The Double Cleanse is your weekly window into everything beauty. James and Robert Welsh cover everything from dealing with pimples to how to perfect your makeup and the realities of social media influencing.

James and Robert are back with another episode of The Double Cleanse, and this week they're asking the question on everyone's mind: Is drugstore beauty even "drugstore" anymore?

After kicking things off with stories about getting old (good quality basics are now exciting, apparently) and the best Gen Z customer service experience at a coffee shop, the Welsh Twins dive into the disappearing world of affordable beauty.

Remember when you could walk into Boots or Superdrug with £5 and leave with multiple products? Those days are gone, and James and Robert are breaking down exactly why.

From the "run don't walk" TikTok viral culture that's pushed drugstore prices sky-high to the brands that used to be affordable entry-level luxury but now cost as much as mid-range products, the twins are calling out how influencer purchasing habits and collecting culture have completely changed the game.

They discuss how drugstore hauls used to be a massive YouTube genre, but now that same money barely gets you one or two products. The conversation gets real about how online beauty culture shifted shopping from "buying necessities when you run out" to actively hunting for the next viral sensation – and brands realized they could charge more because people would buy it anyway.

The verdict? Drugstore still has gems if you look hard enough, but the era of throwaway purchases and impulse buys is officially over.

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