5 DRUGSTORE BRANDS That May Not SURVIVE 2025 🕒

[@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.

[@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!

[@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 👍💖

[@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!

[@karekausnicolli4890]

@@lynndupree1205 Revlon has always been one of my favorite brands. Their Colorstay lip liners are creamy but long-wearing, and I have almost every color, lol. And the lipsticks? Hello!!!! I love that they come out with new shades and formulas but still keep their classics from the Superlustrous line. I've repurchased Black Cherry and Cherries in the Snow a few times. 💄💋

[@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!

[@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.

[@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.

[@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.

[@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

[@tifKh]

Why on earth are you holding on to old mascara. Gross. Please toss it girl. Look up makeup hygiene practices. You basically are creating little Petri dishes after a certain amount of time :(

[@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. Also I got that Flower Beauty blush at TJMaxx last spring for 3.99.

[@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

[@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 😊

[@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!

[@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!

[@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)

[@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.

[@kathyjackson3751]

You come up with such unique topics. Thank you!

[@maureengreen8695]

I agree!

[@patriciaceppos13]

Just wanted to wish you a very Merry Christmas and wonderful new year. In the spirit of Christmas I thought I’d also thank you so very much for your fabulous, informative, interesting and relevant videos. I am about 20 years older than you and yet you’re my favorite influencer. I’m always so happy when I see a new video from you. You thoroughly prepare your videos and always execute them professionally and with class. You’re very much appreciated! Cheers!

[@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!

[@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. :)

[@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.

[@kimc555]

@@JenPhelps ya we haven’t had Max Factor in Canada for maybe 30yrs? Tho it’s not as big of a deal as they are owned by same company as Cover Girl and there’s a lot of product crossover between the two brands.

[@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.

[@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. :(

[@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.

[@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.

[@silverwitch6863]

Of the brands you mentioned I know only about Rimmel, and a little about Almay. Rimmel has a few highly underrated cool products. Almay I’ve seen, but never used. I live in Europe. It’s a little bit the same over here: some drugstore brands simply disappear. In case of some, I think it’s unfortunate.

[@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. 😅❤️

[@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.

[@creativequince]

Kokie at Rite Aid - Rite Aid just emerged from bankruptcy (I looked this up because my local store was virtually empty). There were few suppliers willing to deliver to them during this period. Now that they are out of BR, they are promising restocked shelves very soon. Not sure what this means for Kokie, but I suspect they weren't willing to deliver much, if any, product during this reorg.

[@epif1]

🙀🙀

[@jenessastrickland1555]

I wish Almay would make a comeback. As someone with sensitive skin and allergies to some really ubiquitous ingredients in skincare and makeup, I don’t feel like there are really any brands that are truly geared toward that. Plenty of brands are marketed for sensitive, allergy-prone skin, but then they’re full of botanical extracts (centella, aloe, chamomile…all of which I’m allergic to). But I think botanical or “natural” ingredients are so popular right now that it’s probably hard to compete if you’re marketing toward sensitive skin but don’t use those kinds of ingredients. And that shade range is truly offensive; they’re clearly not even trying.

[@champagenroses]

The Marcelle cosmetics/skin care in Canada are fragrance free products for sensitive skin.

[@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 😳

[@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 😬

[@jdk5379]

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

[@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

[@Skee-do]

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

[@christinescott5002]

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

[@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.

[@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.

[@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.

[@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.

[@epif1]

their lipsticks are really good, and some of their eyeliners

[@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!

[@SarahHovley]

This was fascinating! Thank you! ❤❤❤

[@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! 🎄⛄

[@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

[@epetriello]

The Almay healthy hue blushes are fabulous.

[@JenPhelps]

They are amazing!

[@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!❤❤❤❤

[@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.

[@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.

[@starwilde4252]

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

[@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!

[@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.

[@user-fe4bn7dq7x]

I think Flower Beauty is on the way out of London Drugs in Canada. All of the stock is 30% off on clearance. I also think Florence by Mills is on their way out of Canada as that brand has always been poorly stocked at London Drugs and Shoppers Drug Mart.

[@juliewells4282]

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

[@RitaVernoy]

Rimmel is even here in Paraguay. Rimmel mascara was the first affordable mascara here, so much so that the name Rimmel, has come to be the generic name for all mascara.

[@viannam5483]

Yes, in European countries too, like Xerox is for all photocopies

[@amysmithssportsandmakeup1397]

Rimmel is one of my fav drugstore brands. I love their foundation with the red cap and their stay matte powder. They used to have a mascara with a comb instead of the typical wand. I think they'll survive; they're huge in London. I worry about Revlon. If Maybelline got on the cruelty free train I think they would skyrocket.

[@bevyoung2009]

Your makeup and hair looks gorgeous 😍

[@janmeyer9602]

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

[@alt16926]

Rimmel Provocalips is and forever will be my absolutely favorite lipstick! I really hope they stay forever! And Almay foil eye shadows are really staple in my cosmetics stash!

