The Best Tinted Moisturizers To Wear All Day, Everyday

If you want a healthy-looking glow without having to put on a full face of makeup, stocking up on one of the best tinted moisturizers available will go a long way to perfecting your routine. These multitasking products combine all of the hydrating benefits of a moisturizer with the sheer-to-medium coverage of an everyday foundation—making them the MVP to any beauty lover’s bag. They’re also an absolute summer beauty essential; tinted moisturizers have a lightweight texture, are easy to apply, and often include SPF to help protect your skin from the sun’s damaging UV rays. Just try to name a more efficient beauty product—I’ll wait. 

As you’d expect, there’s a whole slew of tinted moisturizers on the market right now—and across a range of finishes, skin concerns, and budgets. Which is why Glamour editors were asked about their all-time favorites. From Glossier’s Skin Tint to Fenty Beauty’s new Eaze Drops, scroll down to read their reviews and shop the best tinted moisturizers.

Best Overall: Tarte Cosmetics Maracuja Tinted Moisturizer

The perfect blend of moisturizer and medium coverage—I love the glow that Tarte’s tinted moisturizer gives my skin. It lasts all day and helps my makeup go on more smoothly and more evenly. Plus, it has good-for-your-skin ingredients like hydrating maracuja oil, hyaluronic acid, aloe, and turmeric. —Jessica Radloff, West Coast editor

Shop $38

Best for Evening Skin Tone: Glossier Perfecting Skin Tint

It would be impossible to talk about no-makeup makeup without mentioning Glossier. The quintessential millennial beauty brand (which is also a hit with Gen Z), basically cemented the less-is-more beauty mentality in the early aughts that’s all but mainstream now. When shopping for summer-friendly makeup essentials like a tinted moisturizer, the big G is an obvious brand to consider, thanks to its skin-care-first positioning that feels ideal for scorching summer days spent gallivanting and fully vaxxed. I love how Skin Tint evens out my tone and blurs pores without feeling cakey or like it’s adding to any skin congestion. I’ll definitely be keeping this in my makeup bag all season long. —Erin Parker, commerce writer

Shop $32

Best Drugstore: La Roche-Posay Anthelios Tinted Mineral Primer With SPF 50

Meet one of my all-time favorite drugstore finds. This pocket-size product is formulated with SPF 50, so I feel comfortable applying it without extra sunscreen. The tint also provides medium coverage, which is nice during the winter months when my face looks like a pale zombie’s. The formula is packed with hydrating vitamin E—and it’s gentle enough to not irritate my keratosis pilaris–prone skin. —Talia Abbas, commerce writer

Shop $40

Most Natural Finish: Fenty Beauty Eaze Drop Blurring Skin Tint

I’m shocked at how much I love Fenty’s Skin Tint. I typically would never go for a satiny finish since I have supremely dry skin and fine lines, but this somehow does not accentuate either. The color match is absolutely perfect (which is saying something because it’s usually hard for me to find a flawless fit for my medium skin), and the coverage is just my type: It easily evens out my skin tone but is light enough to actually look natural. (It really, truly looks like skin.) The only thing I wish this product had was more moisturizing properties to make it appropriate year-round. —Shanna Shipin, commerce managing editor

Shop $30

Best Clean Formula: Ilia Super Serum Skin Tint SPF 40

I thought the perfect tinted moisturizer didn’t exist…until I tried Ilia’s Super Serum Skin Tint. Packed with plant-based squalene, niacinamide, and hyaluronic acid, the formula is incredibly lightweight and hydrating—and the matte finish gives my skin this lit-from-within look that I’m obsessed with. The 30-shade range and addition of SPF 40 make it a full-package deal. —T.A.

Shop $48

Best for Moisturizing: Urban Decay Stay Naked Hydromaniac Tinted Glow Hydrator

I’m not usually a fan of tinted moisturizers, mostly because they rarely offer enough coverage and feel watered down. Urban Decay’s is different. Not only does it moisturize, but the tinted formula also provides such fantastic medium coverage that I don’t need foundation or powder. The tip is also super skinny, so I never have to worry about applying more than I need. It stays all day, doesn’t settle into my pores, and keeps my skin hydrated. Totally sold. —J.R.

Shop $29

Best for Acne-Prone Skin: Milk Makeup Sunshine Skin Tint Clean SPF 30 Foundation

I’m a firm believer in full-coverage foundation thanks to my acne and hyperpigmentation, but the Sunshine Skin Tint is seriously making me reconsider my stance. Though it really only covers any slight redness, it makes my skin look so dewy and glowing, it’s worth a few pimples shining through (or some carefully placed concealer). Though I’m acne-prone, I’m also dry, so I appreciate the moisture from the oils in the formula, and it just makes my skin look so healthy and fresh. The roller applicator is really fun to use, and I appreciate the fact it has SPF 30. —Bella Cacciatore, beauty associate

Shop $42

Best for Coverage: Supergoop! CC Screen

More of a foundation than a tinted moisturizer, what makes Supergoop!’s CC screen so, well, super, is that it has SPF50 and offers fantastic protection, plus total coverage. It also comes in a ton of different shades, which I love since it’s typically hard to find something to match my super-pale skin. —J.R.

Shop $39

Best for Hyperpigmentation: It Cosmetics Bye Bye Foundation Full Coverage Moisturizer With SPF 50+

Pregnancy caused some dark spots to appear on my cheeks and around my mouth, so I’ve been on the hunt for a fuller-coverage formula to cover them up without having to slather a ton of product on my face. I found my holy grail with It Cosmetics. A single pump is all it takes to conceal and make me feel instantly put together. And though the product has a medium-to-thick texture, it doesn’t irritate my eczema-prone skin. —S.S.

Shop $39.50

Best Tinted Oil: Kosas Tinted Face Oil Foundation

I’ve probably used this tinted oil more than anything else throughout the entirety of quarantine. All you need is a few drops to instantly brighten and even your skin tone while adding a sun-kissed, dewy glow. Just be sure not to go overboard with application, otherwise it can turn out shiny. Sometimes I’ll go for something more matte, like the Fenty Eaze Drops, but this is one of my favorite skin-care/makeup hybrids ever. —E.P.

Shop $52

Best for Covering Redness: Erborian CC Red Correct

On hot summer days when I don’t want to wear foundation, this CC cream with SPF is all I need. It evens out my red complexion and doesn’t irritate my sensitive skin one bit. I’ve stocked up out of fear of not having it on hand. It’s that good. —Kat Thomas, assistant fashion editor

Shop $44

Best Luxury: Laura Mercier Tinted Moisturizer Broad Spectrum SPF 30

No tinted moisturizer list would be complete without this classic. There’s a reason it’s so beloved: It really hits the perfect balance between foundation and skin tint. It covers what you want it to, while still letting skin shine through. I also like that it has a more natural finish for days when I don’t want to be super dewy. I’ve also noticed the staying power is pretty unmatched for a moisturizer—I can wear it all day without the coverage fading away. —B.C.

