Who doesn’t love e.l.f. Beauty these days?
Its dupes allow us to get high-quality beauty for our “eyes, lips, and face” at budget-friendly prices.
All while being cruelty-free and vegan!
But once we get past e.l.f.’s Insta dominance, there are other beauty brands that have their own hardcore fans.
Here are five that get a LOT of love…
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Backstory: Founded by Toni Ko in 1999 but owned by L’Oreal now. It has its own stores and website but you can get it at retailers like Ulta as well.
Vibe: Back in the day, it was only sold to beauty professionals and still calls itself “Professional Makeup.” Some would say it’s more “adult” than e.l.f.
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Backstory: It started in Germany in 2001 and started selling in the U.S. a few years later. Now at Ulta, CVS, and elsewhere.
Vibe: Its lovers call it “dirt cheap” but at a “good for the price” quality level. For those who don’t want to spend an arm and a leg on their face, eyes, and lips!
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Backstory: wet n wild has been around since 1979 and is available just about everywhere (Walmart, Target, CVS, Ulta, etc.).
Vibe: As they say themselves, “wet n wild starts as everyone’s first beauty brand.” They go on to qualify that a bit, but that’s about right. A great “starter” makeup!
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Backstory: Despite the spelling of “colour,” this is a young California brand (born in 2014). It started as online only but now you can find it at places like Sephora, Ulta, and Target.
Vibe: As the name would suggest, ColourPop brings the vibrant colors. It’s also pretty big on collabs … anything from Disney to BTS to Stranger Things!
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Backstory: Around since 2021, what sets Milani apart is its focus on inclusivity, meaning ensuring they make products in enough shades that they’re fabulous across the skin tone spectrum.
Vibe: It’s got a couple catchy tag lines that say it all: 1) “Makeup that’s lowkey high-end” and 2) “Luxury that’s born inclusive, not exclusive.”
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We can’t leave without giving some love to e.l.f. Beauty.
After all, we’re talking about alternatives to e.l.f. because of how much it’s been killing it across its product line, its values, and its marketing efforts.
What do you think? Is e.l.f. the g.o.a.t. for balancing quality and price? Or is it one of the brands we’ve highlighted? Let us know in the comments!
Follow The Coconut Mama
• For fun lists, healthy living tips, and chatty conversation topics, make sure to follow The Coconut Mama. Click here to access The Coconut Mama’s profile page and be sure to hit the Follow button here or at the top of this article!
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