September 8, 2022

Are Makeup Brands Ripping You Off? Are Drugstore Brands the Same as Luxury?

Dior, Chanel, and other high-end luxury brands don’t want you to know they likely paid $3 bucks to produce that lipstick you just paid $42 for. Ouch! It’s a common fact you’re paying for the brand’s name and the packaging but not so much the actual product inside which is fairly cheap to produce.

I watched a very interesting Tiktok yesterday on how “brands are ripping you off”. I’d link it here but I don’t want the person who made it to think I’m trashing them nor do I want you to think I’m doing so either. The reason I say this is because I actually disagree a bit with what she was saying in her Tiktok! That’s my opinion obviously but I didn’t want it to come across as hey, I know stuff and I disagree because of that. Keep in mind, I know nothing 🙂 I’m just expressing how I feel based on products I’ve tried and just fitting that into what she was saying.

So, this person is in the makeup industry for a long time and obviously knows makeup WAY better than I ever hope to. She was explaining that makeup brands were ripping you off due to packaging and how drugstore makeup is in fact the same thing at a cheaper price. She also went on to explain many of the items are produced in the same factories as larger luxury brands and the formulas are the same, etc…!

The three main products she brings attention to are mascara, eyeliner, and lipstick. Her main point of the video is to explain these three items can be easily duplicated and purchased for cheaper at the drugstore. And yes, that’s very true. Over the years drugstore makeup has evolved dramatically and formulas are way, way better than they ever were 10 plus years ago. If she made this video 10 or more years ago I’d question her sanity about formulas being as great as anything you can buy at Sephora or Nordstrom or a higher-end counter. Because let’s be honest, that far back drugstore makeup was just NOT IT.

But I still think drugstore makeup has shortcomings and formulas that are inconsistent. For example, remember when L’Oreal had those amazing Infallible Silkissime Eyeliners? What happened the formula? It’s changed so dramatically since it was released. I purchased one recently and it was terribly dry and tugged during application. I remember the original release was amazing! Super creamy and rivaled Urban Decay’s 24/7 Eyeliners! That being said, I feel like eyeliner pencils have had a dramatic decrease in formula lately across the board. Many brands I used to adore just aren’t cutting it anymore. The formulas feel cheaper, drier, drag during application, etc…! Yes, Urban Decay I’m talking to you.

But that’s neither here nor there in this discussion. What I found interesting is the fact she brought a Dior Lipstick into the conversation and said, “For example, this Dior Lipstick has lovely packaging but Milani Lipsticks are just as good!” Ok, let’s backtrack for a sec here. She was by no means comparing Dior and Milani but it is an apple to oranges situation isn’t it? Dior makes incredible lipsticks and I dunno if I’ve found anything at the drugstore that rivals that formula. There are AMAZING lipsticks at the drugstore but Dior is amazing. Hmmm! I need a few to think about that!

Here’s where I really disagree and this is a controversial opinion by the way! I do NOT believe drugstore mascaras are the same as higher or mid-range brands. I use Tarte Lights, Camera, Lashes which is mid-range and I can’t say I’ve come across any mascara at the drugstore that works as good for me. Actually, mascaras in general at the drugstore are a HUGE fail for me. I don’t have a great success rate with drugstore mascaras and I really do believe spending a bit more on mascara is a worthy spluge. I realize a lot of people will strongly disappear with this. But drugstore mascaras suck and are not the same as what you can purchase from mid to high-end brands. This isn’t to say more expensive mascaras don’t suck! They do! I mean, Pat Mcgrath has a crappy mascara formula! But I do think that mid to higher-end brands do an exceptionally better job in the mascara department than drugstore brands.

I think one the most important points she should have made in her discussion was the fact that drugstore prices have risen so dramatically that purchasing a mid-range mascara can be cheaper or even on par with drugstore prices lately!

I dunno if you agree or not with all this. But I thought it was an interesting topic to bring up and discuss!

Do share your thoughts!

Are makeup brands ripping us off? Is everything we love about mid to high-end brands available for cheaper at the drugstore?

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‘.