Shop $47

Best for a Matte Finish: Origins GinZing SPF 40 Energy-Boosting Tinted Moisturizer

Origins’ tinted moisturizer is a great everyday workhorse thanks to the addition of SPF 40.  It doesn’t come in a ton of shades, but it just kind of blurs into your natural color, giving you a smooth, matte finish without looking like you’re wearing makeup at all. —Emma Wartzman, producer

Shop $41

Best Budget: Garnier SkinActive Miracle Skin Perfector BB Cream Anti-Aging

This was my go-to in high school, and I stand by it. It’s much thicker than other tinted moisturizers I’ve used, so it provides pretty decent coverage. It feels really nice and hydrating on my skin, and I definitely appreciate the anti-aging ingredients more now than I did 10 years ago. The only drawback is it has only one shade. —B.C.

Shop $15

Best for Soothing Irritated Skin: First Aid Beauty Ultra Repair Tinted Moisturizer Broad Spectrum SPF 30

This is my peak-summer and dead-of-winter must-have when my skin decides to flare up with all the eczema and flakiness it can possibly muster. It’s made with soothing colloidal oatmeal, hyaluronic acid, and vitamin E—three ingredients my dry skin soaks right up and that I feel comfortable using while pregnant. Bonus points for also including SPF 30 protection. —S.S.

Shop $28

Best for a Sun-Kissed Glow: Drunk Elephant Umbra Tinte Physical Daily Defense SPF 30

What I love most about Drunk Elephant’s tinted moisturizer is the luminous glow it delivers. It makes my face look like some bronzed goddess who spent the first half of the year vacationing in the French Riviera (a girl can dream). The texture is not greasy at all and blends seamlessly into my dry skin if you want to build for more coverage. I personally just use two squeezes so I can let my natural freckles shine through. —T.A.

Shop $36

GLAMOUR article

15 Best Foundations For Dry Skin

Kosas Tinted Face Oil Foundation

This foundation is perfect the person who still wants their skin to look natural and dewy. Thanks to a concoction of oils like avocado, meadowfoam, red raspberry, jojoba, rosehip and more, this foundation gives your skin all the hydration it needs while offering an enhanced glow and light coverage.

Buy on their website $54

Perricone MD No Makeup Foundation Serum

This foundation gives the skin a moisturizing boost with a thin veil of makeup that includes vitamin E oil, antioxidants, and peptides. The foundation not only works to cover blemishes but also reduces wrinkles, hyperpigmentation, and dull-looking skin with neuropeptides, daisy flower extract, and bisabolol.

Buy at Dermstore $60

Black Opal Even True Foundation

This hydrating liquid foundation is an all-in-one complexion perfecter. Not only does it nourish skin with licorice root extract but also hides imperfections like hyperpigmentation, acne and more well with its lightweight and full coverage formula. The hypoallergenic formula is also safe for sensitive skin.

Buy on Amazon $23

Laura Mercier Tinted Moisturizer

Hoping for a dewy finish? Laura Mercier’s Tinted Moisturizer should be your go-to. It not only protects the skin from sun damage with an SPF of 30, but it also takes away the appearance of skin impurities and adds hydration with macadamia, tamarind seed extract, and kukui seed oil.

Buy at Sephora $47

Fenty Pro Filt’r Hydrating Longwear Foundation

This liquid foundation offers medium coverage and is perfect for those with dry skin because of the infused grapeseed oil and sodium hyaluronate, which helps replenish the skin. The easy-to-use tube is perfect for the girl on the go.

Buy at Sephora $36

Clinique Moisture Surge Sheertint Hydrator SPF

This paraben- and fragrance-free tinted moisturizer offers a full day’s worth of nourishment for all skin types. It’s packed with hyaluronic acid and aloe water for maximum skin health and dewiness. SPF coverage protects skin from environmental aggressors as well.

Buy at Macy’s $53

Armani Beauty Neo Nude Foundation

If you’re in need of an instant hydrating and skin-plumping fix, this foundation should be in your rotation. Hyaluronic acid and moisturizing glycerin are the stars of this buildable coverage show. 

Buy at Sephora $40

Neutrogena Hydro Boost Hydrating Tint Foundation

This lightweight, water gel and hyaluronic acid formula not only leaves the skin more hydrated, but is also oil-free and non-comedogenic, so you don’t need to worry about it clogging your pores.

Buy at Target $13

The Lip Bar Skin Serum Foundation

This foundation has a built-in brush to make application easier for the busy body. The formula lasts for eight hours and is deeply nourishing thanks to hyaluronic acid and Irish moss extract.

Side note: I really don’t like the applicator, it gets very dirty and messy very fast. If you can find another way to use the actual product, such as dispensing some on the back of your hand and then applying it, you’ll love it.

Buy on their website $28

Tarte Babassu Foundcealer Skincare Foundation Broad Spectrum SPF 20

This foundation is vegan, hypoallergenic, and hydrating—perfect for those with sensitive and dry skin. The coverage is buildable so you’re able to play around with what suits you best on any given day. Babassu, vitamins A & E, hyaluronic acid, fatty acids and antioxidants offer skin nourishment and a plump feel.

Buy at Dermstore $39

Dior Forever Skin Glow Foundation

This foundation not only includes SPF 35 to protect the skin, but also pansy extract, which keeps the skin from drying out throughout the day. The coverage lasts for 24 hours, with a glowing finish that avoids looking too shiny or oily.

Buy at Sephora $52

Chanel Les Beiges Foundation

This foundation features light protective pigment and antioxidants which lessen the damage caused by pollution, free radicals, and blue light. It’s also made up of 40% water which helps to keep the skin hydrated.

Buy on their website $60

UOMA Beauty Say What?! Foundation

This foundation incorporates berry extract for hydration, along with a formula that delivers a flawless, pore-blurring finish. It’s also vegan and paraben-free, making it great for all skin types.

Buy at ULTA $39

Dermablend Cover Creme Full Coverage Foundation

Dermablend’s foundation delivers all-day hydration through a smooth, creamy formula, while also protecting the skin with SPF 30. The coverage stays on for 16 hours, and works wells even over acne, rosacea, and vitiligo.

B uy at Dermstore $39

Mented Skin Foundation

This stick foundation is easy to apply, offers buildable coverage, and moisturizes thanks to sodium hyaluronate, castor oil, and grape seed oil.

Buy on their website $30

VOGUE article

The Best Liquid Eye Shadows, According To Makeup Artists

Liquid eye shadows are among the trendiest makeup formulas right now, with new versions dropping from a variety of brands seemingly every week. Devotees favor them for their ease of use, blendability and intense color payoff. But there are a few key tricks to finding the right formula and applying it like a pro. 

