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We hope you love our recommendations! Some may have been sent as samples, but all were independently selected by our editors. Just FYI, BuzzFeed and its publishing partners may collect a share of sales and/or other compensation from the links on this page.
Social media trends Viral content Trending hashtags Social media updates Trending memes and videos 25 Cheap Target Alternatives To Expensive Beauty Products You’ll Feel Like A Genius For Buying
Like a under-$7 liquid eyeliner that works just as well as Haus Labs or Rare Beauty.
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1.
Nyx Bare With Me Serum Concealer covers up dark circles and blemishes without feeling cakey. Fans of this dote on it over the pricier Kosas Revealer Concealer (that’s almost three times its price). With one or two pumps, depending on the coverage you’re going for, you can disguise dark spots and redness with its green tea–rich vegan formula.
Target
Promising reviews: “This is one of my repeat buys! The formula is smooth and lightweight. You can easily build coverage and it has a nice velvety finish. I’ve tried a lot of concealers, and this is the only one I continually come back to. I would say one thing to consider is if you want a more full coverage concealer, seeing as this one is more lightweight.” —Olivia
“I have tried so many different concealers but I keep coming back to this one. If you have mature skin, if you have wrinkles, this concealer is very forgiving and blends in beautifully to the skin. It doesn’t make wrinkles worse.” —Evas mom
Price: $11.99 (available in 17 shades)
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2.
Maybelline Baby Skin Primer blurs the appearance of enlarged pores and uneven textures with a lightweight, blendable formula. Some liken this to other pore-diminishing primers that promise a smooth finish, but we favor this particular one for its more attractive price point.
Maybelline
Promising review: “This is a great primer! Some primers will pill up under the foundation. This one creates a smooth finish and is an excellent base underneath makeup.” —Notreadyforwinter
Price: $7.49
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3.
L’Oréal 8 Second Wonder Water Lamellar Hair Treatment works like a treat in eight, yes, you read that correctly, EIGHT seconds to transform fine to curly textures. You might have seen this same formula with other salon-carrying brands, but we’re opting for this wallet-friendly alt. Think: mirror-like shine and softer-than-soft locks in less time than it takes to say “arrivederci to you, frizz!”
Target
Promising review: “I’ve been searching for a gloss treatment similar to the Kerastase one, and this is it! I have thick, straight, frizzy hair. This treatment works amazingly. It smells nice, is a quick addition to my shower routine, and makes my usually frizzy and tangly hair manageable. I only used it on mid-lengths to ends of my hair, and I didn’t use conditioner (as I don’t with my Kerastase treatment). I didn’t even need a detangler after my shower! Just heat protectant. I also didn’t notice any issues with my hair color fading. Will definitely repurchase and continue to use.” —Karissa
Price: $12.49
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4.
MCoBeauty Fragrance Mist comes in the form of vacation-inspired scents that you can spritz all over your hair and body, sans the cost of the airfare — or the premium of the name-brand alternative. You can expect warm notes of pistachio and sandalwood, topped with caramel and vanilla that’ll leave you smelling…in a word? Delish.
Target
Promising review: “Another one that smells just as good as the expensive name brand and is long-lasting!! Deff worth it!!” —Tra Tra n Sweats
Price: $11.99 (available in five scents)
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5.
Conair Scalp Massager and Shampoo Brush detangles hair and effectively distributes product throughout your roots and strands without a hefty price tag. The easy-grip, nonslip handle will allow you to target buildup, run the bristles through knots, and even give your scalp a little massage while you’re humming that song that’s been stuck in your head all day.
Target
Promising review: “This is perfect for my needs. I’ve been using scalp scrubs and sprays but noticed that I still had a lot of buildup, and my scalp was still itchy. I could scratch off pieces of buildup from my scalp. I remembered I had a hard plastic bristle brush like this once, so I picked it up immediately on a Target run. Upon the first pass through my hair, it dislodged so much gunk. It feels great, too, both by getting rid of gunk and dead skin as well as stimulating the skin. It’s not too hard for me, but it might be for others. I love that something can finally actually exfoliate my scalp.” —Enska
Price: $6.49
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6.
Wet n Wild Megalast Liquid Eye Liner produces precise, sharp, and downright majestic cat eyes with its long-wear waterproof formula that reviewers liken to Haus Labs. Invented with a felt tip that’s user-friendly, it’s perfect for newbs and pros alike who are looking to enhance their eye shape with a bold or subtle look that’ll last.
