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Drugstore Skin-care Buys Better Than the Pricey Stuff

Products that go head-to-head with luxury brands


spinner image Line up of lotions and potions in various shapes and sizes without labels on them
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I’m a beauty editor who has specialized in the 50-plus demographic for decades. Beneath the glam title, I’m a very practical woman who can’t stand spending $300 on a face cream. Testing and comparing products is part of my job, but I always do it with a big dose of skepticism. And it is not just expensive stuff that gets my side-eye. I know how celebrity endorsements, clever marketing, trendy buzzwords and social media hype can make a $20 serum seem like a dupe for one triple the price. If you wonder whether inexpensive skin care — sold at drugstores, mass retailers or specialty stores — can match or best the glitzier ones the answer is often … yes! Here are some that do:

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spinner image Acure Seriously Soothing Cleansing Cream; The Ordinary Squalane Cleanser; Bioderma Sensibio H2O Micellar Cleansing Water-Makeup Remover for Sensitive Skin
(Left to right) Acure Seriously Soothing Cleansing Cream; The Ordinary Squalane Cleanser; Bioderma Sensibio H2O Micellar Cleansing Water-Makeup Remover for Sensitive Skin
Target (2); Walgreens

1. Gentle but conscientious cleansers

You could spend $80 on a fancy cleanser, but why let your beauty dollars go down the drain? Cleansers are essential for makeup removal and good skin care, but let’s be honest — they stay on the skin for a very short length of time. Low-cost cleansing waters, balms and oils not only offer the premium level hydration mature skin needs, but they efficiently remove makeup and sunscreen without leaving your face feeling tight or stripped of moisture (it’s time to toss the “squeaky clean” concept if you haven’t already). Try a creamy formula like Acure Seriously Soothing Cleansing Cream ($10, target.com), a balm-to-oil like The Ordinary Squalane Cleanser ($9, ulta.com) or a cleansing water like Bioderma Sensibio H2O Micellar Cleansing Water-Makeup Remover for Sensitive Skin ($11, walgreens.com). The latter also makes an ideal first step for those who double-cleanse in the evening.

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spinner image Mad Hippie Face Cream; Andalou Naturals Rejuvenating Cream Plant-Based Retinol Alternative; Cocokind Ceramide Barrier Serum
(Left to right) Mad Hippie Face Cream; Andalou Naturals Rejuvenating Cream Plant-Based Retinol Alternative; Cocokind Ceramide Barrier Serum
Target; Walmart; Ulta Beauty

2. Natural serums, creams and oils

If you look for the words clean, green, organic or vegan and prefer skin care that’s cruelty-free and has no parabens, phthalates or sulfates, there’s no need to splurge. While pricey brands like Vintner’s Daughter and Tata Harper do get social media buzz, low-cost naturals really rock this category. You may not be familiar with these brands, but they have the up-to-date research, transparency in ingredients and full lines from serums to night creams women seek.  For example, try the Andalou Naturals Rejuvenating Cream Plant-Based Retinol Alternative ($12, walmart.com) with bakuchiol to repair sun damageMad Hippie Face Cream ($27, target.com) with nurturing green tea, aloe vera and niacinamide to reduce lines and redness and Cocokind Ceramide Barrier Serum ($22, ulta.com) with lipids to restore the skin’s outer layer and prevent moisture loss, and lactic acid to help speed cell turnover. Many mainstream brands are “greening up” too, so stay tuned for more products to hit the market.

spinner image No7 Radiance + Vitamin C Daily Brightening Moisturizer; Bliss Glow & Hydrate Niacinamide + Hyaluronic Acid Day Serum; Neutrogena Hydro Boost + Caffeine Fragrance-Free Eye Gel-Cream
(Left to right) No7 Radiance + Vitamin C Daily Brightening Moisturizer; Bliss Glow & Hydrate Niacinamide + Hyaluronic Acid Day Serum; Neutrogena Hydro Boost + Caffeine Fragrance-Free Eye Gel-Cream
Walgreens; Walmart; Target

3. Creams and serums that shout out proven ingredients

Many very expensive brands base their success on unique ingredients like SK-II’s Pitera, a yeast strain inspired by the youthful hands of elderly sake brewers in Japan, or La Mer’s mysterious Miracle Broth, with botanicals so obscure you’d need a chemistry degree to decipher them. Bargain brands tend to be more upfront putting proven “hero” ingredients (ones you’ll recognize) right on the label and using clear buzzwords like hydrating, firming and brightening so you know exactly what you’re getting. Want to banish dullness and plump up wrinklesBliss Glow & Hydrate Niacinamide + Hyaluronic Acid Day Serum ($20, walmart.com) can dial up your usual moisturizer. More radiance, fewer brown spotsNo7 Radiance + Vitamin C Daily Brightening Moisturizer ($15, walgreens.com) is not shy about its vitamin C benefits. Firmer, circle-free eyes? Neutrogena Hydro Boost + Caffeine Fragrance-Free Eye Gel-Cream ($26, target.com) boasts its caffeine, hyaluronic acid and peptide trio right on the package. There’s no guesswork.

