<ul class="summary-list"><li>I recently tried four concealers that <keyword id="11915641" type="UNKNOWN" weightage="100" keywordseo="beauty" source="Orion">beauty</keyword> lovers rave about on <keyword id="11894125" type="UNKNOWN" weightage="60" keywordseo="tiktok" source="Orion">TikTok</keyword>.</li><li>Each one costs between $5 and $11, and are sold at stores like Ulta Beauty and Target.</li></ul><p>If there's one <a href="https://www.insider.com/category/beauty-products">beauty product</a> that most people can agree on using, it's <a href="https://www.insider.com/category/concealer">concealer</a>. </p><p>I rarely go a day without wearing at least a little, and <a href="https://www.insider.com/selena-gomez-rare-beauty-makeup-brand-review#i-applied-the-product-using-rare-beautys-liquid-touch-concealer-brush-and-enjoyed-how-it-concealed-and-brightened-my-skin-7">have experimented with dozens of formulas</a> over the years. Most recently, I've been loyal to <keyword id="13285942" type="UNKNOWN" weightage="60" keywordseo="e-l-f-cosmetics" source="Orion">e.l.f. Cosmetics</keyword>' Hydrating Camo <keyword id="13294336" type="UNKNOWN" weightage="60" keywordseo="concealer" source="Orion">concealer</keyword>, and have been using it regularly since 2020.</p><p>TikTok, however, has me rethinking my routine as my For You Page is consistently filled with reviews of popular beauty products. I decided to test some of the most popular concealer options over the course of a week, and I quickly learned what all the hype is about.</p><h2>I tried 4 concealers that cost between $5 and $11 each</h2><p>Though there are dozens of concealers that TikTokers use, I chose the four drugstore options that most commonly appear on my For You Page: <a href="https://shop-links.co/cgJ2Ynl8itM" rel="nofollow sponsored">L.A. Girl's $5 HD Pro Conceal</a>, <a href="https://www.maybelline.com/face-makeup/concealer/instant-age-rewind-eraser-dark-circles-concealer-treatment">Maybelline's $10 Instant Age-Rewind Eraser</a>, <a href="https://www.businessinsider.com/reviews/out?u=https%3A%2F%2Fwww.nyxcosmetics.com%2Fface%2Fconcealer%2Fbare-with-me-concealer-serum%2FNYX_971.html" rel="nofollow sponsored nofollow sponsored nofollow sponsored">NYX's $11 Bare With Me Serum</a>, and <a href="https://www.businessinsider.com/reviews/out?u=https%3A%2F%2Fwww.elfcosmetics.com%2Fhydrating-camo-concealer%2F300166.html" rel="nofollow sponsored">e.l.f. Cosmetic's $6 Hydrating Camo concealer</a>.</p><p>All four can be purchased from the brands directly on their respective websites, or at stores including Ulta Beauty and Target.</p><div type="image" title="Four concealers that TikTokers love. From left to right, NYX, Maybelline, LA Girl, and e.l.f. cosmetics." height="1500" width="2000" msid="89956203" hostid="261"></div><p>I tested each concealer multiple times, and applied them over the same products in the same order each day.  I started with moisturizer, then added foundation followed by concealer and light powder. </p><h2>I love how many concealer shades L.A. Girl offers, but the product felt too heavy on my skin</h2><p>At $5, <a href="https://shop-links.co/cgJ2Ynl8itM" rel="nofollow sponsored">L.A. Girl's HD Pro Conceal</a> is the most inexpensive concealer I've seen on TikTok. The product has been around for years, and is currently sold in 43 shades — including ones meant to highlight and color correct.</p><p>The concealer looked okay on my skin from afar, in my opinion, but it also felt heavy — as if I had applied an extra layer of foundation to my face.</p><p>I also found that it clung to dry patches on my skin throughout the day, and didn't cover my acne all that well.