Most people say that the holidays are the most wonderful time of the year, but we're going to have to disagree with them. We're more partial to these first few weeks of January, when the drugstore shelves are magically stocked with all kinds of fabulous beauty newness. Priorities, people.
Unlike prestige and specialty brands, which debut new products seasonally, mass brands traditionally launch the bulk of their latest and greatest only twice a year: January and July. Which, as far as we're concerned, couldn't be a more opportune time: All that holiday merrymaking, shopping, traveling, and gift giving has left our wallets decidedly lighter.
Because the chances of us curbing our beauty buying this month are about as good as Alexander Skarsgård keeping his clothes on (not that we're complaining), we see some serious drugstore shopping in our very near future. And, since we hate shopping alone, we've gone ahead and rounded up 27 of the coolest new bargain buys popping up at a mass retailer near you — some right now and some on the very near horizon. With prices like these, you can definitely afford to pick up two...or 20. No judgement.