Just when we thought the days of drugstore beauty steals were long gone ($30 moisturizer, anyone?), Rimmel London is setting out to prove us wrong.

The British bargain brand is celebrating her tenth birthday by launching the most amount of new products ever; all big on the latest styles, but light on the wallet, WWD reports today.

Some stand-out beauties: Max Volume Flash Mascara, whose hot pink tube promises to pack up to 14 times your lash's natural volume with a collagen and keratin formula, and Lasting Finish Pro Nail Enamel, with a wide-angled brush made up of more than 800 fine-textured bristles for easy color application with minimal strokes – at under $4 bucks a pop.

We also hear the new Glam Eyes mono eye shadows come in sexy shades like posh peacock and celestial sapphire, and are embossed with Rimmel's fun signature crown quilted pattern.

"No one else is doing what we do. We are bringing the London look to America at an affordable price," Bill Boraczek, Vice President of Cosmetics Marketing at Coty, tells WWD.

And the good news doesn't stop there. The formerly Wal-Mart exclusive brand is rolling out into even more drugstores now, including CVS and Walgreens and food-and-pharmacy combo chains.

So the next time you stop in for milk, you can come home with some rockin' hot lipgloss too.