[@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

[@melissahays957]

I have bought this same shade twice and really like it.

[@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!

[@CharlotteStartt]

you have such interesting content and easy to understand

[@mrscrofford]

Rimmel used to have those putty blushes back that would leave your fingerprint in it when you’d press on it in the mid 2000s. It’s funny how stuff we see as new now usually was done many years before but no one paid attention to it.

[@BitterSweetNitemare]

I asked my local DG and they said they never heard anything about it and wondered if it was maybe only select stores where Believe wasn’t doing well? But that was last month so it may be official now that it’s going away 😭 Please let us know if you find any other foundations that are similar to Believe’s! It was SO good

[@JenPhelps]

Oh interesting!! I hope so! 🙏🏻🤞

[@MissyPittman]

Jen, I love and highly recommend their skin adjusting foundation in light. It is wonderful!if you haven’t tried it, you should. Their blush is really nice too.

[@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.

[@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

[@MSUSPARTANS1973]

There’s so much competition these days. If you’re a makeup brand, you need to be ALL IN with marketing, packaging, fantastic product and price point, trends, and on we go. I feel like Flower Beauty has the best chance of making it, but seems more of a “I’ll eventually get back to it” type deal with Drew who’s at the helm ultimately. Rimmel will stay around, because they have more than a few hero products. Joah and Kokie have little name recognition. They’ll die. Almay is hanging on thanks to my mom and all the other 94 year olds out there.

[@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.

[@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.

[@dvanhottie]

Merry Christmas Jen!

[@JenPhelps]

Merry Christmas! 🎄⛄

[@strwbrygrllilyable]

I’ve tried some products from both Flower Beauty and Almay after seeing your reviews! From Almay I tried a tinted moisturizer (didn’t work out for me, it left my skin looking dry and matte unfortunately) and some powder blushes that were very nice. From Flower I loved the shimmer eye palettes and the blush bombs. I feel like I remember something from a while ago about Drew Barrymore kind of pulling away from Flower Beauty…? Like she made some statement or post to that effect or about how she wasn’t sure about selling makeup anymore and was pumping the brakes? I don’t know, maybe I’m completely misremembering. And Rimmel!! I remember them in Walmart when I was in junior high and a commercial with Kate Moss (honestly didn’t know it was her at the time 😂) saying “get the London look.” I think I still have a nail polish from them from all the way back then that junior high me referred to as being the color of macaroni and cheese. 😆

[@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 😢

[@rachelp6600]

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

[@louisesharpy]

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

[@tedoymisojos]

Everything I've tried from Joah has been great but when i went to repurchase the stuff i got in more colors they werent available anymore. Rimmel has some great things, i think ill try their whole line this year. I mainly want them to make the ingredients in their complexion products more Problematic skin friendly, and update their lip products a little bit, but they do provide great staple products at great prices, although i prefer Maybelline overall.

[@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.

[@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!

[@GenXVictoria]

1st, I’m enjoying your newer format. Re: Flower Beauty and most beauty brands in general. Given the supply issues of the Pandemic and since then, an unstable world, it doesn’t surprise me if all kinds of brands -not just HBA- fold. It’s already happening with B&M stores, and restaurants. They may not be able to access the same supply chains they once did. (Many HBA brands are changing formulas because of ingredient accessibility. Some not for the better.)

[@khill6510]

Have a very Merry Christmas Jen!🎄

[@JenPhelps]

Merry Christmas to you!! 🎄

[@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.

[@bevyoung2009]

Great video Sister ❤

[@JenPhelps]

Thank you Bev!

[@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.

[@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! 🎄

[@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.

[@eliseraifman4766]

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

[@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 !

[@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.

[@melissahays957]

One of my grocery stores, locally owned, has Kokie. I haven’t tried the brand.

[@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.

[@gladysgarrity5721]

Thanks Jen for sharing ❤

[@cathrynolley814]

Jen thankyou for all of your blogs.Happy Holidays😊

[@darcibarnhart4641]

My CVS relocated their Flower display to a less desirable location in the floor set and downsized it. I'm in nyc and the drugstores barely have anything in stock. Makes it very unappealing to shop

[@maryellengrayberg9146]

Nice Vid Jen. Merry Christmas.

[@annettehankins3268]

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

[@Jenifer.flute20]

Kokie is at Smith’s in Utah. I look at the display when I am there every now and then but I don’t pay much attention to if the display has been updated or not.

[@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.

[@danesmcganes9118]

Rimmel makes the BEST nude, slightly brightening, but not too obvious, but definitely noticeable eyeliner. I've tried dozens & I always go back to that one.

[@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.

[@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.

[@kjo1986]

Thanks for sharing! Rimmel, Almay, and Kokie are in my local Fred Meyers. We just now are starting to get a few CVS but neither had Joah yet?