</p><div type="image" title="Reporter Amanda Krause tries L.A. Girl's HD Pro concealer." height="2048" width="2048" msid="89956205" hostid="261"></div><h2>I was most eager to try NYX's Bare With Me concealer serum and, for the most part, it didn't disappoint</h2><p>The new <a href="https://www.businessinsider.com/reviews/out?u=https%3A%2F%2Fwww.nyxcosmetics.com%2Fface%2Fconcealer%2Fbare-with-me-concealer-serum%2FNYX_971.html" rel="nofollow sponsored nofollow sponsored">$11 concealer from NYX</a> is undoubtedly one of the most popular beauty products on TikTok, with videos about the product having <a href="https://www.tiktok.com/discover/nyx-bare-with-me-concealer?lang=en">more than 20 million combined views</a> at the time of writing. </p><p>The product is sold in 13 shades, made with ingredients like tremella mushroom, and doubles as a serum.</p><p>In my experience, the concealer fulfilled most of its promises: It concealed my acne, decreased the appearance of my dark circles, and hydrated my skin. I was especially impressed with the latter, as I noticed a natural glow on my cheeks and forehead.</p><div type="image" title="Reporter Amanda Krause without concealer (left) and with concealer (right)." height="2048" width="2048" msid="89956207" hostid="261"></div><p>I did notice that NYX's concealer began to crease and become cakey on certain areas like my chin after wearing it for a few hours, but with the help of a beauty sponge to re-blend it, the product looked good as new.</p><h2>The best TikTok-viral concealers, in my opinion, are made by e.l.f. Cosmetics and <keyword id="13294338" type="UNKNOWN" weightage="60" keywordseo="maybelline" source="Orion">Maybelline</keyword></h2><p>I've been using the <a href="https://www.businessinsider.com/reviews/out?u=https%3A%2F%2Fwww.elfcosmetics.com%2Fhydrating-camo-concealer%2F300166.html" rel="nofollow sponsored">e.l.f. Cosmetics' Hydrating Camo concealer</a> for years and I continue to love this product.</p><p>The concealer — sold in 25 shades — hydrates my skin and feels lightweight, in my experience, while still providing full coverage to my redness, acne, and dry patches. You also can't beat the $6 price tag, in my opinion.</p><p>That said, I was also pleasantly surprised by how much I loved Maybelline's Instate Age Rewind Eraser. The concealer — sold in 18 shades — has the lightest formula out of the four I tried. I especially love that my skin is left with a vibrant glow every time I use it.</p><p>Still, I don't rely on it as much as the latter concealer. I mainly reach for Maybelline's option on days when my acne isn't flaring and I want medium coverage.</p><p>If I were only to choose one concealer out of the four I tried, I'd stick by my longtime favorite: e.l.f. Cosmetics' Hydrating Camo concealer.</p><p>I've found this option to be the best for everyday use, as it's light enough to wear with other <keyword id="11993268" type="UNKNOWN" weightage="60" keywordseo="makeup" source="Orion">makeup</keyword>, but also full-coverage enough to wear on its own. </p><p>That said, I found things to appreciate about the other three products I tried, and I'd argue that each are worth trying depending on your preferences.</p><p>So while there are countless <a href="https://www.insider.com/lube-primer-makeup-tiktok-artists-dermatologists-skin-2021-10">TikTok beauty trends that I'll be avoiding</a>, viral concealers won't be one of them.</p>

I tried 4 drugstore concealers that TikTokers rave about, and the best one is $6

