With traditional drugstore brands incorporating high-end innovations in low-cost product lines, the drugstore is becoming the H&M of the cosmetics world for everyday makeup. Maybelline has its own $15 version of the vibrating mascara wand popularized last year by brands such as Lancôme at twice the cost. Revlon makes a foundation that adapts to skin color once it glides onto the face, taking the guesswork out of finding the perfect shade. (Its much like Smashbox Cosmetics O-gloss and O-glow, which go on clear but change color according to your skin tone.) LOréal Color Juice sheer lip glosses have a package, consistency and smell that are similar to Lancômes Juicy Tube glosses but cost half as much. And most drugstore brands have added mineral-based powders and foundations to their lines, creating an affordable alternative to the mineral products once exclusive to stores such as Sephora. Thats made it easy for shoppers to trade down. Beaglehole tests Beyond Natural skin matching makeup in the cosmetics section at a CVS drugstore in West Hollywood.
Mel Melcon / Los Angeles Times
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