90s Drugstore Makeup Brands: The Ultimate Nostalgia Trip

Remember the days of frosted lipstick, shimmering eyeshadow, and mascara that promised "volume"? Those were the golden age of drugstore makeup, a time when brands like CoverGirl, Maybelline, and Revlon reigned supreme. This era wasn't just about affordable beauty; it was about experimentation, self-expression, and a whole lot of fun. Let's take a trip down memory lane and explore the legendary 90s drugstore makeup brands that defined a generation's beauty.

The Rise of the Drugstore Makeup Empire

The 1990s saw a surge in popularity for affordable makeup. This was driven by several factors:

Increased accessibility: Drugstores became the go-to destination for everyday essentials, including makeup.
Consumer demand for affordability: With the rise of disposable income, teenagers and young adults sought affordable options for experimenting with makeup trends.
Innovative marketing and branding: Brands like CoverGirl and Maybelline expertly targeted young audiences, positioning their products as fun, accessible, and trend-forward.

CoverGirl: The Queen of the 90s

CoverGirl dominated the 90s makeup scene with its iconic campaigns featuring supermodels like Cindy Crawford and Christy Turlington. Their innovative products like the "Clean Skin" collection, designed for a natural, dewy look, and the "ElastiColor" eyeshadows, renowned for their vibrant shades and smooth texture, became instant hits.

CoverGirl Must-Haves:

Clean Skin Foundation: This light-coverage foundation provided a natural, fresh finish and was a favorite among many.
Elasticolor Eyeshadows: These eyeshadows offered a wide range of colors, from shimmery to matte, catering to diverse makeup styles.
Ogilvie "Totally 80s" Hair Dye: While technically not a makeup product, this vibrant hair dye became a huge trend in the late 90s, allowing for a pop of color and self-expression.

Maybelline: The Master of Innovation

Maybelline, known for its affordability and innovative formulas, cemented its place in the 90s makeup landscape with iconic products like Great Lash mascara and Earthtones eyeshadow palettes. Their "Expert Eyes" collection offered a wide range of eyeshadow palettes designed for specific eye shapes and colors, making it a favorite for makeup enthusiasts.

Maybelline Must-Haves:

Great Lash Mascara: This iconic mascara, known for its long-lasting formula and clump-free application, remains popular even today.
Earthtones Eyeshadow Palettes: These palettes offered a range of neutral, earthy shades that were perfect for creating everyday looks.
Shine Free Oil-Control Makeup: This oil-free foundation was a game-changer for those seeking a matte, long-lasting finish.

Revlon: The Classic Choice

Revlon, a brand with a rich history dating back to the 1930s, continued its legacy of innovation and style in the 1990s. Their "ColorStay" foundation, known for its long-lasting wear, and the "Super Lustrous" lipstick line, famous for its creamy texture and diverse color options, played a key role in shaping the 90s makeup trends.

Revlon Must-Haves:

ColorStay Foundation: This long-lasting foundation provided excellent coverage and a natural, radiant finish.
Super Lustrous Lipstick: This lipstick line offered a wide array of colors, from classic reds to bold browns, and was known for its creamy texture and moisturizing properties.
Nail Enamel: Revlon's nail polishes, known for their vibrant colors and chipped-resistant formula, were a staple in every 90s girls' makeup bag.

The Rise of Specialty Drugstore Brands

While the aforementioned giants dominated the market, several new brands emerged in the 90s, catering to niche needs and creating new trends.

Neutrogena: The Skincare Leader

Neutrogena, already a respected skincare brand, continued to innovate in the 90s. Their "Oil-Free Acne Wash" became a cult classic for those struggling with acne, and their "Healthy Skin" foundation, designed for a natural, luminous finish, quickly gained popularity.

L'Oreal: The French Touch

L'Oreal, a French cosmetics giant, entered the US drugstore market in the early 90s. Their "True Match" foundation revolutionized foundation matching, offering a wider range of shades and undertones to suit diverse skin tones.

Almay: The Hypoallergenic Choice

Almay, known for its hypoallergenic products, catered to sensitive skin types in the 90s. Their "Smart Shade" foundation, designed to adapt to one's skin tone, and their "Hypoallergenic Mascara" were popular choices for those seeking gentle, fragrance-free options.

The Evolution of Drugstore Makeup

The 90s saw an evolution in drugstore makeup, with better formulas, wider color ranges, and a greater emphasis on innovation. Brands adapted to changing trends and consumer demands, resulting in a thriving market that continues to grow today.

FAQs

1. What are some of the most iconic 90s drugstore makeup trends?

The "Grunge" look, featuring dark, smoky eyes and bare lips
The "Glossy Lips" trend, popularized by brands like Revlon and Maybelline
The "Frosted Eyeshadow" look, characterized by shimmery, iridescent eyeshadows
The "Natural" look, featuring light-coverage foundations and minimal makeup

2. Are there any 90s drugstore makeup brands that are still popular today?

Yes, many 90s drugstore brands are still popular today, such as Maybelline, Revlon, CoverGirl, and Neutrogena. These brands have adapted to new trends and consumer demands while retaining their core values of affordability and innovation.

3. What are some tips for finding 90s-inspired drugstore makeup today?

Look for brands that have classic formulas, such as Great Lash mascara from Maybelline or ColorStay foundation from Revlon.
Check out drugstore brands that are known for offering a wide color range, like CoverGirl or L'Oreal.
Experiment with vintage makeup tutorials from the 90s to recreate those iconic looks.

Conclusion

The 90s drugstore makeup scene was a time of experimentation, self-expression, and affordable beauty. Icons like CoverGirl, Maybelline, and Revlon, alongside emerging brands like Neutrogena and L'Oreal, defined the era with their innovative products and vibrant marketing campaigns. While trends may have changed, the legacy of these brands lives on, inspiring a new generation of makeup lovers to embrace the fun, accessible nature of drugstore makeup.

Do you remember your favorite 90s drugstore makeup products? Share your thoughts and memories in the comments below!