“When it comes to these formulas, a little goes a long way,” says makeup artist Beau Nelson. “The best way is to use a synthetic brush, apply thin layers and use the brush to buff edges for a clean transition.” Makeup artist Katie Jane Hughes agrees, nothing that fingers are fine in a pinch, but “the oils in your fingers can often break up the oils in the product.” One major benefit of using a liquid shadow is that it doesn’t require the use of a primer: They “basically act as primers with color. They work well amazingly on their own, or even as a base for powder shadows,” explains Hughes. 

Liquid eye shadows are also the unsung heroes of the makeup bag because of their versatility. Both makeup artists we consulted agree that the multi-tasking capabilities of these formulas are particularly impressive. “Metallic, pale and medium shades can look best as highlights. They can also act as blush — just mix a tiny bit of foundation to extend the product’s dry-down time,” says Nelson.

Now that you know how to apply them like a pro, here are the best expert-recommended liquid eye shadows to add to your collection. Read on to see (and shop) them all.

Danessa Myricks Beauty 24-Hour Cream ColorFix

Channel your inner artist with Danessa Myricks Beauty ColorFix 24-Hour Cream Color Matte. This ultra-long-wearing cream color can be safely used on lips, eyes, face, and body. ColorFix’s unique silicone-polymer base can be mixed to create custom colors and finishes.

Buy on Beautylish $25

Glossier Skywash

Powder-finish formula (that doesn’t feel powdery) smooths on with a doe foot applicator. Silky, blendable color melts into skin, creating a pretty, diffused effect that lasts. A little bit adds some depth to the eye area; add more for a refined, modern wash of color. Comes in seven shades inspired by dreamy Southwest landscapes.

Buy on their website $22

Stila Glitter & Glow Liquid Eyeshadows

Illuminate your eyes with Glitter & Glow Liquid Eye Shadow by Stila Cosmetics. This lightweight and water-infused formula provides long-lasting coverage, without ever flaking. Boosted with mica, this highly-pigmented formula reflects the light around you, revealing a glowing appearance. 

Buy at Dermstore $24

MILK Makeup Eye Pigment

Swipe ‘em all over your lids for a bold shadow look, or use an angled brush to create a long-wear liner.

Buy on their website $24

Covergirl Exhibitionist Liquid Glitter Shadow

These super sparkly liquid eyeshadows are the best way to amplify your eyes. With its smooth, lightweight feel and quick dry-down, you’ll achieve shimmery color in a flash.

Buy on their website

Chanel Ombre Premiere Laque

One swipe delivers lustrous, buildable colour that can be smudged out easily with fingertips for a soft-focus effect.

Buy on their website $36

Glossier Lidstar

Creates a sheer veil of color that locks onto lids without creasing (so no need for primer). Ultrafine pigments are enveloped in a buttery base for a silky, blendable formula that swipes on easily. Comes in six shimmery, long-wearing shades.

Buy on their website $22

ELF Liquid Glitter Shadow

This gel-based formula is long-lasting, quick-drying and 100% eye-catching! Formulated for comfortable wear and minimal fall out, this opaque liquid eyeshadow delivers high-impact, multi-dimensional glitters and pearls in a quick-drying gel base.

Buy at ULTA $5

KOSAS 10-Second Liquid Eyeshadow

A clean liquid eyeshadow that goes on like watercolor — soothes skin, won’t crease, dries in seconds.

Buy on their website $37

Armani Beauty Eye Tint Liquid Eyeshadow

A long-lasting, crease-proof liquid eyeshadow in multiple finishes with up to 16 hours of buildable color with a lightweight feel.

Buy at Saks Fifth Avenue $40

Wander Beauty Exquisite Eye Liquid Shadow

A highly pigmented liquid eyeshadow that transforms from liquid to powder to deliver vibrant color payoff that lasts all day.

Buy at Look Fantastic $22

Smith & Cult Glitterbaby Metallic-Shift Eye Shadow

Next level liquid glitter eyeshadow. Smith & Cult’s Glitterbaby Metallic-Shift Eyeshadow features black micronized pigments that transform to a deeper metallic as you blend. Build color intensity and depth. Wear as a sparkling metallic or smudge for a smoky look.

Buy at ULTA $24

FASHIONISTA article

If You Have Dry Skin, You Need to Try This Influencer-Approved Cream Blush

It’s infused with rosehip and jojoba oils for maximum hydration.

If dry skin has ever kept you from wearing makeup, skincare CEO Charlotte Parler promises you’ll meet your match with the Kosas Color & Light Cream Palette. 

“It’s probably my favorite cosmetic product right now,” said Parler, the founder of Dieux Skin, in a recent viral TikTok. “If you have dry skin, this highlighter and cream blush duo is going to make you look dewy.”

Kosas clearly had dry skin in mind when creating this palette, which is formulated with apricot kernel, rosehip, and jojoba seed oils to soothe and brighten skin. The blend of oils also makes for an incredibly blendable product, and the infused pigments are buildable and offer major staying power. To seal the deal, the blush and highlighter are cruelty-free and boast a shelf life of a whopping 18 months. 

The Color & Light palette is available in four complementary color combinations, all of which are also sold in a high-intensity variation containing double the pigment. And these shades have range — shoppers can choose from the peach and cream Velvet Melon, the cool pinks of 8th Muse, the burnt orange and mauve in Helios, and the vibrant bronze hues of the Tropic Equinox duo

Buy on their website $44

More than 300 shoppers have supported Parler’s claims about this palette in the form of a five-star review on Kosas’ website. “During the winter when my skin is naturally drier, this allows me to keep my skin hydrated while having a dewy looking glow,” one customer wrote. “It’s exactly what I was looking for!”

“I love the glow this gives on my dry skin,” said another. “I find myself grabbing it almost daily.”

The Kosas Color & Light Cream Palette can be yours for $34, which isn’t so bad when you consider that it contains two high-quality formulations in a single pan. Plus, if you sign up for the brand’s mailing list, you’ll receive 10% off your first order. No matter your skin tone or texture, it’s a foolproof path to a hydrated flush during the driest season of the year.

INSTYLE article

The Biggest Beauty Launches of 2020, as Told By Industry Experts

What’s left to say about the year 2020 that hasn’t already been said? These past 12 months may have tested humanity and the planet and every institution on it in ways most of us could never have fathomed — but even in the bad, weird, living nightmare times, the beauty industry did not quit. 

Despite the odds, the economic downturns, the flailing retail structure, the unstable political climate, the sheer number of times the word “unprecedented” was uttered, beauty charged on. After all, there were game-changing formulas, groundbreaking technology and conversation-shifting campaigns to bring to market.

And so, as we look back at 2020 (and slowly but surely claw our way out of it), industry experts — ranging from dermatologists to Insta-famous makeup artists to beauty editors — identified some of the most noteworthy beauty launches of the year. 

