In 2025, the beauty world is buzzing with affordable makeup brands that offer high-quality products without costing a fortune. Gone are the days when drugstore makeup meant settling for less.
Today’s budget-friendly brands compete with luxury ones, thanks to innovative formulas, inclusive shade ranges, and eco-friendly values. Whether you’re a college student, new to makeup, or a beauty lover looking to save, the top 10 affordable makeup brands for 2025 provide vibrant colors, long-lasting wear, and skin-friendly ingredients.
Let’s now explore the best picks that show you can elevate your makeup game on a budget!
Why Affordable Makeup Brands are Thriving in 2025
The growth of social media, beauty influencers, and consumer demand for inclusivity has changed the affordable makeup landscape. Brands like e.l.f. Cosmetics and NYX Professional Makeup have set high standards by offering professional-quality products at drugstore prices.
Many budget brands now provide clean, cruelty-free, and vegan options, making them appealing to conscious shoppers. Plus, the emphasis on multi-use products and sustainable packaging means better value for your money. Ready to discover the best? Here’s our curated list of the top 10 affordable makeup brands for 2025 that deliver quality, reliability, and style.
1. e.l.f. Cosmetics: The Budget Beauty Leader
Why It’s a Standout: e.l.f. Cosmetics continues to lead the affordable makeup market with its cruelty-free, vegan products at unbeatable prices. Known for its dupes that match high-end brands, e.l.f.’s Power Grip Primer and Halo Glow Beauty Wands are favorites on TikTok for their dewy finish and long-lasting hold.
Must-Have Products:
Power Grip Primer ($10): A gel primer that keeps makeup in place all day.
Bite-Sized Eyeshadow Palettes ($3): Compact, pigmented palettes perfect for travel.
Beautifully Bare Blush ($6): Buildable color for a natural flush.
Why We Love It: e.l.f. offers a wide range of products under $15, available at Walmart, Target, and Ulta, making it a go-to for students and budget-conscious shoppers. They focus on clean beauty and inclusivity, so there’s something for everyone.
Photo credit: Slashed Beauty
2. NYX Professional Makeup: Pro-Level Colors for Less
Why It’s a Standout: NYX is popular among makeup artists for its bold colors and professional-grade formulas. From their Epic Ink Waterproof Liquid Eyeliner to their lip products, NYX provides vibrant, long-lasting results at a lower cost.
Must-Have Products:
Epic Ink Waterproof Liquid Eyeliner ($10): Precision tip for sharp, smudge-proof wings.
Butter Gloss ($5): Non-sticky gloss with rich color payoff.
Matte Lipsticks ($7): Creamy, long-wearing shades for every skin tone.
Why We Love It: NYX’s inclusive shade ranges and availability at stores like Ulta and Target make it a staple for bold, creative looks without a hefty price tag.
Photo credit: L’Oreal
3. Maybelline New York: Timeless Quality with Modern Touches
Why It’s a Standout: Maybelline is still a drugstore classic with products like the Lash Sensational Sky High Mascara, known for its lengthening and volumizing power. Their Fit Me Foundation comes in 40 shades, catering to a variety of skin tones.
Must-Have Products:
Lash Sensational Sky High Mascara ($10): Provides long, separated lashes.
Fit Me Foundation ($8): Buildable coverage with a natural finish.
Lifter Gloss ($9): Moisturizing gloss similar to Fenty’s Gloss Bomb.
Why We Love It: Maybelline’s formulas are user-friendly and easily accessible, making it a reliable choice for everyday makeup. Their focus on inclusivity and innovation keeps them relevant in 2025.
Photo credit: Byrdie
4. The Lip Bar: Inclusive and Vegan Beauty
Why It’s a Standout: Founded by Melissa Butler, The Lip Bar is a Black-owned brand that redefines beauty with vegan, cruelty-free products. Known for rich colors and nourishing formulas, it’s popular at Target and Walmart.
Must-Have Products:
Just a Tint 3-in-1 Tinted Skin Conditioner ($12): Lightweight coverage with skincare benefits.
Vegan Matte Liquid Lipstick ($13): Bold, long-lasting color.
Quick Conceal Caffeine Concealer ($10): Brightens and covers effortlessly.
Why We Love It: The Lip Bar’s mission to challenge beauty standards with inclusive shades and clean ingredients makes it a favorite for conscious buyers on a budget.
Photo credit: Instagram
5. Milani: Luxe Feel for Drugstore Prices
Why It’s a Standout: Milani’s baked blushes and eyeshadow palettes offer high quality at affordable prices. Their Baked Blush in Luminoso is a cult favorite for its peachy glow, often compared to NARS Orgasm.
Must-Have Products:
Baked Blush ($9): Sheer, pigmented blush for a radiant glow.
Gilded Eyeshadow Palettes ($15): Vibrant, blendable shades.
Make It Last Setting Spray ($10): Keeps makeup in place for hours.