Leave a Comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Comments

  • Brenda

    I guess the bottom line is that there are amazing & horrible products at all price points. You can’t compare anything 1 to 1. You can’t say that all high-end foundation are wonderful. They are not. Or that all drugstore lipsticks are awful. They are not.
    So if she is saying that you can find great products, at any price point, don’t be afraid to try drugstore. You may or may not find something that you love.
    You are right that the price of drugstore makeup has gone up so much that it has blurred the line between what used to be considered “drugstore” prices & “department” store prices.
    And, Mac which is the only line that I regularly repurchase just keeps raising their prices without giving any better benefits or quality (I love Mac. I am not complaining about the quality.) to justify a jump in the price!

    • Isabella Muse

      I 100% agree with this and wish I knew that way back when I started makeup because I was convinced higher end was better. there is good and bad across the board. I think her argument was a lot of the products are made in the same factories and formulas are the same or similiar which I don’t agree with completely. I am sorry to say my love for mac has dwindled a bit due to the quality issues. The formula just aren’t as great as they were 🙁

  • Chloe

    Oh boy, there is quite a bit to unpack. I won’t be definitive either way. I think both can be true. Drugstore can be just as good on some things, and I don’t always agree that if it is more expensive it is better. I can say for me, I tend to like higher end foundations better, but I tend to like drug store mascara better. I have changed my opinion over the years as I have gotten older and my spending power has increased. Not everyone can afford to buy anything but drugstore, and some people won’t dare buy makeup from the drugstore. I will say beautiful packaging is costly and sometimes that is what we pay for. I will say that packaging can get me from time to time and I have been burned by some of those purchases. Makeup purchases for me can be a whole experience and I take that into affect with my purchases as well. I just think saying that all drugstore products can dupe mid to high end is just an unfair and not true statement. Drugstore makeup has definitely come a long way over the years but there is still room for improvement

    • Isabella Muse

      LOL right? That’s the truth! It’s more complicated than “drugstore is cheaper and the same quality as mid to luxury brands”. That’s a huge claim to make. I think it’s all trial and error! It’s about testing things and seeing what works out best. Granted not everyone is in a position to buy luxury or mid range and drugstore is the way to go when they want something within budget but if you do have the means to be able to test from different brands and different price points you’re bound to find loves and hates across the board ;D

  • Anne

    On the one hand, expense and quality don’t always go hand-in-hand when it comes to makeup. There are so many great drugstore products.
    However, I’ve also noticed the packaging for more expensive products is consistently better. I’m about to throw away **another** barely used wet n wild eye palette because the top broke off and I can’t get it to shut (and now it’s a cleanliness concern)—even though the eyeshadow is really nice.
    That’s a great point about the drugstore prices, though. They are catching up to mid-priced brands.

    • Isabella Muse

      Yup! Some packaging drugstore side, wet n wild, elf sometimes, and milani eep aren’t exactly the best packaging in the world!

    • cncx

      This is where I’m at too! Formulas are one thing, but packaging is where I see the real difference. They have been saying an urban legend in Europe for a long time that bourjois and Chanel blush is the same and why not but I can tell you my Chanel compact is gonna stay closed better in my purse and that’s what I’m paying for!

  • Swoozy

    When I was younger, I could get along better with a lot of drug store formulas – Neutrogena foundations, CoverGirl loose power, Maybelline mascara were all favorites of mine and I used that loose powder even after I transitioned to more mid-to-high end products. As I’ve aged, my drier skin, but oily eyelids just seems to need something most drugstore products no longer deliver for me. My beloved CG loose powder now oxidizes on me. The Maybelline mascaras smudge. Is it me? Changes to formula? Both?

    In any case, drug store brands can be excellent entry points and give you more freedom to experiment because if I buy a cheaper palette and don’t love it, I’m not as regretful.

    • Isabella Muse

      I’m sort of the opposite! Now that I’m older I appreciate drugstore makeup a bit more!

  • Frozendiva

    I don’t know if everything I love about mid to high end brands that are available is cheaper at the drug store. Do I think that we are being ripped off with things costing little to make? Sure! The consumer is paying for the pricey ads in magazines and on television, and probably online, and paying for influencers, etc.

    I am older and remember very well when drugstore products were not all that. The foundations were terrible and most items were of poor quality, some tasted like plastic, and some even gave me rashes. I could find a nice lipstick or two and maybe an occasional eye pencil or mascara. I always thought that department store higher end stuff was better. Back then, they probably were.

    Over the years, drugstore products improved. We also got more beauty companies and some were mid-range and were a nice bridge from having to buy department store stuff. The mid-price brands fought a lot to get the consumer dollar to get noticed and get sales.

