The impact of the recession has had canny shoppers all over the UK skipping high-end department store beauty halls in favour of a quick blush and mascara from Poundland.
Amazingly, the store now commands the attention of 4.5million shoppers per week and Chief Exectutive Jim McCarthy says one in five customers are absolutely loaded. And we don't mean they have a tenner in their back pocket.
Oh no, some of the wealthiest women in Blighty are nipping in for an eye-shadow and an own-brand chubby pen. Nice.
Now, thanks to it's record profits, Poundland is going to double its stores across the UK, which means more cut price John Frieda, Sally Hansen, Rimmel and Maybelline products.
The store can boast £1 items because they welcome last season and 'end of line' products that bigger stores no longer want. Despite misconceptions they are not broken or gone-off.
What do you think? Should we jump at cheap beauty products or hold out for the more expensive options? Give us your opinion in the poll below...
Do you buy your makeup at Poundland?
Yes, always! Why pay more?Nu-uh never, I would rather pay for designer brandsSome things, but I always pay extra for certain items
Yes, always! Why pay more?18.82%
Nu-uh never, I would rather pay for designer brands8.24%
Some things, but I always pay extra for certain items72.94%
CRIPES, KATE MOSS IS LOOKING A BIT ROUGH TODAY
LYDIA BRIGHT BRINGS BACK THE BALLERINA BUN
MIRANDA KERR'S STRONG SMUDGED EYELINER
CAREY MULLIGAN SHOWS OFF LONG BROWN HAIR