It was a big year for celebrity beauty, and a handful of star-backed brands had an impressive showing on this list, with multiple experts highlighting their superiority or buzz-worthiness amidst a sea of so many other celebrity lines. Skin care also reigned supreme, particularly as so many of us spent a record-breaking amount of time at home, staring at our own faces during Zoom calls. And perhaps most promisingly, brands that emphasized inclusivity — by serving marginalized and too-often underserved communities, by bringing all genders into the beauty conversation, by broadening the definition of what “good” skin can look like — were a welcome addition to 2020. 

BIDEN BEAUTY

“Biden Beauty is an initiative that was near and dear to my heart because Very Good Light was behind it. It was a small idea that became a reality and was really amazing to see it thrive. We wanted to support the 2020 elections — arguably the most important of our lifetimes — and engage Gen Z and the beauty community to vote for Joe Biden and Kamala Harris. To do this, we [sold] a beauty sponge by the name of the Biden Beat from a beauty brand called Biden Beauty. We ended up selling one sponge every 60 seconds and it was probably the most meaningful initiative I’ve been a part of.” —David Yi, Founder and CEO, Very Good Light

HUMANRACE

“We don’t include men enough in conversations on skin care. Although Humanrace was created for all genders, [it’s] exciting to have a man at the forefront of the push to normalize skin care beyond just facial hair grooming. I love that the brand is guided by the expert input of his dermatologist with carefully selected science backed ingredients and prioritizes exfoliation and hydration as part of its simple three step routine.” —Dr. Adeline Kikam, Board-certified Dermatologist and Founder, @BrownSkinDerm

“[I] particularly [like] the Humidifying Cream. I wasn’t expecting to be floored by this product, but it’s honestly one of the best moisturizers I’ve ever used. I think we’re all a little burnt out when it comes to celebrity beauty launches — especially this year — but it seems like Pharrell actually put a lot of time and care into this one. He was thoughtful with his collection, from adding braille to the packaging to working with the brilliant Dr. Elena Jones to create simple and clean, but effective formulations, and I definitely appreciate it.” —Kayla Greaves, Senior Beauty Editor, InStyle

“Many men are not as passionate about skin care as they should be. And [Pharrell] is Benjamin Button! He’s pushing 50 and looks arguably 20-30 years younger. It’s about time he shares his secret to the fountain of youth.” —Ron Robinson, cosmetic chemist and Founder, BeautyStat

“Humanrace was a late entry this year, but made a lot of noise upon release. Although it’s a small launch it has the potential to attract a whole new audience to the skincare industry. It’s exciting to see.” — Saleam T. Singleton, men’s beauty advocate and contributing writer for Byrdie and AskMen

“I think Pharrell Williams’ Humanrace debut was incredibly successful and highly anticipated. The man is practically a vampire and for years we’ve been dying to know (beyond the fact he has melanin on his side) how he continues to look like he’s in his 20s. Not only is it a simple system of just three products, but it’s also eco-friendly. Wins all around!” —Julee Wilson, Beauty Director, Cosmopolitan

TATCHA THE SERUM STICK

“I’m already a loyal fan of the entire dewy skin collection, but the stick is like Chapstick for the face and perfect for the random seasonal dry spots. I also use it as a highlighter in makeup applications when I’m looking for a shine without any pearl. Being a hands-free application and a multitasking product, it feels like a true hero of the year.” — Shayna Goldberg, makeup artist and consultant at The Wall Group

KOSAS REVEALER CONCEALER

“This concealer-meets-eye-cream has enough coverage to work on the toughest spots, but is flexible enough that the 16 shades work for every one of my clients all wrapped up in a dreamy formula.”Tony Tulve, freelance makeup artist

ONE/SIZE BEAUTY

“Patrick Starrr’s One/Size truly brought some new, better and different to the market. Yes, it was makeup, but it was gender-neutral makeup and represented a new breed of founder at Sephora. Patrick is unabashedly himself and wants others to be as well, which is so needed in an industry that’s striving to be inclusive but not quite there.” —Priya Rao, Executive Editor, Glossy and host, “Glossy Beauty” and “Unfair” podcasts

FENTY SKIN

“It seemed like the world stopped when Rihanna came out with her skin-care line. Everyone either had already tried it, wanted to try it or was watching YouTube videos of people trying and reviewing it. It’s so revolutionary for the simple fact that it’s Rihanna, a well-known Black woman, showing that you can [create a] business that feels true to you.” —Ali, beauty model, creator and makeup artist at @SweetMutuals

“I haven’t tried any of the products myself, but many of the reviews I’ve seen have been more lukewarm than I would have expected. Much of the trepidation from the online skin-care community came from the use of fragrance in the Fenty Skin products. This product launch ignited a wide-ranging debate about the function of fragrance in skin care and whether the fears surrounding it are warranted. While most consumers probably have no idea about the debate around fragrance, I think there are a few lessons to be learned here: First, skin-care hobbyists can be extremely discerning, and not even someone as universally adored as Rihanna may not be immune to their criticism. Second, for the many celebrity skin-care launches that followed it (we’ve already seen entries from Pharrell and Jennifer Lopez this year), we can expect even more criticism as these people are seen as outsiders with little experience by the industry.” — Dr. Angelo Landriscina, board-certified ermatologist in New York City, @DermAngelo

“Fenty Skin broke barriers when it came to promoting sun protection for darker skin tones. The brand messaging is very inclusive, showing that skin care is for everyone.” —Tiara Willis, esthetician and influencer, @MakeupforWomenofColor

“Fenty Skin was for sure the most talked-about, most debated, most anticipated launch of the year, mainly because of innovation (Fat Water and the idea of the toner essence), effectively speaking to young, Black consumers about the importance of SPF and because of ingredient discussions on witch hazel and fragrance.” —Dr. Ranella Hirsch, Board-certified dermatologist in Boston

RARE BEAUTY

“[Selena Gomez] entered the already crowded celebrity-with-a-beauty-brand space, but gave it purpose in 2020. It’s so refreshing to have a brand centered around giving back to the community Gomez herself is part of with the Rare Impact Fund. Everyone at Elle has been obsessed with the products to the point where we won’t shut up about them. To more inclusive and transparent brands with a mental health impact in 2021!” —Chloe Hall, Beauty Director, Elle.com

“Rare Beauty was the most exciting launch for me, mostly because it felt genuine. Celebrity brands will always make headlines, but not all launches are up to snuff. But the team managed to carve out a unique space for themselves while creating a great lineup of staple products. It was a cohesive launch with purpose. I respect the brand for creating the Rare Impact Fund, which promises to donate $100M over the course of 10 years, starting with 1% from Rare’s first year of sales. As someone who’s often pitched new brands and products on a daily basis, it’s important for me to see that this celebrity-faced brand has a long-term vision.” —Kirbie Johnson, content creator and Co-host, “Gloss Angeles” podcast

