Alexa Demie's Makeup Artist Loves These 7 Drugstore Products

(Image credit: Original art by Jamie Brown)

published 11 September 2025

Welcome to Drugstore Heroes, a monthly series in which we spotlight the often-overlooked and underhyped drugstore beauty products that industry experts count on. We're asking tastemakers, from editors to content creators and even celebs, to share their top recommendations for affordable yet effective products. Get ready to see the best of drugstore beauty, period.

I follow a lot of makeup artists on Instagram. (As a beauty editor, that's a given.) I love how each one has a signature style, technique, and aesthetic. For example, Mary Phillips is known for her underpainting technique, and Nam Vo is known for "dewy dumpling" skin.

One of my favorite makeup artists to follow is Alexandra French, whose clients include Katy Perry, Charlotte Lawrence, Victoria Pedretti, and Alexa Demie. She even worked on Euphoria under lead makeup artist Donni Davy. Yeah, her résumé is impressive, but that's not why I love following her. I love following her because she shares often-affordable product recommendations and breaks down trending looks in easy-to-follow tutorials. It's the stuff straight out of beauty-editor dreams.

She's an expert at creating all kinds of makeup looks, from soft and subtle to bold and unapologetic. However, I'm most fond of what I would say is her signature—editorial and experimental looks. Whether it's glitter lipstick or holographic highlighter, French makes it look cool and effortless. It's not magic; it's makeup mastery!

Ahead, French shares her favorite drugstore makeup products, the ones she keeps in her pro kit and constantly uses on her celeb clients. Keep scrolling to see them all, from a $16 velvety foundation to a $4 eyelash curler and beyond. These are the affordable items she's tried, tested, and loved the most.

Alexandra French: Celebrity and Editorial Makeup Artist

How often do you use drugstore products on celeb clients, and would you say they're staples in your kit?

Drugstore products these days have become so incredible. With TikTok and Instagram reviews, I think they have to compete with what works and what's popular on the market because people are posting reviews online every day. If the product doesn't perform well or is gimmicky, they are so quick to call them out. My kit is filled with drugstore products! If it works well and makes my life easier and makes my clients happy and makes my makeup look good, I don't care if it's a drugstore [item].

What would you say to someone who thinks only expensive beauty products can be effective?

A lot of drugstore brands dupe famous high-end makeup products, and if I'm being honest, they do it better than the original. Not always, but sometimes, you're just paying for the name. Brands like Maybelline go through so much testing … and wear tests before bringing anything to market, which can take years from start to finish. Drugstore brands have the global reach and money to do it right, and to be honest, they really do it right! Most of them are long-lasting formulas too, and they are true to what they claim to do, which isn't always the case for luxury brands.

Do you have tips or tricks for navigating the drugstore aisles and finding effective beauty products?

I would stick to colors you're familiar with when shopping for lip liners or lipsticks. Same with foundation. Stick to a finish you're used to. [The] best part is if you don't like it, you can always return it, and if you love it, which is most likely the case, it doesn't break the bank!

French's Favorite Drugstore Beauty Products

Maybelline

Super Stay Up to 30HR Wear Lumi-Matte Longwear Foundation

"Maybelline New York really knocks it out of the park when it comes to foundations. All finishes do exactly what they claim to do; they are all incredibly long-wear and leave the skin looking like skin. The formulas are all buildable, perfect for any level of desired coverage."

Maybelline

Lash Sensational Sky High Waterproof Mascara

"Maybelline New York makes the best drugstore mascara. I would even argue the best mascara in the industry. They have anything you could ever want in terms of finish, effect, and even color. I have unfortunate lashes. They are short, stubby, and don't curl. Nothing on the market keeps my lashes curled and lifted all day long like the Sky High Waterproof Mascara! [It's] definitely a desert-island product for me."

NYX Professional Makeup

Lip Lingerie Lip Liner Stain

"I am obsessed with this new lip-stain era of beauty we are having. And a lip stain marker?! Yes, please. So easy to use and so effective. It truly lasts all day long, and the color range is so good. They have cool tones as well, which is lacking in the stain category."

E.l.f. Cosmetics

Eyelash Curler

"I have screamed about this eyelash curler on the internet for years now. It is $4 and bouncy, so it gives the lashes the most incredible curl without hurting your hand or pinching your eyes."

Milani

Cheek Kiss Cream Bronzer

"These went viral for a reason! The payoff is beautiful and reminds me of a certain famous luxury-brand bronzer—except Milani has a better shade range. ;)"

Milani

Color Fetish Hydrating Lip Stain

"This is quickly becoming my go-to lip stain. I turn all of my clients on to this, and it's affordable. It truly is the most hydrating lip stain, which is so hard to find, and the color payoff is insane. Once it dries down, throughout the day, my lips still feel moisturized and are tinted. The nudes are true to color, and the red shade is the most universally perfect red."

L'Oréal

Infallible 3-Second Setting Mist Spray

"The entire L'Oréal Infallible line (foundation, powder, blushes, bronzers, and concealers) is absolutely incredible. This setting spray is my favorite setting spray I have used in a long time. It sprays evenly, it's affordable, and I've used it on a full bake and beat makeup for hours. The makeup never moved and hardly needed any touch-ups."

Alexandra French's drugstore beauty receipt.

All of French's favorite drugstore beauty products cost just under $90—not bad for seven items.

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Kaitlyn McLintock is a Beauty Editor at Who What Wear. She has 10 years of experience in the editorial industry, having previously written for other industry-leading publications, like Byrdie, InStyle, The Zoe Report, Bustle, and others. She covers all things beauty and wellness-related, but she has a special passion for creating skincare content (whether that's writing about an innovative in-office treatment, researching the benefits of a certain ingredient, or testing the latest and greatest at-home skin device). Having lived in Los Angeles, California, and Austin, Texas, she has since relocated back to her home state, Michigan. When she's not writing, researching, or testing beauty products, she's working through an ever-growing book collection or swimming in the Great Lakes.