Affordable makeup picks for every look
Get great looks and quality for less.
In 2024, the global beauty industry hit over $450 billion in sales. But what does that mean for the average shopper? A small survey taken around the same time suggests Americans spend about $900 on their appearance annually. While that may seem like pennies compared to total sales worldwide, it’s still a significant amount of money.
Fortunately, there are ways to save. Drugstore makeup helps people look their best without paying more than they’re comfortable with. It also includes specialized products, like waterproof options and gentle formulas for sensitive skin. But there are a lot of options to sort through. And a little guidance can go a long way.
So, here are the most affordable makeup buys around. Discover what makes the eyes pop, how to add some color to the lips and much, much more.
In this article:
Affordable makeup for eyes
They say the eyes are the gateway to the soul. So why not dress things up for a better first impression? Listed below are some of the best drugstore picks for all around the eyes.
Maybelline Great Lash washable mascara - $8.59
This volumizing mascara is available in five different colors. (There’s black, and there’s also blackest black.) It features a compact brush that allows for precise control and customizable volume. The mascara’s unique formula not only lengthens lashes but also conditions them, making it perfect for everyday wear.
This mascara is also hypoallergenic. It’s been tested by ophthalmologists who have marked it safe for individuals with sensitive eyes, including those who wear contact lenses. And here’s a bonus: There’s also a waterproof version available.
L.A. Girl Ultimate Eye Intense Wear auto eye liner - $5.79
Available in up to eight colors, this gel-grip eye liner delivers vibrant color and definition. Its soft yet precise formula blends easily and remains smudge-free throughout the day. The ergonomic gel grip ensures comfortable application with a simple twist. It’s also ophthalmologist-tested and free of preservatives.
L.A. Girl Ultimate Eye Intense Wear auto eye liner - $5.79
Available in up to eight colors, this gel-grip eye liner delivers vibrant color and definition. Its soft yet precise formula blends easily and remains smudge-free throughout the day. The ergonomic gel grip ensures comfortable application with a simple twist. It’s also ophthalmologist-tested and free of preservatives.
Revlon ColorStay liquid liner - $11.79
Revlon ColorStay liquid eyeliner is a long-lasting and waterproof product that doesn’t smear or smudge. Its formula makes it easy to create of either a thin or thick line by tracing the contour of the lashes, allowing the eyes to really pop.
Key benefits:
- Long-lasting (up to 16 hours of wear)
- Waterproof (won't smudge or smear)
- Easy to use (create a precise line with ease)
- Safe (ophthalmologist-tested and gentle on eyes)
Maybelline eye shadow palette - $16.59
This eye shadow palette has 12 shades with a rose gold twist. The colors range from neutral beiges and sands to richer bronzes and taupes, making it easy to create different eye makeup looks. People can mix and match the shades to create duo, trio or quad color combinations. Plus, the packaging is also travel-friendly and lightweight, making this palette a great option for anyone on the go
Maybelline eye shadow palette - $16.59
This eye shadow palette has 12 shades with a rose gold twist. The colors range from neutral beiges and sands to richer bronzes and taupes, making it easy to create different eye makeup looks. People can mix and match the shades to create duo, trio or quad color combinations. Plus, the packaging is also travel-friendly and lightweight, making this palette a great option for anyone on the go
L'Oréal Paris Infallible 24-hour Brow Lamination - $15.59
This brow lamination product offers long-lasting results with up to 24 hours of wear. It's easy to apply and both sweat- and water-resistant, making it perfect for daily use. The formula is lightweight and nonsticky. The applicator also allows for precise application. It’s even been tested by ophthalmologists and allergy experts to ensure safety. It’s a great option for people looking for a salon-inspired brow lamination that lasts all day.
Affordable makeup for lips
Lips are having a major moment. From plumping products to overlining trends, it’s safe to say they have officially taken center stage. Here are some products to help lips stand out.
e.l.f. Glossy Lip Stain - $6.00
This is a great option for anyone looking for both color and comfort. In terms of pigment, it falls somewhere between a lip balm and a lipstick. The formula is lightweight, nondrying and long-lasting, making it perfect for everyday wear.
e.l.f. is also committed to being cruelty-free and vegan-friendly, with certifications from Leaping Bunny and People for the Ethical Treatment of Animals (PETA). The brand prioritizes fair trade practices and manufacturing products, ensuring this product is 100 percent cruelty free.
Milani Keep It Full nourishing lip plumper - $10.99
This lip plumper hydrates lips while giving them a fuller appearance. Its creamy, lightweight formula applies smoothly with a specially designed applicator. The product contains nourishing ingredients like hyaluronic acid and lip-loving oils that help hydrate and leave lips looking healthy. The result is a sheer, shiny finish that enhances lips without feeling sticky.
Milani Keep It Full nourishing lip plumper - $10.99
This lip plumper hydrates lips while giving them a fuller appearance. Its creamy, lightweight formula applies smoothly with a specially designed applicator. The product contains nourishing ingredients like hyaluronic acid and lip-loving oils that help hydrate and leave lips looking healthy. The result is a sheer, shiny finish that enhances lips without feeling sticky.
CoverGirl Clean lip color- $8.99
This easy-to-apply lip color is formulated without carmine, using synthetic and natural red pigments instead. It’s infused with a Moisture Complex featuring 3 percent squalane, avocado butter and aloe butter to keep lips smooth and supple.
The best part? This product is available in 24 different colors, so it caters to a large variety of skin tones and preferences. It's also clean, vegan and cruelty-free, making it a great choice for those looking for a product that aligns with their values.
