5 DRUGSTORE BRANDS That May Not SURVIVE 2025 🕒

In this video, we’re diving deep into the future of some of your favorite drugstore beauty brands! 🌟 From Believe Beauty to Almay, Kokie Cosmetics, Rimmel London, and Joah these iconic brands have been staples in the beauty aisle for years. But as the competition heats up and trends evolve, some brands are struggling to keep up. 💄 Are they innovating fast enough? Are they losing touch with today’s consumers? Or are they simply being outshined by newer, trendier brands like e.l.f. and NYX?
Join me as I break down the rise and potential fall of these 5 drugstore beauty brands that might not survive 2025. 🕒 From their game-changing launches to their current challenges, we’ll explore why these brands are at risk and what they need to do to stay relevant in a fast-changing beauty industry.
Whether you’re a makeup lover, beauty industry enthusiast, or just curious about what’s happening behind the scenes, this video is packed with insights, predictions, and a little controversy to keep things interesting! Don’t forget to share your thoughts in the comments: Which of these brands do you think can make a comeback, and which ones might be gone for good? 🛍️✨
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💖 ABOUT ME:
Hi, my name is Jen I am 47 and live in Connecticut with my husband and 11 year old son. I am a stay-at-home Mom and full-time KZbinr with a degree in business with a focus in marketing. Before leaving work when my son was born, I was a commercial lender at a bank. I also worked at Sephora and Macy's doing visual merchandising.
I have dry skin with some hyperpigmentation and fine lines. I love natural makeup looks but occasionally go outside my comfort zone a little bit. On my channel you'll find lots of videos about drugstore makeup and drugstore dupes (those are my favorites to film!) but I also review high-end makeup as well. I hope you enjoy my channel and if you do, please don't forget to SUBSCRIBE & leave me a comment!

[@rabbiroz3806]

I think Believe would have had a better chance of making it if they had been available somewhere other than Dollar General. Their products were good, but not so easy to get ahold of.

[@JenPhelps]

Exactly! If they would have at LEAST sold online, they would have had way more sales.

[@josephhomanick8964]

I wanted to try the foundation SOO bad, and I love in Philadelphia so dollar generals are pretty plentiful. I could not find a single one with a full display of the products, not to mention the ones I did find were a mess. Its a shame.

[@BettyDeRazza]

I agree. And also, they seemed to stop releasing new products, so there was no incentive to go back for more.

[@ataylor5221]

So sad . I loved Believe beauty foundation and mascara! I prefered over elfs budget foundationsat same price range. Major bummer😢

[@queenskid187]

​@@josephhomanick8964DG is a hot mess where I live. Their Believe section was never fully stocked.

[@BettyDeRazza]

Jen, you talking about Rimmel being a lot of people first brand to try gave me an idea: what if you polled your subscribers on what their first makeup brand was and do a video on it. I think it would be interesting to see where other people started their makeup journey.

[@kaivickers166]

Mine was Mary K lol, one of my friend’s mom sold it.

[@amymousel9860]

Mine was Merle Norman when I was in 7th grade so 96’ I still use them from time to time

[@R.L.Maverick]

Covergirl, lol. Shimmering Sands Eyeshadow and Perfect Point Eyeliner, Clear Mascara. Lol.

[@queenskid187]

I would "borrow" my mom's Avon 😂😂😂

[@rebekahmastro4138]

​@kaivickers166 I still use MK eyeshadow, since 1977.

[@jeanwest1058]

I love how diverse your topics are. Always interesting. I’m always curious and interested to see what you come up with next. I’m a fan ❤of

[@JenPhelps]

Aw thank you!!

[@ewaworonowicz2653]

Same! Thanks, Jen 👍💖

[@danicee]

I have a theory about Flower Beauty that other brands won’t be able to relate to - I worked in tv production and many people in the industry stopped purchasing from the brand when Drew Barrymore crossed the picket and decided to get back to working during the strikes last year. I know not many people in the beauty community were paying attention to the strikes but crew definitely were and it left people feeling really upset with her. Not saying that’s why it’s lost its popularity but it definitely affected Flower Beauty. I went to Marshall’s and TJMaxx today and both stores had a lot of Flower Beauty products, I noticed liquid and powder blushes and highlights, concealers and foundations.

[@marnidillon8659]

@@danicee I have also see quite a bit of Flower Beauty at Dollar Tree.

[@JenPhelps]

Interesting!! That's not a great sign if they're showing up in those places. 🫤

[@bobbies1562]

@@JenPhelps True. Even Pat McGrath can now be found at TJMaxx.

[@feelthejoy]

Their products were so incredibly inconsistent. I tried a few from them that were great and a few that were absolute trash. I actually still like and respect Drew but I have been hesitant to buy anything from the brand since some of the terrible ones I’ve tried.

