10 Best Makeup Buys From the Drugstore – As Seen on The Today Show

by Deanna Stegenga. LAST UPDATED ON
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Here are the 10 best makeup buys from your favorite drugstores, as seen on The Today Show with Hoda and Kathie Lee. 

Prices were current at the time of posting but they can go up or down quickly.



1. Best brow definer

Milani Stay Put Brow Color Dark Brown for $7.99 at CVS


Stand out by filling in, like a pro. Count on superior staying power, the perfect amount of brow color, precise application and intense definition. Choose your closest match or combine two shades to achieve the most envy-inducing brows imaginable. Dual-ended, professional brush included.

2. Best eyeshadow

L’Oréal Paris Colour Riche La Palette Nude for $19.99 at Rite Aid


Inspired by make up designer ‘must have’ palettes, everything you need to master the art of nude eyeshadow.  Nude master-class looks exclusively designed for each palette.  Recreate in 4 easy steps or craft your own eye look.  3 shadow finishes: shimmery satin, buttery matte, and lustrous sheens in 10 highly pigmented shades curated to blend harmoniously for endless looks.  Eye-designer brush & mirror for effortless application.

3. Best nail top coat

Sally Hansen 18K Gold Hardener Top Coat for $7.99 at drugstore.com


Instantly hardens and fortifies to help prevent breaking, chipping, and splitting.  Gold shield form a protective barrier to help lock in moisture, nails grow longer and stronger.

4. Best lash extender

Physicians Formula Eye Booster Instant Lash Extension Kit, Ultra Black for $14.95 at drugstores.com


Warning!  May Cause serious lash envy, DIY lash extension addiction, and random compliments from strangers!  See shockingly outrageous results! Promotes instant results!  100% saw the most dramatic lash effect ever experienced with a mascara!*  Long-term effects:  100% saw thicker, fuller, longer, more dramatic looking lashes after 3 weeks!*

*Based on individual perception of results by a panel of female volunteers wearing eyeliner and mascara.

5. Best top coat

Essie Gel Setter for $10.00  at beauty.com


It’s everything you love about gels, but in a perfect top coat you can use anywhere and everywhere.

6. Best lip gloss

Rimmel London Stay Glossy Lip Gloss Captivate Me! 340 for $4.99 at CVS


Up to 6 hours. Last & shine. Made in England.

7. Best eyeliner

Sonia Kashuk Eye Definer for $5.99 at Target 


Create a chic eye with this beautifying Sonia Kashuk Eye Definer. This special formulation gives a rich and adhesive write-off with elevated pigment charge.

8. Best concealer

Revlon PhotoReady Insta-Fix Makeup for $14.99 at CVS


Makeup promotes a fast and easy way for a perfected retouched look on the go.  Revlon creates the instant skin retoucher.  Light-filtering technology helps give skin an instant perfected, retouched look.  Use all over face, to conceal flaws, or for touch up – anytime, anywhere.

9. Best foundation

Maybelline SuperStay Better Skin Foundation for $11.69 at drugstore.com


Superstay Better Skin Foundation gives an all-day flawless coverage now and better-looking skin in 3 weeks. The foundation reduces the appearance of spots, bumps, dullness and redness and gives you a brighter, more even and smoother skin.

10. Best mascara

CoverGirl The Super Sizer by LashBlast Mascara for $7.49 at CVS


The Super Sizer by LashBlast waterproof mascara provides bold, corner-to-corner volume for full, tanned out lashes. Lash Styler finds and transforms even small lashes.

Do you have a favorite makeup or beauty item found at drugstores?

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