Don't sleep on drugstore beauty

Budget-friendly buys in skincare, makeup, hair and nails.

Whenever someone asks me for beauty product recommendations, they’re usually expecting something cool and insider-y. While I might share those, I also love sharing my favourite drugstore products, which sometimes gets me an underwhelmed response.

Drugstores don’t have the same cultural cachet here that they do in places like France or Japan where they’re beloved by locals, and practically a tourist destination for beauty aficionados. So what’s the deal in North America? Some of it has to do with perception. People correlate prestige with efficacy, even though a higher price tag isn’t always indicative of quality or performance. Plus, there are other things you’re paying a premium for like packaging and marketing.

The thing is, drugstore beauty brands are good (not all, but that goes for anything)! And sometimes better than their prestige counterparts. With that in mind, this newsletter is dedicated to all the gems you can find in drugstores, recommended by eight beauty experts.

Please note: Since the people who’ve weighed in are based in Canada, the products mentioned below link out to Canadian retailers. That being said, much of what’s below is applicable to American drugstores as well, although the exact retailer might vary.

Why you should consider drugstore beauty

“I think beauty products can be transformational, joy-giving and self-esteem boosting, and that kind of potential payoff should be accessible for every budget. And, as with most things in life, I know that not everything that costs more is 'better.'” - Ingrie Williams, freelance beauty writer and co-founder of The T-Zone

“Nobody should be sleeping on drugstore brands because many of them have as much research and development behind them, if not more, than luxury department store brands. Some parent companies even share their technologies between their high end and lower end brands, so you're essentially getting the same thing in different packaging!” - Carlene Higgins, co-host of the Breaking Beauty Podcast [Editor’s Note: Breaking Beauty’s #Damngood Drugstore 2025 episode will air on February 5th!]

“I love a good drugstore beauty haul. It takes me back to being 16 and perusing the aisles with my friends, trying to decide which lipgloss to spend my babysitting money on. To this day, I get a bunch of my beauty staples at the drugstore. There are so many top-quality products to be found at really affordable prices. What’s there not to love?” - Katherine Lalancette, ELLE Canada beauty director

“Working in beauty has taught me many, *many* things, one of which is that the price tag doesn’t always necessarily reflect the quality or efficacy of a beauty product. The drugstore is full of next-level beauty buys, you just gotta know what to look for. Especially these days where our drugstores are really stepping up to carry some incredible, varied brands that tackle beauty concerns for all skin types, tones and ages.” - Emily MacCulloch, beauty writer and co-founder of The T-Zone

“Drugstore beauty has come a long way in formulas, packaging and shade ranges. So many of the brands have a special place in my heart and beat out some of my luxury items. That being said, there is still lots of work to be done to be more inclusive and I wish the prices would stay more like the original drugstore prices! I miss going to the drugstore and buying a couple fun things for under $30.” - Samantha Jane, beauty & lifestyle YouTuber

When to choose drugstore beauty over luxe

“I think buying mascara at the drugstore makes so much sense since you have to replace it every 3 months. Makeup By Mario told us that L'Oréal Voluminous Original Mascara is still in his kit, a staple he has used for decades (and a version of it is always in mine, like my recent fave, the Panorama Mascara—I emptied three tubes last year!). I feel strongly that the most reliable, proper, broad-spectrum sunscreen is from drugstore brands. I love Neutrogena Ultra Sheer and Hawaiian Tropic Sheer Touch Sunscreen Lotion.” - Jill Dunn, beauty editor and co-host of Breaking Beauty Podcast (YouTube channel)

“I genuinely do not understand the urge to splurge on an expensive mascara when the drugstore options are top tier. I do believe that incredible drugstore picks exist for every category that rival their pricier counterparts, but with mascara, the lower budget ones are almost always better. L’Oréal Paris, Maybelline New York, e.l.f all have next level mascaras that deserve high praise.” - EM

“There is such a wide spectrum of what's sold in drugstores now compared to when I was growing up, from the cheapest price point of $5 to items closing in on $100. Then there's all the French pharmacy stuff we can get over here from Nuxe to Embroyolisse. So from sunscreen to shampoo, if all you care about is efficacy, and not so much about cool, high-end packaging or indie clout, you can't really go wrong.” - Lesa Hannah, former beauty editor and writer of the

Starving for Beauty

newsletter

“Certain segments of drugstore skincare and makeup are not only comparable to prestige but can even outperform them. Derm brands like Bioderma, La Roche-Posay, CeraVe, Eucerin, and SkinFix are prime examples. These dermatologist-recommended lines are celebrated for their efficacy and gentleness, making them ideal for even the most sensitive skin types. I have pretty active eczema, and I can't think of a single prestige brand/product that's are good as these.” - Julia McEwen, Hello! Canada fashion and beauty editor

Drugstore beauty product MVPs

Okay, so what’s the actual good stuff so you’re not overwhelmed in the aisles?

