Innovation has flourished in these 25 years, but the alchemy that makes a beauty product a winner has largely stayed the same. "America the beautiful," however, looks very different. Once-rigid standards of the sizes and shapes, the colors and contours ofThere's never been a better, freer, more wonderful time to love beauty and try on its many forms.
But as a consumer, there's also never been a more overwhelming one. A billion new products arrive on the scene daily and how do you choose the best among billions? After a quarter century, Allure has it down to a process of swatching and slathering and so, so many spreadsheets . We've tasked ourselves with cutting through the clutter and confusion to lead you to the products that deliver — the ones that don't just do what they say they'll do, but do it better than anything else.
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