Admit that you often feel like you’re participating in a real lottery while walking through the cosmetics section of a drugstore. Endless shelves of foundations that may or – may not match your skin tone, mascaras for different needs, and lipsticks in countless shades. All of this takes up a lot of time especially when you read the ingredients and compare them to others.
And yet, despite all the challenges this is where some of the best budget beauty discoveries are hidden. Of course if you know what to look for.
You don’t have to choose between affordability and safety anymore because the pharmacy market has made significant progress. Brands have switched to harmless ingredients, vegan options, and even obtained EWG Verified® or USDA Organic certifications. (Yes, now you can get a tinted moisturizer for $12 that is essentially free of toxic ingredients and not harmful to your health.)
I studied ingredient lists, certifications, and real reviews to find the best drugstore beauty brands that are not only wallet-friendly but also skin -friendly (and, in many cases, eco-friendly). Let’s take a look at the best of them.
1. E.L.F. Cosmetics
E.L.F. Cosmetics receives our award for the most popular brand on TikTok/Instagram.
This brand is completely vegan, PETA-certified, and free of harmful substances such as phthalates, parabens, triclosan, and hydroquinone. Their skincare line is also sulfate-free.
Their Power Grip Primer is so good (it sells out extremely quickly) that you wouldn’t mind waiting in line for it. Talking about their Hydrating Camo Concealer it conceals like a pro and is very affordable. Honestly, it embodies the idea of “why pay more?” (Fun fact: some beauty bloggers claim that their products are superior to luxury segment products)
2. Pacifica
Pacifica is 100% vegan, cruelty-free, and free of parabens, silicones, talc, and mineral oils.
The company adheres to its core marketing principle of 7-Free, which means that its mascara, eye shadow, and tinted moisturizers do not contain seven common chemicals that can definitely harm you. In addition, the company is a big fan of sustainability: recyclable packaging, safe formulas, and even plant-based ingredients that seem perfect for smoothies.
3. Burt’s Bees
Burt’s Bees has been involved in natural cosmetic production since the very beginning of the company’s foundation. More than 95% of their ingredients are natural, and the company is certified by Leaping Bunny as not tested on animals.
Their blush is perfect for people with sensitive skin while their lip balm is ideal for creating a natural look. Please note: not all products are vegan, as they sometimes contain beeswax or carmine. But for those who appreciate pure, natural formulas, this is an excellent option. (most of their products have a very low rating on the EWG hazard scale which is another bonus)
4. Physicians Formula
If you have hypersensitive skin that cannot tolerate even the slightest bit of fragrances or other chemical compounds, Physicians Formula is an excellent option. Their products are certified as not tested on animals (PETA), do not contain more than 500 suspicious chemicals, and offer mineral options without talc.
Tested by dermatologists, their Butter bronzer is a top choice in powder form (with a coconut scent). Dense coverage, gentle ingredients – it’s a real must have.
5. Almay
Almay is a real lifesaver for your sensitive skin. The brand has built its reputation by focusing on hypoallergenic products. It does not have PETA certification, but the company assures that it does not conduct animal testing. Its formulas contain only about 5% of common cosmetic ingredients. Parabens and irritants are not found in their cosmetics.
There are absolutely no fragrances. Each product has undergone dermatological testing, which is quite rare. Therefore, cosmetic products are ideal for those who have reactive skin or eyes. There are not as many shades as you could wish for but if you have ever had an allergic reaction to eyeshadow, you know why this brand is worth trying.
6. Honest Beauty
Founded by Jessica Alba, Honest Beauty specializes in “toxin-free” cosmetic products that are just as effective as many luxury brands that cost hundreds of dollars. Many products are EWG-certified and labeled “vegan” or “not tested on animals,” so you can always find something suitable from their extensive product list.
Their Deep Hydration Face Cream provides excellent hydration and protection for only $24,99. In addition, the brand does not use synthetic fragrances, parabens, sulfates or phthalates.
7. W3LL PEOPLE
Meet W3LL PEOPLE. They are completely vegan, cruelty-free, and offer over 100 EWG Verified products.
All products are developed by dermatologists and based on plant ingredients. They do not contain synthetic fragrances, parabens, or sulfates which is highly important. Their Expressionist Mascara has become a real hit. It is a mascara made from natural ingredients that truly lasts and lengthens lashes without flaking which is quite rare.
8. Juice Beauty
Juice Beauty may claim to be a “luxury” cosmetics brand (based on its prices), but it can still be found at Ulta and some drugstores. Juice Beauty products are Leaping Bunny certified as not tested on animals, 100% vegan, USDA Organic certified, and even AVA Vegan certified.
Their list of banned ingredients includes all the usual toxins, petroleum products, and synthetic dyes. Mineral foundations and plant-based primers are top choices.
9. Essence
Essence proves that high quality self-care shouldn’t cost more than a cup of coffee. The Hello Good Stuff line is 100% vegan, with 90% of ingredients from natural sources. No parabens. No PEGs. No microplastics.
Their tinted cream costs only $6. The brand is developing the Cares Initiative which includes updating formulas, increasing production, and keeping the prices unchanged.
10. ILIA
ILIA surprises us by incorporating truly effective skincare ingredients into its cosmetics. Their Super Serum Skin Tint foundation contains hyaluronic acid, niacinamide, and oils, giving the skin a healthy color and providing care and hydration at the same time. More than 85% of the ingredients are of natural origin. Their lipsticks smell like luxury perfumes, and their highlighters provide excellent moisturization. With ILIA cosmetics, you can be sure that your skin is breathing and feeling great under your makeup.
11. Kosas
Kosas was launched in California in 2015 and has since become a top choice of makeup artists and Instagram bloggers. No synthetic ingredients – just a light natural scent, so you could hardly smell it. Their foundation, such as Revealer Skin-Improving Foundation, combines peptides, hyaluronic acid, and caffeine for a fresh vacation glow. Their mascara contains castor oil to strengthen your lashes. Kosas has a very attractive minimalist design which makes you want to show off your beautiful jars to the world.
12. Alima Pure
Alima Pure is a vegan brand from Portland. Their Satin Matte Foundation mineral powder consists of only four ingredients but gives a very even tone, so you may forget about Instagram filters. All of their products are certified cruelty-free, and the company is B Corp certified, which speaks to their significant contribution to environmental initiatives. They use only recyclable packaging, and a part of their profits goes to protecting nature. These are clean, honest cosmetic products that are not harmful to your skin and the planet.
13. Tower 28
Tower 28 is a brand founded specifically for people with sensitive skin and even eczema. Their products are tested according to the standards of the National Eczema Association of the United States, which is important. For instance, ShineOn Lip Jelly lip gloss is non-sticky and moisturizing thanks to rosehip oil and aloe vera. Everything is 100% vegan, free of essential oils and irritating preservatives. Tower 28 is cosmetics that help your skin feel better.
14. BeautyCounter (Counter)
Counter is undoubtedly the industry leader. Their “Never List” is a list of more than 1,800 ingredients that they never use, including dangerous compounds such as formaldehyde and phthalates. The company actively lobbies for stricter safety standards in cosmetics in the US. For example, creams are supplied only in glass jars, which can be returned for recycling. At the same time, the products are similar to the luxury products: rich pigments,nice textures and amazing scents.
The idea that high-quality cosmetics cannot be found in regular pharmacies is rather a misconception. These brands prove that excellent results don’t have to come with a high price tag.
What’s the key point in all this? Knowing which brands are really worth the money and which are a scam is the real key to your success. So next time you’re at Target, I’m sure that you’ll be satisfied buying thing from this list. And both your skin and your wallet will thank you.