[@christinescott5002]

Yeah, as a union member this is something that I heard a lot.

[@traceyflater]

I remember when I was a teenager Almay marketed their eyeshadow for specific eye colors. If you have blue eyes..try this (brown) etc... Of course, you can do whatever you like, but I was young and inxperienced, so I saw the appeal.

[@JenPhelps]

I remember that too! And I loved their "color adjusting" foundation. They really leaned into the whole personalized makeup thing.

[@brucebiendarra9843]

Yes, I bought some of the purple/lavender items because I have dark brown eyes.

[@jessicabrutcher1187]

I absolutely LOVED those palettes! I used the hazel one almost exclusively for about two years!

[@Livelaughlove1968]

I loved those too! I also used their mascara-it was in a white tube and it had a huge brush which I loved for thickening my sparse lashes. I used that for years and took it off with their knock-off of Lancôme’s bifacil eye makeup remover. I can’t find either of those anymore and have replaced the mascara with L’Oréal voluminous mascara and Neutrogena’s eye makeup remover that you shake to mix. Such good stuff…I don’t know why they discontinued such great products. 😢

[@melindavansandt5168]

Hey guys...they still have the eye-colored themed palettes!

[@Tracylyn42]

Rimmel came out with some good products this year. I think they will survive. They have an amazing foundation with a red cap as good as Believe. Which I still use and wish I could get it again.

[@BlingyBea]

I think my Walgreens still carries it, I’ll go check to see if they have that foundation.

[@jackiestone5808]

Yes Rimmel is excellent! They have many standout products. They’re available at Walmart and Amazon. They’re like Catrice-hard to find but awesome!

[@alycew.787]

@@BlingyBea I get my Rimmel from Amazon

[@aweberf2225]

I heard they were doing a “refresh” of some products. I’m a fan of their cream eyeshadow, which has disappeared. Hoping it resurfaces soon!

[@imageekthebigparadox7920]

ive heard so many good things about that foundation i just hope they expand their shade range as their “pale” shades are light medium at best

[@mssugahcrush7291]

I love Flower Beauty's products. Their eyeshadows are my favorite affordable formula, and I used their perfect pout soft matte liquid lip for my wedding. I really hope they'll stick around and start expanding again.

[@thefreshmaker001]

In Canada, it’s complicated. They have an exclusivity contract with a website that no one really likes visiting, making the brand almost inaccessible.

[@20thcenturyrelic]

Well, maybe they're just revamping the brand. But Jen's right - it's unfortunate they're not in Walmart anymore.

[@ps4402]

Almay is owned by Revlon, who has been having financial difficulties. As far as brands leaving Walmart or other big retailers, I would bet that the brands did not decide to pull out, but rather Walmart ended the relationships due to poor sales volume. These big companies measure sales per shelf space and need products that move.

[@sherryelle2242]

Well Revlon had been doing much better lately and coming out with new and exciting products and it’s caught people’s attention.

[@lynndupree1205]

I will be in big trouble if Revlon ever fails because their Colorstay foundation is my HG. The one I've used for over 20 years!

[@Seoulsearch616]

I wonder if drugstore makeup sales will drop as a whole. Everything is under lock and key, which I understand is necessary, but it's also very inconvenient. We consumers will have to check closely for expiration dates too. I suspect products won't move as fast, meaning more things will be expired. 😟

[@JenPhelps]

That's a great point! We don't have things under lock and key here...I live in a very low crime/rural area but I've heard that a lot of drugstores are doing that now.

[@Seoulsearch616]

@@JenPhelps All the Walmarts and Targets here are encasing most of their beauty and hygiene aisles in locked cases. I shudder to think how many products are just going to just sit there and have to be regularly thrown away, or will be way out of date when bought by a poor unsuspecting customer. 😳

[@juliewells4282]

I mostly buy drugstore makeup at my local Walmart. Luckily my location in North Idaho doesn’t have the makeup locked up yet. But it does mean I have to check whether the product is still sealed or not when I go to buy something. I’m not sure why people think it’s ok to swatch the products then put them back on the shelf.

[@redheadedirishgirl2317]

Having higher end perfume and skin care under lock and key has me walking on past...

[@MusicLover-sb7mo]

@@juliewells4282- Hello Julie! I was raised in CDA!

[@bawkbawkbakaw]

I used to wear exclusively Almay products. I really enjoyed their eyeshadows especially. I would get so many compliments and people would be shocked when i told them it was Almay. But then 2 things happened. 1) my most favorite items started to be discontinued and 2) my financial situation improved and I could start trying higher end products. I bought as much as I could of what I wanted, and as that was emptied, I started experimenting with other brands. I have 1 of my favorite eye shadow but it is so old now that it's probably not safe to use. And I have 1 mascara, same scenario. Since, I have found new favorites but I am totally open to trying them again if they introduced some interesting products. I always liked their complexion products because they had no weird smell like other brands used to all have. Now there are more products (that i can now afford) which are scentless.