“When Selena launched Rare Beauty, it was clear that she really took her time to build this brand. The product formulations are innovative (that Lip Soufflé is so good!), the packaging is gorgeous and most impressive was Rare Beauty’s commitment to being a mission-driven brand. While I’m hoping fewer celebrities feel the need to launch their own beauty brands in the future, I do hope that those who do take note from Selena.” —Sara Tan, beauty editor and Co-host, “Gloss Angeles” podcast

SUPREME X PAT MCGRATH LIPSTICK

“This was Supreme’s first foray into makeup in its 26-year history, and the Pat McGrath Labs brand was the perfect co-conspirator. Streetwear is supposed to be about breaking the rules and foraging new paths; McGrath has done both her entire career. I think there are a lot of lessons the beauty world can learn from the streetwear space from both a marketing and storytelling perspective, and visa versa. So much so, I once wrote about it earlier this year. I’m interested to see how else these worlds may dance together.” —Darian Harvin, Beauty Reporter, Beauty IRL

TATCHA THE LIQUID SILK CANVAS PRIMER

“I’m always looking for products that can retain longevity and stretch makeup to new boundaries through intense color payoff or innovative formulas. Tatcha’s launch of Liquid Silk Canvas Primer in the spring of 2020 was the [brand’s] first bridge product integrating innovative skin-care ingredients into makeup. This product became the makeup magnet of the year locking down whatever you put on top of it.”Daniel Martin, makeup artist and global director of artistry and education at Tatcha

MAKEUP BY MARIO

I had to personally add it to this list, how could I not? One of the most world-renowned and looked-up-to makeup artists came out with his own makeup brand exclusively at Sephora in 2020. The brand’s mission statement is:

“Created by Master Makeup Artist Mario Dedivanovic, MAKEUP BY MARIO features pro formulas and tools in the most universal shades and easy-to-use textures. Infused with Mario’s philosophies and techniques, each product is crafted to provide an effortless makeup experience and inspired artistry.”

FASHIONISTA article

The Best Natural and Organic Makeup Brands That Makeup Artists Actually Use

As many of us become more conscious of what we’re putting in our bodies and what we’re putting our bodies through, we’re also becoming more aware of what we’re putting on our bodies. While the performance of natural makeup used to pale in comparison to products from our favorite makeup counters, there are many natural makeup brands creating products that are richly pigmented, apply beautifully, and wear as well as their more synthetic competitors. You may already be using some of them and don’t even know they’re all-natural.

But before I get into industry favourites, let’s get one thing straight: “Natural” doesn’t automatically mean a product is better or safer for you, as the FDA has nebulous criteria on just what constitutes a natural product (“natural” isn’t regulated for cosmetics, so it can be used purely as a marketing term). “There is no real definition of ‘natural’ in the U.S. beauty industry,” says cosmetic chemist Ginger King. “As long as the bulk of your material is natural, you can say ‘natural-based.’ There is no regulation. The true naturals have seals like COSMOS Natural or Ecocert — European organizations that allow up to 5 percent synthetics.”

The FDA does not have a definition for the term “organic,” either, as it is not defined by either the Federal Food, Drug, and Cosmetic Act or the Fair Packaging and Labeling Act, which they use as guidelines. “‘Organic’ usually means USDA-certified food grades. There are limited numbers of products you can make to be classified as organic green,” King says.

“‘Clean beauty’ is a much better term for the consumer as the products are non-toxic and still effective,” says King. “‘Non-toxic’ means free from undesirable ingredients listed by the Environmental Working Group. This is better than claiming ‘natural’ or ‘organic’ as they are products that perform without compromising safety. People want natural because they assume natural ingredients are safe, which is not necessarily the case. They also may not be as effective as synthetic materials.”

This brings me to another point: An ingredient might be natural or organic, but that doesn’t mean that there’s no chance you’ll have an adverse or allergic reaction to it, so it’s important to be aware of what you’re using and how your body responds.

Thanks to growing consumer concern and education, we’re definitely seeing an uptick in the use of the phrase “clean beauty.” Last year, for example, Sephora announced the launch of Clean at Sephora, the company’s new category that clearly establishes which of their products are formulated without controversial ingredients. Those that meet Sephora’s ingredients guidelines are deemed “clean” and receive the retailer’s Clean at Sephora seal.

Ingredients aside, one of the benefits of using natural products is that many, if not all, ingredients are ethically sourced and cruelty-free. As consumers, it’s never been more important to prioritize what we want in our makeup, and our money talks. These days there’s a clean option to switch out every product in your makeup routine, so it’s never been easier to avoid controversial ingredients.

But I also wanted to help you sort out your options. The following products have received high marks from professional makeup artists — who have seen and used it all — so you can start cleaning up your cosmetics bag.

ILIA Beauty

Ilia Beauty is focused on creating clean, pure products with organic bio-active botanicals that nourish skin as they wear. From lipstick to eye shadow and multiple base products, Ilia’s products give you a luxurious feel, look, and wear, while being some of the cleanest makeup you can use.

Puckey is a huge fan of the brand, spotlighting many of its products. “I love how smooth the Fade Into You Powder feels and how it really disappears on the skin. The Illuminators come in three shades that work for a variety of skin tones. I like that it comes in a stick form for easy application.”

“I love the Beauty Essential Shadow Palette in Prima, which has four great, neutral, everyday shades, including my favourite beige shade, and the Satin Cream Lip Crayons have a semi-matte finish and are all super easy to apply,” he adds, calling out the deep, burgundy shade 99 Balloons as a favorite.

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100% Pure Beauty

100% Pure Beauty has a full collection of skin care, makeup, hair, and body products, all made with natural ingredients. The brand is serious about the way it sources its ingredients, too, using a strict methodology to determine and confirm that its products contain no synthetic ingredients. In the past, I’ve been a big fan of its Coffee Bean Caffeine Eye Cream, and I love that its foundations are available in a wide range of shades.

Makeup artist Benjamin Puckey is a big fan of the brand’s lipsticks, telling Allure “100% Pure Cocoa Butter Matte Lipsticks come in such beautiful, bold, matte shades that you forget you’re working with a natural brand.”

He calls out the shade Sonora Red as one that “really packs a punch.”

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Kosas

Each Kosas product is made with active botanicals and balanced with safe synthetics, giving you luxury formulas, beautiful pigments that flatter a multitude of skin tones, and they all look as good as they feel. The beautiful face duos are available in both cream and powder formulas, each including a blush and an illuminator that complement each other and boost your face’s luminosity and glow.

The lipsticks are also not to be missed. Puckey tells Allure, “Kosas has a line of all-natural lipsticks in super chic black packaging. Rosewater (a dusky rose) and Thrillest (bright poppy red) are my favorites.”

