Almost everyone's makeup bag has a little bit of L'Oréal in it. From their iconic Voluminous mascara to their Infallible foundations, the brand has perfected the art of delivering high-quality, on-trend beauty products that feel luxurious without demanding a luxury price tag.
L'Oréal's blend of innovation and accessibility makes it a global favorite for achieving affordable, everyday glam. But if you love their vibe and want to expand your collection, there are plenty of other brands offering that same amazing mix of quality, trendiness, and value. Here are 20 amazing brands to check out next.
As L'Oréal's sister brand, Maybelline is the quintessential cool-girl of the drugstore aisle. They're famous for iconic products like the Great Lash mascara and the universally-loved Fit Me foundation line. Maybelline delivers reliable, high-performance formulas just like L'Oréal, but with a younger, more playful New York City edge.
While still focused on everyday affordable glam, Maybelline often leans into bolder trends and youthful aesthetics. If you're looking for vibrant lipsticks, foolproof concealers, and mascaras that truly deliver, Maybelline is an essential stop. Prices are very similar, making it easy to mix and match between the two brands.
Shop now at maybelline.com
For those who love to experiment with color, NYX is a creative paradise. Famous for its pro-level quality at shockingly low prices, this brand is all about vibrant, highly-pigmented makeup. From butter glosses that have a cult following to extensive eyeshadow palettes and bold eyeliners, NYX encourages you to play.
Compared to L'Oréal's more classic approach, NYX is much edgier and more trend-driven, offering things like glitter primers and electric-hued lipsticks. It’s the perfect brand for testing out a bold new look without dropping a ton of cash.
Shop now at nyxcosmetics.com
Known for its "eyes, lips, face" philosophy, e.l.f. delivers reliable formulas that are vegan, cruelty-free, and almost unbelievably affordable. From their holy-grail primers and hydrating concealers to surprisingly sophisticated skincare, e.l.f. focuses on high-performance essentials with minimalist packaging.
Like L'Oréal, they offer accessible, quality beauty for the masses, but e.l.f.'s main differentiator is its commitment to clean beauty and its knack for creating viral dupes of high-end products. Shopping here feels smart, modern, and conscious.
Shop now at elfcosmetics.com
If you live for the latest beauty trends but not the hefty price tags, Revolution Beauty is your "fast fashion" go-to for makeup. The brand is incredibly agile, known for its endless stream of eyeshadow palettes, collaborations, and dupes for popular luxury products.
While L'Oréal sets its own classic trends, Revolution chases them, making it the perfect place to grab that specific new shade or finish you saw on TikTok for a fraction of the cost. They are more experimental and less focused on timeless staples, offering pure, trend-driven fun.
Shop now at revolutionbeauty.com
Rimmel London brings a cool, edgy "London look" to the drugstore. This classic brand excels at creating foundations, mascaras, and long-lasting lipsticks that are reliable and affordable. They share L'Oréal’s commitment to quality essentials but with a slightly grittier, UK-inspired urban vibe.
Their products are all about getting a polished yet effortless look that's perfect for everyday wear. Think great-performing basics with a touch more attitude and a youthful energy.
Shop now at rimmellondon.com
Milani often feels more luxurious than its drugstore price tag suggests. With gorgeous gold packaging and famously high-quality formulas, this brand is a gem. They're particularly beloved for their Baked Blushes, highly-pigmented concealers, and bold lipsticks that come in an inclusive range of shades.
Milani sits in a similar price point to L'Oréal but stands out with formulas that are often compared to high-end brands. They make everyday beauty feel vibrant, fun, and a little bit fancy.
Shop now at milanicosmetics.com
Born online, ColourPop is famous for its fast-paced launches, trendy collaborations, and incredibly low prices for excellent quality. They are known for their Super Shock Shadows, colorful pressed-powder palettes, and a seemingly endless variety of lip products.
While its price point is on par with (or even cheaper than) L'Oréal, ColourPop’s strategy is entirely different. They focus on fun, limited-edition collections and viral moments, making them the brand to watch for what’s new and now in the beauty world.
Shop now at colourpop.com
If you have sensitive skin, Physicians Formula is a lifesaver. This brand specializes in dermatologist-approved, hypoallergenic makeup that's gentle and effective. They are famous for their Murumuru Butter Bronzer, which gives a gorgeous glow without irritation.
They offer a more health-conscious approach than L'Oréal, using skin-loving ingredients and avoiding common irritants. It's a fantastic choice for those who want affordable glam that also takes care of their skin.
Shop now at physiciansformula.com
Known for its iconic lip balms, Burt's Bees brings its natural ethos to a full line of makeup and skincare. If you're looking for clean beauty on a budget, this is the brand for you. Their products focus on natural ingredients, sustainable packaging, and gentle formulas.