    Also, over the years, there has been a noticeable drug store price creep. Some items were slowly encroaching on the mid-end brands. Occasionally, I’d be asked why I spent so much on makeup when I can buy X at the drugstore. My money, my choice. Some is better packaging that doesn’t break, and for some folks, I told them I bought from a lot of mid-range brands but also a few items of the more luxury lines. Plus, I liked getting gifts with purchase and I got to try more expensive items and see if I liked them. I asked them why they were spending mid-range item prices at the drugstore. Some folks said it was they always bought at the drugstore, they were loyal to a particular brand that they wore as a teen. Uh, you are not teens any more and your skin may have changed, and yes, you may need to change some products. The presence of a store like Sephora didn’t register. Some didn’t like makeup and just stuck with a few items.

    A makeup artist friend told me once that some Huda products were made in the same factory that produced Tom Ford products. Nice to know. There is good makeup at every price point, and there is bad makeup at every price point. Takes time to find the right products.

    Drugstore complaints: lack of testers, poor lighting, easily tamperable products. Also no staff to help. Everything is out and basically open. I have no idea who has been in the makeup section, whether some folks were sick but still played around with stuff, who has sampled products and just put them back in the box. I’d be hopeless at finding a foundation to match without a lot of trial, error, and expense. Some eye pencils have been good, some lipsticks are very good, and some stuff is broken, some has poor performance issues.

    I like that at a department store or even Sephora, that there is a staff person to help out at various counters. There are testers and more sanitary precautions taken with makeup items. I am unlikely to buy a lipstick that someone has used and returned to its packaging. I also do like an item that has a more solid package and one that I won’t find broken at the bottom of my bag. Sometimes I like the glam factor of a higer priced item.

  • kjh

    The general takeaway from this TikTok is true, but simplistic. Far more factors than he/she addressed. Plus, the idea that drugstore might perform better on you for certain products is not new news. Many DS products, esp French ones are excellent, but they have midrange prices, too. Who can say Bourjois? Only EU and Canada now. Big S said they were the Chanel budget line…not true, btw. YMMV. For me, Revolution concealers are better than Nars, etc. Packaging? If HE has statement packaging, you’d better check the product, too. (Not going to paint my soles red to match that Loubou lipstick that I’d be too embarrassed to pull out.) If DS, then you’d better check the sturdiness. True that many brands use the same mfg facilities, but the specs are from the brand, so results MV significantly. Somehow there’s an implication that HE is for status only. Not true at all. The line between DS and HE blurs yearly. Compare and contrast. (Duh!) Consumers are far more informed than the TikToker realizes.

  • Nicole

    My perspective: I have worked in food R&D for 20 years. It is absolutely standard for one factory to produce the store brand and a national brand. That is actually the norm: most companies develop a formula and the package themselves, and then they pay a third party factory to make it. Most companies do not own their own factories. And those third parties operate in full secrecy and are legally bound not to share their customers info.

    There is absolutely a difference between store brand and name brand formulas, but not in the way people think. Sometimes the store brand is a more premium formula if the name brand is pretty commonplace (think Trader Joe’s vs Nabisco). Sometimes the name brand formula is way better. Bottom line: buy what you like and can afford!! 🙂

    • Isabella Muse

      THIS! So THIS! Thanks Nicole for commenting. And yes, that’s completely true! It’s most times just a stripped down version and not always “better”! It’s just cheaper because a lot of what is in the premium brand (be it food or makeup) isn’t in the cheaper brand!

  • Marti

    I think I’ll weigh in on this discussion and give my knowledge of pricing in the cosmetics/skincare industry. I’ve been a cosmetic buyer for years and also worked for a skincare company that produced skincare in the US. There is a rule we used in manufacturing beauty products for the cost of goods and determining retail price. A company looks at around 10% of the retail for the total cost of goods which is made up of formula, bottling and packaging. When you are buying a product for $20.00 there is about $2.00 worth in that product. The rest of the actual cost goes to advertsing, product development, store placement fees, stores advertsing budgets etc. and how the product is distruibuted in the market
    It is true that companies make “like” products for both drug/mass and department stores. L’Oreal corporation owns Lancome, L’Oreal, Maybelline…when Lancome comes out with a new foundation, you can bet the same foundation, although marketed differently, is introduced to L’Oreal and Maybelline. Shades may change but the actual formula is the same. Doesn’t matter if it is foundation, lip, mascara etc. The difference is mostly packaging, advertising, consumer perception of a brand. and the channel the brand is sold in.
    Thoght this would give some perspective on the industry and what really makes up the price factor, it’s all very interesting. Hope this helps give some understanding of pricing/market positioning in this crazy industry.

