Why Drugstore Makeup Could Be Better Than Luxury Brands

Once upon a time, drugstore makeup was seen as the cheap option—fine for teenagers, backups, or emergencies, but never a professional’s first choice.

Fast-forward to today, and that narrative is crumbling. Affordable brands like e.l.f. and Milani are going viral for outperforming their luxury counterparts, and even seasoned pros are giving $6 products the spotlight. With recession talk looming and clients tightening their budgets, the gap between prestige and practical is narrowing fast.

So, is drugstore makeup really as less-than as many of us were led to believe? Or have we underestimated the power of a good formula at a great price?

This guide breaks down cost vs. performance, helps you stock your kit smarter, and arms you with honest advice to share with clients—because in this economy, value isn’t just trendy, it’s essential.

A Changing Landscape

Drugstore makeup is no longer the underdog. Now, it’s a rising contender in the beauty world, thanks to shifting consumer habits and internet-fueled transparency. Social media has substantially leveled the playing field. For example, one viral video comparing a $6 concealer to a $40 one could likely sway public opinion overnight.

More importantly, today's beauty shoppers—especially younger clients—trust authenticity over branding. They care less about a product’s prestige and more about how it performs in real life. Factor in the recession core mindset that’s all over TikTok and Instagram, and it’s easy to see why budget-friendly brands like e.l.f., Milani, and NYX are dominating makeup bags again.

Let’s be real, this isn’t just a passing trend. This is a total reset of what value means in beauty. For professionals, that means rethinking some potential assumptions and giving these more-affordable dupes a try!

Cost vs. Performance

When it comes to makeup performance, price isn’t always a reliable indicator of quality. Drugstore brands have stepped up dramatically, with many products now rivaling or even outperforming their luxury counterparts.

Foundations from brands like L’Oréal and CoverGirl offer impressive shade ranges, long wear, and smooth finishes, which sometimes outperform higher-end options in blind tests. Mascaras are a category where drugstore has long dominated¹, with cult favorites like Maybelline Lash Sensational and L’Oréal Voluminous beating out $30 prestige mascaras time and time again. Lipsticks and glosses, too, see high turnover and evolving trends, making drugstore options a low-risk, high-reward buy for both pros and clients.

That said, luxury brands still hold the edge in certain categories—think custom-blended skincare benefits in base products or nuanced textures in cream formulas. What’s that mean for you? Know where to splurge, what to offer your clients, and where a save is actually smarter.

Stock Smart, Not Fancy

Building a pro kit doesn’t have to drain your bank account or your credibility. Today’s savvy artists are blending affordable staples with luxury must-haves, creating versatile kits that prioritize results over brand names. Stocking a mix allows you to test trends without committing to high-end pricing and lets you cater to clients at all budget levels.

As you probably know, when evaluating any product, focus on formula performance, blendability, and skin compatibility—not just packaging or prestige. And remember: the average client doesn’t care if a blush came from a drugstore or a department store—they care about how it looks on their face.

Being able to recommend a $7 product with the same confidence as a $70 one shows that your advice is based on experience, not ego.

Client Conversations that Build Trust

Today’s clients are more informed than ever, but they’re also more budget-conscious and can be unsure if their choices are good enough. That’s where you come in.

Asking questions like, “What are you using at home?” creates a judgment-free space and opens up conversations about product quality, technique, and goals. Most clients just want confirmation that their affordable products are okay, or they want tips on how to make them work better. That gives you perfect opportunity to provide professional insight on how to apply them, what to pair them with, or when an upgrade might be worth it.

Recommending both affordable and high-end options gives clients flexibility and reinforces your role as a trusted expert and not someone who only looks at brand names.

The Final Verdict

Drugstore makeup isn’t a downgrade. On the contrary, it’s a sign of an evolving beauty culture where results—not price tags—matter most. As a beauty professional, your expertise lies not in brand loyalty, but in helping clients find what actually works for them.

So, if you haven’t already, give the underdog products a try! The results could surprise you. Whatever you choose to do, we know you’ll be making the best choice.

Sources:

1. https://www.byrdie.com/