Almost everyone has a favorite Maybelline product stashed in their makeup bag. From iconic mascaras to foundations that just work, they've perfected the blend of trendy, reliable, and seriously affordable beauty. It's the go-to brand when you want to try a new look or restock your essentials without spending a fortune.
But if you love that drugstore-gem feeling and are ready to explore other brands that offer a similar experience, you're in the right place. For beauty lovers who appreciate quality and value, here are 18 amazing brands like Maybelline to add to your shopping list.
As one of the champions of affordable beauty, e.l.f. (which stands for eyes, lips, face) is famous for its viral, high-performance products that are 100% cruelty-free and vegan. With most items priced between $3 and $15, you can find incredible dupes for high-end essentials, like their beloved hydrating primers and camo concealers. Like Maybelline, e.l.f. makes top-tier trends and solid daily staples accessible to everyone.
Shop now at elfcosmetics.com
If you love to experiment with bold color and playful looks, NYX is your brand. It strikes the perfect balance between professional quality and drugstore prices, usually ranging from $5 to $20. Known for its massive shade ranges and cult-favorite products like their Butter Gloss and Epic Ink Liner, NYX gives you the tools for creative self-expression without breaking the bank, much like Maybelline's trend-forward collections.
Shop now at nyxcosmetics.com
Born online, ColourPop is famous for its fast-fashion approach to beauty, dropping new palettes and collections faster than you can keep up. With most products under $20, it’s the ultimate brand for trying out super-pigmented eyeshadows and fun lip products without the commitment. Their high-quality formulas rival luxury brands, making them a direct competitor for anyone who loves Maybelline's on-trend releases.
Shop now at colourpop.com
Bringing a touch of Italian flair to the drugstore aisle, Milani offers luxe-feeling makeup at incredibly reasonable prices ($5-$15). Their products are known for rich pigmentation and impressive performance, especially their baked blushes and Conceal + Perfect Foundation. If you love that Maybelline delivers reliable quality you can count on, you'll appreciate how Milani consistently offers products that look and feel way more expensive than they are.
Shop now at milanicosmetics.com
A true classic, Revlon shares a long history with Maybelline as a pillar of the drugstore beauty world. Known for timeless makeup staples like its iconic Super Lustrous Lipstick, Revlon delivers dependable, high-quality products that cater to everyday elegance. With prices between $6 and $20, it's a go-to for anyone who values classic looks and formulas that have stood the test of time.
Shop now at revlon.com
The name Wet n Wild is synonymous with being ultra-affordable and unabashedly fun. With a ton of products priced under $10, it's one of the most accessible brands for experimenting with new trends without any financial guilt. Their MegaGlo Highlighting Powder is a cult classic, and just like Maybelline, Wet n Wild proves you don’t need to spend a lot to create stunning, cruelty-free makeup looks.
Shop now at wetnwildbeauty.com
As one of the largest beauty brands in the world, L'Oréal Paris is Maybelline’s closest competitor, often sitting right next to it on the shelves. Their makeup line, typically priced from $5 to $20, is heavy on innovation, from the Infallible foundations to their Lash Paradise mascara, which has its own massive following. For reliable, high-performance beauty essentials, L'Oréal offers a sophisticated alternative with a similar commitment to quality.
Shop now at lorealparisusa.com
For those with a bolder, edgier style, Hard Candy delivers glitter, metallic shine, and vibrant colors in spades - all for under $10. While known for its eye-catching aesthetic aimed at a younger crowd, the brand also makes surprisingly dependable staples like hydrating primers and foundations. If you love Maybelline's more experimental collections, Hard Candy offers that same sense of playfulness and accessibility.
Shop now at hardcandy.com
Blurring the lines between skincare and makeup, Pixi is beloved for products that create a healthy, natural glow. While slightly more premium than Maybelline, with items in the $10-$20 range, their philosophy is all about effortless beauty. Products like the On-the-Glow Blush stick or H2O SkinTint are perfect for achieving an easy, radiant look. It’s a great choice for those who love Maybelline's skin-focused products like the Instant Age Rewind concealer.
Shop now at pixibeauty.com
Primarily known for natural skincare, Burt’s Bees has expanded into gentle, earth-friendly makeup. With prices from $5 to $15, their line of tinted lip balms, mineral blushes, and moisturizing foundations appeals to the eco-conscious user. While the shade range isn't as vast as Maybelline's, its focus on natural, cruelty-free ingredients provides a wonderful alternative for simple, everyday beauty.
Shop now at burtsbees.com
A UK favorite that has gained global popularity, Sleek MakeUP is famous for its intense pigmentation and products that shine on deeper skin tones. With most items priced under $15, their eyeshadow palettes and blushes are must-haves for anyone craving bold, vibrant colors at a drugstore price point. Much like Maybelline, Sleek delivers trendy, high-impact makeup that's anything but boring.
Shop now at sleekmakeup.com
Hailing from Germany, Catrice brings a European sensibility to cosmetics, focusing on high-quality formulas and on-trend releases with prices under $15. Their collections often feature unique textures and innovative products, from holographic highlighters to their True Skin Hydrating Foundation. Catrice shares Maybelline’s dedication to keeping up with the latest in beauty while maintaining affordable prices.
Shop now at catricemade.com
Founded by Drew Barrymore, Flower Beauty is all about creating high-quality, cruelty-free cosmetics that feel luxurious without the high price tag. With items costing between $8 and $20, the brand is praised for its radiant formulas and clean ingredients. Standouts include the Light Illusion Foundation and Blush Bomb Color Drops. It's a fantastic alternative for Maybelline fans who want high-performance, everyday makeup with a touch of Hollywood charm.
Shop now at flowerbeauty.com
L.A. Girl offers makeup artist-approved products at incredible prices, mostly under $10. Lauded for its PRO.Conceal HD Concealer, which comes in a huge range of shades and correctors, the brand is perfect for anyone serious about their base. Their bold palettes and long-lasting lip paints are built for performance, giving makeup lovers professional-grade essentials that can rival Maybelline for daily use and creative experimentation.
Shop now at lagirlusa.com
J.Cat Beauty is all about fun, fearless makeup without the high price - think bold glitter pots and sparkling lip toppers for under $10. It’s perfect for festival season, costume parties, or just adding a little sparkle to your day. The brand’s playful spirit channels the more experimental side of Maybelline, offering trendy staples for younger makeup enthusiasts or anyone on a tight budget.
Shop now at jcatbeauty.com
With its adorable, bakery-inspired branding, Beauty Bakerie serves up cruelty-free makeup that’s all about long-lasting performance. Known for their "smudge-proof" mantra, products like their Lip Whip lipstick and Flour Setting Powder are made to stay put all day. Priced mainly between $10 and $20, this inclusive brand combines a playful aesthetic with serious staying power, similar to how Maybelline’s SuperStay line gets the job done.
Shop now at beautybakerie.com
If vibrant, high-impact eyeshadow is your thing, look no further than BH Cosmetics. The brand is renowned for its large, affordable palettes filled with a spectrum of vivid colors and versatile neutrals, usually under $20. They also offer high-quality brush sets and face products ideal for both beginners and pros. Much like Maybelline, BH Cosmetics helps you create any look you can imagine while keeping your wallet happy.
Shop now at bhcosmetics.com
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Looking for more inspiration? Explore our full brand directory or check out our curated brand guides to find your new favorite thing.