<ul class="summary-list"><li>ELF Cosmetics has released an $8 lip oil that many are comparing to a popular $40 Dior product.</li><li>I tried the less expensive lip oil and can say it lives up to the hype.</li></ul><p>Lip stains are out, lipstick was left in 2016, and lip glosses are just barely hanging on.</p><p>Lip oils, however, are everywhere. Name any makeup brand and chances are high that it's released one sometime within the past three years.</p><p>And ELF Cosmetics is the latest, releasing a lip oil under $10 that <a target="_blank" href="https://www.tiktok.com/discover/Dior-vs-elf-lip-oil">TikTokers have instantly labeled a copy</a> of a more expensive version from Dior.</p><p>After trying the former myself, I can confirm that the ELF version is worth the hype.</p><blockquote class="instagram-media" data-instgrm-captioned="" data-instgrm-permalink="https://www.instagram.com/p/CyjbnbLy5rg/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/p/CyjbnbLy5rg/?utm_source=ig_embed&amp;utm_campaign=loading" style=" background:#FFFFFF; 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font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;">View this post on Instagram</div></div><div style="padding: 12.5% 0;"></div> <div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"><div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div> <div style="background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"></div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"></div></div><div style="margin-left: 8px;"> <div style=" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"></div> <div style=" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)"></div></div><div style="margin-left: auto;"> <div style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div></div></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;"></div></div></a><p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/p/CyjbnbLy5rg/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank">A post shared by e.l.f. Cosmetics and Skincare (@elfcosmetics)</a></p></div></blockquote> <h2>What even is a lip oil?</h2><p>Lip oils are a lot like lip glosses but with more hydration benefits.</p><p>As Elise Tabin reported for <a target="_blank" href="https://www.byrdie.com/lip-oil-vs-lip-gloss-7374717">Byrdie</a>, lip oils are often formulated with naturally derived oils — think coconut, avocado, and jojoba — and ingredients like vitamin E and hyaluronic acid, all of which can provide more moisture than a standard gloss.</p><p>TikTokers love the <a target="_blank" href="https://affiliate.insider.com?h=ff67189afd215ff675d137b123530f7a1a014fe85e3c49f71894f8c9626fe1b6&amp;postID=653fc319d5adb6e8ec80dc45&amp;postSlug=elf-cosmetics-lip-oil-is-worth-the-hype-2023-10&amp;site=in&amp;u=https%3A%2F%2Fwww.nyxcosmetics.com%2Flip%2Flip-gloss%2Ffat-oil-lip-drip%2FNYX_1054.html">NYX Fat Oil Lip Drip</a>, and makeup artists can't get enough of <a target="_blank" href="https://www.meritbeauty.com/products/shade-slick">Merit's Shade Slicks</a>. Celebrity brands like <a target="_blank" href="https://affiliate.insider.com?h=37445f577f318d68e1220c5174138d82d9cfe951c6ee921e570d07a3f88a16b9&amp;postID=653fc319d5adb6e8ec80dc45&amp;postSlug=elf-cosmetics-lip-oil-is-worth-the-hype-2023-10&amp;site=in&amp;u=https%3A%2F%2Ffentybeauty.com%2Fproducts%2Fcherry-treat-conditioning-strengthening-lip-oil%3Fvariant%3D40240740597805">Fenty Beauty</a> and <a target="_blank" href="https://affiliate.insider.com?h=41f8449e20e68381a3a3e68d01309e32a54b5b579322b45ec67111c3c4df5235&amp;postID=653fc319d5adb6e8ec80dc45&amp;postSlug=elf-cosmetics-lip-oil-is-worth-the-hype-2023-10&amp;site=in&amp;u=https%3A%2F%2Fwww.hauslabs.com%2Fproducts%2Fphd-hybrid-lip-oil%3Fvariant%3D39929207750744">Haus Labs</a> have also created their own versions.