I’m usually a high-low lady, but 2020 is challenging my balanced beauty routine with some of the best drugstore beauty products I’ve seen in years. It’s not that I’ve ever been opposed to the budget-friendly stuff; there are just some products I can’t stop using and they just so happen to be sold in a department store or specialty spot. They’re the kind of the products I could never imagine parting with because I assume that no other brand could beat the formula and deliver the same results I expect to see. Well, less than three months into the new year, a handful of drugstore drops that I’ve had time to try have proven me wrong. Plus, I’d be remiss to not mention the products with packaging and promises so intriguing, I’m already planning to put in my “try this immediately” pile.
On the skincare front, it seems everyone has finally realized just how game-changing peptides can be to an anti-aging routine. Brands including No7 and Vichy spent time developing serums and ampoules that include peptides with other complementary ingredients to address all of the things we’re constantly trying to improve: brightness, firmness and moisture retention, to name a few. And then there is the resurgence of satin lipstick from NYX and e.l.f. Cosmetics to finally knock matte lipstick off its pedestal after an overstayed welcome (with plenty of flaking to show for it). Haircare is also getting more innovative than ever, whether it’s eco-conscious packaging, non-flaky pomades or pre-cleansing formulas for easier detangling.
If all that weren’t enough, more and more newbies and cult favorites are finally joining the ranks of big-box retailers like Target so we can shop everything we need more conveniently. Ahead is just a fraction of the best 2020 hair, skin and makeup launches, so stock up and get familiar now before the next wave arrives.
Revlon.
Revlon x Ashley Graham Tropical Vibes Post Beach Glow Face & Eye Kit
I am all-around obsessed with the poppy colors in this eyeshadow kit, which also comes with a lip gloss that delivers the most beautiful iridescent, barely-there finish.
Buy: Revlon x Ashley Graham Tropical Vibes Post Beach Glow Face & Eye Kit $25.22
Vichy.
Vichy LiftActiv Peptide-C Moisturizer SPF 30
This daily moisturizer packs a heavy punch with brightening Vitamin C, multiple firming peptides, and broad spectrum UV protection.
Buy: Vichy LiftActiv Peptide-C Moisturizer SPF 30 $39
Finishing Touch Flawless.
Finishing Touch Flawless Rechargeable Razor
If you’re sick of throwing away razors every other week, make a one-time investment in this innovative dry razor that works in both directions and comes with a built-in LED light so you can better target those hard to reach areas.
Buy: Finishing Touch Flawless Rechargeable Razor $29.99
NYX Professional Makeup.
NYX California Beamin’ Face & Body Liquid Highlighter
No sun needed when you apply this head-to-toe illuminator to your skin. And if that weren’t enough, the formula also contains four nourishing, plant-based oils for hydration too.
CoverGirl.
CoverGirl Clean Fresh Prep & Set Water Mist
This vegan face mist comes in three different scents (rose, cucumber, citrus) and can be used under your makeup as a primer or over it as a dewy setting spray.
essence cosmetics.
essence what the fake! volumizing & lengthening mascara
It truly gets no better than essence cosmetics mascaras and the newest formula is enriched with nylon fibers to give your natural lashes the same length and volume of faux ones.
Pixi by Petra.
Pixi by Petra LipGlow
Pixi’s new range of sheer tint colors give off a slight glossy finish and condition the lips with every use, thanks to a formula rich in shea and mango butters.
Neutrogena.
Neutrogena Soothing Clear Turmeric Mousse Cleanser
This calming cleanser for acne-prone skin is oil-free and infused with turmeric, a renowned, all-natural ingredient with antibacterial and anti-inflammatory properties.
Buy: Neutrogena Soothing Clear Turmeric Mousse Cleanser $11.34
Aveeno.
Aveeno Positively Mineral Face Milk Sunscreen
This mineral-based sunscreen combines UV protection with calming oat and moisturizing vitamin E to protect and soothe sensitive skin.
Buy: Aveeno Positively Mineral Face Milk Sunscreen $11.47
Flamingo.
