“Drugstore” was once a dirty word to those serious about skincare — but it's (almost) 2019, and that stereotype is totally a thing of the past. Today, the same actives you look for in luxe skincare must-haves — vitamin C, hyaluronic acid, and antioxidant matcha, to name a few — are easier than ever to produce for the masses (and affordably, at that). These key January 2019 drugstore skincare launches alone are enough to convince even the staunchest supporters of high-end skincare to take a walk on the wallet-friendly side.
Whether you’re strolling through the aisles of Target or scrolling through the latest on Amazon, you’ll notice some consistent themes in affordably-priced skincare. The first? Sleeping masks you don't have to splurge on. While prestige Korean beauty brands like Laniege and Glow Recipe popularized the concept of the sleeping mask — essentially, a hydrating moisturizer or gel to wear overnight — in 2018, Aveeno offers an under-$20 version for the new year. The brand’s Positively Radiant MaxGlow No Mess Sleep Face Mask is infused with kiwi extract, which contains a high concentration of vitamin C to soften and brighten skin while you sleep.
Always an inexpensive fave, Aveeno is also leading the charge on the “booster drops” trend with its MaxGlow Infusion Drops, spiked with lemon peel extract (to exfoliate and even skin tone) and designed to be mixed with your go-to moisturizer. Physicians Formula offers similar functionality with its new line of three Skin Booster Vitamin Shots ($12.95): one to brighten, one to target signs of aging, and one to hydrate. For a dose of pollution-fighting antioxidants, reach for E.l.f.’s $10 Antioxidant Booster Drops, packed with vitamin C, vitamin E, and snow mushroom extract (said to be the new hyaluronic acid) to simultaneously moisturize and neutralize free radicals.
Botanical-based skincare is also taking over the drugstore scene this year, most notably via new brand Grace + Tonic. Available at Target in January 2019, the line “fuses the thoughtful intelligence of Mother Nature with the latest advancements in skincare science for high-performance botanical beauty,” according to a press release. Products like the Moisture Cream (with rosehip oil, mango butter, and aloe), the Cleansing Mud (with Brazilian purple clay and cupuacu butter), and the Eye Serum (with vitamin E and green tea) are all certified by the Cosmetic Organic and Natural Standard (COSMOS) for organic, sustainably-harvested ingredients — a first in Target’s history.
Drugstore staple Garnier is also set to unveil its new 96 percent Naturally Derived Skincare line at the start of the new year, featuring SkinActive Soothing Rose Water 3-in-1 Moisturizer and Garnier Glow Boost Illuminating Moisturizer with Apricot Extract; both under $12 and, as the name suggests, formulated with 96 percent naturally derived ingredients like pearls, rose water, and apricot.
Ahead, 16 brand new drugstore skincare launches to give Sephora a run for its money.