</p><p>But the one that started the trend? That would be the <a target="_blank" href="https://affiliate.insider.com?h=2b6fe808ea42ce4a3ff5c839a159d049478c37509f360e91c4be720c247fd20e&amp;postID=653fc319d5adb6e8ec80dc45&amp;postSlug=elf-cosmetics-lip-oil-is-worth-the-hype-2023-10&amp;site=in&amp;u=https%3A%2F%2Fwww.dior.com%2Fen_us%2Fbeauty%2Fproducts%2Fdior-addict-lip-glow-oil-Y0124000.html">Dior Addict Lip Glow Oil</a>. Launched in 2020, the $40 lip product has become a quiet symbol of luxury that <a target="_blank" href="https://www.tiktok.com/discover/dior-lip-oil?lang=en">TikTokers can't get enough of.</a></p><p>Fans — who include celebrities like <a target="_blank" href="https://www.tiktok.com/@babybella777/video/7059396194677689646">Bella Hadid</a> — often praise the product's fluffy applicator, minty scent, soft texture, and high shine.</p><p>And as Kiana Murden wrote for <a target="_blank" class="BaseWrap-sc-gjQpdd BaseText-ewhhUZ BaseLink-eNWuiM BylineLink-gEnFiw iUEiRd hHRAkO haUSoQ eErqIx byline__name-link button" href="https://www.vogue.com/contributor/kiana-murden"><u>Vogue</u></a>, the lip oil was so popular on social media at one point that stores could hardly keep it on shelves — increasing interest in the product even more.</p><p>So naturally, ELF Cosmetics duped it — enter the drugstore brand's $8 <a target="_blank" href="https://affiliate.insider.com?h=612944b2eb9cf6d56164b323ddb4038f861f92cc1aa2b68ae38c25d271ef81c3&amp;postID=653fc319d5adb6e8ec80dc45&amp;postSlug=elf-cosmetics-lip-oil-is-worth-the-hype-2023-10&amp;site=in&amp;u=https%3A%2F%2Fwww.elfcosmetics.com%2Fglow-reviver-lip-oil%2F82004.html">Glow Reviver Tinted Lip Oils</a>.</p><p>Made with squalane and a blend of oils (apricot, avocado, jojoba, and pomegranate), the product is sold in seven shades on ELF's website and at Ulta Beauty.</p><div type="image" title="An Elf Cosmetics lip oil." height="1026" width="1369" msid="104862958" hostid="261"></div><h2>ELF Cosmetics' lip oil is worth the hype</h2><p>I've always felt $40 is far too expensive for a lip oil, no matter how fancy I would feel carrying it in my purse.</p><p>While I haven't used Dior's option, I've tried plenty of other lip oils and consider myself a fan of the concept. They give you the shine of lip glosses but also the hydration of a lip mask. What more could you want?</p><p>Over the weekend, I visited my local Ulta Beauty and picked up ELF's version in the shade Honey Talks.</p><p>Immediately, I could see why people were raving about it.</p><p>I felt a slight tingle on my lips as I applied it — the result of the product's mint scent — and loved the tint of color it added, which was almost my lip shade but a bit richer.</p><p>It reminds me of my favorite luxury lip oil I've tried: the $29 <a target="_blank" href="https://www.sephora.com/product/P483060">Clarins Lip Comfort Hydrating Oil</a>.</p><div type="image" title="Amanda Krause without Elf lip oil (left) and while wearing it (right)." height="1080" width="1440" msid="104862960" hostid="261"></div><p>I've continued to wear the lip oil over the past few days and can confirm that it lives up to the hype.</p><p>My lips feel more hydrated after using it, and the high shine of the product makes my lips look a bit fuller than they actually are.</p><p>I also really love the giant plush applicator that makes it easy to apply, and the product's lasting power. I've noticed it looking fresh for upwards of two hours.</p><p>So while I'm open to trying the designer lip oil in the future, this one from ELF is so good and inexpensive that it's mostly quelled my desire to spend $40 on Dior's.</p>

I tried ELF Cosmetics' new $8 lip oil. It saved me from spending $40 on one from Dior. 

