Move over, makeup counters — New Yorkers are now grabbing glow-ups next to the frozen dumplings.
Bargain-loving beauty fans are jokingly dubbing Trader Joe’s “the new Sephora,” claiming the cult-favorite grocery store is quietly serving up skincare and haircare dupes that rival luxury brands — at prices that won’t torch your wallet.
From $5 lip masks to under-$7 face oils, TJ’s beauty aisle is becoming a budget beauty playground for Gen Z and millennials who want high-end results without high-end receipts.
Bold beauty creators are scooping up sizable savings with items like Trader Joe’s $5.99 vanilla lip mask — calling it a near-perfect dupe for a cult-fave by Laneige that sells for a whopping $24 at Sephora.
Same glossy hydration. Same soft lips. One costs less than your morning latte. The verdict: Why pay luxury prices when the grocery store’s got you covered?
Another viral favorite: Trader Joe’s $4.99 ultra-moisturizing hand cream — facing off with a comparatively luxe $34 product from L’Occitane.
Fans rave that it delivers the same rich hydration without the rich-girl price tag. In other words: soft hands, hard savings.
The frugal trend takes hold as Trader Joe’s just dethroned Publix as the country’s “favorite supermarket,” scoring a top-of-the-charts 86 points — up two points from last year — in a new survey.
Publix, which snagged the crown in 2025, couldn’t hold onto its reign based on feedback from more than 30,000 shoppers nationwide, according to the latest rankings from the American Customer Satisfaction Index.
Founded in Monrovia, California, in 1967, Trader Joe’s has built its top status on wallet-friendly prices, cheerful crew members, and instantly recognizable branded tote bags — now boasting more than 600 stores across 43 states and a fanbase that treats grocery runs like a lifestyle.
But frozen orange chicken isn’t the only craze fueling Trader Joe’s obsessions.
Beauty lovers are now storming the aisles like it’s a skincare gold rush — flipping bottles, scanning ingredients, and crowning grocery-store glow-ups as luxury dupes in disguise.
And the bargain glow doesn’t stop at lip masks.
TJ’s $5.99 leave-in conditioner is being hailed as a budget stand-in for the $32 cult classic from Ouai — while the West Coast-based grocer’s $5.99 hair oil is getting stacked up against the $30 version from Olaplex. Smooth strands. Shiny finish. Grocery-store checkout total.
Perhaps the boldest dupe claim of all: Trader Joe’s $6.99 100% marula facial seed oil versus the $72 version from skincare darling Drunk Elephant.
Same hero ingredient. Same glow potential. One costs about the same as a bag of tortilla chips.
Other beauty creators are even swapping Trader Joe’s $5.99 supreme hydrating eye cream for the cult-fave $40 version from Kiehl’s — claiming it tackles dark circles and dryness just as well for a fraction of the price.
And TJ’s glow-up doesn’t stop there. The grocery chain’s $8.99 hyaluronic moisture boost serum is being hyped as an equal — if not better — alternative to the buzzy $17.50 version from The Ordinary sold at Sephora.
Across the internet, skincare and haircare enthusiasts insist their visages and manes feel just as smooth, hydrated and glowy, but their wallets are breathing a whole lot easier. Luxury look — bargain-bin bill.
Social media users say their skin can’t tell the difference — but their bank accounts definitely can.
However, according to Midtown East-based, board-certified dermatologist Dr. Brendan Camp, MD, while some of those viral comparisons aren’t totally off-base, they’re not always a one-to-one swap.
“From an ingredient standpoint, some Trader Joe’s viral beauty products do include similar key actives found in high-end Sephora products, like hyaluronic acid, niacinamide, ceramides or simple botanical extracts,” Camp told The Post.
“But ingredient similarity on a label does not always translate to equivalent performance.”
Camp explained that while many budget-friendly products can handle everyday basics like gentle cleansing and hydration, higher-end formulas — like those found at Sephora, Ulta Beauty, Macy’s and more — often use stronger concentrations and more advanced formulations to better tackle targeted concerns like acne, aging, discoloration and sensitivity.
The Big Apple derm also warned that some cheaper dupes may contain fragrances, preservatives or pH levels that can irritate sensitive or acne-prone skin — making patch testing a must before slathering on a new viral find.
Still, Camp says not all of the Trader Joe’s beauty buzz is just social media smoke and mirrors.
“There are definitely Trader Joe’s products that are solid, affordable options for basic skincare steps like moisturizing or sun protection, and those can be smart savings for everyday use,” he said, pointing to the grocer’s mineral sunscreens and water-based moisturizers (often used as dupes for similar Supergoop! and Clinique products found at Sephora).
Ultimately, Camp stressed, “The notion that every viral Trader Joe’s product is a direct dupe for a high-end Sephora item is often social media hype.”