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spinner image e.l.f. Skin Suntouchable Whoa Glow SPF 30 Sunscreen & Primer; L’Oréal Paris Age Perfect Collagen Expert Day Moisturizer with SPF 30; Vanicream Facial Moisturizer SPF 30 Mineral Sunscreen for Sensitive Skin
(Left to right) e.l.f. Skin Suntouchable Whoa Glow SPF 30 Sunscreen & Primer; L’Oréal Paris Age Perfect Collagen Expert Day Moisturizer with SPF 30; Vanicream Facial Moisturizer SPF 30 Mineral Sunscreen for Sensitive Skin
Target; Walgreens; Vanicream

4. Skin care with high SPF 30+

No contest! Drugstores lead here as women lean toward building serious sun protection into their everyday routines. Hybrids with broad spectrum UVA/UVB protection and skin nurturing ingredients go solo for daily wear or work as a primer for makeup — and all for less than a latte and muffin. Try L’Oréal Paris Age Perfect Collagen Expert Day Moisturizer with SPF 30 ($13, walmart.com) with peptides and niacinamide, Vanicream Facial Moisturizer SPF 30 Mineral Sunscreen for Sensitive Skin ($16, walgreens) with ceramides and e.l.f. Skin Suntouchable Whoa Glow SPF 30 Sunscreen & Primer ($14, target.com) with hyaluronic acid and aloe. The high-end brands? Those that offer protection often stick to a lower SPF.

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spinner image Burt’s Bees Daily Face Moisturizer for Sensitive Skin; Aveeno Calm + Restore Oat Gel Moisturizer; La Roche Posay Toleriane Double Repair Face Moisturizer with Ceramide-3 + Niacinamide; Garnier SkinActive Soothing Facial Mist with Rose Water
(Left to right) Burt’s Bees Daily Face Moisturizer for Sensitive Skin; Aveeno Calm + Restore Oat Gel Moisturizer; La Roche Posay Toleriane Double Repair Face Moisturizer with Ceramide-3 + Niacinamide; Garnier SkinActive Soothing Facial Mist with Rose Water
Target; CVS; Ulta Beauty; CVS

5. Sensitive solutions for face and body

A hefty price tag is no guarantee of skin safety. Many women who are prone to redness, inflammation and allergic reactions think luxury products are going to save their skin. While the texture often feels great upon application (which is why you love it when testing in-store), don’t think you’re off the hook when it comes to real-life wear. Low-cost brands known for “sensitive” products work with dermatologists to develop formulas that emphasize preventative care and solutions for skin in trauma, including those with eczema and psoriasis. Good examples include products like Burt’s Bees Daily Face Moisturizer for Sensitive Skin ($15, target.com) made with soothing aloe and honey which received the National Eczema Association Seal of Acceptance, Aveeno Calm + Restore Oat Gel Moisturizer ($27, ulta.com), which is vegan and designed for irritated dry skinLa Roche Posay Toleriane Double Repair Face Moisturizer with Ceramide-3 + Niacinamide ($23, ulta.com) with niacinamide to soothe, ceramides to repair the skin barrier and glycerin to hydrate and Garnier SkinActive Soothing Facial Mist with Rose Water ($9, cvs.com) to refresh and calm.

spinner image Nivea Cocoa Butter Body Lotion; Urban Hydration Vanilla Hand Cream; Neutrogena Moisturizing Body Oil, Light Sesame Formula
(Left to right) Nivea Cocoa Butter Body Lotion; Urban Hydration Vanilla Hand Cream; Neutrogena Moisturizing Body Oil, Light Sesame Formula
Nivea; Ulta Beauty; CVS

6. Specialty creams and products

Let’s not ignore the skin solutions for hands and body. If you’re a department store browser, it’s easy to get lured in by exquisite packaging and a big-deal name. Not that the products don’t perform, but at $55 for a Chanel hand cream, $90 for a Jo Malone body cream or $105 for an Augustinus Bader after-bath body oil, the cost can add up. Drugstores and mass retailers are bursting with updated neck-down solutions for dry, crepe-y skin and discolorations with a soothing ahh factor. Remember: Your skin is the only “packaging” that matters. Try Nivea Cocoa Butter Body Lotion ($8, walmart.com) with cocoa butter and vitamin E for radiant softness from neck to toes, Urban Hydration Vanilla Hand Cream ($4, ulta.com), a vegan formula with coconut oil that leaves hands not greasy and smelling heavenly and Neutrogena Moisturizing Body Oil, Light Sesame Formula ($15, cvs.com) a classic that adds a nongreasy glow to damp skin after your shower or bath.

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