Welcome to Drugstore Heroes, a monthly series in which we spotlight the often-overlooked and under-hyped drugstore beauty products that industry experts count on. From editors to content creators and even celebs, we’re asking tastemakers to share their top recommendations for affordable, yet effective products. Get ready to see the best of drugstore beauty, period.
Kelli Anne Sewell is one of my favorite makeup artists to follow on Instagram. I love seeing the looks she creates for her cool-girl clients like Alix Earle and Alex Cooper. I love watching her viral makeup tutorials on Instagram, TikTok, and her app, Makeup by Kelli Anne. Most of all, I love her signature glowing makeup aesthetic. In her own words (which I took from one of her TikTok tutorials), her looks are "snatched but natural."
Recently, I was scrolling through a few of her GRWM videos and noticed something: Sewell seems to use drugstore makeup products almost as often as she uses luxury ones. In one video, I caught a glimpse of an affordable mascara. In another, there was a flash of a budget-friendly brow pencil. I even saw a cost-effective plumping lip gloss. As a beauty editor and long-time drugstore makeup devotee, I had to know more. What are the exact drugstore beauty products Sewell swears by? Does she use those drugstore beauty products on her cool-girl clientele? Well, the answer is a resounding yes. Keep scrolling for her pro-level picks.
First, I wanted to learn more about her opinion on drugstore beauty products. As a celebrity makeup artist, she has access to the best in beauty—luxurious, high-end, and designer brands included. I was curious how her favorite drugstore products stack up against more expensive options. Are they *really* staples in her professional kit? And does she have any tips or tricks for navigating the overcrowded drugstore beauty aisles? See Sewell sound off on these questions and more below.
How often do you use drugstore makeup products?
I use drugstore makeup on every client—from mascara, brow products, and eyeliner to lip products and more. There's not a glam that goes by that I don't [use them]. These are staples.
What would you say to someone who thinks drugstore products aren't as good as luxury options?
I think they haven't tried updated formulas. Brands like Maybelline New York and L'Oréal are putting out competitive products that give luxury brands a run for their money. High-end formulas with a lower price tag? Yes, please.
Do you have any tips and tricks for navigating the drugstore beauty aisles?
They can be overwhelming sometimes! I like to scour the internet first. You aren't able to swatch at drugstore beauty aisles, which is why honest reviews of products and demos are so important! I find creators and influencers I trust and watch their content before I make a purchase. I use this thought process when I create my videos on my app, Makeup by Kelli Anne, as they are long-format videos that give in-depth analysis and application tips. I have a "luxury versus drugstore" video as well as a drugstore makeup look using some of my favorites so you can see for yourself!
Sewell's 5 All-Time Favorite Drugstore Makeup Products
What It Is: Multipurpose glow enhancer
How to Use It: Apply it as a primer, an all-over glow booster, a highlighter, or as a full-body illuminator
Why It's So Good: Multipurpose, hydrating formula, provides a subtle shimmer for lit-from-within skin
"I honestly think this is better than some high-end formulas. It is the perfect balance of a little glow, a little bronze, and a little coverage! It evens out your complexion perfectly and makes you feel vibrant and your skin looks alive! It also blurs your pores at the same time, is so light on the skin, and deeply hydrating. It's just incredible." — Sewell
What It Is: Lip liner
How to Use It: Line the lips or fill them in entirely
Why It's So Good: Glides on smoothly, waterproof, transfer-proof, long-wearing, and hydrating
"Maybelline New York Lifter Liners are insane [and] one of the best formulas, period. It glides on with a very smooth application. Give it 30 seconds to dry down and then it's waterproof, transfer-proof, and so long-wearing. The shades are also so great!" — Sewell
What It Is: Plumping lip gloss
How to Use It: Apply it to the lips for a hydrated, high-shine effect
Why It's So Good: Plumps, boosts shine, nonsticky formula, hydrating
"Maybelline New York Lifter Gloss is a staple because of the shade range and the fact it's a plumping gloss that's not sticky! The hyaluronic acid makes it feel so good, and if you want a true spicy plump, try the new plump formula!" — Sewell
What It Is: Volumizing and lengthening mascara
How to Use It: Apply it to the lashes for longer, thicker, and more defined-looking lashes.
Why It's So Good: All-in-one lengthening and volumizing formula, flexible brush, non-flaky, smudge-proof, lightweight feel thanks to bamboo extract
"Maybelline New York Sky High Mascara is a classic. I always say don't waste your money on high-end mascara when the drugstore is better. It lengthens and columnists and is never flakey or crusty. I use it on every single one of my clients." — Sewell
What It Is: Eyebrow pencil
How to Use It: Apply it in short strokes to shape, define, and fill in eyebrows
Why It's So Good: Micro-mechanical pencil creates hair-like strokes, dual-ended spoolie shapes and sets brows, has a creamy and long-wearing formula
"Nyx Micro Brow Pencil is also a staple in my professional kit. I haven't used another brow pencil in over two years. The perfect balance of dry and waxy. It gives you hair-like strokes, blends easier, and never breaks. What more do you want!" — Sewell
Sewell's five favorite drugstore makeup products clock in at $58. That's not bad, considering one luxury beauty product can cost that (if not much, much more). It's proof that pro-level results are possible for a small price.
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