Beauty Essentials At Walmart

This Curated Collection is sponsored by Walmart, which means we received payment and may also earn a commission when you shop through these links. However—as always—the products featured on this page still abide by our guiding principles and data-backed approach.

If there's one thing true beauty enthusiasts can all agree on, it's probably the fact that products don't have to be expensive to be effective. Some of the industry's most beloved offerings are the same ones that ring up under $10—think Bioderma's famous micellar water, The Ordinary's $8 hyaluronic acid serum, and that age-old cold cream cleanser from Pond's. These end up being some of the tried-and-true, most trusted products we keep in our beauty collections for years.

All that said, there's a lesser-known affordable beauty line taking the internet by storm right now, thanks in part to—you guessed it—TikTok. Enter Equate, a Walmart brand with its very own collection of incredibly affordable skincare buys. We're talking firming face creams, wrinkle serums, and oil-free moisturizers suitable for even the most sensitive of skin types. If there's a cult beauty product you're obsessed with, Equate most likely has its own affordable alternative that's just as impressive.

If you haven't given the brand a shot yet, we highly recommend doing just that, starting with the 10 especially impressive products listed below. Starting at just $3, these are the buzzy Equate buys everyone's talking about right now.