Let me tell you the story of my chaotic wavy hair journey. I recently discovered that my hair is textured, and anyone with similar hair will understand the struggle of finding the perfect routine to care for it. When I went online to search for tutorials on styling my waves, the girls I came across were using expensive products and then showing off their perfectly shiny, mermaid-like hair. Naturally, I thought, “Okay, I need this too”. So I bought the expensive products. But I still didn’t know the best technique for styling my hair. Should I apply the product to wet, or damp hair? Should I rake it through before scrunching? I was still very new to this. So, even though I was using products that promised gorgeous results, I didn’t see those results because I didn’t know what I was doing.
Along the way, I slowly learned what techniques worked best for my specific hair type. Then I figured, “Hm, I wonder if I can achieve these same results with less expensive products.” So, I emptied my online shopping cart of Prose custom haircare and switched to the (gasp) drugstore “Not Your Mother’s” brand and, using the same techniques I had learned, achieved the exact same results, but for a quarter of the price.
The truth is, social media convinced me that I needed to empty my wallet to style my hair. Advertisers and influencers want us to believe that to look good, we need to invest in luxury products — hair, makeup, skincare, you name it. Advertising works so well, particularly on young women, because brands will promise us silky smooth hair or a flawless, airbrushed foundation finish, and who wouldn’t want to achieve this? It also does not help that brands will pay influencers — other young women that we trust and admire and whose lifestyles we try to emulate — to praise their products, which further convinces us we need them.Â
Companies inflate their prices to profit off our pursuit of beauty. But with a little more knowledge and understanding of the advertising game, we can push back. Let’s consider, for example, two highly popular skincare companies: Neutrogena and Equate. They are often sold right next to each other on the shelves at Walmart, which makes comparing them simple. Both brands produce their own variations of an “Oil-Free Acne Wash,” and with a bit of research, I’ve discovered that their ingredients are virtually identical. They each contain 2% salicylic acid as the active ingredient, along with 12 other identical ingredients including glycerin, aloe, and chamomile extract. However, a 9.1 ounce bottle of Neutrogena face wash at Walmart costs $9.97, while an equally sized bottle from Equate sells for $6.21, making the Equate product 38% cheaper than Neutrogena. This adds up substantially over time as you continue to replenish your supply. So, the only difference you pay for is the brand name itself, and girl, that is NOT worth your hard-earned money! I can confidently say that my skin has looked and felt just as healthy after switching to the more budget-friendly option.
The same marketing trick applies to popular makeup and haircare brands, and the more we fall for this scheme, the more money we waste. So, how can we save our cash while also achieving a put-together look?
Well, many makeup artists and beauty influencers create videos on YouTube and other social media platforms in which they share their tips on how to create a professional look using products you already own or can inexpensively purchase from the drugstore. Learning techniques for product application is so important, and I’ve learned through experience that you will achieve much better results by correctly using drugstore products than incorrectly using luxury products. With the diversity of social media, it is easier than ever to find other women who actually have your best interests in mind and share their personal favorite drugstore products and application techniques — and they aren’t speaking from a script written for them by a money-hungry brand deal.Â
Searching for smaller, lesser-known influencers with features similar to mine has become my favorite way to discover new products and routines without spending a fortune, and I think that all young women can benefit from doing the same, especially those of us in college who want to create versatile looks for class and parties while working with a budget.
So, my advice to you the next time you need to restock your wavy hair products, your favorite concealer, or your ride-or-die lip combo? Research their ingredients and see if you can create your iconic look for less — because chances are, you absolutely can.
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