New makeup is hitting the market at such a rate that beauty aisles can sometimes feel like exotic jungles full of unpredictable risk and intrigue. What, among all the hundreds of items, is worth spending your money on? If you’re on a budget, the stakes are even higher. Because finding affordable makeup gems that deliver on pigmentation, staying power, and shade range like products twice or three times the price is challenging. Though not impossible.
May the following 15 makeup launches serve as proof.
As a self-identified makeup snob, I am genuinely impressed by these recently released lip glosses, highlighters, blushes, eyeshadows, concealers and more, all of which align with current makeup trends and truly perform. Want to know what under-$20 makeup products to buy this spring? Just keep on scrolling.
Vegan, cruelty-free, non-toxic, and really freaking pretty are a few words I’d use to describe this new powder blush from natural drugstore brand Pacifica, which comes in two soft, neutral shades with warm peach undertones—ideal for those who want a truly natural flush of color.
I am constantly on the hunt for my next favorite brow gel, and Sigma’s new formula is a strong contender. The product’s small precision brush, flattering color range, and strong-but-flexible hold allow even brow beginners to effortlessly enhance their arches.
Lip balm fiends: Beauty editor-beloved brand Lipstick Queen has a new treat for ya—a chicly packaged lip balm made with shea butter and Vitamin E that’s super hydrating but not too slippery.
Cheap as they may be, Wet n Wild’s blush and eyeshadow formulas are kind of incredible. The brand’s new limited edition Rebel Rose palette gets you the only four shades you’d ever need to create a warm shadow look—whether that’s a sultry smoky eye or a simple everyday wash of rose gold.
A clever multi-taking product from a cool non-toxic brand, this has a satin matte lipstick on one end and a super-shiny, non-sticky gloss on the other. It comes in five lovely shades, including Tell All, a pinky red, and Bare All, a warm nude.
Becca’s new setting powder is totally translucent but seems to leave a sort of dewy effect on the skin (v flattering). The full size will run you almost $40, but now you can snag a mini size for touch-ups on the go for half the price.
K-Beauty inspired brand Kaja is almost too cute for its own good. Don’t less the precious heart-shaped applicator distract you from the super pretty high-shine gloss it deposits in shades like Too Hot, a cherry red, and Hunny Bun, a nude-mauve.
The gorgeous, buttery-smooth drugstore bronzer many of us know and love has the same iconic formula, but now finally in a few darker shades.
It’s hard to find good, full-coverage drugstore concealers, but E.l.f’s latest attempt is a strong one. The formula dries down fast, so you have to make quick work of blending, and if you have super-dry under-eyes it might not be your best pick. But if you’re looking to conceal dark circles and spots effectively for five bucks, this thing is definitely worth adding to cart.
One of the coolest lip glosses on the market right now comes from Smith & Cult, who’s created a unique lip “gel.” This innovative formula, which comes in an impressive 12 shades, was created to be long-lasting wear and bleed-proof, while still looking plump and shiny.
We’re all about liquid highlighters that leave the skin dewy and glowy, but not sparkly. Milani’s new take, which comes in six lovely shades, does just that thanks to its blendable formula containing ultra-fine shimmery pearls.
If you couldn’t already tell, lip gloss is having a major moment in 2019 (and I am 100% here for it). Tarte’s affordable new vegan and cruelty-free cosmetics range Sugar Rush is jumping on board by way of this glossy lip oil, which leaves behind a subte wash of high-shine color.
I’m all about the natural, separated lash look these days—the less it looks like I’m wearing mascara, the better. Maybelline’s easy-glide new formula with its curved brush makes your lashes look long and curled without it seeming like they’re caked in makeup.
Another luxury product now made more attainable due to the launch of a smaller size, Tatcha’s innovative pan of primer leaves your skin super silky, glowy, and ready for makeup application. The new travel size will run you a reasonable 20 bucks.
Another fun new way to achieve long, but not overly artificial-looking lashes: Ardell’s just-launched Remy collection offers 100% premium grade human hair strip lashes with tapered tips, which allow for the most natural-seeming result. Next: “Eye yolk eyes” are the weird trend makeup artists can’t stop ‘gramming.
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