Under $10 Beauty Essential Becomes Top Repurchase at Pharmacies, Study Reveals

In the whirlwind of social media, new cosmetic products are launched at a breakneck speed, often pushed by influencers and viral videos promising miraculous results. But amidst this ongoing stream, a persistent question arises: Which products do consumers truly repurchase time after time, long after the hype has faded? To find out, content creator James Welsh took to TikTok, asking his followers to help confirm a simple hunch: the most visible products aren’t necessarily the ones that endure.

Over 5,000 people responded, sharing their purchasing habits and go-to essentials. Swiss media outlet 20 Minuten analyzed more than 2,200 comments to compile a list of the most frequently repurchased products. The findings highlight a stark contrast to current trends: it’s not the loudest new arrivals that dominate, but rather well-established staples, often found in supermarkets or drugstores.

The list includes high-end items like Clinique’s Moisture Surge cream, as well as Korean skincare products like Cosrx’s snail mucin essence, showing that some innovations do manage to become embedded in daily routines. Nivea’s classic blue tin cream, launched in 1911, continues to win over consumers and ranks among the most mentioned products.

The ranking also features specialized treatments, often recommended for specific concerns. Paula’s Choice liquid exfoliant with salicylic acid remains popular for its effectiveness against imperfections, while Avène’s Cicalfate cream is frequently noted for its versatility in treating everything from irritation to scars.

Interestingly, some relatively new products manage to compete with these established classics. For instance, Beauty of Joseon’s sunscreen ranks second due to its daily use by many users. Skin1004’s centella ampoule, made with just one ingredient, also illustrates a trend towards simple, well-tolerated formulas. Even Garnier’s micellar water remains a staple in makeup removal routines, continuing to be one of the most repurchased items.

However, one product unequivocally tops them all with 60 mentions: La Roche-Posay’s Cicaplast Baume B5+. This healing balm, used on both the face and body, is designed to soothe and strengthen the skin barrier. It is commonly praised for its effectiveness on dry areas, irritations, or scars, and is priced between $6 and $10 depending on the retailer.

Even American influencers swear by this balm, like the one known as Bambi Does Beauty on social media platforms. According to her, no other cosmetic has proven as effective so far.