Learning to compare makeup prices takes two minutes, and it changes how you shop. The price on the shelf says little by itself. A small, cheap product can cost more per use than a larger, dearer one, and a bargain that expires half-used is no bargain. Three simple numbers make a fair comparison: price per unit, cost per use and realistic shelf life.
About this guide
This article explains a method of calculation and general shelf-life guidance. The prices in the examples are invented, for illustration only. No real products were compared.
Step 1: Find the size
Look on the pack, or the base of the product, for the net content.
- Milliliters (ml) or fluid ounces (fl oz) for liquids: foundation, mascara, gloss, primer, setting spray.
- Grams (g) or ounces (oz) for solids and powders: lipstick, blush, eyeshadow, pressed powder.
1 fl oz is about 29.6 ml. 1 oz is about 28.3 g.
Typical sizes
| Product | Common full size |
|---|---|
| Liquid foundation | 30 ml |
| Concealer | 5 to 10 ml |
| Mascara | 6 to 12 ml |
| Bullet lipstick | 3 to 4 g |
| Liquid lipstick or gloss | 3 to 8 ml |
| Pressed powder or blush | 4 to 10 g |
| Single eyeshadow | 1 to 2 g |
| Setting spray | 60 to 120 ml |
Packaging can mislead. A tall box, or a thick-walled jar, may hold less than a plainer pack.
Step 2: Work out the price per unit
Price per unit = price ÷ size
Worked example: two foundations
| Foundation A | Foundation B | |
|---|---|---|
| Price | 18.00 | 30.00 |
| Size | 20 ml | 40 ml |
| Price per ml | 18 ÷ 20 = 0.90 | 30 ÷ 40 = 0.75 |
Foundation B has the higher price, but it costs less per milliliter.
Worked example: an eyeshadow palette
A palette costs 36.00, and contains 12 shades of 1 g each. That is 3.00 per gram. If you will only use four of the shades, the real cost is 36 ÷ 4 = 9.00 per useful shade.
The Beauty Product Comparison Tool does these sums for you.
Step 3: Estimate the cost per use
Cost per use = price ÷ number of uses
To estimate the number of uses, divide the size by the amount you use each time.
| Product | Rough amount per use | Uses in a typical pack |
|---|---|---|
| Liquid foundation, 30 ml | About 0.5 ml (one pump) | About 60 |
| Mascara | Limited by time, not volume | About 90 days of use |
| Lipstick, 3.5 g | Very little | Often 150 or more |
| Setting spray, 100 ml | About 0.5 to 1 ml | 100 to 200 |
| Pressed powder, 8 g | Very little | Several months of daily use |
A lipstick at 20.00 that gives 150 applications costs about 0.13 per use. A sheet mask at 4.00, used once, costs 4.00 per use.
Step 4: Factor in shelf life
A product is only good value if you finish it before it should be thrown away.
| Product | Typical time after opening |
|---|---|
| Mascara, liquid liner | About 3 months |
| Liquid foundation, concealer, cream products | 6 to 12 months |
| Lipstick, gloss | 12 to 18 months |
| Powders | Up to 24 months |
Check the open-jar symbol on the pack. If you wear foundation twice a week, a 30 ml bottle with a 12-month life may be half-full when it expires. A smaller size would cost less in the end. See Makeup Hygiene: How to Store and Handle Products.
Rule of thumb: buy the size that you will finish within its shelf life.
Minis, travel sizes and sets
- Minis often cost more per milliliter. They are still good value for products that expire quickly, such as mascara, for shades that you wear rarely, and for trying before you commit.
- Value sets can be excellent, if you would have bought every item. If you only want one or two, work out the cost of those alone.
- Jumbo sizes suit products that you use daily and that keep well, such as setting spray or powder.
Refills
Refillable compacts and lipsticks can reduce cost and packaging. Check the price of the refill against the full product, and whether refills are easy to find.
Higher price does not mean higher quality
Price reflects ingredients, and also packaging, marketing and brand positioning. Many affordable products perform very well. Compare:
- Ingredients and formula type.
- Shade match. A perfect match in a budget foundation is better than a near miss in a costly one.
- Performance for your skin, from balanced reviews. See How to Read Skincare Reviews and Compare Products.
Where to spend and where to save
| Often worth more care | Easy to save on |
|---|---|
| Base products that must match your skin | Mascara, which is replaced every three months |
| Brushes that you will keep for years | Eyeliner pencils |
| Products you use daily | Trend colors you will wear a few times |
Smart shopping habits
- Keep a list of what you own, and when you opened it. The Beauty Budget Calculator helps you to plan your monthly spending.
- Finish a product before buying a replacement.
- Avoid buying duplicates of shades that you already have.
- Check return and exchange policies.
- Be wary of very cheap "designer" makeup from unofficial sellers. Counterfeits can contain harmful contaminants.
- Compare the same size across shops, and allow for delivery costs.
For what a first kit should contain, see Beginner Makeup Kit: Essential Products to Start With.
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Frequently asked questions
How do I calculate price per gram or milliliter?
Divide the price by the net content shown on the pack. The result lets you compare products of different sizes directly.
Are mini makeup sizes worth buying?
Yes, for products that expire quickly, for travel and for testing a product. They usually cost more per unit, so they are not the best value for daily staples.
Is expensive makeup better than cheap makeup?
Not necessarily. Formula, shade match and how the product suits your skin matter more than price.