SKINCARE

TLDR: Don’t underestimate the skincare offerings at drugstores.

“Biore's UV Aqua Rich Weightless Moisturizer SPF 50 is one of my favourite new sunscreens to come out in the last few years. It's so lightweight and comfortable, and is the perfect size to throw in your purse. Plus, it leaves your skin looking absolutely luminous. 10/10, no notes.” - Suzie Michael Galway, beauty & brand strategy director at FASHION Magazine

“A recent breakout has reminded me of the saving grace that is La Roche-Posay Cicaplast Baume B5. I've been slathering it on like a treatment mask and it's worked hard to reduce inflammation of any active bumps while minimizing the extent of the post-inflammatory hyperpigmentation I tend to experience too, so #winning.” - IW

“Vaseline Body Jelly Stick is simply the most useful barrier-protecting stick I've found. A hero for dried out heels!! - JD

“Bioderma Atoderm Cleansing Oil and Atoderm Intensive Balm: This combo is a non-negotiable in my body care routine, especially during the winter months. Using the cleansing oil in the shower adds a boost of hydration to my skin, which is then locked in with the ultra-nourishing balm. It’s been a game-changer in helping to prevent prolonged eczema flare-ups. - JM

“Naturium Multi-Oil Hydrating Body Wash is my latest obsession because it's just as good and a fraction of the price of L'Occitane Almond Shower Oil. The brand's not sold at SDM (find it on well.ca), but to me, Weleda is "drugstore beauty" because of the price point; My faves are Weleda Skin Food because it heals anything, is great on dry spots and also as a highlighter along cheekbones, and Nourishing Oil to Milk Cleanser, which has a thick jelly texture that melts away sunscreen and makeup. Bioderma Sensibio H20 Micellar Water is the best for removing eye makeup. It's gentle, never stings and not oily. - LH

“Eucerin Aquaphor Healing Oinment: I use this ointment on everything—my lips, my cuticles, my baby’s bottom—you name it. Clean & Clear Persa-Gel 5: If I feel a breakout coming, I know I can trust this benzoyl peroxide treatment (you’ll find it in the acne aisle) to zap it fast.” - KL

“I haven’t tried anything from BYOMA that I haven’t loved and I’m particularly smitten with their Hydrating Milky Toner. La Roche-Posay Cicaplast Baume B5 and the serum from the same line are both truly fantastic. I will never force my skin to endure another winter without them. RoC makes some lovely retinols and Naturium's formulas rival many with much higher price tags, I especially love their vitamin C serum. CeraVe is another reliable drugstore brand, their Hydrating Cleanser is gorgeous. Embryolisse Lait-Crème Concentré is a go-to for whenever my skin is feeling irritated and don't even get me started on the versatility of Aquaphor! - EM

MAKEUP

TLDR: Drugstore mascara > Prestige mascara almost always.

“I've been obsessed with the CoverGirl Simply Ageless Skin Tint that came out in 2024. It's basically a dupe of a certain French luxe beauty brand formula and gives skin the most incredible glow with a veil of colour. Legit your skin but better in a bottle.” - IW

“I recently picked up L'Oréal Paris True Match Radiant Serum Concealer on a trip after forgetting my concealer (Haus Labs Triclone Skin Tech Hydrating + De-puffing Concealer), and it completely blew me away. This lightweight formula delivers the coverage of a world-class concealer.” - JM

“NYX Cosmetics Micro Brow Pencil: I love that there are 12 shades and the micro pencil allows you to sketch on the most believable brow hairs.” - JD

“Essence Lash Princess Mascara is my go-to recommendation for affordable but incredible lashes. Rimmel Lasting Finish 35HR Foundation never misses when I'm looking for flawless skin that lasts all day. It has a neutral tone and matches my skin so well. Maybelline SuperStay Vinyl Inks remain my fave drugstore lipstick for years! Super shiny and last forever!” - SJ

HAIR

TLDR: Hair’s the hardest category, but things are looking up!

