And, because supermarkets naturally shy away from handing their profits over to big name beauty brands, chains like Asda, Tesco, Waitrose and Sainsbury's stock their own exclusive ranges.
The affordable prices not only provide the latest colours, they also encourage beauty novices to experiment. Plus, with the supermarket giants employing the expertise of the beauty industry to create quality products at knock-down prices, you don't necessarily get what you pay for.
First up is Tesco's range by celebrity makeup artist Barbara Daly. The new Souffle Foundation (£6.75) instantly gives a flawless, smooth complexion. Bring warmth to those cheeks with the Souffle Blush (£4.50), which gives a subtle long-lasting glow.
The Illuminator (£6) has for long been a best-seller and the new Mini-nails (£2.20), in an array of jewel tones, are already causing a supermarket sweep. Also check out the Make-up To Go Eye and Lip Palette (£8) and Colour Co-ordinators Eye Palette (£8).
Bharti Vyas is another beauty guru who's created an exclusive collection for Tesco. The Skin Wisdom Day Care Refreshing Eye Gel (£2.97) helps repair damage caused by late nights while the Age Reverse Double Action Plumping Serum (£7.97) does exactly what it says on the bottle. And snap up the Salon Professional Micro-dermabrasion Kit (£9.97) which reveals younger looking skin for a whole lot less.
George Cosmetics at Asda may have cheap and cheerful packaging but its foundation, at around £5, packs a punch.
The eye shadows start at £3 and the mascara, at £3.68, is a steal.
Sainsbury's has recently re-launched its Active Naturals skin care range, resulting in an impressive array of hand creams and body lotions, including the Pomegranate and Fig Cream (£1.99) and top-selling Passion Fruit Body Cream (£1.99).
Champneys, the renowned spa, has created an exclusive collection for Sainsbury's. The Oriental Bathing Collection (£25) is luxurious. The Collagen Plus Day and Night Cream (£13.12), Foamy Face Polish (£4.87), and Collagen Eye Plus (£7.50) are also fantastic buys. And the new men's range is just as impressive - face scrubs (£4.87), deodorant (£3) and soothing balms (£9) all give designer alternatives a run for their money.
And then there's Waitrose. Heavily influenced by the East, its Umi and Umispa range is stylish and smells divine.
The White Jasmine & Waterlily bath essence (£5.49) will transport you to far-off climes as will the mouth-wateringly Sweet Vanilla & Brown Sugar bath grains (£4.99).
