Strange phenomenon wipes out Aussie habit (2024)

During times of economic crisis, a strange phenomenon often takes place dubbed “the lipstick effect”.

The theory is that in times of recession and financial hardships, consumers will splurge on smaller discretionary purchases in order to get a shopping-induced dopamine hit, but without breaking the bank.

But as cost of living pressures continue to leave Australians with very little in the budget to play with, even our “little luxuries” are taking a hit.

Recent data from Nielsen shows there’s been a huge “upwards trend” in dupe culture in the beauty industry, as Aussies search for affordable alternatives to high-end cosmetics products.

At the same time, Chemist Warehouse – which has a large offering “drugstore” beauty products – has boomed in popularity, with the once daggy retail giant experiencing a “profit surge” to match.

Unlike other retailers who are all seemingly raising prices at the moment, Chemist Warehouse continues to sell items at way below the recommended retail price (RRP), and it’s enough to draw in even the most dedicated bougie beauty lovers.

Melbourne-based makeup artist Claire Bridgett, who has almost 80,000 followers on Instagram and another 145,000 on TikTok, said current economic restraints have led her to “question my shopping habits”.

“I have always considered myself quite conservative with the number of products I buy as I don’t like waste, but as prices have continued to go up on some of my favourite products it has made it even easier to question if I really need to be buying right now,” the popular creator told news.com.au’s The Beauty Diary.

“Chemist Warehouse have the best affordable pharmacy brands and continue to have the best sales.

“Brands such as Maybelline and L’Oreal Paris have so many comparable products to high end brands, so if I can get my script and pick up an awesome make-up product for 50 per cent off in one go, why wouldn’t I?”

It’s this sentiment, along with the brand’s “don’t pay more” ethos, that have catapulted Chemist Warehouse to being my most frequented store when I need a beauty fix.

The store is such a treasure trove of products, and always has a bunch of newbies to peruse too, such as the amazing picks I’ve made below.

Maybelline Lash Sensational Firework Mascara

Price: $14.99 (RRP: $28.99)

I’ve tried so many different mascaras, and honestly, my favourites are always the cheapy ones – the only exception to this rule is Benefit who makes exceptional mascara, but that’s more mid-range than bougie. But I digress. This recent launch from Maybelline is really impressive. It builds volume and length, giving lashes a natural fanned-out effect. It’s also super easy to remove as the formula glides off without tugging at the hair.

Rimmel Multi Tasker Better Than Filters Primer

Price: $24.99 ($29.95)

The barely-there make-up trend has really taken off in recent months, and if you’re a fan of having a natural glow, without that “full-face” finish – you’ll love this product. It’s technically a primer, so it can absolutely be worn as a base, but I’ve been using it on its own for a fresh-faced look. The product offers a natural, glowy finish that is super easy to apply thanks to its applicator brush. Some beauty shoppers on social media have agreed, calling it a “great alternative to a high-end foundation”. In my opinion, it’s giving Charlotte Tilbury Hollywood Flawless Filter, but it comes in at $45 cheaper.

Swisse Hyaluronic B5 Hydrating Water Cream

Price: $25.99 (RRP: $29.99)

We all know by now that hyaluronic acid equates to moisture – but when it’s enriched with vitamin B5, did you know it creates an ultra-moisturising formula? Well you do now. My skin has been feeling as soft as the day I was born since I started using this face cream. It also appears dewy, plump and happy. What more could you ask for?

Revlon Illuminance Gel Blush

Price: $16.69 (RRP: $27.95)

After the successful release of the Illuminance Skin-Caring Foundation last year – which, btw is an absolutely killer product, so go try it if you haven’t already – Revlon has expanded the Illuminance range to include a number of make-up essentials containing skincare hydrating ingredients. My favourite is this blush serum, a sheer cheek product that feels silky on skin and gives a natural, healthy glow. It’s super cost effective too as little dot of the product goes a long way.

Expert’s top Chemist Warehouse picks

Claire said she considers herself a “high-end beauty lover” but stressed “there are heaps of things Aussies can save a dollar on”.

“The list could go on and on but here are my top faves that I always share with my followers,” the beauty guru, who is a paid ambassador for cosmetics giant L’Oreal, shared.

“L’Oreal Paris True Match Foundation has great shade range and offers medium buildable coverage with a satin finish that lasts all day.

“I also love the Maybelline Super Stay Matte Lipstick as it is a long lasting liquid formula. The reds are my fave.”

Claire also raved about the Maybelline Sky High Mascara, which I have reviewed in The Beauty Diary previously, stating that it’s ideal “for those who want long non clumpy lashes that won’t smudge throughout the day”.

“L’Oreal Paris Infallible Setting Spray is also a great Chemist Warehouse buy,” she added.

“It feels like hairspray and really locks in your makeup even in humidity. I did a wear test video in Japan and it really works.” You can view it here.

If you have a question about a beauty product or an item you’d like to see road-tested in The Beauty Diary, jump into our official Facebook group where you can join like-minded beauty junkies. You can also catch me on Instagram and TikTok.