Coty

Coty was founded in Paris in 1904 by perfumer Francois Coty and grew into one of the largest beauty companies in the world, now headquartered in New York. For makeup fans, the name Coty is shorthand for one product above all others: Airspun Loose Face Powder. After Coty secured exclusive rights to an air-powered micronizing process in 1934, it launched Airspun in 1935 with a finer, more evenly milled particle than anything else on the mass market, and the lavender-printed cardboard canister has barely changed in nearly 90 years.

At around $7, the talc-free Airspun powder remains a cult drugstore staple that beauty editors and makeup artists routinely rank against prestige setting powders many times its price. The Translucent Extra Coverage shade in particular is one of the most frequently recommended affordable alternatives to high-end loose powders, used to set foundation, bake under the eyes, and blur fine lines and texture. Coty's heritage, rock-bottom price, and genuinely good formula make it a permanent fixture in any drugstore-dupe conversation.