[@feelthejoy]

Their products are so incredibly limited and “tame” that I never even bother to look any more

[@amyhadley6021]

Emily Noel has been talking a lot about Rimmel. She loves several of their products. On another note....I just got one of the Revlon glass balms that have come back and wow....it feels so good on my lips. I got Rum Raisin.

[@JenPhelps]

I love those and am so happy they're back!

[@carrielassiter8455]

Almay’s cute lipsticks in the cardboard type packaging with lively, colors and drawings on them are good! They should let that type of creativity carry over into other products. The shade Eat Cake is a wonderful, very cool pink. I love it. I also recently bought a neutral shade of their blush, I think recommended by you, Jen. It’s very nice. When I bought it at CVS, I noticed how few products they had to offer.

[@barbthegreat586]

Rimmel is very much alive and well in Europe, thank you very much.

[@JenPhelps]

I figured as much! You guys get all the new releases and sometimes they never make it here. We mostly have all the older outdated stuff and it rarely gets updated. I don't think they'll ever go away completely but I can see them leaving the US at some point like Max Factor did.

[@GMW.artist]

​@JenPhelps You can't compare the two. Max Factor is a US brand that is hugely failing, forcing them out of their own country. Rimmel is a British brand, and here it will stay... Rimmel isn't failing in its home country.

[@thefreshmaker001]

Rimmel is popular in Canada.

[@k.popper2620]

​@@GMW.artist Relax, we're not trying to throw shade on the UK 😅. You can keep Rimmel ✌️

[@Vantasticviews2]

@@GMW.artistWow, defensive much? It’s makeup, not life and death.

[@MyCleverHandle]

Of course Flower Beauty becomes hard to find just as I fall in love with several of their products. Their Seal the Deal setting spray (the pink one) is really good, and I love the contour-blush-highlighter powder kit is just perfect for my sensitive, fair, aging skin. It's got a candy pink blush that's oh-so-perfect on me, and the light cool-beige contour makes a great eyeshadow when I want just a hint of color in my eyelid crease. Why this brand is being allowed to fade away is beyond me. But I love that you remind us all of its vulnerable position in the market - maybe it will help boost sales a little bit? Thanks for your Vlogmas originality - no one else brings us this kind of info. Merry Christmas!

[@20thcenturyrelic]

Possibly Ms. Barrymore has other business interests that have become more important to her. I believe she does have other companies and ventures she's involved in.

[@feelthejoy]

I’d say stock up if there are products from them that you love (that don’t expire)

[@rainyfincher4293]

For years I would only use the Almay oil free make-up remover pads. They were the best for my sensitive, stingy eyes! Just ended up being too expensive for having to use one for each eye every time.

[@Pamela-B]

I miss Max Factor! They had great foundation formulas that I loved. I was so sad when they disappeared. Thx Jen.. you always come up with great content. Merry Christmas! 🎄

[@christinescott5002]

Yes! And they had the 2000 Calorie mascara! Loved them, Helena Rubenstein, Revlon, Almay, and Aziza back in the late 70’s early 80’s.

[@JenPhelps]

You can still get them on Amazon! I did a video on them a while back.

[@ringdoorbell3223]

​@@christinescott5002I remember Helena Rubenstein and Max Factor (I believe they invented the panstick foundation). I believe that Helena Rubenstein might be available in Europe

[@christinescott5002]

@@JenPhelps Thank you!

[@christinescott5002]

@@ringdoorbell3223 Oh! I will have to look!

[@angiebrown-3390]

I love this type of video. I love Rimmel step matte fix and go primer and setting spray it works great for me. I also some of their eye liners too. Great makeup. I haven’t tried any of the other brands.

[@queenbunnyfoofoo6112]

I remember Flower Beauty having a huge footprint in Walmart years ago. I'm someone who likes to see the actual product/shade in person, so buying online isn't an option. I was bummed when Ulta discontinued carrying Catrice. That's such a good brand.

[@veroniquezerbib8104]

I know Rimmel since I used my mom's mascara back in 1987!!!! Actually, French people call our mascaras 'rimmel', which means a lot! I'd be sad to see them disappear. I hope they are still going strong back in France. I can check next time I visit 😊

[@kathyjackson3751]

You come up with such unique topics. Thank you!

[@maureengreen8695]

I agree!

[@lisacercone6736]

Great topic. They have moved Rimmel to an end cap in my walmart. I think a lot of brands make a mistake leaving Walmart. As you said it's accessible to everyone. My CVS is small and they removed essence, nyx, and no joah. I think those brands need to step up their game or else they are going to go down.

[@BlingyBea]

Yeah, my CVS is so small, never had Essence, all the makeup they carry is sparse.

