Why The Ordinary Is Worth Exploring for Skincare Serums

We have a soft spot for brands that strip away the marketing fluff, and The Ordinary is the reason our serum collection went from two bottles to a whole shelf. Launched in 2016 under the Deciem umbrella, the brand built its name on a radical idea: sell clinical-grade ingredients at honest prices, with packaging that … Read more

Why CeraVe Is Worth a Look for Sensitive Skin Care

We have a soft spot for skincare brands that let the science do the talking, and CeraVe has been the quiet workhorse in our bathroom cabinet for years. Founded in 2005 with input from practicing dermatologists, the brand set out to make barrier-repairing skincare that anyone can afford, and it shows up in plain white-and-blue … Read more

Why Drunk Elephant Is Worth a Smart Choice for Skincare

We have a soft spot for Drunk Elephant that started with a single product: the B-Hydra serum we bought on a whim in 2017, which cleared up the dry patches we’d been fighting for years. The brand, founded in 2012 by Tiffany Masterson, arrived with a deceptively simple philosophy: strip skincare down to what your … Read more

Why Aesop Is Worth Checking Out for Skincare Products

We have a soft spot for Aesop that has nothing to do with trends and everything to do with the feeling of the bottles on our bathroom shelf. The Melbourne-born brand, founded in 1987 by hairdresser Dennis Paphitis, turned skincare into something closer to a daily ritual — amber glass, considered ingredients, and a fragrance … Read more

Why Sephora Is Worth Adding to Your Beauty Routine

We have a soft spot for Sephora that started the first time we walked into one of its stores, where an associate let us try five different foundations without a single sigh. The retailer was born in France in 1969, joined the LVMH luxury group in 1997, and opened its first U.S. store in New … Read more

Why Tarte Is Worth Exploring for Everyday Makeup

We have a soft spot for Tarte cosmetics, and it started back in college with a tube of Amazonian Clay blush. The brand was founded in 2000 by Maureen Kelly in New York, built around what she called high-performance naturals — makeup that actually performs but skips the junk. The philosophy paid off. When Shape … Read more

Why Glossier Is Worth a Look for Skincare Basics

We have a soft spot for Glossier, and we’ve stopped pretending otherwise. The brand launched in 2014 out of the Into The Gloss blog and flipped the beauty industry by selling directly to customers, skipping department store counters entirely. What started as a four-product lineup — Milky Jelly Cleanser, Priming Moisturizer, Balm Dotcom, and Boy … Read more

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