The Best Affordable Makeup Brands That Deliver
Y’all, another recession (or close to it) is imminent, and finding affordable makeup right now couldn’t be more important. It’s a good time to stop spending a ton of money on expensive beauty products, and only purchase products you actually need.
I know that so many makeup products come with a high price tag. I do include a lot of them on my blog. And I have a lot of them in my makeup bag. However, before I became a beauty editor many moons ago, my go-to makeup department was the aisles of Walgreens and CVS.
There are specific makeup products that I think are worth spending a little extra cash on (like foundations) and others that are just as effective as high-end brands (like mascaras). There are some really amazing affordable makeup brands at drugstores nationwide, and I’m excited to dive into them below.
My Favorite Affordable Makeup Brands
Finding affordable makeup products during trying financial times couldn’t be more important right now. Whether you’re trying to save money during an economic downturn, or you just don’t want to be spending a ton of money on high-end beauty products anymore, I hope that this blog post will help you find some affordable makeup brands that I continue to come back to over the years. Some of these brands you will be able to find at your local drugstore, while others you can find online.
What Are Best Affordable Makeup Brands?
Well People
This is one of those affordable non-toxic makeup brands that you’ll find at Ulta, Target, and Amazon. Founded in 2008 in Austin, Texas, the brand continues to grow ever after 17 years. They prioritize plant-based, high-performance clean beauty products at an affordable price tag.
One of the things I love about this brand is that they offer 35 Environmental Working Group (EWG) VERIFIED products. This isn’t super common amongst affordable makeup brands. Products from the brand worth trying include: Superpowder Blush Powder, Bio Powder Foundation, Power Palette Eyeshadow, and Supernatural Stick Multi-Use Blush.
ColourPop
ColourPop is one of those affordable luxury makeup brands that doesn’t disappoint. I know the phrase “affordable luxury makeup brand” might be an oxymoron. But I definitely think this brand’s formulations stand up to some high-end luxury makeup brands.
ColourPop was founded in LA in 2014. It continues to be a best-selling beauty brand amongst professional makeup artists and regular consumers. Their eyeshadow palettes are one of their best-sellers. However, their single Super Shock Shadows are a huge hit, as well as their Pretty Fresh Hyaluronic Acid Tinted Moisturizer, Lippie Stix, and No Filter Concealer.
E.l.f. Cosmetics
There are some really fab, affordable cruelty-free makeup brands at your local drugstore—and e.l.f. is probably the least-expensive of the bunch. I feel like e.l.f. Has come a long way since its inception in 2004. It’s still incredibly affordable and features a wide array of different makeup and skincare products. Unfortunately, I do find a lot of these formulas irritating for my very sensitive, acne-prone skin, so I would use caution if you have a similar skin type to me.
Pacifica
Pacifica is a pretty affordable cruelty-free makeup brand that offers everything you could need in terms of beauty care—think skincare, body care, haircare, fragrance, and makeup. The packaging is so pretty, and the formulas are pretty clean considering the price. You probably won’t find Pacifica at your local drugstore, but you can find them on Amazon and at Ulta.
NYX Professional
Another makeup brand known for its high-performance products and cruelty-free formulations, NYX Professional is a great option for affordable makeup brands. Picks I love from NYX include Epic Ink Waterproof Liquid Eyeliner, Buttermelt Blush, Epic Wear Waterproof Eyeliner Stick, Ultimate Shadow Palette, and Jumbo Eye Pencil.
EcoTools
I have been an EcoTools fan since the dawn of time. Just as the name suggests, this is one of the affordable cruelty-free makeup brands that has a low price and creates eco-friendly products. The brand doesn’t offer makeup products, but it does have incredible makeup brushes that will last you 30,000 years. Trust me, because mine have actually lasted that long. I’ve used brushes from the On-The-Go Style Makeup Brush Kit for a long time, and I also love the Daily Defined Eye Makeup Brush Kit and the Eye Enhancing Duo Makeup Brush Set. Additionally, I like to use the Makeup Brush + Sponge Shampoo to clean my brushes every so often, too.
Neutrogena
I’ve always kind of loved Neutrogena for its clean aesthetic and natural-looking makeup products. Neutrogena is one of those affordable drugstore makeup brands that offers high-quality makeup at a reasonable price. I think that the brand’s foundations are probably some of the best available at the drugstore. And I also love their lip gloss products as well.