<ul class="summary-list"><li>We test out some of the most-hyped products of May.</li><li>Hits include the <a href="https://seph.me/3bVxLhM">Givenchy Prisme Libre Loose Powder</a> and <a href="https://seph.me/2RdTn1O">Fenty Beauty Bright Fix Eye Brightener</a>.</li><li>The <a href="https://amzn.to/34jFjXt">Maybelline Fit Me Tinted Moisturizer</a> was a miss due to its patchiness and difficulty blending.</li></ul><p><em>Following is a transcript of the <keyword id="21654" type="COMPANY" weightage="60" keywordseo="video">video</keyword>.</em></p><p><strong>Nico Reyes:</strong> There are so many new <keyword id="6354629" type="UNKNOWN" weightage="100" keywordseo="beauty">beauty</keyword> products being released all the time, so we gathered some of the most hyped from the last month to test for ourselves.</p><p>First up, we have the <keyword id="3034509" type="PERSON" weightage="60" keywordseo="Fenty-Beauty">Fenty Beauty</keyword> Bright Fix Eye Brightener <keyword id="542293" type="PERSON" weightage="60" keywordseo="Concealer">Concealer</keyword>. I feel like I was confused as to what this actually was, because the shade range actually had normal concealer shades and what I would consider more corrector shades. So I went with the peach one to use as a corrector/brightener under my concealer. I guess it's supposed to conceal and brighten and correct. I did like the brightening effect with this, although it is more subtle. I feel like it's super lightweight and blendable. It's not a thick consistency at all, so you can layer it up if you want. That's what I tried to do. However, I don't think the effect is that impressive where I can say it's worth $25.</p><p>I was very intrigued by this KVD Beauty ModCon Liquid-Gel <keyword id="678403" type="ENTERTAINMENT" weightage="60" keywordseo="Blush">Blush</keyword>, just because of the term "Liquid-Gel." The texture of this is very bizarre. It's very thin, and it feels like nothing. I can't even explain it well. But I was nervous to put this on foundation, because I felt like it was going to break it up. It didn't. I actually liked this way more than I thought I was going to, but it is a little sheer for me. I did end up adding more, but the problem when you do that is that it adds more shininess, which I didn't love, but I don't hate this. I'm gonna say that $26 for it feels excessive.</p><p>NYX came out with this Lip Lingerie XXL Matte Liquid <keyword id="50225" type="ENTERTAINMENT" weightage="60" keywordseo="lipstick">Lipstick</keyword>, which reminded me a lot of its Shine Loud High Shine Lip Color, only without the gloss. NYX, please shorten your product names. It's basically that, but just a more matte liquid lipstick. I'm a fully converted gloss girl now, so applying a liquid lipstick did have me stressed out, but the formula is actually pretty nice. I did one thin layer, which I think is key for products like this because I find that they do not layer well, but one layer was all I needed for full coverage. I ate, I drank, and I wore this lipstick for over eight hours, and it stayed looking good. It's pretty transfer-proof. I did see some fading on the inside of my mouth, but overall I think this is great, for people who are into this sort of thing.</p><p>I was so excited for this Maybelline Fit Me Tinted Moisturizer, because I love the Fit Me line and skin tints are so popular right now, but this sucked so bad. I'm so disappointed. Off of the face, the texture honestly felt really nice and hydrating. But then I started applying, and it dried down so quickly, I couldn't blend it in. I was beating my own face with my sponge, trying to get it to move, and it didn't. I completely removed it and reapplied it again, but it still was not the most flattering on my skin. I just think it made my texture worse and also caked up in some areas and overall just looked very not good. Don't buy this one.</p><p>Next, we have the Givenchy Prisme Libre Loose Powder. I feel like I said that in Spanish, but it's supposed to be French. I'm going to start off by saying I really liked this, but that is not me saying you need a $58 setting powder. I'm just saying if you were looking for a $58 setting powder, I would get this one. The multicolored powder thing looks cool, but they all kind of blend into one pretty translucent shade. I think this actually did a nice job of smoothing out my pores, and it set my <keyword id="29496" type="PERSON" weightage="60" keywordseo="Makeup">makeup</keyword> without making me feel dry. I did feel like there was some illuminating effect, which is what I think the green and purple powders are for. But this has a very perfumy smell, which I hate. I choked several times. Let's ban scents in makeup. Thank you so much. And, lastly, we have another weird blush.