For years, Houston makeup shoppers have favorited department stores or beauty boutiques like Ulta and Sephora. But now, beauty aficionados everywhere are running to drugstores in droves for body wash, deodorant and yes, makeup.
Drugstores are a convenient choice for makeup in a pinch (missing foundation or powder?) as they're open late, they're essentially everywhere, and they've upped their beauty game.
"The beauty industry has changed significantly in the last 20 years. Historically, there was a hard line between 'prestige' and 'mass.' Now there are multiple layers in both," Jeanne Tamayo, H-E-B makeup buyer tells CultureMap. "The higher cost for prestige products goes into three main areas: marketing, packaging, and ingredients. Now there are lots of independent brands that are at a mid-range price point who spend more on ingredients and less on packaging and marketing. It is a win-win."
Grab a makeup bag and get ready, because if the catwalks are any indication, the spring season will be filled with Y2K looks, metallic everything, and bold eyes. According to Tamayo, the shelves will be full of, "glowy cheeks, fluffy brows, cream eye products, and moisturizing lip products"
For a fresh spring look and to make the job of buying just the right products easier, Tamayo gives her top Houston-area drugstore picks across several popular categories.
Mascara: L’Oreal Lash Paradise – kicking it old school and going with a teddy bear brush that delivers volume.
Tried and true L'Oreal mascara still holds the top spot for drugstore mascara. Photo by L'Oreal Paris
Lipstick: Milani Fetish Lipstick – The brand is known for a very high quality product at an affordable price point, and most items are made in Europe.
Shop cruelty-free and vegan makeup from Milani. Photo by Milani Cosmetics
Foundation: TikTok famous, e.l.f Halo Glow Liquid Filter. Another more traditional option: Neutrogena Serum Foundation, sheer coverage that has skin care benefits. Makeup should improve and enhance the skin, not cover it up.
The foundation worn by TikTok influencers everywhere is also the top pick for a drugstore foundation. Photo by e.l.f. Cosmetics
Blush: Pacifica Fluffy Blush – Cream/gel blushes are preferable over powder, as they give more dimension to the face and provide a healthy glow for skin. Fun fact about this Clean beauty brand, founder Brooke Harvey Taylor was one of the first leaders in the Clean movement and got her start selling natural fragrance at Grateful Dead concerts.
Cream over powder when it comes to blush. Photo by Pacifica Beauty
Eyebrow product: NYX Thick it and Stick it – for the full “feathered” brow look. Harsh lines and overplucking are out.
Get the fluffy brow look with NYX. Photo by NYX Professional Makeup
Bonus Buys for two need-it-now drugstore beauty products:
Shampoo/Conditioner: Native Coconut & Vanilla Moisturizing Shampoo and Conditioner. This duo is thoughtfully made with 10 ingredients or less, gently cleanses and replenishes moisture for soft, healthy shine, free of sulfated surfactants, paraben-free, silicone-free and dye-free, vegan and cruelty-free, infused with a warm and sweet Coconut & Vanilla scent. Source: Jennifer Flores, H-E-B Buyer, Hair Care.
Native shampoo smells great and uses only ten ingredients. Photo by NATIVE
Facial moisturizer: Neutrogena Hydro Boost water gel moisturizer - Contains hyaluronic acid which binds to water and holds it in the skin, water gel absorbs quickly into the skin and is lighter than cream, oil free so works great under makeup. Source: Christopher Leal, H-E-B Buyer, Skin Care.
We won't ever get tired of a hydro boost when it comes to skincare. Photo by Neutrogena
