l.f. Clear Brow Lift, which comes in at a quarter of the price of its high-end counterparts.¹¹ "It's virtually the same," she says. Much like luxury brow gels, the e.l.f. version is a clear gel that can be applied with a brush, and it helps keep hair in place all day. "This is a foolproof makeup category to save your money on," she adds.

Best affordable mascara alternative

The best mascaras not only curl and thicken lashes but also condition them with peptides. 

El L'Oreal Lash Paradise - Rímel, which is less than half the price of luxury mascaras, gives your eyelashes a dense, lush look. Even better, it's infused with flower oils that condition the eyelashes and make them feel softer after application.

Best affordable lip liner alternative

Rather than using lipstick, Nyadollie coats her lips with the NYX Slim Lip Pencil Creamy Long-Lasting Lip Liner, which comes in over 30 shades and costs about a quarter of the price of big name-brand lipsticks.

"It's so good I haven't even thought of looking elsewhere," says Nyadollie. What she loves about the product is that it is saturated with pigment and stays on all day. She uses it to coat her lips before applying gloss and to change the shape of her lips. If you're looking for an even less expensive option, Chan recommends the Essence Soft & Precise Lip Pencil.

Best affordable blush alternative

Blush might be the most versatile product in your makeup bag in 2023. So many viral beauty looks on TikTok - including the coquette makeup look and the sunburn look - heavily rely on it.

Nyadollie likes using blush to add shape to her cheekbones and give her a flush on days when she's not wearing foundation. For great color saturation and smooth application, she uses the NYX Sweet Cheeks Soft Cheek Tint, which is half the price of luxury competitors.

Best affordable bronzer alternative

Bronzer can help you achieve that coveted sun-kissed glow even when the blazing summer sun is a distant memory.

Beauty influencers are constantly looking for the best affordable alternatives to luxury bronzers. And their effort to find one has racked up an impressive 250 million views on TikTok.¹²

One solid alternative to more expensive options, notes Chan, is the L’Oreal Lumi Glotion, which helps add glow while hydrating the skin. “Glotion is stunning on the skin,” Chan says. “It has a very natural, glassy sheen.” And given that it’s much more affordable than many high-end alternatives, you can apply it liberally throughout the winter.

Este contenido es solo para fines informativos y no constituye un asesoramiento médico. Consult with your health care provider before taking any vitamins or supplements and prior to beginning or changing any health care practices.