</p><p>This is the Bite Beauty Daycation Whipped Cream Blush. I feel like the worst part about this blush is the packaging. It's so hard to get any product out, and when you do, it just kind of shoots out, so you get so much product and kind of waste it. But I do like the texture. It's kind of mousse-y, and the color of the blush itself is very pretty. It's glowy, but I feel like it's a little too metallic for it to look like natural dewiness, if that makes any sense. I do feel like the metallicness enhanced my texture a bit, but it wasn't too bad. I just think that for $32, I've tried better liquid-blush formulas. But you can actually use this on the eyes, and I like it more as kind of a cream shadow than I do as a blush.</p>

6 most-hyped beauty products from May

<ul class="summary-list"><li>NYX recently launched its <a href="https://go.skimresources.com?id=35871X943606&amp;xs=1&amp;url=https%3A%2F%2Fwww.nyxcosmetics.com%2Flip%2Flip-gloss%2Fshine-loud-high-shine-lip-color%2FNYX_935.html935.html">Shine Loud High-Shine Lip Color</a>, an $11.50 <keyword id="50225" type="ENTERTAINMENT" weightage="60" keywordseo="lipstick">lipstick</keyword> and lip-gloss combo that's said to be transfer-proof.</li><li>I tested three shades and found that the lipsticks didn't transfer, even after wearing a mask and eating fast food.</li><li>I also appreciate that the lip products are vegan, inexpensive, and sold in a wide variety of shades.</li><li>Though I wouldn't consider them my all-time favorite lip products, I would recommend them to people looking for long-lasting color.</li></ul><p><a href="https://www.insider.com/category/beauty">Beauty products</a> are always going viral on <a href="https://www.insider.com/category/tiktok">TikTok</a>, but few have piqued my interest quite like the <a href="https://go.skimresources.com?id=35871X943606&amp;xs=1&amp;url=https%3A%2F%2Fwww.nyxcosmetics.com%2Flip%2Flip-gloss%2Fshine-loud-high-shine-lip-color%2FNYX_935.html935.html" rel="nofollow sponsored">Shine Loud High-Shine Lip Color from NYX</a>.</p><p><a href="https://go.skimresources.com?id=35871X943606&amp;xs=1&amp;url=https%3A%2F%2Fwww.nyxcosmetics.com%2Flip%2Flip-gloss%2Fshine-loud-high-shine-lip-color%2FNYX_935.html935.html" rel="nofollow sponsored">According to the brand's website</a>, the $11.50 product is meant to create bold lip looks that are both glossy and smudge-proof. It's also vegan and meant to last for up to 16 hours. Though that description sounded too good to be true when I first read it, numerous <keyword id="6762469" type="UNKNOWN" weightage="60" keywordseo="TikTok">TikTok</keyword> users have sworn in recent videos that the lipstick-lip-gloss hybrid delivers on its promises.</p><p>That being said, I knew I had to try it for myself. Here's how NYX's newest lip product worked in my experience, from wearing it while working to seeing how it held up after lunch.</p><h2>NYX recently released a glossy lip product that's said to be smudge-proof - and TikTok users can't get enough of it</h2><p>I first came across the Shine Loud High-Shine Lip Color at the end of December when <keyword id="29496" type="PERSON" weightage="60" keywordseo="Makeup">makeup</keyword> artist Stephanie Valentine <a href="https://www.tiktok.com/@glamzillaxo/video/6908959448350330118?sender_device=pc&amp;sender_web_id=6891333958936954374&amp;is_from_webapp=v1ebapp=v1">reviewed the product on TikTok</a>. She first showed herself applying the matte lipstick and shiny, oil-infused topcoat, and later revealed that she was able to press her fingers against her lips without transferring any color.</p><p>In the following days, <a href="https://www.tiktok.com/@glamzillaxo/video/6908959448350330118?referer_url=https%3A%2F%2Fwww.insider.com%2F&amp;referer_video_id=69089594483503301180118">I came across similar videos</a> from countless others, including makeup artists, <keyword id="6354629" type="UNKNOWN" weightage="100" keywordseo="beauty">beauty</keyword> enthusiasts, and even skeptics who all tried and seemingly loved the product.