When I tell folks I was a goth kid in high school — you know, the one with the oversized, chain-draped pants and neon-dyed hair, scowling at the cheer squad from under the bleachers — they’re, well, honestly, not that shocked. I do write for a living, after all, and I’ve always leaned a bit eccentric.
But a decade on, I’m pleased to report I’ve mostly left the theatrics behind. Modern-day Riley is (usually) upbeat, semi-active, and considerably more sociable. She even owns a couple of pink wardrobe pieces. Hot pink, to be precise!
One thing that stuck from those teenage years is my affinity for dark eye makeup: specifically, heavy liner. And although these days I favor a more “polished” vibe than “raccoon chic,” the items I reach for to craft the look are basically the same ones that used to live in my battered, Sharpie-decorated backpack back then.
Back in high school, I didn’t fuss much about dropping $20 or so on a single eyeliner stick since my parents were covering room and board.
Present-day Riley, however, is a bit more budget-conscious. And she also pays bills.
Drugstore Cosmetics Aren’t a Bad Choice
I don’t wear a ton of makeup, but the few items I rely on tend to be pricey. While reviewing my monthly budget and savings targets, I realized I was forking over more than $60 for only three items — which felt pretty silly.
So when I pulled a dried-out mascara wand from the tube yet again, I took a hard look in the mirror… and resolved to replace it at Walmart.
Even though I’ve been loyal to certain eyeliner lines for years, a truly great mascara had eluded me. I couldn’t find one that lengthened, added volume, and defined my lashes without obnoxious clumps — and at nearly $30 each, it wasn’t a cheap trial-and-error. I had a couple of staples, but none truly impressed me despite their luxury price.
Before heading to the store, I did a bit of online digging for the best mascara available at Walmart. Sure enough, the internet had suggestions — including one that claimed to reduce clumping.
It rang in under $7. I was skeptical, but the stakes felt lower with that price tag.
After a decade of scouring Sephora’s mascara display, imagine my surprise when this bargain product — costing less than half of even the most affordable premium option — actually outperformed them?
How I Kept $43.62 in My Pocket
Pumped by that discovery, I decided to do the same switch for the other staples in my minimalist makeup kit: pencil and liquid liner.
I ran a few more quick searches and picked products that promised to be waterproof and simple to apply.
And friends, I am so done paying over $10 for any single makeup item. Sorry, Sephora.
Here’s what I swapped in — and how much money I saved.
Pencil Eyeliner — Savings: $12.03
Before:Urban Decay 24/7 Glide-On Eye Pencil, $21 at Sephora
After:L’Oreal Paris Extra-Intense Pencil Eyeliner, $7.97 at Walmart
The Urban Decay pencil has long anchored my everyday makeup. If I’m too lazy for anything else, I’ll pop it on my waterline and smudge a bit across the lid.
While the pricier option did have solid staying power, it tended to migrate slightly, especially near the inner corners of my eyes — which had me constantly checking a mirror to blot away smudges during the day.
L’Oreal’s pencil provided nearly the same effect for under half the cost, darkening both my waterline and lids with pigment that felt just as rich and saturated as the “fancier” version. It moved a little more, but the pencil includes a tiny smudger tip, which was a pleasant bonus since I usually use my finger for that job.
(Psst: This isn’t the first time we’ve tested budget-brand makeup here at Savinly. If you want more affordable picks, take a look at our team’s favorite inexpensive eyeliners.)
Liquid Eyeliner — Savings: $14.53
Before:MAC Liquidlast Liner, $21 at MAC
After:Almay Liquid Eyeliner, $6.74 at Walmart
Although the tiny 0.084-ounce amount you get for $21 is fairly standard for high-end eyeliner, my Liquidlast, despite the name, rarely lasted as long as I expected — and not due to running out.
The issue was that I only use liquid liner when I’m after a dramatic, bold look, which isn’t as frequent these days. So the small tube might have been plenty, but the formula often became clumpy and unusable before I finished it.
That’s why switching to a drugstore alternative made sense. Almay’s pigment isn’t quite as saturated, and its applicator feels a bit clumsy — though I’ve been spoiled by MAC’s ultra-fine brush for ages. Perhaps I just need a little practice.
At under a third of the price for something I rarely use, a few trade-offs aren’t a big deal.
Mascara — Savings: $17.06 (and my sanity)
Before:Benefit “They’re Real!” Lengthening and Volumizing Mascara, $24 at Sephora
After:CoverGirl Clump Crusher Waterproof Mascara, $6.24 at Walmart
I kept coming back to the Benefit formula time and again, but the hunt for perfect lashes cost me more than I care to remember. I tested mascaras ranging from $24 to just under $30. I even bought into a friend’s direct-sales mascara pitch.
Always clumps. Always me hunched under the magnifying mirror, prying apart lashes with those maddening tiny combs. (Those combs are another purchase and nearly impossible to sanitize.)
I’d basically accepted that mascara and I would never get along. So when I opened and applied this little tube, I almost did a small celebratory jig in the bathroom. I could not believe how much better it performed than any of the higher-end brands I’d tried, and all for about the price of a coffee.
Should You Consider Cheaper Makeup?
Here’s the reality: even among ultra-premium brands you’ll find plenty of complaints in Sephora reviews. Cosmetics are personal — what works wonders for one person may flop for another — and a lot of it comes down to discovering what suits you.
My Walmart swaps showed me that steeper prices don’t guarantee superior product. And even when cheaper alternatives are slightly inferior, the gap in performance rarely matches the gap in price.
That said, I’m approaching this as someone who doesn’t wear makeup daily and keeps her routine minimal. For many, makeup is an art, a hobby, or a true love — and for them, splurging on high-end items is totally worthwhile.
If you’re committed to luxury brands, there are still ways to trim your beauty bill. Smart shopping strategies can cut costs at Sephora, and the same tricks often work at Ulta.
In the end, your results may differ. As for me, I’m done paying over $60 just to draw a few black lines. Consider it one more chapter closed on my high school persona… just in time for my 10-year reunion.
Riley Carson (@rileycarson) is a former goth teen living in St. Augustine, Florida. She’s contributed to Yahoo, SELF, Ms. Magazine, the Establishment, Roads & Kingdoms and other publications.
Looking for more wallet-friendly eye makeup options? Try this roundup of the best drugstore eyeliner, and if lashes are your thing, check out the best drugstore mascaras.
