STYLE

Rite Aid Steps Up Its Beauty Game With Premium Makeup Brands

11/08/2013 08:19 am ET
AP

We'll proudly admit that we're major drugstore beauty junkies, which makes today practically a cause for celebration. Rite Aid is stepping up its makeup game, Women's Wear Daily reports, incorporating a selection of premium beauty brands in a special section called Beauty Vision.

The curated collection of products will be unique to each store, but you can expect to find brands like Senna Cosmetics, Alison Raffaele Cosmetics, Eddie Funkhouser and Beautyblender (the maker of those teardrop-shaped makeup sponges we love so much). There will also be a "nail bar" with all the trendiest nail polish colors each season.

Rite Aid might not be the most glamorous store, but incorporating a sleeker beauty selection helps it compete with the other drugstores that are already doing so. Walgreens now has its Look Boutique, while beloved New York chain Duane Reade started stocking brands like Too Faced, Pop Beauty and La Roche-Posay in its revamped beauty section in 2009.

Rite Aid is going one step further by employing a team of Beauty Vision advisers, store associates who can help shoppers find certain products and color matches (not unlike the helpful staff at Sephora, we imagine).

In other words: This is great news for drugstore beauty junkies like us. Sorry, Sephora, you just got one more store to compete with for our love.

Not all great products need to be expensive:

Drugstore Products We Swear By

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