Can't hate the store brand

So there I was walking up and down the makeup aisles in Sephora in search of the ultimate dark chocolate lip liner. Surprisingly the consultant took me over to the Sephora brand counter and presented me with Mud Brown #111, which is not their darkest chocolate but it was the darkest one they had in stock. Generally I am not the woman who purchases the store brand, I go for a name that I trust and I try to look for the best quality. I was surprised with both the price and quality of the lip liner. Yes, it was a much shorter lip liner than I am used to and it did not come with a sharpener but it glided across my lips and it cost $4.00, so I couldn't ask for much more.
Which store brands deliver quality at the right price?