Despite what the title of this article might suggest, we beauty editors actually try not to gatekeep when it comes to really good beauty products—emphasis on try. While we haven’t actively been keeping our drugstore-priced favorites a secret, I think most of us have just been using them for so long that we forget to share just how much we love them with the general public. Today, though, that’s about to change.
I asked the Who What Wear beauty team for the hidden-gem beauty products they love so much that they almost want them to stay a secret. Trust me. You’re going to want to keep scrolling. We’re sharing all our drugstore-priced picks in every category, from bodycare to makeup and haircare. Read on ahead.
Revlon
ColorStay Foundation for Normal/Dry Skin With SPF 20
We’ve talked extensively about how much we love drugstore foundations, and this one, in particular, made our list of drugstore bests.
“This foundation is shockingly good for such an affordable price. It’s smooth, provides good coverage, and stays natural looking, even in high heat and humidity. Also, the shades are on point. It suits my skin tone and undertones better than some luxury foundations.” — Kaitlyn McLintock, associate beauty editor
Physicians Formula
Butter Bronzer
“There’s not much I can say about this bronzer that hasn’t already been said, but I’ll try anyway. The pressed powder is so silky that it glides across my skin and blends like a dream. The color is natural enough for me to use year-round, and there’s no garish shimmer that glints in the sun. I’m obsessed.” — McLintock
Dove
Hydration Boost Body Wash
I’ve been using Dove’s bodywashes for years—specifically the Deep Moisture Body Wash ($10)—but the brand’s hydration-boosting serum bodywash is totally slept on. It’s so moisturizing without using ingredients that are too occlusive and heavy. Honestly, I’ve tried plenty of other “clean” bodywashes over the years, and nothing compares to Dove. Not to be dramatic, but I’ll probably use it for the rest of my life.
Cremo
White Jasmine Amber Body Wash
“To me, bodywash should really always be a hero drugstore beauty product. Even if you have the means to spend more than $20 on something that’s on your body for 30 seconds, do you really want to? (I don’t!) It’s the last product in my beauty routine I want to throw money at, but I also don’t want to abandon my love for a luxurious shower ritual. I kid you not—the White Jasmine Amber scent of this bodywash smells exactly like Baccarat Rouge 540 and has this lush, dreamy lather that never leaves my skin feeling stripped out of the shower. If you tested it blindly, you’d think it was super high-end.” — Erin Jahns, beauty director
Essence
Lash Princess False Lash Effect Mascara
McLintock and I both agree—this hero drugstore mascara is such a sleeper hit. I truly can’t believe it’s only $5 sometimes. Even after trying so many different formulas now, this one remains in my top three. The length and volume it adds to your lashes in one or two swipes is unmatched.
“One of my favorite mascaras ever, this lengthens my lashes like no other. I always get compliments when I wear it.” — McLintock
Jergens
Natural Glow Self Tanner Lotion
“Last year’s ‘Black Girls Tan Too’ trend on TikTok reminded me of my love for this self-tanner lotion to help even my skin tone. A thin layer of this every now and then leaves my skin looking glowy, rich, and healthy since it’s designed to gradually enhance and deepen your natural color without any streaks. It’s also formulated with antioxidants and vitamin E, so my skin feels amazing all day.” — Maya Thomas, assistant beauty editor
SheaMoisture
Coconut and Hibiscus Curl-Enhancing Smoothie
“After going natural in 2020, I spent months testing out products that could condition and define my tight coils. Out of all the curl creams I got my hands on, the [SheaMoisture] Curl-Enhancing Smoothie has always created the look I’m after for my twist-outs. It’s definitely a classic, but I don’t think it gets enough hype for what it can do for 4c hair.” — Thomas
Hero Cosmetics
Mighty Patch Original Patch
Both Jahns and I swear by these drugstore pimple patches. In fact, I love them so much I wrote an entire separate article about how good they are. Normally, I don’t even like pimple patches because most of them don’t work. Boy, let me tell you—these do!
