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Buyer Be Aware: Know What You’re Getting

June 14, 2019 3 min read

Know the size of your products before buying

Let’s be completely honest. Many of us don’t do our homework before buying makeup. The beauty department expert shows and tells us how the product will make us feel. We get swept up in this future ideal that can only exist with this product, not minding in the moment the cost or packaging.

We often skip the part where we read the label and examine the packaging. We don’t ask if it’s a good value, how long we should expect it to last, or how much actual product we’re getting for that price. The analytical consumer is too wowed by the idea of the product to make sure she knows exactly what she’s getting.

As customers ourselves, we value transparency, even if we don’t realize it until we get home and examine the receipt and unwrap the product. We want to know the ingredients, ethics, and product value. At Subtl Beauty, we’re going to help you navigate product value, so you know what you’re getting before your next beauty purchase.

Brands pick and choose which products they consider to be travel size and full size.

Sizing at First Blush

It might surprise you, but there is no standard size for different cosmetics on the market. There’s no standard authority providing guidelines for what makes a product “full size” instead of “travel size.” One brand might call two grams a mini or travel version, while another labels two grams of product full-size.

In fact, the only governing body that provides any regulation for cosmetics size is the TSA. All they care about how many ounces of liquid you have per container in your carryon luggage. “TSA approved” size tells you it’s allowed to accompany you on the plane. That’s the only actual size regulation with beauty products you’ll see.  

 makeup prices vary - not dependent on how much product you get

Bigger Isn’t Always Better

“You get what you pay for” isn’t exactly true with cosmetics. You’ve probably come home with a fantastic package of product, only to discover the jar is double-walled and there isn’t as much inside as you expected. Packaging design can be deceptive, enticing you to buy because it’s pretty. To prevent future disappointment, we recommend you examine the fill weight of potential purchases. You may still choose to buy the one in the fancier package, but you’ll know exactly how much product you’re buying and the cost per gram.

Look at fill weight prior to purchasing makeup

Shop Smarter

We examined the retail price and product volume across several popular and comparable brands for each cosmetics type. For comparison, Subtl Beauty products are standardly 3.5 grams fill weight.  

CONCEALER – The most-expensive concealer in the comparison of eight brands was $36 for 6 grams. The least expensive was $28 for 1.9 grams. Average fill weight was 3.72 grams with $27.13 as the average price. The average price for a product our size was $32.97. Our concealer is $14.

HIGHLIGHTER– The most-expensive highlighter in the comparison of eight brands was $48 for 8 grams. The least expensive was $15 for 1.5 grams. Average fill weight was 5.28 grams with $30.13 as the average price. The average price for a product our size was $25.86. Our highlighter is $14.

BRONZER– The most-expensive bronzer in the comparison of eight brands was $44 for 8 grams. The least expensive was $15 for 3.9 grams. Average fill weight was 6.71 grams with $33.50 as the average price. The average price for a product our size was $15.06. Our bronzer is $12. 

SHINE CONTROL POWDER- The most-expensive powder in the comparison of nine brands was $38 for 8.8 grams. The least expensive was $23 for 2 grams. Average fill weight was 6.28 grams with $34.33 as the average price. The average price for a product our size was $15.38. Our shine control powder is $12.

LIP + CHEEK – The most-expensive lip + cheek product in the comparison of five brands was $46 for 2.2 grams. The least expensive was $17 for 2.4 grams. Average fill weight was 3.46 grams with $33 as the average price. The average price for a product our size was $36.54. Our Lip + Cheek is $14.

As an informed consumer, pay attention to fill weights and packaging before you get overwhelmed with the beauty options before you.  


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