Why We Love It: Milani’s richly pigmented products are versatile, perfect for both subtle and glamorous looks. Available at drugstores and online, they’re a budget beauty staple.
Photo credit: Freepik
6. Well People: Affordable Clean Beauty
Why It’s a Standout: Well People focuses on plant-based, EWG-verified makeup that nourishes skin while providing flawless coverage. Their minimalist approach is great for no-makeup looks.
Must-Have Products:
Bio Stick Foundation ($25): Creamy, buildable coverage.
Lip Oil ($15): Nourishing with a sheer tint.
Mascara ($20): Allure-winning formula for length and volume.
Why We Love It: Found at Target and Ulta, Well People mixes clean beauty with affordability, making it perfect for sensitive skin and eco-conscious shoppers.
Photo credit: Vogue
7. ColourPop: Trendy and Budget-Friendly
Why It’s a Standout: ColourPop’s vibrant eyeshadows and lip products are popular among Gen Z for their trendy shades and creamy textures. Their Super Shock Shadows are a favorite for intense color.
Must-Have Products:
Super Shock Shadows ($7): Creamy, high-pigment eyeshadows.
Luxe Lipsticks ($8): Smooth, long-wearing formula.
Blush Stix ($10): Blendable cream blush for a dewy glow.
Why We Love It: ColourPop’s direct-to-consumer model keeps prices low, and their frequent launches ensure your makeup bag stays on-trend without draining your wallet.
Photo credit: Colourpop Cosmetics
8. The Beauty Crop: Skincare Meets Makeup
Why It’s a Standout: The Beauty Crop combines skincare benefits with makeup, offering setting powders and primers that hydrate and last all day. Their products are popular for their versatility.
Must-Have Products:
Fabulous Fling Setting Powder ($12): Smooths and sets makeup.
G.L.A.M. Primer ($10): Hydrates and prepares skin.
Lip Oils ($8): Glossy finish with nourishing ingredients.
Why We Love It: The Beauty Crop’s affordable prices and skin-friendly formulas make it a favorite for those seeking multi-tasking products.
Photo credit: YouTube
9. Subtl Beauty: Minimalist and Travel-Friendly
Why It’s a Standout: Subtl Beauty’s stackable, travel-ready “Staks” are ideal for makeup lovers on the go. Their vegan, gluten-free products are designed for convenience and quality.
Must-Have Products:
Lip & Cheek Tint ($18): Multi-use for lips, cheeks, and eyes.
Concealer ($14): Creamy, buildable coverage.
3-in-1 Brow Enhancer ($26): Defines and sets brows.
Why We Love It: Subtl’s compact, customizable Staks make makeup application easy, and their clean ingredients appeal to eco-conscious shoppers.
Photo credit: The Daley Dose
10. Pink Honey: Viral Brow Products
Why It’s a Standout: Pink Honey has gone viral on TikTok with its brow glues that sculpt and hold brows all day. Their affordable, high-performing products are great for bold looks.
Must-Have Products:
Brow Glue ($10): Long-lasting brow sculptor.
Lip Stain ($12): Vibrant, non-fading color.
Highlighter Drops ($15): Radiant glow at a budget price.
Why We Love It: Pink Honey’s innovative formulas and social media buzz make it a must-try for trendsetters looking to save.
Photo credit: TikTok
How to Choose the Right Affordable Makeup Brand for You
With so many great options, choosing the best brand depends on what you need:
For Everyday Basics: e.l.f. and Maybelline offer staples like foundations and mascaras.
For Bold, Creative Looks: NYX and ColourPop provide vibrant colors and trendy shades.
For Clean Beauty: Well People and The Lip Bar focus on skin-friendly, nontoxic ingredients.
For Multi-Tasking Products: Subtl Beauty and The Beauty Crop excel in versatile, travel-ready options.
For Viral Trends: Pink Honey and Milani deliver TikTok-approved products for your routine.
Tips for Shopping for Affordable Makeup in 2025
Check Retailers: Drugstores like Walmart, Target, and Ulta often have these brands, sometimes with deals or bundles.
Read Reviews: Platforms like Flip and TikTok provide real-user feedback to help you decide.
Look for Dupes: Many brands, like e.l.f. and Milani, offer high-quality alternatives to luxury products.
Prioritize Multi-Use Products: Choose items like Subtl’s Lip & Cheek Tint for added value.
Stay Sustainable: Pick cruelty-free, vegan brands like Well People or The Lip Bar for eco-friendly beauty.
The Future of Affordable Makeup
In 2025, affordable makeup is more than just low prices—it’s about innovation, inclusivity, and sustainability. These brands show you don’t have to spend a lot to look great. From e.l.f.’s popular primers to Pink Honey’s brow products, there’s a budget-friendly option for every style and skin type. So, grab your makeup bag, head to the drugstore, and create stunning looks without overspending!
Which affordable makeup brand are you most excited to try in 2025? Share your thoughts in the comments!
Blog Author: RAJA BAHAR KHAN SOOMRO
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