Flower Beauty
I feel like this brand is pretty underrated, and I don’t see a ton of noise about it online. First of all, I’ve actually met the Drew Barrymore herself, and she was basically the sweetest celebrity I’ve ever met. Flower Beauty is an affordable drugstore makeup brand that has some really fab formulas without a high price tag. Some of my favorites are the FLOWER BEAUTY By Drew Barrymore Lip & Cheek Gel Crush, FLOWER Beauty By Drew Barrymore Perfect Pout Moisturizing Lipstick (this formula is actually unbelievable and unlike anything I’ve tried before), FLOWER Beauty By Drew Barrymore Blush Powder, and the FLOWER BEAUTY By Drew Barrymore Light Illusion SPF Foundation.
L’Oreal Paris
I mean, what’s an affordable drugstore makeup brands list without mentioning L’Oreal Paris? There are a lot of products I love from L’Oreal that I’ve used for years, and some that I don’t love because they wreak havoc on my sensitive, acne-prone skin. I absolutely live and die by the L’Oreal Paris Makeup Voluminous Lash Paradise Mascara. It is hands down the best mascara on the market, and I’ve used it religiously for many years. It’s better than most high-end mascaras that I’ve tested throughout my ten years as a beauty editor, and you can fight me if you think otherwise haha! That being said, if you prefer a more “natural-looking” mascara, this is not the pick for you. This adds a ton of volume, length, and curl to your lashes.
The L’Oreal Paris Makeup True Match Lumi Glotion is another favorite that’s a pretty good dupe for the Charlotte Tilbury Hollywood Flawless Filter. Finally, I like the L’Oreal Paris True Match Lumi Le Liquid Blush because I just love all things blush!
Revolution Beauty
Revolution Beauty (also known as Makeup Revolution) is one of the affordable European makeup brands that you can find at Ulta, Target, and Walgreens. It’s a UK-based brand that was founded in 2014 and made its way stateside into Walgreens stores in 2022. Some of the picks that I like from this brand include Revolution Beauty Skin Silk Serum Foundation, Revolution Beauty Highlight Reloaded, and the Revolution Beauty Superdewy Liquid Blush.
Milani
Okay so yes, this brand is now US-based. But it’s an affordable European makeup brand that has Italian origins and manufacturers in Italy. You can find Milani at most drugstores nationwide. And the brand has some pretty amazing, high-performing products that drugstore beauty gals have been obsessed with forever. Some of the brand’s top sellers include: Make It Last Original – Natural Finish Setting Spray, Baked Blush – Radiant Powder Blush, Conceal + Perfect Longwear Concealer, Fruit Fetish Lip Oil, Cheek Kiss Cream Bronzer, and Cheek Kiss Cream Blush. The brand also has some of the best eyeshadow palettes you can find at drugstores.
Catrice
There’s a loyal following in the U.S. for Catrice, which is affordable European makeup brand. It’s especially popular amongst the beauty lovers who want trendy, high-performing formulas without breaking the bank. Originally from Germany, Catrice is a sister brand to essence and is known for delivering serious quality at drugstore prices. You can find it online at Ulta and Amazon, and occasionally at select CVS stores. Some of my favorite picks include the Catrice HD Liquid Coverage Foundation, Catrice AirBlush Glow, and the Catrice More Than Glow Highlighter.
Peripera
Peripera is a playful and affordable Korean makeup brand. It’s best known for its bold lip tints and whimsical packaging. Launched in 2005 as a sister brand to Clio Cosmetics, Peripera is all about youthful, trend-driven beauty with a fun twist. You can find their products online at Amazon. Some of their standout products include the Ink The Velvet Lip Tint (a TikTok favorite for its mousse-like texture and long-lasting color), the Ink Mood Glowy Tint for a glossy finish, and the Pure Blushed Sunshine Cheek for a soft, natural flush. If you love vibrant colors and cute packaging, Peripera is a must-try.
The Lip Bar
The Lip Bar is an affordable, Black-owned makeup brand that has redefined beauty standards with its inclusive, vegan-friendly products. Founded in 2012 by Melissa Butler, a former Wall Street analyst, the brand started as a kitchen experiment in Brooklyn and has since grown into a nationally recognized line sold at Target and Walmart. Despite getting rejected on Shark Tank, The Lip Bar has flourished thanks to its bold mission to challenge the industry’s narrow beauty ideals. The brand is known for its rich pigment, easy-to-use formulas, and commitment to clean, cruelty-free ingredients. Some of their most popular products include the Just a Tint 3-in-1 Tinted Skin Conditioner, Quick Conceal Caffeine Concealer, and Vegan Matte Liquid Lipstick.
Where to Find Cheap Makeup Online
There are so many retailers where you can find budget-friendly makeup online. These include:
Looking to uplevel your makeup routine just a bit? Laura Geller makeup is a wonderful mid-range makeup brand that offers a solid amount of products for your everyday look.
