The best beauty buys aren't always from a beauty counter...
While Boots, Superdrug or your local pharmacy may be your first protocol for when it comes to buying makeup on the high street, there's a whole other world out there (most likely in the store next door) where you can shop beauty on a budget.
Home to more than just bargain trends, many of the high street's favourite stores have placed themselves firmly on the beauty map. Affordable make-up used to mean fragile pencils, sticky lipgloss, eye shadow that crumbled, clumpy mascara and blush that was more chalk than cheek.
From Topshop relaunching their beauty brand late last year to Zara expanding their empire into the world of cosmetics, today, we're living in the golden age of high street beauty. With quality that can rival higher-end brands, millennial-friendly packaging a cruelty-free ethos and purse-friendly price tag to match, prepare for high street beauty to become 90% of your makeup bag.
Below, are the affordable high street beauty brands your face should really know about...
Topshop Beauty very much led the way for high street stores to begin carrying own brand cosmetics. Ten years later, the monochromatic packaging made up of polka dots and stripes is a thing of the past and instead has opted for a sleek all-black exterior. Easily a top competitor to their luxury counterparts, Topshop Beauty is a must when in the market for eye makeup.
Kajal Eyeliner in Lucky, €13, Topshop
& Other Stories
Serving up French luxury without the hefty price tag, & Other Stories is right on the zeitgeist with its new Paris Atelier collection, created with botanical ingredients of certified French origin. While & Other Stories offers a wide variety of beauty products from lotions to foundations, their lipstick department surpasses some of its heftier competition.
Café Cacaoté Lipstick, €19, & Other Stories
Expanding on the existing conscious fashion collection, H&M now stock certified organic, sustainably produced and innovative products - think pre-shampoo hair oil and aluminium-free roll-on deodorant. As well as classic beauty buys like lip lacquer, mascara and liners.
Multi-use oil, €9.99, H&M
While their recent beauty arsenal is limited to just lipsticks for the minute, Zara beauty shows immense potential. Designed in LA and produced in France, Zara's refined colour collection features shades used by the iconic make-up artist, Pat McGrath in their dramatic lipstick campaign.
Line it up, €4.95, Zara
The beauty hall at M&S brings that makeup counter feel to the high street. Packed with well-chosen brands like Pixi, Diego De Palma and Neom, M&S own beauty brand; Autograph stands in perfect alignment. The collection also has a wide variety of vegan products too like this mascara whose formula derives using seed oil as opposed to the conventional beeswax.
Dramatic Lashes Mascara, €17, M&S
Read more about high street beauty in the all-new Irish Tatler, on shelves now.