Makeup
Waterproof Mascara Formulas Finally Solve Their Own Worst Flaw
New polymer technology lets waterproof mascara resist water and sweat while still removing easily with warm water alone.
Bold Brows Are Back, and the Pencil Is Doing More Work Than the Gel
Thicker, more defined brow shapes are returning after years of soft, natural brow trends, shifting product focus back to fine-tip pencils.
Cream Eyeshadow Sticks Are Outselling Palettes for the First Time
Single-shade cream sticks are cutting into eyeshadow palette sales, driven by speed and a preference for simpler eye looks.
Graphic Eyeliner Is Getting Softer, and Brands Are Rethinking Liner Tips
Sharp geometric liner looks are being replaced by softer, smudged graphic shapes, driving a wave of new brush-tip and dual-ended liner formats.
The Five-Minute Face Is the New Full Glam, and Brands Are Formulating Around It
Multi-use sticks and cream formulas built for speed are outselling traditional multi-step complexion routines.
Fragrance-Layered Perfume Kits Are Becoming a Makeup Counter Staple
Brands are selling small multi-bottle sets designed for mixing scents, treating fragrance the way makeup treats a customizable palette.