Flamingo Pubic Hair Wax Kit
If you can’t get to the spa, this at-home, gynecologist-tested kit comes with pre-waxed strips and post-wax cloths (all fragrance-free) for quick, easy, and mostly pain-free hair removal.
Carol’s Daughter.
Carol’s Daughter Monoi Inner Strength System
This 10-use bottle harnesses the restorative power of Monoi oil (a blend of Tiare Gardenia and Coprah Coconut Oil) to transform the inner layers of the hair cuticle.
R3SET.
R3SET UNWIND
These herbal supplements made with magnolia, phellodendron, ashwagandha, and other natural ingredients have been clinically tested to support the bodily systems most impacted by stress.
Sinful Colors.
SinfulColors CLAWS Press On Nails
These beautifully-designed press-ons were created in collaboration with a pro-artist and inspired by Japanese beauty trends.
Rael.
Rael Heating Patch for Menstrual Cramps
These pain-reducing patches heat up in just minutes to reduce swelling and discomfort with the help of five infused herbal ingredients.
African Pride.
African Pride Moisture Miracle Aloe & Coconut Water Pre-Shampoo
This beauty supply staple brand has been rolling out formulas as beautiful as its new packaging. The Moisture Miracle collection recently hit stores and includes cleansers, conditioners, leave-ins, an oil blend and a pre-shampoo treatment, all enriched with emollient-rich ingredients for healthy hair.
Buy: Aloe & Coconut Water Pre-Shampoo $8
AllerLife.
AllerLife Daily Wellness Support
I’ve just started taking this supplement before bed and have already gotten a few full nights of sleep sans sneezing, thanks to the wellness blend that delivers vitamins and minerals essential to curbing allergy side effects. Make sure you check out the “Vitality” option as well, which you can purchase with or without caffeine for energy during the day.
Buy: Daily Wellness Support Sleep $17.99
Almay.
Almay Color & Care Lip Oil-in-Stick
A lightweight, moisturizing lip treatment infused with an exclusive conditioning oil complex and a sheer wash of color.
Buy: Color & Care Lip Oil-in-Stick $5.59
Cantu.
Cantu Flaxseed Smoothing Hair Wax
The textured haircare brand recently launched an entire line of products infused with flaxseed at Target, but the product I can’t stop putting down is this hair wax that smoothes down hair strands without creating a crusty white film on top.
Dove.
Dove Nourishing Body Care Cream Oil Intensive Body Lotion
It doesn’t get more moisturizing than this super rich blend of hydrating cream and emollient oil to nourish the skin and absorb in record time too.
Dove.
Dove Even Tone Calming Breeze Antiperspirant
Dove is truly doing breakthrough work and if you need proof, just try one of the scents from its innovative line of deodorants, formulated to brighten uneven skin tone in the underarm area, where frequent shaving often leads to hyperpigmentation (especially in brown skin).
e.l.f. Cosmetics.
e.l.f. Cosmetics SRSLY Satin Lipstick
Matte lipstick is finally getting knocked off its pedestal as more and more satin lipsticks, including this silky-smooth option from e.l.f., launch in drugstores and beyond.
essence cosmetics.
essence pure nude sunlighter palette
Just in time for spring, essence cosmetics has launched a couple of new palettes inspired by its best-selling highlighters, including this pan of four shimmery bronze and blush illuminators.
Buy: pure nude sunlighter palette $9.99
Fekkai.
Fekkai Brilliant Gloss Moisturizing & Hi-Shine Shampoo
Frédéric Fekkai has long been an advocate of environmentally-friendly practices in the beauty space, so an entire line of affordable products in eco-friendly packaging should come as no surprise. The Fekkai line includes 15 products across five categories (Technician Color, Brilliant Gloss, Full Blown Volume, Super Strength, Baby Blonde) and all of it can be found in Target.
Honest.
Honest Mama Glow On Body Oil
The joys and challenges of motherhood basically demand that a parent prioritize self-care. For this reason, Jessica Alba’s Honest brand recently launched Honest Mama, a range of products for mamas-to-be, including soaking salts, nipple balm, body oil (above) and more.
Miss Jessie’s.
Miss Jessie’s Harm Me Knot
It’s been awhile since we’ve seen a new launch from Miss Jessie’s, so we can’t wait to try this gentle, sulfate-free shampoo.
