Jordana Cosmetics built a loyal following by delivering pigmented lip, eye, and face products at drugstore prices. Most items sold for less than $5, and the brand earned fans for its cruelty-free formulas and bold color range. If you have searched recently, you probably noticed the official website is gone and store shelves have thinned out. The brand quietly shut down operations, leaving buyers scrambling for remaining stock and comparable replacements.
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What This Brand Offered and Why People Loved It
Jordana Cosmetics was a budget beauty brand known for color-rich lip, eye, and face makeup priced almost entirely under $10. The company operated out of the United States and sold through drugstores, beauty supply shops, and online retailers for more than two decades. The product line covered lipstick, lip liner, eyeliner pencils, eyeshadow, foundation, concealer, powder, bronzer, blush, mascara, and lip gloss.
What set them apart was the combination of affordability and pigmentation. A creamy matte lipstick ran about $2 to $4, yet delivered color payoff that rivaled products at three times the price. The brand also committed to ethical testing, meaning none of their items were tested on animals. For shoppers who followed vegan beauty standards, many items qualified as vegan as well, free of animal-derived ingredients.
The line attracted college students, makeup beginners, and budget-conscious shoppers who wanted to experiment with bold shades without the financial risk. The low price point made it easy to try a purple lip or glitter eyeshadow without worrying about wasting money if the color did not work out.
Features That Made Jordana Makeup Stand Out
The best products from this line shared a few traits that kept buyers coming back. Here is what to look for if you find remaining stock or hunt for dupes.
Pigmentation and color range. The lipsticks, eyeliners, and eyeshadow palettes packed serious color into every application. The shade library ran from neutral browns and roses to vivid purples, greens, and bold reds. Few brands at this price point matched that variety.
Creamy, blendable formulas. Their retractable eyeliner pencils and lip liners glided on without tugging or skipping. The eyeshadow singles were easy to blend, which matters for beginners still learning technique.
Ethical and vegan options. Veganism in beauty means no animal testing and no animal-derived ingredients. The brand met both criteria on most of its line, making it a go-to for ethical shoppers.
Longwear performance. Several products, including their 12 hr liquid eyeliner and matte lip colors, held up through full workdays without major fading or transfer.
Budget-friendly pricing. Lipstick for $2 to $4. Eyeliner pencils under $3. Foundation and concealer under $5. The entire line sat at the lowest tier of the market without feeling cheap on the skin.
Mistakes to Avoid When Hunting for Discontinued Jordana Products
The most common mistake buyers make with discontinued brands is overpaying for old stock that may have expired. Here are the pitfalls worth knowing about.
Expired formulas. Liquid products like foundation, concealer, mascara, and lip gloss break down faster than powder or pencil products. Check manufacturing dates before buying. Anything older than two to three years is risky, especially for eye makeup where bacterial contamination can cause infections.
Inflated resale prices. Some sellers on eBay and Amazon list discontinued items at five to ten times the original price. A $3 lipstick selling for $25 is not a deal, no matter how nostalgic you feel about the shade.
Confusing the original brand with Jordana Ticia Cosmetics. Jordana Ticia is a separate, newer company founded by a makeup artist. It has no corporate connection to the original. The products, pricing, and quality differ entirely. Double-check which brand you are ordering before completing any purchase.
Buying from unverified third-party sellers. Counterfeit cosmetics are a real problem in the budget beauty space. Stick to sellers with strong ratings and verified purchase histories. If the packaging looks off or the price seems too low for a supposedly rare item, walk away.
Where to Find Jordana Products in Physical Stores
Physical retail options are extremely limited since the brand closed its business. Here is where remaining stock occasionally surfaces.
Beauty Supply Stores
Independent beauty supply shops, particularly in urban areas, sometimes carry leftover inventory. These stores buy overstock in bulk and sell until supplies run out. Selection varies wildly by location. Your best approach is searching cosmetics stores on Yelp for your area, then calling ahead to ask what they carry.
Discount and Closeout Retailers
Stores like Dollar Tree, Five Below, and local closeout shops sometimes receive discontinued beauty inventory. Stock is unpredictable and rotates quickly. Check the beauty aisle during your regular visits, but do not make a special trip expecting to find specific shades or product types.
Walmart Store Shelves
Walmart, the largest brick-and-mortar retailer in the U.S., previously stocked items from this brand in select locations. While most stores have cleared the brand from planograms, occasional clearance finds do happen. The beauty aisle and end-cap clearance sections are worth a quick scan if you are already shopping there.
