There’s usually less pressure to purchase in-stores, so you can shop freely. The price, obviously, is much kinder to the wallet so your money can stretch further. A lot of brands are carried across multiple drugstore retailers, so usually finding the brand isn’t the hard part. You can also try something new without breaking the bank, which is great for a more trendy color or product – or even one you know you won’t wear often. They’re additional competition for other brands, both on the same price point as well as higher-end, which (hopefully) makes everyone better.