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Bite Beauty

Did you know that Bite Beauty is natural and organic? I always forget. These luxe lipsticks are made with 12 different oils, as well as while pearl, silk, red wine, and organic butters; the result is a lipstick that’s incredibly creamy and hydrating, long-wearing and even has benefits from antioxidants for a product that’s actually good for your lips.

“No one does the range of bold color options in the right creamy/waxy base the way Bite does,” makeup artist Katey Denno explains. “They also make a lot of corresponding lip liners, which, until they filled it, had been a big hole in the marketplace.”

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Tower 28 Beauty

Newer to the natural scene, Tower 28 Beauty is becoming a fast favorite among makeup artists, beauty editors, and influencers alike. The whimsical packaging, quality ingredients, and vegan and cruelty-free promise are just a few of many reasons to love this L.A.-based brand, which prides itself on making products suitable for ultra-sensitive skin types. In fact, it’s tagline is #ItsOkayToBeSensitive, which is pretty clever if you ask me.

“Their products are so good for sensitive skin!” says makeup artist Robin Black, who battles rosacea. “I love their SOS Face Spray, cream blushes, and highlighters, and their cheek and lip products are getting lots of buzz for good reason. They’re so pretty on and so easy to use.”

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Lilah B. 

One of the innovators of the now popular and chic swivel compact, Lilah B. is all about creating simple, multipurpose beauty products with clean formulas. Without gluten, sulfates, or parabens, and packed with aloe and botanicals, these products take to skin beautifully, feel luxurious and nourishing, and look amazing on your face and on your vanity.

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Juice Beauty

Juice Beauty takes special care to ensure that its ingredients are certified organic so that no toxins, pesticides, synthetics, or fertilizers make it into its products. Starting with a base of organic botanical juice (hence the name), without any petroleum fillers or added water, each product is packed with antioxidants and concentrated skin-care benefits.

Denno is especially a fan of the Juice Boost Illuminator + Bronzer Duo. “Finely micronized shimmer particles add the perfect amount of highlight, no matter what your skin tone. [It] can be used directly on all areas you highlight: cheeks, Cupid’s bow, bridge of the nose, inner-eye corner, lid, clavicle, shoulders, or can be mixed into foundation to give an overall more glowy look,” she suggests.

“This stuff is unlike any other green beauty highlight product in that it dries completely (and quickly).”

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Lawless

The Lawless tagline is “Clean AF,” and the brand means it. Its liquid lipsticks are formulated without carcinogenic, toxic, hormone- or endocrine-disrupting ingredients. If people ingest up to five pounds of cosmetic chemicals every year, Lawless is trying to make sure that its products — that you put directly on your mouth and skin — are as safe as possible.

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RMS Beauty

Stemming from the founder’s own need for clean-beauty products free of toxic chemicals and metals, RMS Beauty is a line of ultra-luxurious, pared-down multitaskers that have become favorites in the industry. It’s a bit like a grown-up Glossier, with rich formulas, bright colors, and twinkling shimmers that make a welcome addition to any beauty routine, no matter how simple or complex it may be.

The line’s hero product is the Living Luminizer, a highlighter in a pot, that you tap onto the high points of your face, as you do, for a glow that is equal parts natural and ethereal. It pairs well with any product you put it on top of (or under) and wears like it’s a part of you.

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Milk Makeup

Since it’s inception in 2014, Milk Makeup has become a major power player in the vegan and cruelty-free beauty category. With innovative products that are as pretty and fun to use as they are effective, it’s easy to see why so many people adore the brand. Speaking of which, makeup artist Quinn Murphy, who works with stars like Kristen Bell, Julianne Moore, and Karlie Kloss — among myriad others — tells Allure it’s one of his top-favorite natural beauty brands. If you’ve yet to try anything from Milk, the Hydro Grip PrimerKush Mascara, and Glow Oils (pictured above) are all great products to start with.

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Beautycounter

With a tagline like #BetterBeauty, Beautycounter strives to use only the safest ingredients possible and none of the nasties. It even has what it calls “The Never List,” which includes harsh chemicals, dangerous preservatives like formaldehyde, and synthetic flavors and fragrances. The brand offers makeup, skin-care, and bath and body products, as well as an array of kits for men, babies, and traveling. Schlip is especially partial to its eye makeup products — specifically, the Velvet Eyeshadow Palette, which is a best-seller and excellent for creating a wide range of natural, everyday looks.

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Rituel De Fille

Founded by three sisters in Los Angeles, Rituel De Fille is known for its witchy aesthetic and magic-inspired formulas. “They have amazing products with minimal ingredients and really interesting colors,” says Black, who’s a huge fan of the brand. “Standouts are the Eye Soots, but the lip and skin products are also great… they hold up well on camera, too, so perfect for Zooming!”

If you love cream-based products, you can’t go wrong with any of its Inner Glow Créme Pigments or Enchanted Lip Sheers, both of which come in a variety of mesmerizing shades that suit most skin tones.

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ALLURE article

The Best Lip Balms and Treatments to Nourish Dry Lips

T’is the season of flaky, chapped lips… which is why we keep our pockets, purses, and nightstands stocked with an arsenal of positively conditioning lip treatments. And you can trust I’ve tried every product under the sun: medicated balms, do-it-all salves, SPF spiked tubes, tasty, all-natural scrubs — I’ve even slapped on sheet masks made just for the mouth.

Here are some of mine, and ALLURE editors’ picks for this season:

Lanolips 101 Ointment Multipurpose Superbalm

Don’t let the millennial-friendly packaging fool you: Lanolips 101 Ointment Multipurpose Superbalm is widely loved for a reason. Not only does it work wonders on dry, cracked lips — as well as chapped areas anywhere on the body — but it’s also lightweight, non-sticky, and leaves behind a silky sheen that doesn’t disappear after an hour. You can’t go wrong with this one.

$14 (Shop Now)

Nuxe Paris Reve De Miel Ultra Nourishing Lip Balm

Nuxe Paris’s Reve De Miel Ultra Nourishing Lip Balm is a classic French pharmacy favorite that’s beloved by bloggers, YouTubers, and beauty editors alike. While it has a thick, balm-like consistency thanks to its beeswax base, the formula never feels greasy or chunky on your lips. Instead, it dries down to a subtle matte texture and restores moisture within minutes.

$16 (Shop Now)

Kosasport LipFuel Hyaluronic Lip Balm

Kosasport’s LipFuel Hyaluronic Lip Balm glides on smoothly with zero stickiness, yet moisturizes like an overnight mask, thanks to heavy-duty hydrators, such as hyaluronic acid, vitamin E, and konjac root. For anyone unfamiliar with the latter ingredient, it works by creating a gel-like barrier between the lips and outside aggressors that affect dryness. Choose between two shades (cool pink and dusty rose) and one clear option. 