[@lisacercone6736]

@BlingyBea they never replenish it either. My store always looks like it's closing 😒

[@BlingyBea]

@@lisacercone6736 haha mine too. Merry Christmas 🎄

[@katherinekelly9689]

Hi Jen , I really like this type of video,it’s so interesting, Neutrogena as a brand here in Australia focuses mainly for skincare,but not cosmetics, and back in 80’s when I was a teenager the hype over this brand for teenagers was popular,now not so much. Love Katherine xoxo

[@JenPhelps]

Hi Katherine! We still have Neutrogena makeup here and I love it! I hope they never discontinue it. :)

[@larissamartinez6880]

Such an interesting topic, as always Jen! I completely forgot about Kokie as a brand and I always wanted to try Believe Beauty but I didn't have a DG store in my area. WHY didn't they just sell online, they would have gotten so many more sales. I wanted to try their foundation after you and several others I watch recommended it.

[@JenPhelps]

EXACTLY! I remember when they used to send me PR, I told my contact at the brand that many of my viewers commented on my videos that they weren't able to buy the brand but wanted to...and I suggested that they sell it online but they never did anything about it. Oh well. :(

[@kimc555]

Rimmel London is thriving outside of USA. Canada, UK, EU and Japan all have a strong market with them. I buy on eBay from UK/EU for releases that i like and that arent available in Canada.

[@JenPhelps]

Yes! Those markets seem to get all of the newer products while in the US we have mostly just the outdated stuff. I can see them pulling out of the US market like Max Factor did.

[@janmeyer9602]

Really like some Rimmel products and back in the day loved Max Factor lol.

[@miriansavage1262]

What a great video. I have been wondering about Flower beauty! They have great stuff, as well as Noah and the rest. You gave us some good history behind them as well! Thanks

[@epetriello]

The Almay healthy hue blushes are fabulous.

[@JenPhelps]

They are amazing!

[@heathersmith797]

Jen you look so pretty I love your top, hopefully you linked it, lol! I don't know how Almay is still in business they haven't put out new things in such a long time and Kokie was a brand I never got into very much as the products were just so-so. Hard to believe they're still in business. Great video as always!

[@JenPhelps]

Yes, my top is linked! :) I agree...Almay hasn't been putting out many new things, I love their blush though. Kokie doesn't have the best eyeshadows or foundation but their blushes are nice and the lip and eyeliners are phenomenal! I also love their lip glosses...nicely pigmented and hydrating/non-sticky. They have their hits and misses for sure.

[@MissFruityPie]

Kokie has some really great products! Their Be Bright concealer is amazing, and their full-coverage foundation is better than a lot of prestige brands. I've only ever purchased from them online -- have never seen them in any store. Are they more of an East Coast brand?

[@JenPhelps]

I think Rite Aid is mostly on the East Coast, based on the map I showed in the video but there were some in Western States too.

[@shaunaburton7136]

There's so many makeup companies. Its amazing they can all Remain solvent.

[@JenPhelps]

I know right? It didn't used to be so saturated but it's gotten to a point where there's almost TOO much choice.

[@l.c.8798]

​@JenPhelps I agree! It's gotten overwhelming 😳

[@allthescarves]

I really enjoyed a lot of the Believe beauty but my HG blush is Dollface, their cream blush. A friend knows this and bought me the last three they had. :D

[@Skee-do]

Jen, thanks for this video. I think you are spot-on. What do you think about J Cat?

[@20thcenturyrelic]

Hi Jen, thanks for the video! I think you're right, and these brands may not be the only ones. I believe we're going through a shakeout in the beauty industry, and some mid priced and even luxury brands may not survive.

[@christinescott5002]

Jen, that cheek color is so beautiful on you. It looks so natural.

[@BeautyObsession-777]

I couldn't find the mind blown emoji, but WOW! I can't believe Rimmel has been around since the 1830s! Great video. You've inspired me to make a history of makeup video. Merry Christmas Eve!❤🎄🎄🧑‍🎄

[@JenPhelps]

I'm so glad it inspired you, I'd love to see your video! Merry Christmas Eve!!🎄

[@BeautyObsession-777]

@JenPhelps Awww! Thx Jen! I'll be sure to tag u if I can figure out how to do that. 😅❤️

[@dorothymarkou5199]

Rimmel is one of the big brands in Australia. They take up lots of space in our drugstore/pharmacies. They recently released their Multitasker range for foundation, primer & concealer etc. I really enjoy the variety of topics you discuss.

[@jdk5379]

Merry Christmas to You & Your Family! 😘🫂🎄🎅

[@anandeztvseries8498]

I only see Flower Beauty as a thing at London Drugs in Western Canada rn. In the Eastern Canada where I live, it used to be available at Real Canadian Super Store (Maxi in Québec). Since they removed Cosmetics from this location, I didn't see that in stores in Eastern Canada anymore. And how come Galon Weston Junior didn't let it be at Shoppers Drug Mart despite both of them are owned by Loblaws.

