e.l.f. Cosmetics review
e.l.f. built a business copying prestige products at a fifth of the price and somewhere in the last few years started making things nobody else had done first.
$3–$16Read review
Shelf
Drugstore & Value
Mass-market brands. The best of them outperform products costing five times more; the worst coast on shelf space.
5Brands reviewed
8.0Shelf average
8.6Highest score
The INKEY List review
The INKEY List does what The Ordinary does and then tells you, in plain English, what you have just bought and when to use it. That difference is worth more than it sounds.
$9–$30Read review
NYX Professional Makeup review
NYX has been quietly making professional-quality makeup at supermarket prices for twenty-five years, and the liner and gloss ranges beat things costing four times as much.
$6–$20Read review
Maybelline New York review
Maybelline has been making the best mass-market mascara since 1971 and the industry has quietly stopped pretending prestige versions are better.
$6–$18Read review
BYOMA review
BYOMA sells the skin-barrier argument in highlighter pink at drugstore money, and the cheap end of the range is genuinely well made. The trouble is that everything it added on top of the idea is the part that does not hold up.
$12–$26Read review