Searching for skin care staples or makeup must-haves that won't break the bank? They exist — we promise!
To help find you some, Sarah Eggenberger, Senior Editor-at-Large at NewBeauty, stopped by the 3rd Hour of TODAY to share affordable products that are easy to implement into your routine. While you'll find long-time drugstore staples like Aveeno on this list, you'll also see newer brands like The Ordinary, Hero Cosmetics and more.
Keep scrolling to discover expert-approved drugstore finds that you'll want to add to cart ASAP.
Drugstore beauty must-haves seen on TODAY | More drugstore beauty must-haves | Shop TODAY SMS | How we chose | Meet the expert
Drugstore beauty must-haves seen on TODAY
E.l.f. Halo Glow Liquid Filter
For a 4-in-1 makeup product at an affordable price, Eggenberger recommends this concealer that promises to provide a full-coverage, glowy finish no matter where you apply it.
Whether you're hoping to cover up dark spots, or improve the appearance of under eye bags, this concealer will give both areas a refreshing look, thanks to the hydrating ingredient hyaluronic acid.
NYX Buttermelt Blush
Available in 12 warm color-inspired shades such as an orange, fuschia and multiple shades of pink, this product is an easy way of experimenting with new shades, says Eggenberger.
The brand says its easy application goes on like a cream and stays put all day for a transfer- and fade-resistant matte finish.
Milani Fruit Fetish Lip Oil
Temperatures dropped this week in New York City, meaning fall is right around the corner, bringing with it more opportunities for chapped lips. Eggenberger recommends relying on a lip product that will keep lips hydrated throughout the day.
Enter this lip oil from Milani, that includes vitamin E to keep lips feeling moisturized. She says this will quickly become your new go-to, never wanting to leave your house without it again.
Versed Press Restart Gentle Retinol Serum
This lotion earned the award for best budget exfoliating body moisturizer during Shop TODAY's 2024 Beauty Awards, with editors adoring the way it left various parts of their body feeling soft and smooth almost immediately after use.
Now through Sept. 3, Shop TODAY readers can save 25% off this product using code TODAY.
Hero Cosmetics Mighty Patch for Fine Lines
The brand behind the viral pimple patches that TikTokers have come to trust for combating acne woes, Hero Cosmetics, also has a product that "targets crows feet and frown lines," according to Eggenberger.
For results, the brand recommends using them one to three times a week by simply securing the patch and smoothing it down on the desired section of skin.
Aveeno Therapeutic Shave Gel
"Your shave is only as good as the cream you use," says Eggenberger. This shave gel from Aveeno goes above and beyond to not only provide you with a clean, smooth shave, but also leave your skin feeling hydrated and protected thanks to its non-irritating ingredients.
More drugstore beauty must-haves
NYX Professional Makeup The Marshmellow Primer
For all-day, long-lasting makeup that can take you from the office to happy hour, a night out and beyond, reach for this primer from NYX that promises up to 16 hours of wear.
Its water-based formula (that includes a slight scent) boasts 10 benefits, including the ability to even your skin tone while providing a focused finish that allows your makeup to truly shine.
L'Oréal Paris Voluminous Panorama Volumizing and Lengthening Mascara
What makes this mascara different than the one you're already using? The answer lies in its multi-level brush that fans out and volumizes your lashes with every swipe.
E.l.f. Cosmetics Glow Reviver Lip Oil
Another Shop TODAY 2024 Beauty Award winner, it earned the award for best overall lip oil thanks to its variety of shades and affordability, among other qualities.
“This product adds shine and enhances my natural lip color, rather than covering it up,” says senior partnerships editor Francesca Cocchi Zabloudil. “It’s also hydrating and non-sticky. The applicator is plush and comfortable. And at just $8, it’s definitely a product I can see myself buying again.”
Eco Style Professional Olive Styling Gel
This summer was the season for slicked back hairstyles, thanks to scorching temperatures. For styling buns, ponytails or wanting to keep stray hair out of your face, this styling gel promises to help hair stay put.
It's made with 100% pure olive oil, which the brand says will help moisturize your scalp, while providing a flake- and tack-free style for your hair.
The Ordinary Hyaluronic Acid 2% + B5 Hydrating Serum
Eggenberger says to treat your skin care routine like a smoothie, with this product being the "booster," hoping to address a more specific need.
This serum can provide an even more moisturized and hydrated feel for those whose skin needs a little extra oomph, even when using your trusted moisturizer. She recommends using it before your moisturizer for best results.
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How we chose
The Shop TODAY editors and writers search the internet to find the best products out there. Here, we relied on the expertise of Sarah Eggenberger, comb through customer reviews and even use our own personal experiences to make shopping easier for our readers.
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. Learn more about Shop TODAY.
Meet the expert
- Sarah Eggenberger is 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.