$18 (Shop Now)

Laneige Lip Sleeping Mask

A 2019 Allure of Beauty winner, Laneige’s Lip Sleeping Mask works overtime to ensure lips are moisturized, supple, and smooth-as-silk by morning. Infused with berry-derived antioxidants and vitamin C, as well as its proprietary “moisture wrap” technology, you’ll notice a visible difference in dryness after just one use. The intoxicating fruity scent doesn’t hurt either, though if that’s not your jam, it also comes in vanilla and apple lime.

A word from Allure beauty editor Paige Stables: “Even though it’s designed to use as an overnight mask, I also love it during the day,” she says. “A thin layer of the antioxidant-rich balm adds the prettiest subtle sheen to lips, and it layers nicely with lipstick, too.”

$20 (Shop Now)

Dr. Pawpaw Multi-Purpose Balm

Loaded with antioxidants and vitamins — including A, C, and E — Dr. Pawpaw’s Multipurpose Soothing Balm delivers an intense dose of nourishment to the lips, as well as anywhere else on the body that could use some T.L.C. Additionally, its main ingredient, plant-derived fermented pawpaw, is lauded for soothing dry, irritated lips on contact. And if that wasn’t enough, it’s also fragrance-free and vegan-friendly, making it suitable for so many different people.

$9 (Shop Now)

Shiseido Sun Protection Lip Treatment SPF 35

Shiseido’s Sun Protection Lip Treatment SPF 35 is everything you’d expect from a brand that takes sun protection so seriously. This sleek little tube contains a whopping SPF 35, thanks to a mixture of both chemical and physical protection. Amazingly, it doesn’t taste the least bit like sunscreen, though it can leave a subtle white cast (but it’s nothing a little bit of lipstick layering can’t fix).

$24 (Shop Now)

Glossier Balm Dotcom

Editors are obsessed with Glossier’s Balm Dotcom for its chic packaging and its ability to soothe dry, chapped anything — lips, cuticles, elbows, heels, you name it.

$12 (Shop Now)

Fresh Sugar Tulip Tinted Lip Treatment

Fresh’s Sugar Tinted Lip Treatments are a beauty editor staple, and it isn’t hard to understand why. They feel rich and moisturizing on lips, and depending on swipe strength, the color can range from a sheer tint to a juicier, more saturated sheen.

$24 (Shop Now)

Sun Bum SPF 30 Mineral Lip Balm

Sun Bum’s SPF 30 Mineral Lip Balm is zinc-based and made of minerals that soften and smooth lips. Additionally: skin-smoothing cocoa butter and SPF 30 protection — with a dash of vitamin E provide sun protection. Not to mention, this packaging is undeniably adorable.

$4 (Shop Now)

By Terry Baume de Rose Balm

By Terry’s Baume de Rose Balm is formulated with ceramides and shea butter that help repair lips’ natural moisture barrier, addressing the problem for the long term instead of just temporarily. It also layers well with lipstick, keeping lips moisturized without causing it to slip and slide around.

$60 (Shop Now)

Yes to Coconut Lip Oil

Yes to Coconut’s Lip Oil is a Best of Beauty award winner — and for good reason. The silky oil won’t disappear from lips the way other balms do. Instead, it leaves them pampered and glossy with a healthy, stick-free shine.

$4 (Shop Now)

Kiehl’s Butterstick Lip Treatment

As far as we’re concerned, the only thing better than a lip balm is a tinted lip balm. Kiehl’s Butterstick Lip Treatment comes in five hues (plus one clear option). Add a side of protection — SPF 25 and antioxidants from lemon peel — and consider all your bases covered.

$20 (Shop Now)

Burt’s Bees Beeswax Lip Balm

Burt’s Bees Beeswax Lip Balm is a simple, nice lip salve. We like it because it’s zero percent shiny and doesn’t taste like candy.

$4 (Shop Now)

Coola Liplux SPF 30 Organic Lip Sunscreen

Dry lips, listen up. Coola’s Liplux SPF 30 Organic Lip Sunscreen contains pretty much every skin-softening ingredient imaginable: aloe, beeswax, coconut oil, raspberry seed oil, and jojoba seed oil. Not to mention, the aqua tube reminds us of days spent by the pool.

$12 (Shop Now)

Clarins Instant Light Lip Oil

Clarins’ Instant Light Lip Oil is one of those products that we could keep smearing on our lips all day because it feels slick, smells like vanilla, and makes lips super shiny while hydrating them at the same time.

$26 (Shop Now)

Malin + Goetz Mojito Lip Balm

“Malin + Goetz’s Mojito Lip Balm is as shiny as a gloss, so it’s great as a last step in your makeup routine. Not only is it really nourishing, but it’s also incredibly slippery, which feels awesome on dry, parched lips.” — Sophia Panych, former digital deputy beauty director

$14 (Shop Now)

Hourglass No. 28 Lip Treatment Oil

Hourglass’s No. 28 Lip Treatment Oil is so good that you can slather it on before bed and still feel it on your lips the next morning. It’s a little sticky, so we find nighttime is the safest time of day to apply it without added mess. Plus, the gold applicator tip looks incredibly fancy.

$44 (Shop Now)

Supergoop Açai Fusion Lip Balm SPF 30

Shea butter fans, listen up: Supergooop’s Açai Fusion Lip Balm contains the hydrating ingredient, plus a dose of SPF 30. Initially, the formula is a pale pink, but it sheers out to a nice, neutral glisten.

$10 (Shop Now)

Carmex Lip Balm

Carmex Lip Balm is an oldie but a goodie. The iconic formula (which contains petrolatum, menthol, and camphor) has been soothing cracked lips for almost 80 years. One application, and it’s no surprise why we keep going back to it every winter.

$2 (Shop Now)

Chapstick Total Hydration 3 in 1 Lip Care

There’s no denying the brand’s expertise in lip care, and Chapstick’s Total Hydration 3 in 1 Lip Care feels silkier and lasts even longer than the original.

$3 (Shop Now)

Marc Jacobs Lip Lock SPF Lip Balm

There’s a chance that Marc Jacobs’ Lip Lock SPF Lip Balm is the chicest lip balm we’ve ever laid eyes on — but it’s more than just a pretty face. It’s spiked with shea butter, avocado oil, and a sweet, minty flavor. Add the fact that it contains SPF 18 (not the recommended SPF 30, but still SPF, nonetheless), and you have yourself a balm that’s both sexy and smart.

$24 (Shop Now)

Korres Lip Butter

Korres’s Lip Butter is as rich and creamy as the name suggests, which is precisely what makes this a coveted editor favorite. That, and the fact the gorgeous tints provide the perfect dose of color without skimping on moisture.

$12 (Shop Now)

Vaseline Lip Therapy in Cocoa Butter

This cocoa butter–infused version of its Lip Therapy has slightly more heft than just straight-up Vaseline, and it doesn’t melt down and feel oily the way the original version does.

