It's no new news that the drugstore beauty world is killing it right now. Yes, there will always be those products we choose to invest a little more money in and those pricier items we're not quite ready to part with, but I'm sure all my beauty editor peers would agree that if we had to live a life using only drugstore products, it wouldn't be (and we wouldn't look) half bad.
It's all down to the democratization of beauty. Thanks to social media, we have more access to peer-to-peer reviews, so high-street brands know better than ever that a half-hearted formula just isn't going to fly with the army of savvy skeptics known as consumers. So they've upped their game. Drugstore beauty brands have started to funnel more and more time and money into producing formulas of the highest quality whilst still keeping the price tag as low as possible. And our makeup bags and bathroom shelves have never worked harder as a result.
Of course, we shouldn't get carried away. Like both ends of the luxury spectrum, there still are duds that are best avoided. We've weeded these false economies out to bring you this—our definitive list of 2018's most impressive drugstore beauty launches. Make wise choices with these and you'll have more to spend on that pricey serum you've been eyeing.
INC.redible's syrupy highlighter lends cheekbones an incredible sheen without too much shimmer.
There's a good reason that the internet is still going crazy for Revolution's heavy-duty concealer—it deletes dark circles as though they never existed in the first place.
The blend of molecules inside Tresemmé's new shampoo is akin to the kind of technology you'd expect in a trichologist's office. They travel deep within the hair shaft to scaffold the structure of each strand, ensuring that even after a heavy-handed tonging session or years of coloring, breakage is at a minimum.
Perhaps the easiest form of color-correcting around, Revlon's pen brushes on lilac-toned pigments to perk up even the most tired of complexions.
Last week saw the launch of No7's new brand (No7 Laboratories) and the first of its targeted skin solutions: the Line Correcting Booster Serum. We've gone into depth on this product's magic over here, but in short, it contains a potent concoction of peptides that replaces the elasticity and volume skin loses over time.
With not a microbead in sight, L'Oreal's new mask contains a blend of three sugars to buff away the top layer of dead skin cells and lemongrass essential oil to whip away excess sebum and underlying bacteria.
You know that glow you get at the end of a beach holiday when your skin has restored its Vitamin D supplies and you've treated it to a week without makeup? Well, this is that glow in a palette.
Violet and silver toning shampoos have saved blondes from going brassy for years, and now Charles Worthington's blue shampoo is here to cool down overly warm brunette tones. It's the perfect remedy if you went just a tad too red in your last coloring session.
We all became quickly obsessed with Neutrogena's Visibly Clear Light Therapy Mask (£40) when it launched last year and understandably so—it was the first time that LED devices were available to the public and at such an affordable price point too. Now, its new pen will speak to those among us who get that odd annoying spot, as it allows for super-precise application. You can nip that blighter in the bud before anyone even notices.
Translucent powder is brilliant at setting makeup without altering the color of your base, but Barry M's yellow-tinted version will help tone down redness in rosacea-prone skin too.
If it's big, fluffy and volumized lashes you're after, drugstore mascaras cover every single base. Especially this new one from L'Oreal Paris with its chunky brush to help coat each and every hair.
Makeup brushes needn't cost a small fortune, especially when brands such as Masq are coming to the fore. Its foundation brush has some of the smoothest bristles to ever grace our faces, and the tapered handles make it super comfortable to use.
We're constantly chatting all things drugstore beauty over in our dedicated beauty group The British Beauty Line, and we'd love for you to join in. Just request to join and be prepared to enter a world of incredible beauty advice.