Revlon Super Lustrous Glimmer lip oil - $11.39
This drugstore find is available in 10 different colors, from plum to peach and lots of other options in between. The lightweight formula glides on smoothly, leaving a subtle hint of color and a comfortable, nonsticky feel. It’s also formulated with plant-based squalane to lock in moisture and conditioning emollients for a juicy, shine-drenched finish. Thanks to its plush, oversized wand, users are guaranteed precise and even application.
Revlon Super Lustrous Glimmer lip oil - $11.39
This drugstore find is available in 10 different colors, from plum to peach and lots of other options in between. The lightweight formula glides on smoothly, leaving a subtle hint of color and a comfortable, nonsticky feel. It’s also formulated with plant-based squalane to lock in moisture and conditioning emollients for a juicy, shine-drenched finish. Thanks to its plush, oversized wand, users are guaranteed precise and even application.
Affordable makeup for skin and face
The face is often the first thing people notice, so why not make it shine? With the right products, it’s easy to make a lasting impression. Here are some drugstore picks for help getting started.
e.l.f. SKIN Bronzing Drops- $13.00
e.l.f. SKIN Bronzing Drops contain a versatile, antioxidant-rich tinted serum that allows for a customizable sun-kissed glow. By mixing the serum with a favorite moisturizer or oil, a radiant complexion can be achieved without the sun.
Key benefits:
- Customizable glow by mixing with moisturizer or oil
- Nourishes and moisturizes skin with antioxidant-rich ingredients like vitamin E and sunflower seed oil
- Can be used on both face and body for an all-over radiance
- Available in 3 flexible shades
- 100 percent cruelty-free and Leaping Bunny Certified Free from harsh chemicals like phthalates, parabens and sulfates
- Manufactured in Fair Trade Certified facilities
Maybelline New York Lifter Stix - $12.99
This creamy face stick can be used to cover, contour and highlight, making it easy to create a customized look. With 18 shades available, a darker shade can be chosen to contour, a lighter shade to highlight or a foundation shade to cover imperfections. The formula is infused with cranberry seed oil, ensuring a smooth glide and nondrying wear. The result is a range of possible looks, from minimalist to fully sculpted.
Maybelline New York Lifter Stix - $12.99
This creamy face stick can be used to cover, contour and highlight, making it easy to create a customized look. With 18 shades available, a darker shade can be chosen to contour, a lighter shade to highlight or a foundation shade to cover imperfections. The formula is infused with cranberry seed oil, ensuring a smooth glide and nondrying wear. The result is a range of possible looks, from minimalist to fully sculpted.
Revlon Illuminance Moisturize + Protect SPF primer - $16.99
This skin care-infused primer is a great way to prep skin for makeup. With sun protection factor (SPF) 30, squalane and vitamin E, it helps protect skin from ultraviolet B (UVB) rays, locks in moisture and fights free radicals. It gives skin a fresh, healthy-looking glow without a white cast and has a lightweight, soft radiant finish.
NYX Professional Makeup Buttermelt blush - $11.99
This blush comes in 12 highly pigmented shades with soft matte and glowy finishes. Its unique texture blends smoothly (like butter) and is infused with nourishing ingredients such as mango butter, almond butter and shea butter. The formula provides up to 12 hours of fade- and transfer-resistant wear. It's vegan and cruelty-free, making it a great option for those who prioritize animal welfare and natural ingredients.
NYX Professional Makeup Buttermelt blush - $11.99
This blush comes in 12 highly pigmented shades with soft matte and glowy finishes. Its unique texture blends smoothly (like butter) and is infused with nourishing ingredients such as mango butter, almond butter and shea butter. The formula provides up to 12 hours of fade- and transfer-resistant wear. It's vegan and cruelty-free, making it a great option for those who prioritize animal welfare and natural ingredients.
Tanologist Daily Glow hydrating gradual tan lotion - $14.59
Tanologist Daily Glow hydrating gradual tan lotion is a daily moisturizer designed to deeply nourish the skin while gradually building a beautiful, sun-kissed glow. Formulated with key ingredients like hyaluronic acid, squalane and beta-glucan, it provides intense hydration and conditioning. This dermatologist-tested and approved product features advanced tanning technology for a natural, buildable tan. Its ultra-lightweight formula is also fast-drying and leaves no tacky residue.
Key takeaways
Drugstore beauty products might just have it all — lots of options for different tastes, beauty requirements and budgets. Remember, affordable items can still deliver quality. There are plenty of options out there using top-tier ingredients. (As an added bonus, many of these products are also vegan and cruelty-free.) The best part? These items are pretty easy to find. The local pharmacy likely has everything someone is looking for and more.
Frequently asked questions (FAQs)
Drugstore makeup usually refers to cosmetics you can find at pharmacies and supermarkets. Brands like Maybelline and e.l.f. are examples. People often think of drugstore makeup as being more budget-friendly than high-end brands, but it's actually come a long way in terms of quality.
Members can use their ExtraCare® cards at checkout to receive sale prices. They can opt in to get personalized deals via email, the CVS Health® app or text, and then send selected offers to their card for automatic application. Linking the card to a CVS.com account or adding it to the CVS Health app makes it easy to find deals online and in the app.
This content is for informational purposes only and is not intended to replace professional medical advice, diagnosis or treatment. Consult your health care provider if you have any questions about medications, vitamins or supplements you may be considering or changes to your wellness or health care routines.
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FOR GLOBAL BEAUTY INDUSTRY HIT OVER $450 BILLION IN SALES SOURCE: McKinsey and Company. State of Beauty 2025: Solving a shifting growth puzzle. Published June 9, 2025.
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FOR AMERICANS SPEND ABOUT $900 ON THEIR APPEARANCE SOURCE: Advanced Dermatology. America’s beauty budgets: Report details how much Americans spend on their looks. Accessed November 18, 2025.