“I think 2025 is the official renaissance year of drugstore hair care. I loved the Dove 10-in-1 Bond Strength Serum Hair Mask. Kind of blew me away with how silky my hair was!” - JD

“I’ve tried dozens of dry shampoos through the years and Batiste Dry Shampoo is still number one in my book. A few spritzes and my janky day-two or -three hair looks like it’s been freshly styled. - KL

“Joico K-Pak Reconstructor. If you have dry, damaged and/or chemically treated hair, this stuff slaps. Packed with amino acids, this mask leaves hair soft, silky and kinda brings it back to life. - JM

“When it comes to my curls, I've been reaching for the Garnier Hair Filler Moisture lately, the serum makes my hair look super shiny!” - SJ

NAILS

TLDR: You don’t have to shell out $$ for a stellar mani and TLC for your nails.

“I have only used Revlon Expert Shapers for filing my nails for as long as i can remember. They have grit, are wide and sturdy and last a long time.” - LH

“Sally Hansen Complete Salon Manicure is a polish, base coat, top coat and strengthening treatment all in one. Also, the shape of the brush makes even the most hurried applications look absolutely pristine. I’m partial to the shade Warm Regards, a fabulous orange-y red.” - KL

“Essie stands out for offering fun finishes that can be played around with endlessly. Wearing Jelly Gloss in Buttercup Jelly with Special Effects in Mystic Marine layered overtop has been one of my go-to combos. Such a pretty luminous finish.” - IW

New launches

You already know the drugstore MVPs. What are some of the latest and greatest products to try?

“I'm obsessed with Marc Anthony's Grow Long Smooth Coat Blow Dry Spray. It's a dupe for a popular ‘raincoat for hair’ anti-humidity blowdry spray, keeping my hair sleek and smooth for days – at a fraction of the price.” - CH

“It's borderline comical how often I sing the praises of this product but here I go again: KISS Products imPRESS Bare but Better No-Glue Mani. I like the 'medium almond' ones but the entire collection is beautiful—a selection of different shades of nudes and pinks in a variety of shapes. These press-ons come with an already applied adhesive on the back so all you have to do is peel and stick them on. And oh my god do they last. I can easily get two weeks of wear with these and when it's time to take them off, you aren't left with the inevitable damage of nail glue. They were my favourite beauty product discovery of last year. Run, don't walk!!!” - SMG

“Revlon's Super Lustrous Glass Shine Balm in Rum Raisin originally came out during the pandemic, but they discontinued the whole line because everyone was wearing masks and not showing their lips! BUT, TikTok fans loved the sheer, tinted lip balm so much, that it earned over 200 million views and the people asked for it to come back. The whole category of tinted lip balms has experienced an explosion in sales over the past year, as the front-running category in makeup sales. So the sell-out Rum Raisin shade is back—a more wearable version of Clinique's Black Honey, in my humble opinion—along with nine other melts-on-your lips shades.” - CH

“K-Beauty inspiration abounds. I am reaching for the new Pixi Tinted Lip Mask—a bouncy jelly textured tinted lip mask that protects winter-weary lips and you'd swear it was straight from Seoul.” - JD

“The Nexxus Slick Stick is so good for creating a flawless slicked back bun à la Hailey Bieber.” - KL

“Maybelline New York just launched Teddy Tints, a plush, cushy lip tint that's unlike anything else. Petalcore and Baby Tee are my fave shades. NYX launched their Buttermelt Bronzer, a super smooth formula that blends like a dream and the shades are nowhere close to orange, which is rare to find.” - EM

“Somewhere I thought the drugstore lacked until recently was brow gels, but L'Oréal Paris Brow Lamination and Maybelline SuperLock Brow Glue have really blown me away.” - SJ

“I just tried and really like Pixi's Clarity Blemish Stickers because they have tiny microneedle points to help the salicylic acid penetrate. And they're biodegradable!” - LH

Mishal’s beauty roll call

I love so many of the products everyone has already shared and highly recommend them, so here are a few more that I use and love.

• e.l.f. Cosmetics Halo Glow Liquid Filter gives such good glow, it’s like having a soft focus filter on your skin.

• Maybelline SuperStay Ink Crayon Lipsticks are truly GOAT for me (a few people also picked these as their fave!). I love the crayon format, the colour payoff is excellent and true to its name, it does not budge.

• Vasanti Brighten Up! Enzymatic Face Rejuvenator is underrated but so good for sloughing off dead skin and making you look bright and glowy.