Target
Promising reviews: “Performs as well as Haus Labs or Rare Beauty at a fraction of the cost.” —Rob
“I can create the perfect wing with this eyeliner. It is easy to grip and provides a tip that is great for a fine line, which is my preference. With such a low price point, I continuously stock up on these, especially during the beauty sales.” —Jchammm
Price: $6.99
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7.
Pantene Pro-V Miracle Rescue conditioner makes dull-looking length a thing of the past, thanks to its unique melting pearls and fast-acting (we’re talking “one to three minutes of singing in the shower” fast) repairing formula. It’ll bring on the shine and can repair six months worth of damage. Helloooo, hy-dra-tion.
Target
Promising reviews: “So smooth. I love this. I was using the Maree from Amazon but wanted something less expensive and this is definitely a holy grail for me.” —Cute
“Everything about this product is amazing!!! The product made my hair soft and manageable. It eliminated frizz! I can now wear my curls down. Before this, my hair was frizzy and dry. It absolutely repaired it. I don’t mind the smell. I like it, however if you are sensitive to smells you may not love it.” —Naye123
Price: $14.79
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8.
Batiste Dry Shampoo freshens up grease-ridden locks instantly — and as an added bonus, it also creates volume. Pro tip: Spritz this on your roots before bed and let it work the night shift on your oily locks for a serious time-saving solution.
Target
This is my personal holy grail dry shampoo, and I’ve tried everything from alternative drugstore brands (some even marketed as overnight treatments) to wonderful-smelling luxury sprays costing $30+ a can. The result? Many left my hair feeling greasier by morning or just didn’t provide long-lasting results. This, however, freshens up my day-two hair instantly and leaves it smelling like I just washed it.
Promising review: “I have used Tresemme dry shampoo for years but recently realized it wasn’t working for my hair anymore. My hair would still look very oily. I live with the South Florida summer heat, had 3-day-old hair, AND got drizzled by rain; my hair still looked phenomenal at the end of my 15-hour day! LOVE and recommend!” —Nessa
Price: $8.99+ (available in three sizes)
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9.
NYX Brow Glue sets brow hairs in place and up for success! Your over-tweezed brows from your teens are *so* jealous of your present brows since this stuff tames and fluffs all at the same time. Just give them a brush upwards for a perfectly feathered look.
Target
Plus, unlike other brow-freezing products on the market, this one costs about the same price as glycerin soap! Cha-ching. If you don’t know the soap brow trick, check out this comparison of $1 soap brows versus a $112 brow gel.
Promising review: “I’ve been searching for the perfect brow gel for my thick eyebrows for over 5 years, and this one is perfect. It keeps your eyebrows in place ALL DAY — no brushing your hair up and falling over within 2 minutes. Best makeup purchase of my life. I will 100% be rebuying” —sophie
Price: $9.99 (available in five shades)
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10.
Or E.l.f. Brow Gel maintains a perfectly laminated look either between your treatments or if you’d just rather achieve the professional-grade look from home. With a similar dual-ended applicator and white gel formula to other luxe brands, we know which option seems more appealing to our savings.
Target
Promising reviews: “Honestly, this is awesome. I’m not really one for the slicked-down, laminated look. However, I use this just as a brow gel and WOW. My old go-to was the Nyx brow glue and let me tell you, I’ve 100% converted to this. Keeps my brows in place ALL DAY LONG. They look awesome. Will continue to repurchase.” —Courtney
Price: $8
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11.
Aussie 3-Minute Miracle Moist Conditioner steps up your haircare routine without the extra spend. Containing three times more moisture than your regular ol’ conditioner, this works like magic with its avocado-oil-rich formula to deliver softer, more moisturized locks.
Target
Promising review: “I love this deep conditioner a lot! It has made my hair soft and smells good. The price isn’t bad at all either and does the same job as most other expensive deep conditioners.” —Alana
Price: $8.49
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12.
L’Oreal Paris Up to 24 hr Lab Primer Redness Eraser cancels out redness and neutralizes blotchiness with a green-tinted cream. (Throwback to the color wheel we learned about in school!) With skin-loving ingredients that will extend the life of your look, this primer features AHA and BHA complexes to refine texture and improves the look of skin over time.
Target
Promising review: “I tried their redness-erasing BB cream, but it dried my face. This primer is IT. It’s not hydrating, but that’s nothing noticeable, even on my dry patches. Totally covers redness and provides a smooth base for makeup. Can’t believe how cheap it is too! I normally shop for more pricey brands like Clinique, but their redness line was not for me. NOTE: I would only recommend this for those with a cool skin tone — if you have warm undertones, it’s gonna make you look green.” —Love ittt
Price: $15.89
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13.