Compared to L'Oréal's high-tech approach, Burt’s Bees is all about earthy, nourishing, and eco-conscious beauty. It’s perfect for someone who prefers a more natural ingredient list but still wants reliable performance.
Shop now at burtsbees.com
Bursting with personality, Hard Candy offers a collection of bold, trendy, and ultra-affordable makeup that's anything but boring. Found primarily at Walmart, the brand is loved for its glitter eyeshadows, matte lipsticks, and playful packaging that encourages experimentation.
Like L'Oréal, it’s highly accessible, but Hard Candy dials up the fun and color for a younger crowd. It’s the perfect vehicle for trying out statement looks like bright blue liner or a shimmering highlighter.
Shop now at hardcandy.com
L.A. Girl brings pro-level quality to the masses with its famously affordable and high-pigment products. Their PRO.conceal HD Concealer is a legendary fan favorite for its incredible coverage and vast shade range. The brand masters the basics, offering foundations, correctors, and liners that perform flawlessly.
While L'Oréal provides a polished, classic look, L.A. Girl has a slightly more street-style, youthful feel. The prices are fantastically low, making it a great place to stock up on workhorse products that really deliver.
Shop now at lagirlusa.com
Started by Drew Barrymore, Flower Beauty is built on the philosophy that everyone deserves high-quality formulas at an affordable price. The brand excels at radiant, natural-looking makeup for everyday glam. Their blushes, foundations, and highlighters are designed to be effortless and beautiful.
Flower Beauty shares L'Oréal's affordability but leans more toward a fresh-faced, glowy aesthetic rather than a high-glam finish. The quality is consistently impressive for the price, making it a drugstore hidden gem.
Shop now at flowerbeauty.com
This UK-based brand is all about high-pigment products with sophisticated, modern packaging. Sleek MakeUP is famous for its eyeshadow palettes that pack a serious color punch and contour kits that cater to a wide range of skin tones. They empower makeup lovers to achieve professional looks at home.
While L'Oréal masters Parisian chic, Sleek is more about bold, artistic expression. It's an excellent choice for anyone who sees makeup as a true art form and wants impactful color that doesn't break the bank.
Shop now at sleekmakeup.com
The Balm stands out with clever product names and fun, retro-inspired pin-up packaging. Beyond the aesthetic, the cruelty-free formulas are seriously good. They're best known for their Mary-Lou Manizer highlighter, Bahama Mama bronzer, and high-quality blushes.
Slightly pricier than L'Oréal but still very affordable, The Balm offers more character and personality. It’s the brand you pick when you want reliable, effective makeup that brings a smile to your face.
Shop now at thebalm.com
Catering to a youthful, trend-savvy audience, Milanoo Beauty delivers bold cosmetics at a budget-friendly price. It's a great destination for discovering affordable dupes of high-end eyeshadow palettes and lip colors that you've seen blow up on social media.
The brand shares L'Oréal's accessible price point but is much more focused on daring, trend-driven makeup designed for quick and glamorous looks. It's all about having fun with the latest trends without the hefty investment.
Shop now at milanoobeauty.com
If you're hunting for a true drugstore bargain, look no further than Jordana. This no-frills brand makes incredibly cheap but surprisingly reliable makeup staples like eyeliners, lip liners, and basic mascaras. It's been a secret weapon for budget-conscious shoppers for years.
Jordana shares L'Oréal's mission of affordability but strips away all the bells and whistles, focusing solely on simple products that work. It’s perfect for stocking up on daily essentials you can count on.
Shop now at jordanacosmetics.com
Originally known for its iconic false lashes and press-on nails, Kiss has expanded into a full range of trendy and affordable makeup. Their products, from complexion to color cosmetics, are often inspired by high-end trends and viral looks, making them ideal for quick, fashionable updates to your routine.
Like L'Oréal, Kiss offers accessible solutions for a glam look, but its focus is more sharply tuned to the Gen Z consumer who wants of-the-moment products at ultra-low prices.
Shop now at kissbeauty.com
Beauty Glazed is an online brand that has captured the hearts of young makeup lovers with its insanely colorful and vibrant eyeshadow palettes. Their products offer an explosion of color at a price point that makes experimentation totally guilt-free, often featuring rainbow hues and glitter finishes.
While sharing a similar budget-friendly approach with L'Oréal, Beauty Glazed is all about playful, expressive looks and less about sophisticated staples. If color is your creative outlet, this brand is a must-try.
Shop now at beautyglazed.com
Imagine being able to buy makeup, skincare, and beauty tools for just one dollar. That’s the reality at Miss A, an online store where almost everything is hyper-affordable. From makeup sponges to lip glosses and eyeshadow quads, it’s the ultimate destination for a major beauty haul on a tiny budget.
Miss A takes the idea of "affordable glam" to the extreme, making it beat even drugstore prices while offering a massive variety of trendy and fun products. It’s the perfect place to explore new things without reservation.
Shop now at shopmissa.com
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