5 Beauty Buys to Skip in the New Year—and the Drugstore Dupes That Crush Them

The beauty industry thrives on trends, packaging, and prestige. Every year, we’re sold the idea that a higher price tag equals better results. But it’s never too late to reset your beauty routine and spending habits. The truth is that some of the most hyped-up products on the market don’t actually deliver results that justify the cost. And even more frustrating? Many of them have nearly identical counterparts tucked away in the drugstore aisle for a fraction of the price.

Consumers are smarter than ever, and beauty brands know it. That’s why the marketing machine is constantly in motion, pushing luxe labels and influencer shoutouts that make you second-guess your budget buys. But here’s a secret seasoned beauty lovers know: sometimes the drugstore version not only matches the performance, it beats it.

Let’s take a look at five beauty buys you can confidently leave behind and the affordable swaps that get the job done beautifully without gutting your wallet.

That $50 Foundation? Your Skin Prefers the $12 One

Luxury foundations boast velvety textures, fancy packaging, and SPF promises, but many of them still struggle with staying power or shade inclusivity. Meanwhile, drugstore formulas have stepped up big time. Some of the most affordable foundations now offer seamless coverage, impressive longevity, and a wide range of undertones. In blind tests, beauty editors and makeup artists alike often reach for the budget option, praising its buildability and skin-like finish. Instead of paying for branding, you could be paying for results.

Designer Mascara Just Doesn’t Hold Up

Mascara is one of the shortest-lived products in your makeup bag. So why are we spending over $30 on something that gets tossed every three months? Many prestige mascaras promise length and volume but flake or smudge halfway through the day. On the flip side, some drugstore formulas have built cult followings for their ability to curl, coat, and stay put without clumping or running. Performance should matter more than packaging for something that lives so close to your eye. The budget brands have quietly perfected their formulas, and it shows.

That Fancy Eye Cream? Mostly Marketing

Eye creams are a category where you’ll often pay for the illusion of effectiveness. Expensive eye treatments often contain the same active ingredients—like caffeine, hyaluronic acid, or peptides—that you can find in more affordable serums. What you’re really paying for in high-end eye creams is the prestige packaging and boutique brand name. Many drugstore options deliver hydration, brightening, and puffiness reduction just as well, if not better. It’s not about skipping eye care—it’s about choosing function over fluff.

The $60 Lip Gloss Is a Glossy Lie

High-end lip glosses promise the perfect shine, a non-sticky texture, and a plumping effect, but plenty fall flat after a few minutes of wear. Meanwhile, drugstore brands have launched high-shine, non-goopy glosses in a wide array of shades and finishes. Some even mimic the luxe feel and scent of designer brands. Ditch the $60 tube that’s more about being seen than being worn, and opt for a gloss that can keep up with your actual day.

Overpriced Setting Spray? There’s a $10 One That Works Better

Setting sprays often get mistaken for magic, but not all of them actually lock in makeup. Some of the most expensive sprays are glorified face mists, offering a quick burst of hydration with little hold. Drugstore brands have figured out how to blend grip with glow, keeping your makeup in place for hours without turning your skin into a stiff canvas. If your goal is long-lasting wear with a natural finish, the affordable options often outperform their high-end rivals in both setting power and value.

Beauty Doesn’t Have to Be Expensive

It’s always the perfect time to reassess what’s really adding value to your beauty routine and what’s just taking up space (and dollars). With the right swaps, you can still enjoy top-tier results without top-shelf prices. The secret isn’t in how much you spend. It’s in knowing what actually works. And sometimes, the best products come from the most unexpected shelves.

What’s one drugstore beauty product you swear by that outperforms its luxury counterpart?

The Shocking Cost of Keeping Up With Unrealistic Beauty Standards

Riley Jones

Riley Jones is an Arizona native with over nine years of writing experience. From personal finance to travel to digital marketing to pop culture. When she’s not writing, she’s spending her time outside, reading, or cuddling with her two corgis.