Where to Shop for Jordana Cosmetics Online
Online shopping is the most reliable channel for finding leftover inventory, though stock dwindles with each passing month.
Amazon Marketplace
Amazon remains the largest source for discontinued items from this brand. Third-party sellers list everything from individual lipsticks and eyeliner pencils to multi-piece sets. Prices range from near-original ($3 to $8 per item) to collector-level markups on popular shades. Read seller reviews carefully and check the expiration information when available. Browse the selection on Amazon
eBay Listings and Lot Sales
eBay carries individual items and bundled sets. The set deals can deliver genuine savings: a lot of 12 lipsticks for around $15 to $20 is a reasonable price if the products are sealed and within date. PayPal checkout adds buyer protection if something arrives damaged or misrepresented. Browse available listings on eBay
BeautyJoint and Specialty Wholesalers
BeautyJoint, an online wholesale beauty retailer, has historically stocked these products at bulk pricing. Availability changes, but checking their catalog for sealed, unexpired stock is worthwhile. Check their collection page
Instacart for Local Delivery
Instacart, the grocery and retail delivery platform, occasionally shows items from this brand available at local stores in its beauty category. Results depend entirely on what partnered retailers near you still carry. It costs nothing to search. Search on Instacart
Best Alternatives to Jordana Cosmetics Still Available Today
These picks target the same strengths that made the brand popular: strong pigmentation, low prices, ethical formulas, and wide shade ranges.
Best overall alternative: Milani Cosmetics. Milani was the sister brand under the same parent company. The formula quality, color selection, and price range ($7 to $14 per product) overlap heavily with what the original line offered, just at a slightly higher tier. Their baked blush and lip products consistently earn top ratings. Check price on Amazon
Best budget pick: Wet n Wild. Wet n Wild matches the original line on price, with most items under $5. Color payoff is strong, especially their eyeshadow palettes and liquid eyeliner. They are widely available at Walmart, CVS, and Target. Check price on Amazon
Best for lip products: NYX Professional Makeup. NYX delivers the bold color variety that fans of the original love, particularly in lip liner, liquid lipstick, and lip gloss. Prices run $5 to $12. The soft matte lip cream is a direct substitute for the matte balm stain formula. NYX is sold at most major drugstores and tests on no animals. Check price on Amazon
Best for natural and pearl finishes: e.l.f. Cosmetics. If you liked the shimmer eyeshadow and pearl-finish highlighter options, e.l.f. covers that ground at similar prices. Most products land between $3 and $8. e.l.f. is cruelty-free and offers vegan options across the line. Check price on Amazon
If you want to explore related beauty guides on this site, check out our pages on Milani Cosmetics, NYX Cosmetics, and MAC Makeup for more buying options in the cosmetics category.
Frequently Asked Questions About Jordana Cosmetics
Is Jordana Cosmetics still in business?
The brand is no longer operating. The company ceased production and its official website went offline. Some third-party retailers still sell remaining inventory, but no new products are being manufactured. The parent company continues to operate Milani, its sister line.
Who bought the brand?
No public acquisition by another company has been announced. The company was owned by the same parent organization behind Milani. The brand was quietly discontinued rather than sold to a new owner.
Is Jordana Ticia the same brand?
No. Jordana Ticia Cosmetics is a completely separate company founded by a professional makeup artist. It shares a first name but has no corporate, financial, or product connection to the original line. Their products are priced higher and target a different market segment.
Are discontinued products from this brand safe to use?
Sealed, properly stored products within their shelf life are generally safe. Powder items like eyeshadow and bronzer last longer than liquid formulas like mascara, foundation, or concealer. Discard any product with an unusual smell, changed texture, or separated consistency. Eye products carry the highest contamination risk once past their intended use period.
What is the best alternative?
Milani is the closest match because it was the sister brand with similar formulations. Wet n Wild and NYX also cover the same price range and color variety. For budget eye products specifically, e.l.f. fills the gap well.
Where can I find these products near me?
Check independent beauty supply stores in your area by searching Yelp or Google Maps. Discount retailers like Dollar Tree occasionally stock discontinued beauty brands. Instacart can also show whether any local partnered stores carry remaining inventory.
Start your search on Amazon or eBay for any specific Jordana Cosmetics items you still want. For everyday replacements, Milani, Wet n Wild, and NYX all deliver the same combination of strong pigmentation and affordable pricing that made the brand popular. Compare prices and check seller ratings before ordering discontinued stock, and pivot to one of the active alternatives for anything you plan to repurchase regularly.
Reviewed by the wheretobuyguides.com editorial team. Last updated: April 2026.