In 2025, Americans are obsessed with affordable drugstore makeup—and for good reason. Brands like e.l.f. Cosmetics, Maybelline, L’Oréal Paris, NYX, and CoverGirl are delivering formulas that look and perform like luxury products but cost a fraction of the price. Viral dupes, skincare-infused makeup, and accessible pricing make these brands the go-to choice for millions of everyday consumers. You don’t need expensive beauty brands to look great. Many Americans are choosing drugstore makeup in 2025 because it’s affordable, high-quality, and easy to find in local stores. Popular brands like Maybelline, NYX, E.l.f., and Milani are offering professional formulas at much lower prices.
Here are the top affordable makeup products Americans are buying right now.
Key Points
- Drugstore makeup gives professional results
- Affordable options continue growing
- Viral TikTok products influence choices
- Long-lasting formulas highly preferred
- U.S. drugstores offer wide selection
Why These Brands Stand Out in 2025
- High-end results at low prices
- Skin-first formulas packed with ingredients like retinol alternatives, antioxidants, and soothing botanicals
- Viral TikTok hits that actually deliver real results
- Widely available in drugstores, big-box stores, and online retailers across the U.S.
Top Drugstore Makeup Americans Are Buying Right Now (2025)
1. e.l.f. Cosmetics
e.l.f. continues to dominate the drugstore space with innovative, affordable dupes. Popular picks include:
- Halo Glow Liquid Filter – a glowy, medium-coverage tint that rivals luxury complexion boosters
- Poreless Putty Primer – a viral classic for smoothing and gripping makeup
- Soothing setting mists infused with aloe and other calming ingredients
e.l.f. is known for giving the same finish as high-end makeup—without the high-end price tag.
2. Maybelline New York
Maybelline remains a powerhouse for mascara, foundations, and concealers. Must-try products:
- Lash Sensational Mascara – a favorite for defined, voluminous lashes
- Sky High Mascara – viral for its lengthening and flexible wand
- Fit Me Matte + Poreless Foundation – natural-looking, long-wear, and ideal for everyday use
- Instant Age Rewind Concealer – smooth, brightening, and loved for its iconic sponge tip
Affordable, reliable, and always trending—Maybelline is a staple in American makeup bags.
3. L’Oréal Paris
L’Oréal bridges the gap between drugstore and luxury with premium textures and finishes. Top favorites include:
- Hydra-Fresh Tint – lightweight, water-based, and infused with plant-based retinol for a natural glow
- Fresh Wear Foundation – breathable, long-lasting, and comparable to prestige formulas
Fans love the balance of skincare benefits and high-performance results.
4. CoverGirl
CoverGirl is winning over clean-beauty shoppers with gentle, skincare-forward options. Popular picks include:
- Skincare-infused tints with plant-based retinol
- Lightweight, dewy complexion products
- Hydrating lip options for daily wear
Their new clean formulations fit perfectly with America’s shift toward “better-for-you” beauty.
5. NYX Professional Makeup
NYX stays top-of-mind for bold pigments and long-wear products. Essentials include:
- Epic Ink Liner – ultra-precise, waterproof, intensely pigmented
- Butter Gloss – a non-sticky classic loved for its hydration and color
- Buttermelt Blush – silky, blendable, and infused with mango and shea butter
NYX is ideal for both natural and glam makeup lovers.
Why Americans Love Drugstore Makeup in 2025
- Affordable dupes for luxury brands
- Skincare meets makeup formulas (retinol alternatives, ceramides, antioxidants)
- Social-media-approved products that actually work
- Easy access nationwide—no need to shop specialty stores
- Budget-friendly, high-quality choices for every skin tone and type
Drugstore makeup in 2025 is truly giving high-end beauty a run for its money—making it easier than ever for Americans to build a full routine without overspending.
Best Drugstore Makeup Products (2025)
✦ Foundation
Maybelline Fit Me Matte + Poreless
Controls shine and gives a natural, smooth finish. Works well for normal to oily skin types.
If you’re looking to complete your makeup routine with budget-friendly essentials, check out our blog on the Skincare Routine for Americans to balance your beauty regimen.
✦ Concealer
Milani Conceal + Perfect
A foundation and concealer in one, excellent coverage and long-lasting results.
✦ Concealer #2
Maybelline Instant Age Rewind
A viral bestseller known for hiding dark circles without creasing.
✦ Mascara
Maybelline Lash Sensational Sky High
Massive volume and length, often compared with luxury mascaras.
Looking for more budget-friendly beauty picks? Check out our guide to the best Affordable Beauty Products that give you the luxury look at a fraction of the cost.
✦ Mascara #2
Essence Lash Princess
A budget-friendly favorite with dramatic results.
✦ Primer
E.l.f Halo Glow Liquid Filter
A dewy makeup booster that gives a soft glow similar to high-end brands.
✦ Eyeliner
NYX Epic Ink Liner
Waterproof, smudge-resistant, and cruelty-free.
✦ Setting Spray
Milani Make It Last
A long-wear spray that keeps makeup fresh all day.
Why Americans Love Drugstore Makeup in 2025
- Affordable dupes for luxury brands
- Available everywhere
- Skincare meets makeup formulas (retinol alternatives, ceramides, antioxidants)
- Excellent quality
- Social-media-approved products that actually work
- Great shade ranges
- Easy access nationwide—no need to shop specialty stores
- Trending on TikTok and Instagram
- Budget-friendly, high-quality choices for every skin tone and type
Drugstore makeup in 2025 is truly giving high-end beauty a run for its money—making it easier than ever for Americans to build a full routine without overspending.
Looking for more tips on how to build your beauty routine on a budget? Explore our Beauty Category for the latest trends and product recommendations.
Final Takeaway
From foundations to mascaras, drugstore makeup offers high-quality options without high prices. Americans love these products because they’re easy, effective, and budget-friendly.
FAQs
