If you’re like us, you may have mentally classified certain beauty products as ‘less than’, if they are available on supermarket shelves or from mass discount retailers.
Shopping simple body creams and hygiene items has somehow been normalised at these retailers, but facial skincare products such as serums have traditionally more likely been purchased from department or beauty retailers, if the budget allows.
For some, there’s still a lingering perception that effective, science-backed formulas are only available with a higher price tag.
This is no longer the case, and basing a decision of worth on the cost of an item alone is an outdated form of beauty snobbery: one that means missing out on a lot of great finds. They may not have sleek glass bottles or shiny metal caps, but there is plenty of brilliant skincare and a plethora of makeup items worth adding to your trolley during the weekly shop.
As for those serums, you may get higher concentrations elsewhere, but there are still impressive formulas available at accessible price points.
It helps to upskill in how to read a product label so you get better at understanding what’s really inside (tip: ingredients are listed in descending order by volume, meaning the first few ingredients are present in the highest concentrations).
Add to cart: L’Oréal Paris Revitalift Filler Hyaluronic Acid Serum; Dermal Therapy Lip Balm; MCo Beauty Xtend Lash Mascara; e.l.f. Halo Glow Liquid Filter; Batiste Dry Shampoo; L’Oréal Elvive Glycolic Gloss Shampoo
As a beauty editor, I’ve tried most of the items on shelves. I found that supermarkets, larger pharmacies and discount retail chains are becoming pretty savvy about the category, ranging far larger beauty selections than ever before.
They also understand evolving habits and trends: for example, extending to items like cleansing balms and oils (ideal for removing makeup) as well as lighter gel-based moisturisers with textures more akin to the latest K-Beauty developments.
I have built up a selection of favourite brands I know keep up with the science in their research and development and deliver sensorially beautiful products to boot. I really rate L’Oréal Paris Revitalift products for my face including the purple Filler line for glow, hydration and plumping, and the red Laser products for treating aging and skin texture. Glow Lab and Essano both have brilliant formulations with modern ingredients across a wide range of skin aims. Finally, if you or someone in your household has dry skin or eczema, DermaVeen is a godsend.
Some products have gone even further, twisting that ‘you get what you pay for’ reputation on its head. I’ve found items like mascara available at the supermarket are often just as good, if not better, at the more affordable price point than their luxurious counterparts.
I’ve previously shared my tips on how to make your beauty budget go further and some of my favourite products under $25, but now I’ve asked four beauty experts to share their finds.
AMANDA RAMSAY
@amandaramsaymakeup
Specialising in beauty for women over 40, Ramsay says makeup, skin, bodycare, hair texture and even fragrance preferences shift as we age. “One thing I’m noticing? Women 40+ are becoming much more ingredient conscious and are looking for beauty products that feel luxurious, practical and easy to incorporate into busy lives.” She tends not to buy makeup in the supermarket, saying the right complexion shade makes a huge difference to a healthy, radiant skin finish, but finds plenty of other essentials and little luxuries that make everyday routines feel more indulgent.
“I’m loving the rise of more aesthetic, ‘designer-looking’ body and hand washes,” she says. “Supermarket beauty shelves no longer feel purely functional, there’s a much more elevated self-care experience happening now.
I’m also thrilled to see BOOIE Beauty land in supermarket aisles (and online in NZ). Seeing brands specifically catering to women 40+ becoming more mainstream is long overdue.”
She tips the ‘excellent’ Epzen magnesium bath salts and body products, particularly for women in midlife who are juggling stress, poor sleep, muscle tension and hormonal shifts. She’s also recently discovered CeraVe Intensive Moisturizing Cream. “I love this so much, especially during cooler months. Mature skin tends to become drier and more compromised over time, so barrier-supportive bodycare becomes increasingly important.
The formula is rich, comforting and excellent for dry, itchy skin.” Another must-have? “The packaging isn’t great but Dermal Therapy has an excellent range of really good nourishing lip balms, hand and feet treatments.”