    • Isabella Muse

      Honestly, as far as parent companies go I totally agree with Lancome coming out with a cushion and of course, that trickles down to their L’Oreal introducing the same cushion with different shades at drugstores. But I’m not sure I’d say the formula were identical. The ingredients do differ somewhat and the one you’re purchasing at the drugstore is scaled back some on what it’s formulated with. but yup, much of the $$ is going to the cost of marketing not to mention if they are in Sephora they have huge costs to contend with in that area and likely lose money versus make it!

  • OliveUnicorn

    Its such a loaded thing honestly , alot of the higher priced makeup doesn’t have that great of a variety of color selection , like if i want a purple , periwinkle , black or lavender shade I may have to go with brands like Nyx or some other mid brands . But I can see maybe some of the fave products being better ect . It really comes down to what works for the individual person vs cost . I mainly use indie brands for eyeshadow as I like the better pigmentation and variety of textures vs what I could find drugstore or in Sephora .

  • genevieve

    To the first question – Are Makeup Brands ripping you off? – it’s hard to tell because here in Aus – we have a poor dollar in comparison to the US, cosmetic taxes, international shipping rates that are sky high – so every single cosmetic item is incredibly expensive. For example Revlon foundation can often retail at $35 Aud. However I do think that the HE brands are ripping us off though. As Christine of Temptalia has shown, time and time again, you are not always getting a good product just because it is a HE brand.
    As to the second question Are DS brands the same as Luxury? In general, my answer would be – it depends upon the beauty product. I personally think that a lot of eyeshadow palettes, blushes and foundation (and even lipsticks and mascaras) from mid to HE brands are different. Most DS eyeshadows (apart from a few) are pretty poor (especially here in Aus) and I haven’t seen an eyeshadow palette produced by a DS brand that rivals PMG, ND etc.
    As we have limited access to indie brands such as Sydney Grace, Terra Moons, Give Me Glow and JD Glow and many more, I cannot compare. I think many of these indie brands give the HE brands a run for their money.

    • Kathleen Harris

      I hadn’t bought makeup in so long, and I saw a Revlon lipstick I thought I’d get. This was at a Walgreens, and the price was over 12 dollars! Even with “buy 1 get 1 50% off,” that’s nine dollars each. I’m a cheap old broad, and I couldn’t believe the increase. Drugstore’s Big Names used to be under ten! **Yes, nine is less than 10, but for the starting price to be that high? Ugh.**

  • Dee

    There are some amazing drugstore foundations that I LOVE but some aren’t so great. I just tried a stick foundation by Westman Atelier and returned it because I hated it. I’ve yet to find a stick foundation from the drugstore that works for me. Some products I only like high end after trying drugstore formulas. I have had good luck with a few drugstore mascaras so tend to stick with those. I love Almay Length and Lift for upper lashes and Maybelline Lash Discovery for the bottom. I like It Cosmetics CC Cream but over the summer tried Elf’s CC Cream and really like that one too. They aren’t exactly the same but if I can get a lower priced alternative, I’ll take it.

    Buy what you like at the price you can afford. I have a dear friend who will never ever use anything but La Mer for her moisturizer. I’ve never tried it and am kinda afraid to! What if I fall in love with it? But I have lower priced products that keep my skin hydrated so don’t feel the need.

  • MDW

    With a slight tweak at manufacturing, the whole product changes. I wonder where the factories are sourcing their silicones and polymers?

    And beta testing? Less of that?

  • Polished Hippy

    One area I see a difference is in longevity with high or mid tier foundations vs. drugstore. No drugstore foundation I’ve tried lasts as good or wears as long as the various iterations of Chanel mat foundations for me. Also, I’ve even found sister-brand formulas with similar application feel, like Lancome and L’Oreal, don’t wear as long with the drug store version. Lip glosses I’ve often found similar. Drugstore lipsticks tend to go rancid for me faster than higher-end ones. Blush tends to be similar for me. Powder seems more finely milled and luminous if you get a higher-end version. Eyeshadow often seems better at mid-tier than high or low end (except more cutting-edge focused brands like Elf), but high end gets you some silky satin formulas sometimes. Those are just my personal experiences.