Perceptual map of the cosmetics industry.

Perceptual map of makeup industry.png

Written by Diana Skye

This is a perceptual map of popular beauty brands. The further to the right a brand is, the higher the quality of their products. The higher up a brand is, the more expensive they are.

Bottom Left: Wallet-friendly brands with low-quality products

Elf: One of the least expensive makeup brands. While they have some good products, the quality is very hit and miss. I have bad experiences with their eye shadow and brushes. However, I did like the brow kit.

Colourpop: An online-only brand made popular by social media. I have not tried them but seen many reviews on their products. Their first launch of matte liquid lipsticks got very negative reviews, being compared to nail polish on your lips. On the other hand, the satin liquid lipsticks were well received.

Reviews: https://www.youtube.com/watch?v=2VCF40kxhJo https://www.youtube.com/watch?v=jrhcu6sVAGQ

Coastal Scents: They started out making large eye shadow palettes, but have since branched out into other products. I used the shimmer palette several years ago. While I liked the variety of shades, some colors worked better than others. Also, there was a lot of glitter fallout.

Bottom Right: Wallet-friendly brands with high-quality products

Wet N Wild: Not only is Wet N Wild very affordable, the quality is comparable to high-end brands. I always say that if you need an inexpensive neutral palette, get Comfort Zone. It has eight high-quality shadows for less than $5. Their lip and cheek products are also very good.

Nyx: Nyx has one of the best color selections I have seen for eye and lip products. I am seldom disappointed by what I try from them. They have expanded quite a bit as there are now Nyx stores in Canada.

Top Left: High-end brands with low-quality products

Kylie Cosmetics: I refuse to buy from Kylie Cosmetics and not just because I dislike the Kardashians. They are owned by the same brand as Colourpop. The lip kits are very similar, but more than double the price. Also, they have had issues with quality control, such as nearly empty liquid lipsticks.

Reviews: https://www.youtube.com/watch?v=EfJS4AeesAU https://www.youtube.com/watch?v=kxZGf4WoZew

Too Faced: While Too Faced used to be one of my favorite brands, the quality has gone downhill in the past year and a half. The peach line is very inconsistent and a brow product was released in only two shades. The last new release I enjoyed was the Bon Bon’s palette.

Top right: High-end brands with high-quality products

Pixi: Pixi specializes in high-quality natural products. In addition to makeup, there are a lot of skin care products. While it’s available at Target or Shoppers Drug Mart, the prices are higher than drugstore brands. However, I would recommend their skin care to anyone who does not want to splurge on brands at Sephora.

Urban Decay: My first high-end purchase was from Urban Decay and I have loved them every since. Their palettes are well loved for a good reason since they have one of the best eyeshadow formulas. They also make my favorite face highlighter and have over a hundred shades of lipstick.

Kat Von D beauty: This brand was started by the artist of the same name. I have yet to buy a product I dislike from Kat Von D beauty. While the products are expensive, I feel they are worth the money. The liquid lipsticks are my favorite formula.


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