Given the ongoing cost of living crisis, it’s fair to assume that we’re all looking at outgoings and wondering where we could cut back. Recently, I’ve had more and more people ask me about their makeup budget and how best to allocate it.
I’ll start with a big caveat: we are very lucky to have phenomenal brands on the high street and you can absolutely look great on a budget, which makes the whole thing that much easier.
There are a couple of things to ask yourself when working out your makeup budget. Which items do you use the most often, for example? I’m inclined to believe you use your foundation slightly more often than the neon eyeliner you bought to match a going out out dress that time.
Also, which parts of your face are the most visible? Personally, I see more logic in investing in your bronzer (which probably covers at least 1/3 of your face) than the touch of highlighter you’re adding to the tops of your cheeks.
With this in mind, the first thing I would prioritise is your foundation. Your face itself has the largest surface area that your makeup will touch, so logically it makes sense to focus the most attention here.
One of the best new discoveries I have tried in recent years is the Face Atelier Ultra Foundation, £26, Tilt Makeup that pro Kirbie Johnson (a journalist in LA that I hugely recommend you follow) first alerted me to during a tour of the Euphoria makeup trailer. It looks like your freshest skin (the speciality of Euphoria’s make-up head Donni Davy), and a tiny bit goes a long way.
If you can stretch to it, I’m also a believer in investing in your bronzer, as mentioned. This, too, will touch a larger surface area of your face, and if you don’t wear foundation, it probably covers the most skin.
Cream bronzers are really having their moment right now, but the latest bronzer launch from Doll Beauty is the highest performer of all of them. It will leave the skin looking buttery and comes in five flattering shades.
Now for the good news – the high street is not only home to some of the most affordable makeup, but some of the best. Let’s think of your makeup bag like a wardrobe. You’ve taken care of your staples, now we can explore the statement pieces.
High street mascaras are absolutely fantastic. Let’s cast our minds back to lockdown-TikTok, where the Maybelline Sky High Mascara first went outrageously viral. I bought it out of curiosity and it remains quite the staple for me.
Speaking of Maybelline, their Colour Tattoo 24-Hour Cream eyeshadows are among the best you’ll find for less, or if you prefer powder shadows then ELF is your perfect go to.
Though I encouraged you to invest in your foundation, I would hasten to add that you can find sophisticated bases at brands like L’Oreal Paris and Bourjois.
In cases of blusher, you have free reign on the high street. I recently bought an MUA Cosmetics cream blush for a little over £3, which completely perked up my otherwise tired complexion.
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To finish, there is one last product I encourage you to invest in: your everyday lip colour. Whether a simple lip balm (the Cle de Peau Glorifier is by far the boujiest) or a neutral lipstick, do consider the cost per wear alongside the final price ticket.
My current obsession is the very Valentino lipstick (Rosso Valentino Refillable Lipstick in 108A, Living Nude) that Alex Babsky used on Florence Pugh for her red carpet debut in Venice recently.
As for bolder colour experiments, you’re in safe hands at Barry M or Rimmel.
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Great makeup does not have to cost the earth. Invest in your staples, save on your colours, and your bank balance and beauty bag can work in harmony.
What can I do to make your makeup life easier? Let me know on Instagram @RoseGallagher.
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