KASIA STANICICH
@kasiastanicich
Makeup artist Kasia Stanicich is known for her polished and glowing looks and insider application tips applicable to beauty lovers of all ages. We learnt how to ‘prime’ our foundation and blush brushes from her for a more seamless finish. It’s easy to enjoy the way she shares plenty of affordable beauty finds and just plain hard workers alongside more elevated buys used in both her professional work and everyday life.
She says her regular supermarket purchases include MCoBeauty’s hugely popular smudge-free tubing XtendLash Mascara, as well as Maybelline Lifter Lip Liners and Maybelline Lifter Lip Glosses.
She still backs the hydrating Dove Original Beauty Cream Bar for her body and picks up plenty of Protex Bar Soap to wash her stacks of makeup brushes that need to be clean and in great condition. Though she agrees foundation is tricky to buy initially given the lack of ability to shade match, she will repurchase if she finds a winner, commending the natural-looking Maybelline Superstay 24H Skin Tint.
“For hair, I always put people onto the L’Oréal Elvive Glycolic Gloss range. If you’re after glossy locks it’s such good value and I noticed results immediately.” Stanicich says she’s also loving the ‘bodycare moment’ that’s bringing more luxe-feeling products within reach and shouts out the Gem line of deodorants and fragrances. “I’m excited to see more body products such as oils, scrubs, lotions landing.”
ELLEN MALONE
@askellenbeauty
You can’t help but smile watching Ellen’s good-natured and hilariously honest reviews of products on her social media. The makeup artist has gained a huge following for telling it like it is, whether a lipstick is $10 or $100 – she doesn’t discriminate!
At supermarkets she prefers to pick up classic products that provide reliable results. “I look for innovation that isn’t a gimmick. Great beauty products should solve a problem, not just sell a trend.”
She says in terms of colour cosmetics, mascaras, brow pencils and liquid eyeliners are all products where a good budget option can be almost indistinguishable from the luxury option. “The packaging isn’t as fancy, but there are some terrific products which I use happily for red carpet and high-end work.”
She says NYX cosmetics make some of the best affordable eyeshadow palettes and blushes and loves Maybelline Lash Sensational Mascara for a lifted and volumised effect, calling it a “mainstay” of her pro kit for many years. A useful multitasker is Garnier’s Micellar water makeup remover. For face, she says Embryolisse Lait-Crème Concentré gives a French luxury skin experience at a more affordable price and she still loves Nivea’s original face cream in the blue tin. “It works beautifully on very dry skin under makeup.” When it comes to hair, she says Batiste dry shampoo is brilliant for extending your blow-dry. Elnett hairspray is another favourite. “It’s a lightweight, brush-able hairspray and it smells gorgeous!”
NEHA HOBSON
@neha_ethicalbeauty
Neha Hobson founded Ethically Ever After to share more about conscious beauty finds. The makeup artist has a background with multinational beauty brands but wanted to pursue working only with companies committed to a cruelty-free approach.
She advises to avoid relying on vague claims like ‘natural’ or ‘clean’ unless the brand has proper transparency. “NATRUE, for example, is a great certification to look for. Many brands also claim not to test on animals, so it’s important to verify by looking for recognised certifications like Cruelty Free International or PETA, and to be aware of fake bunny logos or misleading claims.”
She lists Sukin, Dove, Ethique, Garnier, Rimmel London, MONDAY Haircare, CoverGirl and e.l.f. Cosmetics among her favourite versatile, cruelty-free and accessible ranges she regularly shops for.
“Sukin makes great everyday shower and body products, especially for those with sensitivities. Ethique’s Tone It Down shampoo bar is really good for brassy hair when it needs brightening.
“MONDAY Haircare’s Moisture range is also an award winner and great if your hair needs extra repair and TLC after colouring.”
For makeup, she says e.l.f.’s Halo Glow Liquid Filter and Power Grip Primer are fantastic as a base for makeup, as are the brand’s brushes, especially the dual-sided Concealer & Foundation Complexion Duo Brush. “Rimmel’s coloured eye pencils are incredibly pigmented and really elevate eye makeup, while CoverGirl mascaras and lipsticks are strong affordable options. “I also can’t live without my e.l.f. Eyelash Curler – it feels very high end and always gives me a great lift.”
