June 26, 2019

Oh and By the Way the Balm is Now Sold at Walgreens

The Balm is now sold at Walgreens! Gasp! Yup! I saw a display in two different stores recently. Granted it’s not the entire line but maybe come Fall 2019 they’ll be a little nook curved out for the Balm amidst the displays of L’Oreal, Maybelline, and Covergirl.

The comes as no great surprise to me as I think a lot of mid-range brands will be heading in this direction by 2020. I suspect you’ll see brands like Tarte and Too Faced branch out to mass drugstores and retailers like Walmart and Target not to mention CVS and Walgreens. My theory is they have pretty much gone as far as they are going to go online and at higher end luxury stores like Sephora. They have gained the attention of most demographics but the drugstore, well, the drugstore is sort of a new demographic to tap into and in turn to gain more followers and sales.

I’m curious if my predictions are right but I really feel like the beauty bubble is starting to crack at this point.

We’ll see how things go with the Balm being sold at Walgreens but I suspect it isn’t the only mid-range brand you’ll see at Walgreens.

What do you think?


About the Muse

Isabella MuseIsabella is just an average everyday geeky girl who doesn’t blend her eyeshadow correctly, wears too much blush, and hopes she never finds her holy grail products because she likes the thrill of the chase so much. Her mission is to bring you super honest reviews on makeup, skincare, fragrance and all things beauty. She’s in no way an expert on the topic and she sure as hell isn’t a super model. But she’s passionate about makeup and is seeking like-minded individuals that like pina coladas, getting caught in the rain, and ones that enjoy spending hundreds of dollars at Sephora without feeling buyer’s remorse. If you’re that person feel free to reach out and leave a comment or follow me on Facebook, Instagram, Twitter, and Bloglovin‘.

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  • kjh

    I think you’re totally right about the migration of mid-range brands. Drugstore is hardly a bargain anymore. The quality of the product has improved vastly, too. Tarte, tf, theBalm, can be there with little sacrifice of price or margin, and with far greater distribution. Look at Cargo. You’re probably too young to remember: they launched at Barney’s, exclusively. BARNEY’S, home of Serge Lutens, the-refill-is 60$ lipstick! Then Sephora, then Ulta, now Kohl’s and maybe a tad at Ulta online. Lorac is starting the same drill. It’s inevitable. My question is, how will exclusive be defined, since many popular brands are going masstige?

    • Isabella Muse

      I totally remember Cargo at Barney’s and of course, Sephora ;-D And they downward spiral which was rather sad….>! That’s a great question! Will high-end be the new mid-range once mid-range hits the masses?

  • Jordana

    I just noticed this today! A limited selection of TheBalm products has been online and at the flagship Walgreen’s stores for a while, but my neighborhood Walgreen’s had them today. So, of course, I could swatch the product that was in my cart for the flash sale before I ordered it ๐Ÿ˜‰ No Walgreen’s reward can beat 50% off. Walgreen’s and CVS have both been carrying some higher-end skin care lately. Interesting trend, I agree.

  • Susan K

    Oh great! Love me some balm! I remember when Hard Candy was at Nordstrom lol how the mighty have fallen. I think your right about mid range migration. I was just walking by the massive TF display in Sephora the other day and thought how is this mediocre brand still here. Theres so many new and up and coming brands that I’d rather see. TF, Tarte have had their day in the sun.

  • Elizabeth

    Charming Charlie’s has a limited no of the balm items as part of their buy one get two off clearance sale.