[@kimc555]

the Flower Beauty displays are always a bit empty at London Drugs and Superstore here in Vancouver - and they are a bit pricy.

[@PodieM18]

I think my London Drugs in B.C as well, is Clearancing all their Flower Beauty out of the store, it's no longer available at Superstore out here . I only really love one of their products, the blush/cheek stick in Blackberry Crush, it's GORGEOUS, I have a brand new one now, but I guess I'll be being online in the future, if the brand survives....

[@anandeztvseries8498]

@@PodieM18 looks like it's quitting in-store purchase everywhere.

[@anandeztvseries8498]

@@kimc555 Always a bit empty is definitely a warning sign

[@BlingyBea]

Merry Christmas Jen, I’m sad I never tried that Believe foundation. My Walmart is a bigger one but they have really downsized their beauty department, only 2 aisles of makeup.😢

[@JenPhelps]

That's a shame! My Walmart is pretty big too but they still have a decent section for makeup. Merry Christmas! 🎄⛄

[@juliewells4282]

I like the side part on you! Looks good! 😊

[@jeanettebelle2224]

Merry Christmas! Kokie Cosmetics are doing well at Sally Beauty stores.

[@amymousel9860]

Mine quit selling them if I remember correctly but I’m in Iowa not a good market for anything in my town

[@maryellengrayberg9146]

Nice Vid Jen. Merry Christmas.

[@eliseraifman4766]

Merry Christmas Jen! Wishing you the very best this holiday season!

[@kaylynnhuddleston5533]

Always great topics!!! My friend lives in a rural town. She only has a Dollar general. I was so glad the products were good. I was in my teens in the 70s. I LOVE ALMAY their mascara has 2 wands. I was hopping you'd try it!

[@dvanhottie]

Merry Christmas Jen!

[@JenPhelps]

Merry Christmas! 🎄⛄

[@fernandamaita8857]

Hi Jen! I'm from Argentina and Rimmel London is quite popular here and they've launched some products I don't see are available in the US. There's a line called Kind & free which I think you would love, especially their moisturising skin tint foundation! Also the new lip glosses and lip oils are fantastic! And most important for me, they're cruelty free!

[@kathleenstoin671]

My experience with some of these brands is that sometimes stores seem to carry only a small selection of a brand's products. Just a few colors of eyeshadow, or just black eyeliner, for instance. Often stores don't keep products in stock, so when I'm looking for foundation, there are only a few colors left on the shelf. When stores don't keep a good selection of products in stock, naturally sales drop, and the cosmetic line suffers. It's frustrating to read about products or see them on various channels such as yours and not be able to find them in stores. I could find some products online, and I do quite often, but I like to be able to see color cosmetics in person to be sure I'm getting the right shade. I'm not sure if it's a manufacturing problem or if stores just don't think it's important to have a good selection.

[@cathyhanson5885]

Hi Jen, I do agree that there are several brands that may not make it. There are so many brands out there now and so many options. I purchased the Almay Goddess gloss about 2-3 years ago and i really like it but I haven’t seen them come out with anything new. The makeup and skincare market has just exploded and unless some of these brands keep current they won’t make it. I do hope that Flower Beauty can make it, I really have liked so many of her products.

[@JenPhelps]

It's true, it's getting really hard for the brands to stand out!

[@anandeztvseries8498]

Rimmel is always there at Shoppers Drug Mart, Jean Coutu, Rexall and my local Walmart as well. I haven't seen them renovating for so long like the other drugstore brands. But I think they'll be fine in North America. I definitely remember Bourjois who quitted a lot of other countries (Canada, China, Australia) since COVID and I can only find them in Europe rn. They're available at Monoprix in France. They used to have stores in Paris, but all of them ended up being closed permanently.

[@bevyoung2009]

Your makeup and hair looks gorgeous 😍

[@oracularp]

Rimmel has a special place in my heart as a brand I first tried in my late teens/early twenties and really liked. I used to buy up their powder and lippies and I felt very cosmopolitan using their products, ha. Now I can't recall the last time I saw something new from themtgat excited me. I really liked some of Joah's products as well. Their Selfie Ready setting powder is pretty nice, although I don't use it now and don't know if they still make it.

[@sharlesb7735]

I'm in my 60s and never been drawn to Rimmel, I always looked at them as too cheap, don't know why, anyway, about a yr ago I bought the Scandaleyes black eyeliner and can't believe how good it is, yesterday I went and got the grey and mid brown ones as well.

[@JenPhelps]

That’s awesome! I’ve been meaning to try their eyeliners.

