Affordable alternatives have increased in popularity in recent years — a drugstore mascara that provides the same volumizing, lengthening features? Sign us up.
Saving money when it comes to skin care to receive similar results? Consider us sold. We'll hit 'add to cart' on any product that can deliver long-lasting, beneficial results without breaking the bank.
Sarah Eggenberger, senior editor-at-large at New Beauty, agrees — which is why she rounded up affordable finds that are comparable to name-brand products that deliver the same results.
Each find is less than $25, and comes from brands that you can find at your local drugstore and department store alike.
Affordable alternatives seen on TODAY
This eye cream utilizes clean ingredients to combat aging woes — like bakuchiol, a plant-based retinol that works to diminish the look of fine lines, wrinkles and puffiness.
“You can use this morning and night — I love the lightweight texture but how it’s emollient enough to create an under layer for concealer,” says Eggenberger, further recommending you “just use a little amount and tap gently from the orbital bone inward, extending slightly toward the brow bone to get an overall lifted effect.”
“The lightweight, skin-tone tint blends easily and it has buildable coverage, so no need to worry about streaks,” says Eggenberger. “Plus, it’s water- and transfer-resistant so it holds up all day, just wash off with soap and water when you’re ready.”
It’s available in both medium and light glow tint options, depending on the amount of coverage you’re looking for.
This mascara is both expert- and editor-approved, helping one of our editors realize her lashes' full potential (and length, thanks to the specially designed mascara brush that elongates lashes with one swipe).
"It’s made with bamboo extract and fibers to volumize your lashes without weighing them down," Eggenberger says. "Unlike traditional mascaras, it comes with a special narrow brush, making it easy to reach even the smallest corner lashes without having to worry about clumping."
For long-lasting brows that truly stay in place for hours on end, Eggenberger recommends adding this affordable gel to cart. "The microbrush makes it easy to sculpt and define, especially at the arch and tail," she says. "For a more tailored finish, wipe the excess product off the brush before applying and work in short, deliberate strokes."
Key ingredients like shea butter and pistachio oil work together to improve the skin's elasticity and leave you with healthier looking skin after application, Eggenberger says.
It has a "lightweight, fast-absorbing formula," she adds, further noting that it's "perfect for warm weather when you want to moisturize without the heaviness."
Eggenberger calls this cream a “must-have” for those who want to smooth fine lines while also lifting and firming the face.
“I recommend using this morning and night, after washing your face when your skin is still damp,” she says. “This helps the cream to absorb better so you get full benefits and maximize hydration. I also love wearing it under makeup to help [the] product sit more evenly.”
More affordable alternatives to shop
This gentle cleanser is recommended by Eggenberger for providing an easy, clean and safe way for removing makeup. It's suitable for all skin types, especially sensitive, mature and acne-prone skin — making it a go-to for all ages.
“I gifted this toner to my mom (Shelly Privette) and she’s loved it so far!” says production coordinator, Camryn Privette. “She had never really used a toner before and likes how gentle this one is (shoutout Witch Hazel!). She’s noted how refreshing it feels and the scent is great.”
We're big fans of Versed at Shop TODAY, and this retinol-powered lotion is a favorite. It combines soothing ingredients like squalane and cocoa butter to leave skin feeling soft.
These fast-acting pimple patches earned the award for best overall pimple patches during the Shop TODAY 2025 Beauty Awards, helping editors get rid of pesky pimples that pop up overnight.
"I don’t regularly get zits or pimples, but whenever I do, they’re brutal in size, in the inability to hide them under makeup, in pain!" admits senior SEO editor, Jess Bender. "I’ve tried several types of hydrocolloid stickers over the years and this one is the only one that’s effective enough to tackle my hormonal breakouts. The adhesion on these is strong enough to stay on throughout the duration of my sleep, but they peel off gently without leaving irritation behind. If I do have to wear one during the day, it's translucent enough to blend into my skin."
Experts we previously interviewed recommend (and use) CeraVe on a consistent basis, due to their beneficial ingredient list that supports the skin barrier and works to strengthen overall skin health.
This cleanser is also editor-approved because it helped to clear up acne without stripping the skin or proving to be too harsh.
A multitude of benefits are jam-packed into this petite, one-ounce serum — including ingredients that work to hydrate the skin, and improve and protect the skins barrier.
Eggenberger loves its lightweight formula and the fact that it reduces facial redness as well.
It's no secret that hyaluronic acid is a major player when it comes to hydrating the skin. Combined with a non-comedogenic formula, this moisturizer works to leave you with more hydrated, pore-free skin.
Korean skin care and beauty products are trending right now (with searches up 300% in the past 90 days for brands related to the trend!)
This toner is described by the brand as “versatile,” meaning it can be applied during your morning or nighttime routine and the benefits remain the same.
For a more "youthful looking complexion," per the brand, opt for this under-$30 moisturizer. It has ingredients that promise to nourish the skin while providing said glow, like vitamin C and a mix of peptides.
Meet the expert
- Sarah Eggenberger is a TODAY contributor and the senior editor-at-large at NewBeauty, a digital beauty publication. As an experienced beauty and lifestyle expert and published author, Eggenberger acts as an on-screen spokesperson regularly, sharing beauty and fashion tips and tricks.
How we chose
The Shop TODAY editors and writers search the internet to find the best products out there. We interview expert sources, comb through customer reviews and even use our own personal experiences to make shopping easier for our readers. The products above were curated and chosen by Sarah Eggenberger and members of the Shop TODAY editorial team.
As an editorial team, we independently create content and determine coverage based on research, reporting and what we think TODAY.com readers would like to read about. The goal of our content is to provide a service and inform readers who are on the hunt for the latest products to help make their life better. Items are sold by retailer, not TODAY. Pricing and availability are accurate as of publish time.