$2 (Shop Now)

Bite Beauty Agave Lip Mask

We’re big fans of Bite Beauty’s Agave Lip Mask — it’s heavy-duty enough that you can put some on before bed and lips will still be nice and moisturized come morning.

$26 (Shop Now)

Jack Black Intense Therapy Lip Balm

“Makeup artists love this balm for their male clients because it’s exceptionally hydrating but doesn’t leave any shine behind. After hearing that, I had to give it a try, and of course now I’m hooked. I use it when I’m wearing a bold lipstick. I put it on before I start my makeup and let it settle as I apply base, blush, and eye makeup. Once I’m ready for lipstick, my mouth is perfectly prepped.” — Sophia Panych

$8 (Shop Now)

Smith’s Rosebud Salve

In addition to being insanely hydrating, Smith’s Rosebud Salve has the slightest hint of pink, making it one of the easiest way to boost your natural lip color if you’re going for a no-makeup makeup look. Makeup artist Diane Kendal keeps tins of the stuff in her kit at all times.

$6 (Shop Now)

Aquaphor Healing Ointment

Almost every Allure editor has Aquaphor’s Healing Ointment floating around their houses. It’s great for every dry patch — elbows and knees in the winter, itchy skin in the summer — and takes off the most stubborn eye makeup. But we particularly love it best as a lip balm. It’s not the sexiest, but it really soaks into chapped skin.

$7 (Shop Now)

Blistex Lip Medex

Blistex’s Lip Medex is no-frills, but so legit. One light swipe is the perfect lipstick primer, but you can pile it on thick for protection from harsh winter winds and freezing temperatures.

$3 (Shop Now)

RMS Beauty Lip & Skin Balm

RMS’s Beauty Lip & Skin Balm was created by makeup artist Rose-Marie Swift, whose celebrity clientele includes a lineup of former Victoria’s Secret bombshells (Gisele Bündchen, Miranda Kerr, Karolina Kurkova). It can’t exactly promise Angel status, but the organic coconut oil balm will keep parched lips soft and supple all day long.

$25 (Shop Now)

La Mer The Lip Balm

La Mer’s The Lip Balm is a bit extravagant for an everyday lip product ($60, to be exact), but the marine extracts do a heck of a job healing severely parched lips in record time. Reserve the little pot as a nighttime treatment and lips will be soft and lush by morning — and remain that way all day long.

$60 (Shop Now)

Drunk Elephant Lippe Lip Balm

Drunk Elephant’s Lippe Lip Balm is short and squat, so the shape is more like a glue stick than a typical lip balm. The natural formula contains peptides, along with a bunch of moisturizing oils, so in theory, it should also ward off signs of aging in addition to keeping lips hydrated. It’s also lightweight and fairly matte, so your lips don’t end up looking overly glossy.

$18 (Shop Now)

Jane Iredale Lipdrink Lip Balm

The formula may be as hardworking as a medicated balm, but the dusty rose tint of Jane Iredale’s Lipdrink Lip Balm is as pretty and pigmented as some of our favorite sheer lipsticks.

$15 (Shop Now)

ALLURE article

What Goes Into a Clean Mascara — and What’s Left Out?

The clean beauty market has been making serious waves in the industry over the past few years, with consumers becoming increasingly more mindful of the ingredients found in product formulations.

Yet, when it comes to mascara — which is arguably one of the most commonly used beauty products in North America — options are extremely limited.

“Mascara is notoriously hard to create because it is truly a union between three things: brush, wiper, and formula,” Dianna Ruth, co-founder of Milk Makeup, tells InStyle. “Getting all three to work in harmony is a challenge in itself. Clean mascara is a specific challenge because of the need to remove synthetics or parabens.”

Despite the hurdles, Milk Makeup, along with brands like Kosas and Ilia, have all gotten their formulas down pat, and even crafted the perfect wipers and brushes — and consumers can’t get enough.

What Ingredients Go Into a Clean Mascara?

Since there are no strict FDA regulations around these cosmetic formulations, ingredients can vary from brand to brand. However, to be considered “clean,” there’s a general standard of what’s left out.

“A brand needs to prepare and share ‘free – of,’ ‘no-no’ beauty ingredient list that prohibits the use of those ingredients in your products,” says Ruth.

Milk, Ilia, and Kosas are all free of parabens, phthalates, sulfates, and over 50 other potentially harmful ingredients.

But it is important to note that not all clean formulas contain vegan ingredients.

Buy at Sephora $24

Why Should Certain Ingredients Specifically Be Left Out of Clean Mascara?

The Environmental Working Group (EWG) has created a list featuring a plethora of potentially toxic ingredients found in personal care products that may be linked to cancer and other serious health concerns. This is why Sheena Yaitanes, founder of Kosas, along with the other founders believe it’s incredibly important to be mindful of what goes into mascaras.

Buy at Sephora $26

“Your eye is a mucous membrane. It’s very vascular and very delicate and things can easily absorb there,” she explains. “We’ve all heard of the most popular ingredients to avoid in products, but the biggest thing that caught my eye when I was first reading the ingredient lists on my mascaras, was the liberal use of plastics and formaldehyde releasing agents like acrylates. Think of the plastic bags you get at the grocery store or acrylic nails.” (!)

How Are Clean Mascara Formulations Crafted Without Traditional Ingredients?

“We worked hand-in-hand with our formulating team to address concerns and find clean swaps for each of them,” Ilia Founder, Sasha Plavsic shares about the creation of the brand’s Limitless Lash Lengthening Mascara. “The amazing thing was that we found swaps to help maintain consumer performance expectations, but they also had other great benefits, like easy removal and less weight on the lashes.”

Buy at Sephora $26

Yaitanes, who has long loved the look of “massive, almost fake looking lashes,” adds that she wanted to ensure consumers could get an ultra-bold finish by creating a formula for The Big Clean that not only gave them unforgettable results, but also would work to nourish their lashes. Turns out it was no easy feat.

“It took our research and development team 104 iterations to get this formula right,” she explains. “We tested the formulas on different people, different eyes shapes, and during different activities. I personally did a lot of sweaty yoga, others would sleep in each formula to test the morning-after impact, and one the members of our product development team tested during her MMA training. By the way, no mascara survives MMA — but we love that she tried.”

In the end, they were able to create a product that became an instant hit, which included lash care components like castor oil, pro vitamin B5, and biotinyl tripeptide. All used at a serum concentration.

But for vegan formulations, like Milk Makeup’s KUSH High Volumizing Mascara, which don’t include key binding ingredients like beeswax, everything has to be taken up a notch.

“My team had the idea of using hemp-derived cannabis seed oil in addition to synthetic beeswax,” says Ruth. “In doing so, we found that hemp-derived cannabis seed oil was the perfect addition — plus it had conditioning benefits for hair and skin.”

INSTYLE article