[@sharlesb7735]

@ I’ve got the same colouring as you and I saw a yt clip of a lady saying that grey liner makes blue eyes look brighter and is less harsh, so true, I was surprised because I have always avoided grey in clothing and eyeshadows. Always learning.

[@LivingasaLisa]

I've noticed the last couple of weeks that Flower Beauty products are being shown to me in the Ulta app. Before that I hadn't had the brand suggested to me in a long time. It's such good quality for the price, it's too bad it hasn't done better.

[@mariabarradas4235]

The two brands I do not buy are Rimmel and Revolution, tried a couple of things, did not like them so now I stat away, here in canada and Toronto we do not have most of the US drugstores, Ulta was supposed to come here and then Covid hit and they postponed, we have Sephora and Shoppers Drug Mart, I rarely go to Walmart, I am not a follower of brands except Deciem, I buy from the brand I like the particular item I need or want, I favor cruelty free of course but Flower Beauty does not even show up in any normal drugstore...still miss one Almay lipstick shade that was discontinued but thanks for this video, we might need to stock up on items so thanks and have a Happy Holiday and a great 2025.

[@PodieM18]

I think Rimmel is still going pretty strong here in Canada, can't see it going anywhere here. Also as Jen mentioned it's very popular in Europe. Having good solid products kind of dictates that you don't have to be constantly innovating and jumping on the latest trend. Plus they are good quality and so affordable, I can see them sticking around.

[@lavoixdevelours]

I haven't seen Flower in Walmart or Ulta in years, and rarely go in drugstores. Drew seems caught up in her talk show, but at one time she said she wanted to pass Flower down to her girls. Tbh there was never a stand out product for me. I liked the Hibiscus blush.

[@JenPhelps]

I hope that means she plans to keep it going!

[@marnidillon8659]

Really loving a lot of your content lately Jen. Very insightful and informative. Thank you. Merry Christmas 🎄.

[@JenPhelps]

Thank you so much! Merry Christmas to you too!

[@lynettefinnigan9540]

If the small brands are not in stores, they really need to get their products out to well known influencers to try on their shows, for better or worse, the brand needs to get known before it can gain any popularity and therefore sales!!

[@melissayoung7451]

I think the key to all of these is presence. When I look for Rimmel or Flower, there’s very little product on the display. It makes you not want to shop. They have a smaller breadth of products in each category. 4 blush shades doesn’t cut it now. I think all the brands you mentioned all suffer the same issues.

[@icecoldpenguin310]

I don’t shop at Walmart and a lot of people don’t I wish more brands would go to other stores because there are many reasons people won’t give their money to walmart

[@louisesharpy]

Another great #vlogmas !! So fun. Great topic ❤❤❤❤

[@annettehankins3268]

Great video. I’ve tried all these brands & loved!!

[@Impassion]

Oh no! I’m glad I have three bottles of Believe foundation! I got it in Colorado. I can’t always find it around me.

[@k.popper2620]

It's amazing to me how just a bad management team can totally destroy a brand.... And how they can't seem to self correct when they see their numbers go down. You would think that would be like you know business management 101, but apparently not.

[@bevyoung2009]

Great video Sister ❤

[@JenPhelps]

Thank you Bev!

[@gladysgarrity5721]

Thanks Jen for sharing ❤

[@khill6510]

Have a very Merry Christmas Jen!🎄

[@JenPhelps]

Merry Christmas to you!! 🎄

[@christinescott5002]

Merry Christmas to you and your family.

[@JenPhelps]

Merry Christmas to you too!

[@starwilde4252]

So bummed about Flower beauty. Loved that she made great quality affordable products. 🤞 for a return!!

[@cathrynolley814]

Jen thankyou for all of your blogs.Happy Holidays😊

[@traceyflater]

Rimmel recently went cruelty free.

[@JenPhelps]

That's awesome!! I notice that they often have more selection and newer products in Europe but we don't always get them here...it's sad!

[@cori315caesar]

I love Flower Beauty but I don't have a CVS anywhere near me. I have to buy it online. I was hoping that they were going to continue the films that Drew was in eyeshadow palettes. I love their shimmer shadow palettes, the soft matte lipsticks, and their blushes. I was on reddit and other people were concerned about the lack of movement on the website. I also loved Rimmel but once it left my Walgreens I just didnt have access. I always hear horror stories about ordering makeup from Amazon. Great topic! And lots to think about. I wonder if I should place another order for Flower beauty favorites.

[@lizuca0199]

I like Rimmel London.I have their multi tasking stick in 2 colors and love them.And all their Kind& Free is really good,their Kind&Free skin tinted is good,their Kind&Free concealer is also good.

[@christinalaska]

Flower has only been at my grocery store now and a tiny section. I bought 2 Rimmel lip oils this week from Walgreens (only place I ever see them) and they were ok. My “Super” Walmart went from 2 full aisles (both sides) of make up down to one!! Holy cow! Elf has the largest section.

