I’m going to be honest: When it comes to beauty products, I used to associate price with efficacy. But one thing that’s surprised me since becoming a beauty editor and testing out tons of products is that they don’t have to be expensive to be effective. The products below, in particular, have proven me wrong with theirimpressiveformulas and luxe packaging. And I’m not the only one who’s been reaching for more affordable beauty buys. Bethenny Frankel, one of my favorite people on TikTok, recently told me about her favorite drugstore makeup picks. And when Sofia Richie-Grainge reached for a $14 bronzer on her wedding day, it nearly broke the internet. Keep scrolling to see all the affordable gems, both drugstore and prestige, that are universally loved by Who What Wear editors and celebs.
I love everything about this blush from the pastel-pink packaging to the long-lasting pigment to the little flecks of shimmer that catch the light.
These best-selling glosses come in an array of decadent shades including Vanilla Cream Pie, Tiramisu, Sugar High, and Angel Food Cake. No surprise, they smell heavenly.
Freckles are the cutest, and you just have to try the trend for summer.
This is just like Benetint.
This highlighter leaves a beautiful, natural finish that’s nearly identical to one of my favorite luxury products from Dior. (It’s also a tenth of the price.)
I’m always reaching for a lip tint. This one is super cool because it reacts to your pH and creates a shade that’s unique to you.
You won’t find a concealer brush as affordable or effective as this.
Don’t sleep on Herbal Essences—this detangling spray is an essential for silky-smooth hair and also has a gorgeous rose scent.
Hands down, this is my favorite drugstore mascara.
You’ll find this lip gloss in nearly all my bags.
My co-workers love this glossy lip stain. It’s super affordable, but the sleek packaging and divine smell make it feel luxe.
This creamy eye pencil is one of Nyx’s best sellers. You can use it as an eye shadow, eyeliner, and even a highlighter.
This holographic highlighter looks way more expensive than it is.
These ultra-pigmented shadows are beloved by everyone from my makeup-loving bestie to WWW’s senior beauty director.
Run, don’t walk: This is basically a $9 Dior Lip Oil dupe.
This pencil flawlessly fills in brows.
Richie-Grainge wore this $9 mascara on her wedding weekend, so obviously, I’m going to wear it, too.
This primer smooths your complexion with hyaluronic acid and grips to makeup so it stays put all day long.
This is your sign to try out this best-selling lip cream. It has a buttery-smooth texture thanks to natural emollients like aloe, olive oil, and vitamin E. Not to mention, it applies like a dream.
Everyone needs some gold eye shadow.
Another standout primer with a velvety texture that will leave your complexion virtually pore-less.
The pink packaging on this skin milk drew me in, but the natural ingredients and my-skin-but-better finish keep me reaching for it.
This bronzing quad is everything.
This stunning pearlescent highlighter is a perfect complement to bronzed cheeks.
This viral mascara has stolen my heart.
Countless makeup gurus have been raving about this under-the-radar concealer for years.
Use this felt-tip liner to effortlessly create a cat eye.
This illuminating highlighter gives the most beautiful, angelic radiance.
The bronzer Richie-Grainge featured in her wedding GRWM video on TikTok.
This hydrating tint performs as well as any department-store foundation, so you know it’s a winner.
Another outstanding drugstore mascara that lengthens and volumizes. You will not find any clumps or smudging in sight with this one—just full, fluttery lashes. It even has nourishing castor oil.
How chic is this $14 lipstick?
These adorable sticks have been a mainstay in my makeup bag for years. The Mighty Mimosa shade is my personal fave that I always reach for. Pro tip: Lightly outline your lips and then fill in for the most naturally defined pout.
This is the secret behind so many celebrities’ red carpet glow.
The crème de la crème of matte lipsticks.
The color!
The iconic, universally flattering lip color that everyone needs.
A brow artist used this on me, and I was blown away by the results. It made my sparse brows look so full and fluffy.
I’ve never seen a lip product quite like this one. It plumps with ginger root oil and capsicum, and cooling menthol crystals provide a subtle tingle. The high-shine formula also comes in a range of shades from classic clear to Barbie pink to daring black.
The OG for snatched, defined brows.
An iconic lip gloss beloved by Y2K superstars.
Contouring made easy.
Want pillowy-soft lips? Achieve them with this serum stick that has collagen and hyaluronic acid, two ingredients that are essential for a hydrated pout.
Yep, these eye shadow sticks are “idiot proof.”
I’m simply obsessed with this lip gloss. It’s not sticky whatsoever and is actually super moisturizing thanks to the addition of rose-hip oil. My lips look naturally plumper and have a pretty pop of color.
This refreshing cleansing gel nourishes skin with pure hyaluronic acid and marine extracts.
This lip stain has a barely-there feel but still packs a punch with highly pigmented color. It’s also super moisturizing thanks to raspberry water and aloe vera.
This ultra-luxe caviar eye shadow stick comes in a whopping 34 shades, and I want them all.
If you’re looking for the perfect multitasking skincare product, here it is. Get ready for smoother, brighter, and more hydrated skin.
Throw this setting spray in your summer tote bag for when your skin needs a midday refresh. Not only does it set makeup, but it moisturizes and blocks pollutants.
This orange-coral shade will give your cheeks the prettiest, most natural pop of color.
One swipe of this gives a perfect sheer kiss of color. The collagen plumps up your pout while cherry and hibiscus oils leave it irresistibly dewy.
Meet the highlighter of my dreams.
The holy-grail, go-to moisturizer for sensitive skin. It has a trio of soothing ingredients that parched complexions need: colloidal oatmeal, allantoin, and shea butter. It’s a great price point for how much product you get.
I’ve seen all my favorite influencers using these bronzing drops in their morning GRWM videos. They’re like sunshine in a bottle.
This blush melts into your skin and imparts the most beautiful natural flush. I’m also in love with the pillowy texture.
Yes, you can treat yourself to something from Dyson for under $50.
This is a cult-favorite blush for a reason.
Wake up looking like you just came back from a tropical vacation with this bronzing serum.
This high-impact pigment completely eclipses more expensive blushes, IMO.
Everyone needs to try this lip oil, okay? I love the Rosewood shade, but I want to try Cherry or Raspberry next.
