Drugstore Makeup Alternative: Bobbi Brown’s Vitamin Enriched Face Base

Vitamin Enriched Face Base Priming Moisturizer Dupe

The Ordinary ‘s ability to rise from a no-name beauty brand in 2016 to an industry leader (with a recent valuation of $2.2 billion I might add) taught the beauty industry an important lesson — customers care about efficacy and ingredients over brand names. The late Brandon Truaxe priced most of the heavy-hitting products in his collection under $10 (including the two I can’t live without), deflating the typical margin of beauty giants and encouraging consumers to rethink the belief that amazing products must come with extraordinary price tags.

With that being said – and after the positive feedback you’ve shared on my recent Zimmermann-Inspired Designs Article (thank you for all the sweet messages!) – I’ve decided to tackle another niche that consistently burns a hole in my pocket: luxury beauty.

Let’s get started with the first drugstore alternative in this series — an amazing product inspired by Bobbi Brown’s Vitamin Enriched Face Base.

Why I Love the Original

Bobbi Brown’s iconic all-in-one primer and moisturizer combines shea butter with vitamin B, C, and E, prepping and hydrating skin for flawless makeup application. It’s one of my favorite priming products on the market, — my wedding day makeup artist even swears by it for flawless, long-lasting bridal application. Grapefruit and geranium give this product a lovely floral-like smell, and it’s free of parabens and phthalates. The major downside? The little jar retails at a steep $64 (1.7oz), or $37.65 per oz.


The Drugstore Option For Less

I discovered this product after finishing yet another bottle of Bobbi’s magic cream and feeling desperate to find something that wouldn’t drain my bank account. Enter Lano’s Face Base Vitamin E Day Cream – natural, pH-balanced, and dermatologically tested. Made with Vitamin E and Lanolin – a deeply moisturizing oil naturally occurring in sheep’s wool – this $24 all-in-one-cream packs a serious punch. The per ounce cost of $11.88 is nearly 70% less than Bobbi Brown’s alternative, and it’s even available on Amazon. Like its expensive counterpart, it’s also free of artificial colors, petroleum, fragrances, parabens, and sulfates.


I noticed little difference between the two products from an end result perspective — both are highly effective at providing all-in-one prime and hydration. When I wore either cream under makeup, my foundation looked incredibly smooth and lasted all day. When worn alone, both creams offered nourishing, all-day hydration and left my skin feeling incredible.

Outside of the obvious variance in price, these are a few key differences between the two products.

Bobbi Brown

Key ingredients: Vitamins B, C & E, Hyaluronic Acid, Shea Butter

Grapefruit and geranium fragrances – stronger scent

Ideal for those with normal to oily skin types

Oil-free formula

$64 | 1.7oz

Both Products

Multi-purpose: primer + moisturizer in one

Can be worn under makeup or alone for smooth, velvet-like skin and seamless makeup application

Paraben, Sulfate, Phthalate free


Key ingredients: Lanolin, Vitamin E, Oatmeal, Milk

Subtle, oatmeal-like scent

Grippy-like feel – goes on thick and dries quicker

Dermatologically tested for sensitive skin


$24 | 2.02oz

Why This Product is a Win For Me

Since discovering this product, I’ve learned more about Lano, the Australian-based brand that’s only been available in the US since 2016. The granddaughter of Australian farmers, founder Kirsten Carriol always noticed how soft her hands were after sheering wool. The reason? With help from her molecular scientist father, Kristen learned that wool contains lanolin, a secretion that mimics the hydrating oils of human skin. All Lano products are lanolin-based, including multi-award winning Superbalm, which InStyle named the best lip balm of 2019.

Not only is the brand female-owned and operated, but all products are natural and cruelty-free (certified by Cruelty Free International), meaning Lano does not test on animals, and neither do their suppliers. They also don’t sell products in countries where animal testing is required by law.

Looking for More Beauty For Less? Here are 3 Drugstore Makeup Items I Swear By.

The best toner + makeup remover I wish I discovered 10 years ago.

The Charlotte Tilbury Inspired Lip Liner I wear daily.

The Shape Tape Effect for less. I’ll never go without this product.

The final verdict: this drugstore alternative gets a thumbs up from my skin and wallet — it’s a must-have for hydrated, radiant skin, and a product I feel good purchasing.

Looking for more beauty-related content? You can view all past articles here, or if there’s something specific you’d like to see, please send me an inquiry! Thank you so much for stopping by!

Until next time, cheers to hydrated, radiant skin for a fraction of the cost.

Lane Creatore Signature

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Hi, I'm Lane!

I'm an NYC-based content creator and photographer sharing my favorite fashion finds. I'm so thankful you're here!