[@JenPhelps]

Wow that's crazy! I agree Elf has a HUGE section at my Walmart too but they still have 3 or 4 aisles of makeup for now.

[@BlingyBea]

Mine too, only 2 aisles left and one wall is Elf, what’s up Walmart, they are missing out on sales.

[@jacquelinejanewashere]

I love believe beauty so glad I recently grabbed what I could because I had a feeling, their foundation is still in my top 5 favorites rip believe 😢

[@freckledklutz]

My favourite drug store liners are from almay. I am Canadian so I don't have the plethora of choices when it comes to brands and almay is always a good one to go to as its not too expensive as covergirl and loreal and maybelline are now priced where sephora line is in Canadian dollars. Also so is rimmel come to think of it so finding things that don't cost 13-20 Canadian is getting super hard to find. I can see that these brands are declining but I don't want them to die otherwise here in Canada we are forced to then go high end. And flower beauty and elf while more affordable don't have everything either so its like how do we support drugstore but not the prices creeping up etc when high end is easier to get if that makes sense its a tough issue.

[@vickiebruton1723]

Jen, I really love all of your content and especially during the holidays I am loving watching the birds come to your feeder. The Cardinals that came a couple of days ago and the female cardinal today or just extraordinarily beautiful! Thank you for sharing during these wonderfully beautiful holidays!❤❤❤❤

[@margarethayes4106]

Great video, Jenn! I’ve been worried about Catrese too! I don’t think you mentioned them.

[@JenPhelps]

They seem to be doing alright on Amazon and I know they're SUPER popular in Europe so I figured they would be okay. :)

[@rachelp6600]

I just bought that same flower beauty blush at Ulta during their Black Friday sale, so they're still there! 🌺

[@alisonferrone978]

Loved this video.. Very interesting. I agree on the brands that seem to be struggling. I always liked Rimmel. But not a fan of Joah though. Thanks for the info

[@stacyhahn1506]

Great video as Always you are wonderful. Shocked at how many years have gone by on these products some I have never tried but Rimmel ,Almay Yes I just purchased another Stay matte powder from Rimmel to have on hand … Rite Aid and Bartells were my Washington Drugstores and CVS and Walgreens My Arizona Drugstore you were spot on with this review . Merry Christmas Jen

[@JenPhelps]

Merry Christmas! 🥰🎄❄️

[@skylilly1]

Rimmel should bring back the Kate Moss lipsticks and influence. I like some of their shadow palettes maybe not all the shadows in the palette but they have some gems. I still purchase older Almay shadows for the pigmentation and color story. I bought backups when our Rite-Aids closed. The eye shaped trios.

[@kellysblackcat]

I agree about the Kate Moss line. I had some of the nude shades, still have an old one I can't bring myself to throw away. ✨🎄

[@JenPhelps]

I loved the Kate Moss lipstick!!

[@julie5158]

I am so sad about believe beauty. I absolutely love their foundation. I think I’m on my third bottle. Better go get another one or two bottles. I find this justice good as Estée Lauder double wear.

[@JenPhelps]

Me too! I just went and got another backup, thankfully my DG still had the display but other people have been sharing that Believe is already gone in their local stores and replaced by elf.

[@jillievanilli1767]

Great video! Merry Xmas!

[@JenPhelps]

Merry Christmas Jillie!

[@laurenstylish]

Growing up in a small town I used to really enjoy going to the drugstore for makeup as it was all we had, didn’t even have a Walmart back then, but now with Ulta not too far and both Target and Walmart closer than drugstores with better prices, more selection, wider aisles and so far less under lock and key (not to mention probably less exposure to contagious folks just wandering around waiting on prescriptions, or at least more airspace in bigger stores) I just can’t see myself ever going back to drugstores to chase a brand 😬

[@nallya9018]

I would not be surprised if Wet n Wild and Physician’s Formula go away in a few years. They haven’t had anything innovative in a while. I remember KZbinrs talking about the PF velvet liquid lippies a few years back and how great WnW eye shadows were. Now both brands have very few releases.

[@AnneStevens-r6v]

I only have one rimmel product , they use to sell flower beauty in superdrug in the UK, but it seems to have disappeared . Merry Christmas jen to you and your family xx

[@JenPhelps]

Merry Christmas to you!! 🎄

[@user-fe4bn7dq7x]

I’m in Canada so the Believe line of makeup as well as the Joah line of makeup have never been sold here. Colorpop makeup is also not sold in Canada but I do see random Colorpop makeup sold at Winners or Marshall’s (part of TJX). Rimmel has a big footprint in the Canadian drugstore chains Shoppers Drug Mart and London Drugs. Almay I only see regularly at Save on Foods grocery stores and some Walmart Canada stores. FYI Neutrogena has never brought their color cosmetic line to Canada either. Some drugstore makeup lines sold in Canadian drugstores that I don’t think sell well here are Pixi and Jason Wu. Elf sells very well in Canada and I have noticed that they have a bigger footprint in the past year.