Native.
Native Wild Mint & Peppermint Oil Flouride Anticavity Toothpaste
Native just unveiled two toothpaste formulas and everything is new: the packaging, the flavors and the formulas which include better whitening agents, more foam and sensitivity options.
Nivea.
Nivea Refreshing Body Wash With Nourishing Serum-Fresh Aloe & Lily
Why have buy one body wash when you can stock up on three and be set until summer? Nivea’s latest body wash breakthrough is a set of three collections, all formulated with the brand’s proprietary Nourishing Serum, “a unique blend of plant-derived oils, vitamins, and essential skin lipids to gently cleanse and leave your skin soft, smooth and healthy-looking.” Choose from the Nourishing, Refreshing or Pampering lines.
Buy: Fresh Aloe & Lily Body Wash $7.99
No7 Laboratories.
No7 Laboratories Firming Booster Serum
No7 devoted years to developing this concentrated peptide serum to deliver the appearance and feel of lifted skin on the face and skin in just two weeks.
Buy: Firming Booster Serum $41.99
No7 Laboratories.
No7 Laboratories Protect & Perfect Advanced All in One Foundation
The brand also just launched a skincare-infused foundation that you can think of more as a CC cream as it looks best applied on the sheer side (though it is buildable) and includes the Matrixyl 3000 Plus 
, the most effective peptide technology on the market today.
NYX Professional Makeup.
NYX Dazed & Diffused Blurring Lipstick
Available in 12 diverse shades, this dual-ended lip tool has a jojoba oil-infused crayon on one side and a lip brush on the other to evenly divide the formula for a soft matte finish.
NYX Professional Makeup.
NYX Shout Loud Satin Lipstick
Choose from over 20 shades, all infused with mango and shea butter for up to four hours of hydration at a time.
Revlon.
Revlon Colorstay BrowLights
With a half-matte, half-shimmer applicator, you can fill in your brows and instantly get a natural luster without having to pile on more product.
Buy: Colorstay BrowLights $7.97
Rizos Curls.
Rizos Curls Curl Defining Cream
This Latina-owned haircare brand has officially joined the Target ranks and we’re beyond excited to shop the entire range on our next Target run.
Skintimate.
Skintimate Bloom Body Wash
Keep an eye out at your local drugstore this month as the razor brand unveils its first-ever range of body care products. Each of the beautifully-scented collections (Bloom, Spark, Root) include a body wash, lotion and body butter, in addition to razors and foams.
St. Ives.
St. Ives Avocado Hydrating Face Moisturizer
Move over face scrub. We may have a new classic on our hands. St. Ives just launched two daily face moisturizers made partly with 100% natural ingredients. The Avocado option (the other is watermelon) includes avocado oil, soybean oil and plant-based glycerin.
Sun Bum.
Sun Bum Tinted Sunscreen Lip Balm SPF 15
Sun Bum lip balms have been around for as long as we can remember, but we may just have to trade in our original versions for a tinted one.
Buy: Tinted Sunscreen Lip Balm SPF 15 $5.99
The Creme Shop.
The Creme Shop Permanent Popsicle Juice Lip Stain
Summer vibes have officially arrived thanks to this new range of water-based, transfer-proof lip colors—sugar not included.
The Lip Bar.
The Lip Bar Everyday Eyeshadow Palette
The Lip Bar’s Fast Face collection was a fast hit, making this new set of daily, user-friendly palettes a welcome addition.
Gillette Venus.
Gillette Venus Mini Razor With Comfort Glide
An adorable and travel-friendly razor with a built-in comfort glide gel bar to protect the skin as you shave.
Vichy.
Vichy Peptide-C Anti-Aging Ampoules
In addition to the brand’s signature mineralizing water sourced from French volcanoes, these new peptide-rich ampoules are infused with hyaluronic acid to target dullness and fine lines.
Buy: Peptide-C Anti-Aging Ampoules $29.50
Winky Lux.
Winky Lux Flower Balm Lip Stain
Winky Lux’s gorgeous flower balms are still top-sellers and now that the brand is available in Target, you can stock up more easily.
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