9 Underrated Drugstore Brands You Didn't Know About

by Nikki Brown
Nov 22, 2017 at 2:00 p.m. ET

We could wax poetic about drugstore products all day. What isn’t there to love? The prices are budget-friendly and more often than not, they perform better than the pricier ones we buy elsewhere. However, we’d be remiss to ignore the fact that discovering new brands can be challenging, especially after we’ve grown attached to a set of staple items.

And thanks to the availability of drugstore products both on and offline, it’s almost impossible to keep up with the never-ending parade of newbies hitting shelves. So there is a set of brands both old and new you probably didn’t even know existed. Ahead, we’ve gathered nine that should definitely be on your radar.


Originally posted on StyleCaster. 

1 /9: BH Cosmetics

1/9 :BH Cosmetics

Makeup artists in training will fall in love with this brand's expansive palettes, offered at a fraction of the price of designer brands.

Glamorous Blush Palette, $5.99 at BH Cosmetics


2 /9: Black Radiance

2/9 :Black Radiance

We're obsessed with Fenty Beauty too, but when Sephora doesn't have your shade in stock, Black Radiance is a suitable alternative. Its entire lineup caters exclusively to brown skin.

True Complexion BB Cream, $5.99 at Black Radiance

3 /9: Catrice Cosmetics

3/9 :Catrice Cosmetics

This brand updates at least 25 percent of its lineup twice a year, ensuring you never grow bored with their products.

Liquid Metal Longlasting Cream Eyeshadow in California Creamin', $5.99 at Ulta

4 /9: Essence Cosmetics

4/9 :Essence Cosmetics

Makeup that costs less than lunch is an actual thing thanks to this budget-friendly but high-quality line of cosmetics.

Make Me Brow Eyebrow Gel Mascara, $2.99 at Target

5 /9: Jordana Cosmetics

5/9 :Jordana Cosmetics

Like similarly priced brands, including E.l.f. and NYX, Jordana's most popular products are the long-wear products with insane pigment payoff.

Sweet Cream Matte Liquid Lip Color in Sweet Marsala Wine, $4.99 at Jordana Cosmetics

6 /9: Makeup Revolution

6/9 :Makeup Revolution

Ulta shoppers are already familiar with this expert-approved brand and its signature product: banana powder, which can be used to set foundation and reduce shine.

Banana Luxury Powder, $8 at Ulta

7 /9: Models Own

7/9 :Models Own

This British brand just landed in Ulta, and it's only a matter of time before the budget items make their way into drugstores.

Matte Liquid Lipstick, $10.48 at Models Own

8 /9: Pixi by Petra

8/9 :Pixi by Petra

We're personally obsessed with this brand's brow gel, but don't skip on the skin care range, either.

Makeup Fixing Mist, $15 at Pixi Beauty

9 /9: Sleek Makeup

9/9 :Sleek Makeup

This British import is already a hit in the States thanks to its luxe packaging and drugstore prices.

Highlighting Palette in Cleopatra's Kiss, $12.99 at Target