Kim Kardashian can splash out, but I love super-budget beauty

Earlier this month, Poundland announced plans to buy its rival chain 99p Stores, and this week news arrived of Kim Kardashian’s eye-watering beauty budget. You would be a fool to think we wouldn’t connect the two. Including face creams, foundations, and mascara, the value of Kardashian’s bathroom shelf adds up to $1,977.75 (£1,290). In real Poundland terms, that’s 1,283 Frozen bubble baths (400ml), with change left to put towards a six pack of batteries. If only Kim had known the pleasures of a Poundland toiletry haul.

When I visited the Poundland warehouse to investigate its last round of successes, I was struck by the way the shop makes you aware of your relationship with brands, and how one judges a product’s value when everything’s a fixed price. Though everything here costs a pound, some things, you’re reminded, are more pound-ey than others. And that is never more evident than in the beauty aisle. While I wouldn’t recommend buying a foundation from Poundland (bit green), or its makeup brushes (you can do better at an art shop) there are several products you can happily invest in.

• Argan oil costs a tenner in most places, but here comes in a handy £1 wipe.
• Coconut oil, which has the same softening effect as anything from your local health food shop.
• It also sells those pleasing tins of Nivea.
• Hairspray for a fifth of the usual price (if you can tell the difference I’ll give you your pound back).
• Face powders that blot and mattify.
• And colour – eye shadows that you’ll never need to commit to and odd nail varnishes that are especially cheering on an otherwise expensive shopping trip.

As I left the Wolverhampton HQ, Poundland CEO Jim MacCarthy presented me with a bulging collection of gifts, including a range of Chit Chat lipglosses. “As long as,” he asked me, “you don’t mind being seen with the bag?”