Yes, you can get great skincare products at the drugstore

Let me set the record straight—despite what social media and glossy magazine ads might tell you, you don’t have to spend a fortune to take care of your skin. In fact, some of the best skincare products are sitting right there in Target, Walmart or at the drugstore, and they come at a fraction of the cost of those luxurious jars you see at Sephora or at high-end beauty boutiques online. Yes, I’m talking about brands like e.l.f, Cetaphil and Gold Bond (among others) that deliver results without draining your bank account.

Let’s Talk About Pricy Skincare

There’s a common myth that if something costs more, it must be better. Brands are happy to let you think that too—after all, it’s how they justify charging $100 or more for a jar of moisturizer. But here’s the reality: many expensive skincare products are overpriced because of fancy packaging, celebrity endorsements, and marketing, not because they’re filled with magical ingredients.

A large part of what you pay for with luxury skincare is the packaging. That sleek, heavy jar? It’s probably costing the brand more than the actual product inside. Add in some beautiful marketing and a well-known spokesperson, and suddenly, you’re paying top dollar. Meanwhile, the ingredients inside might not even be as effective as what you’d find in a drugstore option.

I learned this way back as a young twentysomething working for Lancome. It was no secret that if you couldn’t afford to buy the products until your gratis arrived, that there was a cheat sheet to get the L’Oreal equivalent. L’Oreal owns Lancome and many product formulations are nearly identical. This is just one example.

What’s Really in That Bottle?

Here’s the secret: many high-end products have the same active ingredients as the more affordable ones. You’re often paying for a brand’s image or the “experience” of using a luxe product. Don’t get me wrong, I love a good skincare experience, but if you’re focused on what actually works for your skin, you don’t need to splurge.

Take hyaluronic acid, for example. Whether it’s in a $10 drugstore serum or a $200 luxury one, it’s the same molecule that draws moisture to the skin. And guess what? That $10 serum can be just as effective.

Drugstore Skincare That Delivers

Let me walk you through some fantastic drugstore products that I recommend time and time again. I personally use these, along with many other drugstore products. They’re formulated with powerful, skin-loving ingredients that truly work—without the over-the-top price tag.

1. Gold Bond Age Renew Tight & Firm Face and Body Lotion

I couldn’t resist grabbing this new product the moment I spotted it on the shelf at Target. Gold Bond is seriously underrated, and this one is an absolute gem. It’s gentle, fragrance-free, and packed with skin-loving ingredients. The formula features a stable form of Vitamin C to brighten the skin and boost collagen production, along with Coenzyme Q10, an antioxidant that shields the skin from environmental damage. It also includes soothing phytosterols and Selaginella Lepidophylla Extract, which hydrates and helps protect skin from stressors. Glycerin, a powerful humectant, draws moisture from the air to keep skin hydrated, while Vitamins E and B5 provide extra nourishment. Aloe Vera, Macadamia Nut Oil, and Jojoba Oil round out this non-irritating formula, making it a standout in any skincare routine.

2. Cetaphil Sheer Mineral Face Liquid Sunscreen SPF 50

Sunscreen is non-negotiable, and this one from Cetaphil is an excellent drugstore option. It’s lightweight, and while the temporary white cast absorbs quickly, it makes this sunscreen a great choice under makeup. Most importantly, it protects your skin from harmful UV rays. And since sunscreen is something you should be using daily, it’s nice to know there’s an affordable option that works. The formula is also reef-friendly, and it doesn’t sting your eyes when you’re out on a hot day and sweating.

3. e.l.f. Holy Hydration Triple Boost Serum

Here’s another one featuring our good friend hyaluronic acid. This lightweight serum hydrates the skin beautifully, giving you a fresh, dewy look without feeling greasy. It contains 1.7% hyaluronic acid in three molecular weights, along with niacinamide and squalane. I apply this every morning and night while my face is still slightly damp from my rosewater toner.

4. Dickinson’s Hydrating Toner with Rose Water

This is so lovely. Confession time—I had a hard time giving up the toner I had been using from Lancôme because of its rose scent. There’s something nostalgic about that fragrance, but I just couldn’t justify the ridiculous price tag. This was another great Target find. My Lancôme toner was $42 for the small 6.7-ounce bottle ($70 for the 13.4-ounce!). The Dickinson’s is $6.19 at Target for 16 ounces. Both formulas contain rosewater, hyaluronic acid, and Vitamin E. However, the Lancôme version includes artificial fragrance, dyes, and potential irritants. I now prefer Dickinson’s, and it’s so much more affordable!

5. Papatui Awakening Eye Gel with Cooling Rollerball

I love a good, cooling eye serum. This is an OUTSTANDING dupe for the $88 Tatcha Firming Eye Serum, which I had tried and wanted to love. Unfortunately, that product had so many ingredients that it caused a reaction under my eyes, but the premise is the same—caffeine, algae, and hyaluronic acid in a rollerball to help with puffiness and dark circles. The Papatui formula is simpler, and it’s still very effective over time.

Now, I have to mention—this is advertised as a men’s skincare product. I call BS! Anyone can use it. Papatui is a skincare line by Dwayne “The Rock” Johnson, and this particular product caught my eye when I saw the ingredients. For ten bucks, it’s fragrance-free and contains hyaluronic acid, caffeine, red algae extract, seaweed extract, chamomile, and arginine. These are stellar ingredients, and the rollerball applicator is perfect for eye care. I use this every morning.

Why Drugstore Products Work

The truth is, when it comes to skincare, it’s all about the formulation and active ingredients. Whether it’s a luxury brand or a drugstore brand, if they’re using similar ingredients in the right concentrations, they’re going to work in the same way. There’s no magic in that $100 cream—just a higher price tag.

Drugstore brands have also come a long way in terms of their formulations. They’re now packed with dermatologist-recommended ingredients like ceramides, retinol, and peptides—sometimes even more so than their expensive counterparts.

Save Your Money for What Really Matters

Look, I love a bit of luxury as much as the next person, but when it comes to skincare, there is NO scientific reason to splurge. Skincare shouldn’t be about what looks good displayed on your bathroom counter; it should be about what works for your skin.

So next time you find yourself tempted by a shiny, expensive bottle, take a step back and think about what you’re really paying for. Chances are, you can find something just as effective in the drugstore aisle—and your skin (and wallet) will thank you.

The OSBB Bottom Line

Your skincare routine doesn’t have to cost a fortune to be effective. By focusing on the ingredients and formulations that actually work, you can find fantastic products at the drugstore that will keep your skin healthy, hydrated, and glowing. So go ahead and treat yourself to that affordable moisturizer—it’s not about the price tag, it’s about results!

And remember, taking care of your skin is all about consistency, not how much you spend.

Disclosure: Some of the links in this post are affiliate links. This means I may earn a small commission if you purchase through these links, at no extra cost to you. Thank you for supporting my ShopMy store and helping me continue to share helpful content. As always, I am never paid to recommend products and only recommend products I use personally.