E.l.f. Cosmetics Glow Reviver Lip Oil drenches lips in a similar look and feel to costlier alternatives like, say, the Dior Lip Oil — but all for a more attractive price. Cracked lips will now be a thing of the past, thanks to its nonsticky, high-gloss formula that’s packed with moisturizing jojoba and avocado oils.
Target
Promising review: “I can’t say enough good things about the ELF Lip Oil! This is my fourth time repurchasing it, and for good reason. It’s incredibly lightweight but still gives my lips that perfect glossy, hydrated look. Unlike other lip oils I’ve tried, it doesn’t feel sticky or heavy, and the hydration lasts for hours. The formula is smooth and applies effortlessly, leaving my lips soft and nourished. Plus, it’s so affordable, making it a staple in my beauty routine. If you’re looking for a lip oil that delivers on quality without breaking the bank, this one is a must-try!” —Snacks
Price: $8 (available in 10 shades)
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14.
Maybelline Cheek Heat glides onto the skin with a lightweight gel-cream blush and leaves behind the perfect tint. This oil-free, water-based liquid blush is one reviewers online liken to the creaminess of a certain cloud-like cheek formula. One that is more than three times the price of this, so we know which one we’ll be benching out of the two…
Target
Promising review: “Can you believe this blush…it’s only $6!! I have tried so many expensive creamy blushes, and this one, by far, has to be my favorite. Honestly, it’s really great and easy to apply. It’s a super pretty color and honestly worth the price. The blush honestly lasts a long time, so you don’t have to reapply throughout the day.” —Maddez
Price: $6.19 (available in two shades)
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15.
L’Oreal Paris EverPure Sulfate-Free Bond Repair Color Care Shampoo penetrates deep to rebuild damaged hair with a silicone-and-sulfate-free formula. With pretty similar ingredients to the Olaplex No.4, you can reduce breakage and strengthen color-treated hair with something that won’t break the bank.
Target
Promising review: “This is by far my favorite shampoo. I have curly hair, so my ends are dry, but my scalp is oily. I use two dime-sized amounts. One for the front of my scalp and one for the back. I also make sure to double cleanse, so after rinsing, I go in again with one more dime-sized amount for my entire scalp. Doing this doesn’t leave my scalp greasy and makes my hair smell good all day. I previously used another brand that was about $30, and I’m sad to say I spent all that money for NOTHING. It killed my hair.
On top of that, it had a weird smell. In this economy, I was not about to spend that much on one bottle, plus the conditioner was $60. This shampoo, on the other hand, is affordable and works great.” —Kiara
Price: $9.99
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16.
Up&Up Moisturizing Body Oil nourishes skin deep down with a combination of seed oils and jojoba to bid dry-skin woes adieu. Do you not want to spend more than $10 on a formula that pairs perfectly with body lotion and will upgrade your post-shower routine? We get it, and the answer is this.
Target
Promising review: “Best EVER compared to higher-end brands. As an esthetician, this body oil is top-notch and I compare it to higher-end brands worth $50, $60!! The ingredients in this are amazing. I pair it with my body lotion and it is pure butter!!! Very nutritious for your skin.” —AnxietyAtom
Price: $5.39
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17.
Real Techniques Miracle Complexion Makeup Sponge applies and blends your holy grails with an airbrush finish every single time — plus, it also absorbs less product! That means you won’t be unnecessarily wasting your expensive, only-for-special-occasions foundation.
Target
Promising review: “10/10 best beauty blender. This brand never fails me. I’ve tried different sponges and always return to this one. It has great coverage and doesn’t soak up your foundation. This is my everyday go-to!!” —Target Customer
Price: $6.99 for one (also available in 2- and 4-packs)
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18.
Essence Lash Princess Mascara achieves skyscraper, falsie lashes at such a gaspworthy price, 2,000-plus reviewers haven’t been able to shut up about it. Yep, this holy grail sculpts lashes at only $5 a tube, which, if you think about it, is less than a fancy coffee order (and other high-end makeup alternatives)!
Target
And this is cruelty-free!
BuzzFeed Shopping editor Kayla Boyd tried this out and raves: “As someone who isn’t a big fan of false lashes (the glue irritates my eyes, and I’m terrible at applying them), this budget-friendly holy grail does the trick for both lengthening and volumizing my lashes. After you’ve given it a minute to dry, it lasts all day long and doesn’t smudge or fade. It seriously gives the effect of false lashes, without the discomfort.”