“There are so many pimple patches on the market now, but I always come back to these OG ones from Hero Cosmetics. So many patches these days are treated with extra actives and ingredients that actually aggravate and dry out the area where I’m breaking out. These suck out all of the gunk and flatten any bumps overnight, sans irritation.” — Jahns
Mielle Organics
Rosemary Mint Scalp & Strengthening Hair Oil
“I’ve been on quite the hair journey ever since I developed a bad allergic reaction to bleach (allover body hives and hair fallout) and had to pivot my hair from platinum blonde to red. That, coupled with a few bouts of COVID-induced hair loss, has basically changed the entire look and feel of my hair. Even though the color change has been a huge relief for my scalp and strands, I’m still doing everything I can to improve my scalp health to make sure any new growth is as strong, lush, and thick as possible. I apply this oil to my scalp for at least 12 hours before I plan to wash—usually with some other type of mask or treatment on the rest of my hair—and have noticed less hair fallout, breakage, and scalp irritation like flakes and itchiness.” — Jahns
E.l.f. Cosmetics
Glow Reviver Lip Oil
“This lip oil rivals some of my luxury favorites. It’s shiny, hydrating, and, most important, non-sticky.” — McLintock
L’Oréal
True Match Super-Blendable Foundation
IMHO, this is, hands down, one of the best drugstore foundations out there. Celebrity makeup artists seem to agree. The coverage, finish, and blendability are unmatched, and I truly can’t believe it’s under the $20 mark sometimes.
Bioderma
Atoderm Ultra Cream Moisturizer
“This is one of my favorite body moisturizers. It’s lightweight enough to not leave residue on my skin and clothes, yet it hydrates deeply. My sensitive skin loves it—so soothing, never irritating.” — McLintock
Olay
Cleansing & Nourishing Body Wash
“My skin tends to be dry year-round, so it is crucial for me to find products that replenish and lock in moisture. This bodywash is a favorite of mine because it infuses the skin with nourishing ingredients like hyaluronic acid and a vitamin B3 complex for long-lasting hydration. I’m also a huge fan of bodywash products that have a great lather, and this one delivers that experience without leaving any film.” — Thomas
Tanologist
Express Self Tan Mousse in Medium
“Oh, how I wish Tanologist had been around in my high school and college days! If you’re looking for a great self-tanner, it really doesn’t get better than this brand, and the fact that you can pick it up at the drugstore is the cherry on top. I’ve tried the whole line at this point, and while the clear express mousses and the gradual tanning lotions are my faves, you can’t go wrong with anything you try. Seriously, it’s completely unnecessary to pay for other formulas that are more expensive when Tanologist delivers natural-looking color, even fade, and flawless application without the crazy price tag.” — Jahns
IUNIK
Centella Calming Moisture Daily Sunscreen SPF 50+ PA++++
Another drugstore-priced gold mine I have to call out is K-beauty. Both McLintock and I are huge fans of Korean beauty products (particularly sunscreens), and so many of them are also less than $20. Case in point, this incredible sunscreen. I’ve waxed poetic about it a few times now, but I still think it deserves more attention. I’ve turned so many friends onto it because it’s so calming and hydrating, and it works well on sensitive skin. It immediately calms redness and breakouts, too, if you’re acne prone.
Neutrogena
Makeup Remover Wipes
“I really wish I was not a makeup-wipe person, but as someone who wears a full face of product when I am wearing makeup, using a balm or oil to get rid of everything is just way too messy and time-consuming for me. These wipes from Neutrogena are a beauty staple I’ve used since high school and college, and whenever I try a different brand or formula, I have instant regret. The fragrance-free ones don’t irritate my skin or cause me to break out, and they effortlessly get the most stubborn makeup off my face with minimal rubbing.” — Jahns
Batiste
Original Dry Shampoo
“I love this dry shampoo. There’s no other formula that sops up oil better or adds volume to my hair for that matter. Sure, it leaves a white residue, but that’s a small price to pay for its efficacy. I simply spray it on my roots, wait a few minutes, and brush it out with a paddle brush. My hair always looks clean and bouncy afterward.” — McLintock
Saltair
Santal Bloom Serum Body Wash
“I’ve been a fan of Saltair’s body products for a long time. Still, I keep going back to the bodywashes—specifically this one that smells like Le Labo’s Santal 33. (Trust me.) It makes my shower feel like a spa.” — McLintock
Essence
Pure Nude Baked Blush
McLintock and I also both swear by this $6 blush. The shades are so soft and pretty and give your cheeks the perfect pop of color without being too saturated.
“IMO, these blushes are underrated. Each shade is pretty and has a great color payoff. If you swirl a fluffy brush in the pressed powder, blending becomes incredibly easy.” — McLintock
Aussie
Miracle Curls Refresher Spray Gel
If you have thick, curly hair like I do, then you know a curl-refreshing spray like this $5 one from Aussie is totally necessary. It adds hydration and definition to curls without weighing them down or making them crunchy.
