Quality Meets Budget:
The Top Affordable Beauty Brands for Gen-Z

Quality Meets Budget: The Top Affordable Beauty Brands for Gen-Z

September 7, 2023

When it comes to affordability and accessibility in the beauty industry for Gen-Z, several brands have gained popularity for their ability to strike a balance between quality and affordability, often through direct-to-consumer (DTC) marketing strategies. Here are a few examples:


ColourPop is known for its high-quality yet reasonably priced makeup products. They keep costs down by focusing on DTC sales and frequent product releases. Their vast shade range for diverse skin tones is also appreciated by Gen-Z consumers.

e.l.f. Cosmetics

e.l.f. (which stands for eyes, lips, face) has gained a strong Gen-Z following due to its ultra-affordable makeup products. Their commitment to cruelty-free and vegan options aligns with Gen-Z’s values.

The Ordinary

This skincare brand is praised for its transparency, simplicity, and affordability. Gen-Z appreciates The Ordinary’s focus on individual ingredients, allowing them to customize their skincare routines without breaking the bank.


Glossier has a unique approach to beauty, emphasizing a natural and fresh look. Their minimalist packaging and DTC model resonate with Gen-Z’s desire for simplicity and authenticity.


Known for its affordable yet high-quality makeup brushes and eyeshadow palettes, Morphe has a strong presence on social media, where Gen-Z consumers often discover and discuss beauty products.

Fourth Ray Beauty

As a sister brand to ColourPop, Fourth Ray Beauty offers affordable skincare products with a focus on self-care and wellness, appealing to Gen-Z’s holistic approach to beauty.

These brands have garnered popularity among Gen-Z primarily because of their affordability. They manage to offer high-quality beauty and skincare products without breaking the bank, making them accessible to a generation that values quality while being mindful of their budgets. This affordability, combined with their commitment to meeting the values and expectations of Gen-Z consumers, has solidified their place as favorites within this demographic. 

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