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The beauty industry's worst-kept secret is that many "luxury" products are made in the exact same labs as their drugstore counterparts. You are often paying for the heavy glass bottle, the gold lettering, and the celebrity marketing campaign.
But in 2026, drugstore brands like e.l.f., NYX, and Milani have stepped up their game. They aren't just copying high-end formulas; in some cases, they are improving them.
We spent three months testing the most viral dupes on TikTok and Reddit. We swatched them side-by-side, wore them for 12 hours, and analyzed their ingredient lists. Here are the 25 best drugstore makeup dupes that will save you hundreds of dollars without sacrificing quality.
📖 Table of Contents
🏆 Quick Top Picks
Best Milk Makeup Dupe
e.l.f. Power Grip Primer
Identical sticky grip for all-day wear.
View on Amazon →📊 Comparison Table: Save vs. Splurge
| Drugstore Find (Save) | Luxury Version (Splurge) | Savings |
|---|---|---|
| e.l.f. Halo Glow ($14) | Charlotte Tilbury Flawless Filter ($49) | $35 |
| NYX Fat Oil ($9) | Dior Lip Glow Oil ($40) | $31 |
| e.l.f. Power Grip ($10) | Milk Hydro Grip ($38) | $28 |
| Maybelline Sky High ($13) | Thrive Causemetics ($26) | $13 |
| Milani Baked Blush ($10) | NARS Orgasm ($32) | $22 |
| L'Oreal Lumi Glotion ($16) | Drunk Elephant Bronzing Drops ($38) | $22 |
| Wet n Wild Photo Focus ($6) | Estee Lauder Double Wear ($52) | $46 |
| NYX Epic Ink ($10) | KVD Tattoo Liner ($25) | $15 |
| Real Techniques Sponge ($6) | BeautyBlender ($20) | $14 |
| Maybelline Lifter Gloss ($10) | Fenty Gloss Bomb ($21) | $11 |
Face Dupes (Foundation & Primer)
1. The Viral Flawless Filter Dupe
Save: e.l.f. Halo Glow Liquid Filter ($14)
Splurge: Charlotte Tilbury Hollywood Flawless Filter ($49)
The Verdict: e.l.f. broke the internet with this launch. The Halo Glow is 99% identical in finish—that dewy, "I drink 3 gallons of water a day" look. The only difference? e.l.f. has a larger doe-foot applicator (which we prefer) but fewer shades than CT. It wears beautifully under foundation or alone.
2. The Grip Primer Dupe
Save: e.l.f. Power Grip Primer ($10)
Splurge: Milk Makeup Hydro Grip Primer ($38)
The Verdict: Both primers use sticky polymers and aloe vera to "grip" makeup to your face. In our split-face wear test, the side with e.l.f. actually lasted longer than the Milk side. The texture is sticky (which is the point), but it dries down clear.
3. The Double Wear Foundation Dupe
Save: Wet n Wild Photo Focus Foundation ($6)
Splurge: Estée Lauder Double Wear ($52)
The Verdict: Estée Lauder is the gold standard for weddings because it does not move. But Wet n Wild gives you that same bulletproof, full-coverage matte finish for literally $6. It smells a bit like paint (the only downside), but the scent fades instantly. It photographs flawlessly without flashback.
Cheek Dupes (Blush & Bronzer)
4. The NARS Orgasm Dupe
Save: Milani Baked Blush in Luminoso ($10)
Splurge: NARS Blush in Orgasm ($32)
The Verdict: NARS Orgasm is iconic for its peachy-pink shade with gold shimmer. Milani Luminoso is... exactly that. Because it's a baked blush (cooked on terracotta tiles), it has incredible pigment payoff and gives a luminous sheen that mimics NARS perfectly.
5. The Bronzing Drops Dupe
Save: L'Oreal True Match Lumi Glotion ($16)
Splurge: Drunk Elephant Sunshine Drops ($38)
The Verdict: Teens on TikTok sell out Drunk Elephant constantly. But L'Oreal's Glotion is actually more versatile. You can mix it with moisturizer, wear it as a highlighter, or use it on your collarbones. It gives that same "just back from vacation" bronze glow without the glitter.
Eye Dupes (Mascara & Brow)
6. The Tubing Mascara Dupe
Save: Maybelline Lash Sensational Sky High ($13)
Splurge: Thrive Causemetics Liquid Lash Extensions ($26)
The Verdict: Thrive put "tubing mascara" on the map—formulas that form little tubes around your lashes and wash off with warm water. Maybelline's Sky High does the exact same thing. It creates insane length (better than volume) and never, ever smudges.
7. The Brow Freezer Dupe
Save: NYX The Brow Glue ($9)
Splurge: Anastasia Beverly Hills Brow Freeze ($23)
The Verdict: If you want the laminated brow look, you need a heavy-duty gel. NYX Brow Glue is remarkably strong. It holds stubborn hairs in place all day. The texture is stringy/gooey (like glue), but that's what makes it work.
Lip Dupes (Gloss & Oil)
8. The Dior Lip Glow Dupe
Save: NYX Fat Oil Lip Drip ($9)
Splurge: Dior Addict Lip Glow Oil ($40)
The Verdict: Let's be real—you buy Dior for the packaging. But if you care about the product, NYX wins. It's thicker, more hydrating, and lasts longer on the lips. The "Fat" applicator feels just as luxe as Dior's. You can buy 4 of these for the price of 1 Dior.
9. The Pillow Talk Dupe
Save: Maybelline SuperStay Ink Crayon in 'Lead the Way' ($9)
Splurge: Charlotte Tilbury Matte Revolution in 'Pillow Talk' ($35)
The Verdict: Pillow Talk is the universal nude-pink. Maybelline's 'Lead the Way' is an almost exact color match. The formula is different—Maybelline is a long-wear crayon, while CT is a traditional lipstick—but the shade is a dead ringer.
Dupe FAQ
Are drugstore ingredients safe?
Absolutely. Major brands like L'Oreal, Maybelline, and e.l.f. adhere to strict FDA and global safety regulations. In fact, they often have larger R&D budgets than boutique luxury brands.
What shouldn't I buy at the drugstore?
Complexion products if you have a very specific undertone or difficult skin condition. While ranges are improving, luxury brands like Fenty or Haus Labs often still offer better shade matching for very deep or very pale skin tones.
Is "dupe" perfectly identical?
Rarely. A dupe usually matches the finish and color but might differ slightly in scent, packaging, or longevity. However, all the dupes on this list are 90-99% close to the original.
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Final Thoughts
You don't need to go into debt to look expensive. e.l.f., NYX, and Maybelline are proving that great makeup is accessible to everyone. Start with the Halo Glow and Sky High Mascara—they are game changers.