Affordable beauty trends: Zara and Action cosmetics gain popularity

Consumers are increasingly looking toward affordable alternatives to luxury beauty products, driven by social media trends and consumer testing. At Zara, certain fragrances priced under 40 euros are being highlighted for providing a luxury scent experience comparable to high-end niche perfumery.

Similarly, the Dutch non-food discounter Action has gained popularity on platforms like TikTok and Instagram, where users share “dupes” or drugstore finds. These products, often priced under five euros, are claimed to offer similar effects to luxury brands. While high prices in cosmetics often reflect packaging, marketing, and brand image rather than just production costs, independent investigations, such as those by Stiftung Warentest, suggest that lower-priced options can be effective. For instance, tests comparing creams for dry skin included both budget options from retailers like Lidl and premium brands like Lancôme.