Promising review: “The best mascara and it’s cheap! I used to buy $20 mascara and came across this and haven’t stopped using it!” —Bmul
Price: $4.99
Check out Kayla’s full Essence Lash Princess Mascara review for more info and review pics!
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19.
Schick Dermaplaning Razors carefully take care of any unwanted peach fuzz, plus keep your eyebrows lookin’ on fleek. The affordable blades are designed with built-in guards that won’t hurt your skin, plus they come with an extra attachment for salon-precise eyebrow shaping.
Target
Promising review: “Don’t even think about it, buy them! They are the best type of face razors I’ve ever bought. They make my face so smooth; my makeup looks fantastic.” —anotherlogan
Price: $7.69 for a three-pack
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20.
L’Oreal Paris Infallible 3-Second Up to 36-Hour Wear Setting Spray promises to hold your makeup all day with its lightweight mist that grips makeup and ensures it won’t transfer onto your favorite white T-shirt. Similar to the staying power of the One Size On ‘Til Dawn spray, this provides a matte finish over your look that reviewers note doesn’t budge even in intense heat.
Target
Promising review: “This setting spray is absolutely amazing!! It is just like the Patrick Starr waterproof setting spray. My makeup stays on all day. It smells amazing and leaves an awesome finish! This is my second time purchasing this setting spray, and I absolutely love it.” —Janine
Price: $10.99
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21.
E.l.f. Halo Glow Blush Beauty Wand contours, highlights, and flushes skin just as well as, say, the Charlotte Tilbury Highlighter and Contour Wands. With a pillowy-soft applicator you can easily dot and swipe your way to a glowy complexion for less.
Target
Promising review: “This blush wand is a travel-friendly version of blush. You really only need a small amount to blend perfectly. Also, lasts all day, so you don’t have to worry about reapplying or smearing!” —mkgrace
Price: $9 (available in six shades)
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22.
Good Molecules Yerba Mate eye gel wakes up your under eyes with a healthy dose of caffeine and antioxidants that can help reduce puffiness, not to mention it can hydrate and firm up the delicate eye area with its featured ingredient of hyaluronic acid. For something that costs as much as a barista-made coffee but lasts a lot longer (a pea-size amount is all you need!) we know which one we’re investing in to make us appear more alert in the mornings.
Target
Promising review: “Love this product!! Keeps my under-eye area moisturized better than anything I’ve tried over the years! Absorbs well, reduces my under-eye circles/puffiness, and offsets darkness under my eyes!! As a perk, you can’t beat the fabulous price!!! My new favorite!!!” —Sus
Price: $5.99
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23.
Milani Color Fetish Matte Lipstick layers on rich, creamy pigment that could be compared to the likeness of other more premium makeup brands. This long-wearing formula may be cheaper, but it doesn’t skimp on rich, hydrating ingredients like hyaluronic acid to keep your lips moisturized.
Target
Promising review: “Smells amazing, color is rich and texture is creamy. The matte texture makes it long-lasting. My absolute favorite lipstick. I have porcelain-colored skin, and the color secret is lovely dusty rose pink. Neutral but feminine.” —Target Customer
Price: $10.99 (available in 11 shades)
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24.
Revlon Hot Air Brush handles two jobs (drying + styling) in one go and cuts your routine in half so you can achieve silky smooth, frizz-free locks in ~30 minutes. An at-home blowout for less than a salon treatment, and much more appealing than the $500+ Dyson Airwrap, thank goodness for this creation, amirite?
Target
Promising reviews: “I love this hair brush. I have had this one for a few years. I gifted it as I bought the high-end Shark blow dryer; it doesn’t compare. I will be buying this again soon!” —sunflower93
“I have super thick, long, and lots of hair. This tool blowdries my entire head in half the time of a standard blowdryer. Plus it gives it a nice little flip at the bottom and basically straightens it too. I get compliments asking if I got a blowout. I am not good with hair tools yet this gives me confidence and saves time.” —Lw
Price: $33.99 (available in two colors)
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25.
E.l.f. Holy Hydration Lip Mask delivers on its promise of reversing chapped lips for less than its brand-name competitors — as many, many reviewers can attest. With hero ingredients of hyaluronic acid, squalane, and castor seed oil, you can apply this at night and wake up with a buttery-soft smooch.
Target
Promising review: “Holy Shmoly Hydration! This stuff is the best. I have been using it since the colder weather, and my lips have yet to be chapped. It glides on like butter and feels so smooth. I like it better than a higher-end moisture mask, and this is about a third of the price.” —DJ Kelli
Price: $7
Reviews have been edited for length and clarity.
