Top 10 Drugstore Makeup Brands That Beat Luxury in 2025
These standout drugstore makeup brands are delivering unmatched value, innovation, and shade range. Industry experts and editors consistently rank many of their products on par with premium lines.
1. NYX Professional Makeup
Awarded for precision, pigmentation, and vegan-friendly formulas like Epic Ink Liner and Bare With Me Concealer Serum, NYX is considered a luxury parallel by beauty editors. It operates under the L’Oréal umbrella and shares production quality with higher-end brands.
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2. e.l.f. Cosmetics
Affordable and inclusive with SPF, skincare ingredients, and trending textures in formulas like Halo Glow Skin Tint and Power Grip Primer. Frequently compared to overhead cost rivals that retail for 2–3× more.
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3. Maybelline
Known for Fit Me! Foundation, Lash Sensational Mascara, and longwear formulas that outperform many prestige picks. Allure and other industry leaders repeatedly recognize it for shade range and longevity.
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4. L’Oréal Paris
Offers skincare-powered makeup hybrids like Fresh Wear foundation and True Match, with ingredient transparency and SPF. Frequently outperforming pricier trims in wear and shade inclusivity.
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5. Milani
Milani’s Cheek Kiss blush and Conceal + Perfect foundation are praised for performance and wide shade options. Many beauty editors highlight its comparable quality to luxury brands for a fraction of the cost.
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6. Revolution Beauty
Trend-driven with standout palettes and hybrids. Revolution’s Icon Eyeshadow Palette and skincare-infused complexion picks often rival editorial-quality luxury releases.
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7. Essence
Super-budget brand behind known favorites like Lash Princess Mascara, routinely outperforming much more expensive mascaras in volume and separation.
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8. ColourPop Cosmetics
Available online and in retail via retailers like Ulta and Target. High pigmentation, skincare cosmetics, and trend-forward releases hard to distinguish from prestige lines in texture and style.
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9. Revlon
A legacy brand that continues innovating with formulas like ColorStay Foundation, PhotoReady Airbrush Effect, and Revlon Kiss Lip Stain. Offers professional-looking coverage and long wear while keeping prices accessible.
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10. CoverGirl
Known for celebrity collaborations (such as with Zendaya), CoverGirl delivers high pigment, buildable foundations, mascaras, and bright lip products. Its Clean Fresh Skin Milk Foundation is gifted for sensitive skin and natural finish at a lower price point.
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Why These Drugstore Brands Rival Elite Lines
Modern Ingredients & Lasting formulas
They often include hyaluronic acid, SPF, peptides, and nourishing skincare actives once exclusive to premium brands.
Inclusive Shades
Many of these lines offer over 40 foundation shades, often surpassing luxury brands in range and variety.
Shared Manufacturing Facilities
Some drugstore and luxury brands are produced in the same factories, ensuring similar output quality despite difference in price points.
Brand Comparison Table
| Brand | Strengths | Go-To Products |
|---|---|---|
| NYX | Vegan, pigmented, creative tools | Epic Ink Liner, Bare With Me Concealer |
| e.l.f. | Skincare-infusion, palette variety | Power Grip Primer, Halo Glow Skin Tint |
| Maybelline | Wide shade foundation, longwear mascara | Fit Me Foundation, Lash Sensational Mascara |
| L’Oréal Paris | SPF, hydration, texture innovation | Fresh Wear Foundation, Lumi Glotion |
| Milani | Rich shades, baked finishes | Conceal + Perfect Foundation, Cheek Kiss Blush |
| Revolution Beauty | Palette trends, artful innovation | Icon Eyeshadow Palette, Blush Sticks |
| Essence | Highly affordable, surprising volume | Lash Princess Mascara |
| ColourPop | Trend-first, budget-friendly dupe | No Filter Foundation, Hyaluronic Tints |
| Revlon | Professional formulas, Lip stains | ColorStay Foundation, Kiss Lip Stain |
| CoverGirl | Smooth finishes, skin-milk foundations | Clean Fresh Skin Milk, LashBlast Mascara |
Final Thoughts of Drugstore Makeup Brands
These ten drugstore brands prove that makeup excellence isn’t tied to high price tags. With advanced formula technology, inclusive offerings, and celebrity usage, many beauty shoppers now build day-to-day routines around drugstore products and reserve premium purchases selectively.
You don’t need a the high end name to feel luxe and to spend so much, these brands deliver nearly identical results for way less.