[@donnavilhauer9014]

I really enjoyed your video….I think you nailed this list! Interesting to watch! Thanks and have a very Merry Christmas! ❤️💚❤️💚

[@JenPhelps]

Merry Christmas to you too!

[@LenaSheppard]

This was interesting. Of the brands, I've tried rimmel & almay. I currently don't have any of their products so I must not have been impressed. I've always wanted to try flower, kokie & joah products but never have. Thank you for being here for me !

[@JoseOnTheAir]

I think the way Flower is currently priced, it's on the higher end of mass/drugstore and are higher than some Revlon/L'Oreal/CoverGirl products on their highest end. It could be a big pivot but I would love to see if they could launch at Sephora since they'd easily qualify for Clean at Sephora, plus it'll give them a potential buffer to compete with Sephora Collection or even LYS on the more afforable brands there but still performing comparably to prestige. I think they'd get lost at Ulta if they launched there, and JCPenney is in rocky waters currently so JCP Beauty may not be worthwhile.

[@bevyoung2009]

Rite Aid closed in my town.

[@JenPhelps]

So many of them closed in my area. The one near my house is one of the only ones left in this area. I hope they don't close because I get my prescriptions there. The CVS in my town is always running out of medications...my family members go there and they constantly have issues. :(

[@calamityjen986]

I'm so frustrated about Flower Beauty. I really liked their liquid and powder blushers, but they stopped offering anything in the U.K. I tried to grab a few things at a recent-ish trip to Orlando last year ( I badly wanted the desert lights palette) but the stores we went to didn't have anythng either and it all seemed to be online in the U.S only. I'd happily support them, but they've made it stupidly difficult which is a real shame.

[@JenPhelps]

I agree...that's their biggest issue!

[@noemimatias3729]

I love so many products from Rimmel ❤️ I wish they would get more hype .

[@JenPhelps]

What are your favorites? I should do a video on them...I haven't tried their stuff in a long time.

[@lisab.6818]

I just started buying their foundations with the red cap, which I believe are new releases this year. Love it and have ordered several in case I can't find them!

[@noemimatias3729]

@@JenPhelpsI love their lip liners, Stay matte powder, scandal eyes waterproof gel eyeliners pencils, 25 hour foundation as well as their multi tasker concealer which is my FAVORITE of all drugstore concealers. ✨

[@l.c.8798]

I like Rimmel too! I'm in the States, though, and they don't get much hype here.

[@sozayas]

I enjoy Rimmel as well; I buy the eyeliners, lip liners and brow products.

[@ElizabethRas]

The issue with being a brand I supermarkets (at least where I live), is that brands sometimes have to pay to be on the shelves and sometimes they even have an overall loss, if the sales are not high enough. This is probably why some are exiting Walmart/are only listed in some stores.

[@idreamofparis7233]

I hope Flower Beauty is just revamping their brand. I used to buy Almay cosmetics when I was younger. Now there are better formulas.

[@JenPhelps]

I hope so too!! 🙏🙏🙏

[@wendybrown3502]

I have enjoyed Vlogmas so much Jen! This video was so interesting! I have wondered about these brands too! Merry Christmas!❤💚😊

[@JenPhelps]

Merry Christmas to you too! 🎄

[@stereotypea123]

I wonder if Flower could rebrand under Drew’s home goods line Beautiful at Walmart. I know that line does well and if they relaunch with new packaging that matches that aesthetic and some new products, maybe they could survive 🤷🏻‍♀️

[@JenPhelps]

I found it interesting that she launched that brand in Walmart but took Flower Beauty out of Walmart.

[@stereotypea123]

@@JenPhelpsyeah that’s weird, I assumed that maybe they were going to rebrand or something but they never did. I think it could do even better now since Drew’s popularity has only risen in recent years with her talk show. Even if they just sold on Amazon I think that would be better than CVS.

[@LadyDoc]

@@stereotypea123Flower Beauty has a lot of products on Amazon.

[@sydneyjames2705]

Merry Christmas Jen and to your flock and you look delicious ...do you cook as well ?😍

[@JenPhelps]

Merry Christmas! 🎄⛄ Sadly I hate to cook...luckily we're going to family for Christmas and they'll do the cooking.

[@jenysanchezm]

Jen, the bronzer from Rimmel London! Try it ❤

[@JenPhelps]

I've looked at it so many times but is it orange? It looks so orange in the pan and it makes me nervous that it won't look right with my skin tone.

[@H2OdogGirl]

@@JenPhelpsThe bronzer is beautiful.