</p><p>At the time of writing, the Shine Loud High-Shine Lip Color is sold in 24 shades ranging from simple nudes to bright blues and purples. All shades but two are currently sold out <a href="https://www.nyxcosmetics.com/lip/lip-gloss/shine-loud-high-shine-lip-color/NYX_935.html?dwvar_NYX__935_color=SHAKE%20THINGS%20UP">on the NYX website</a>, though others can be found <a href="https://www.businessinsider.com/reviews/out?u=https%3A%2F%2Fwww.ulta.com%2Fshine-loud-pro-pigment-lip-shine%3FproductId%3Dpimprod2020796%26_requestid%3D488318">through Ulta Beauty</a> and at stores where NYX products are sold.</p><h2>I tested three shades myself: a classic pink, a berry red, and a deep terracotta</h2><p><a href="https://go.skimresources.com?id=35871X943606&amp;xs=1&amp;url=https%3A%2F%2Fwww.nyxcosmetics.com%2Flip%2Flip-gloss%2Fshine-loud-high-shine-lip-color%2FNYX_935.html935.html" rel="nofollow sponsored">According to the NYX website</a>, you're meant to apply the matte lip color first, allow it to dry for 90 seconds, and then apply the glossy topcoat.</p><p>I did just that with <a href="https://www.nyxcosmetics.com/lip/lip-gloss/shine-loud-high-shine-lip-color/NYX_935.html?dwvar_NYX__935_color=CASH%20FLOW">the shade Cash Flow</a> and was impressed for the first 15 seconds or so. The lipstick originally felt smooth and comfortable, and it looked opaque and shiny on my lips. Unfortunately, the product became less pleasant as it dried. I couldn't even move my lips without them sticking together and creating creases in the lip color.</p><p>By the time 90 seconds were up, my lips felt extremely dry, sticky, and uncomfortable. Any cracks and fine lines in my lips had also become enhanced as the product settled.</p><div type="image" title="NYX lipstick review" height="2048" width="2048" msid="80260090" hostid="261"></div><p>Luckily, the glossy topcoat changed that. In my experience, my lips felt smooth and moisturized immediately after adding the second layer.</p><p>I then wore the lip combo for about 10 minutes, and eventually tested the transfer-proof claims the same way I'd seen so many others do on TikTok.</p><p>I pressed two fingers to my lips, and unfortunately found that lots of <keyword id="725359" type="PERSON" weightage="60" keywordseo="Lip-gloss">lip gloss</keyword> transferred. That being said, the pink color didn't budge, and my lips were still mostly coated in a nice shine, so I was impressed overall.</p><div type="image" title="nyx lip gloss review" height="2048" width="2048" msid="80260092" hostid="261"></div><h2>In my experience, the NYX lipstick really doesn't transfer - even after wearing a mask and eating fast food</h2><p>The next shade I tried was a berry red called Goal Getter. I made sure not to rub my lips together after the first coat had dried, and unlike my previous attempt, I found that the lip color looked smooth and opaque rather than cracked and dry.</p><div type="image" title="nyx shine loud review" height="1460" width="1094" msid="80260095" hostid="261"></div><p>From there, I grabbed a mask, hopped in my car, and went to buy some of the greasiest food I could find: McDonald's.</p><p>Though I was curious how the lipstick would hold up after a meal of french fries and soda, I was also interested to see how it would fare with a mask worn over it. In my experience, it did so perfectly. No lipstick or lip gloss transferred to my mask, and they instead looked freshly applied on my lips.</p><div type="image" title="nyx smudgeproof lipstick review" height="900" width="1200" msid="80260096" hostid="261"></div><p>I was even more impressed after eating. The lip product didn't transfer to my straw when drinking, and it didn't become patchy when eating lunch.</p><p>Some salt and crumbs did stick to the gloss, as they would with most lip products. But because the matte color is so transfer-proof, I was able to wipe off the food by using a napkin, and still not remove any color in the process.</p><div type="image" title="nyx review" height="1798" width="1348" msid="80260098" hostid="261"></div><p>My lips also had a slight sheen by the time I got home, though they weren't nearly as glossy as when I first applied the product. I added a little more product to my lips and continued to wear both layers until I removed my makeup that night.</p><p>In my experience, the lip color lasted from approximately 12 p.m. until 11:30 p.m., and the shine also held up for hours, only transferring when I ate or drank. </p><h2>There are a few minor problems with this popular lipstick</h2><p>The first two shades I tried - <a href="https://go.skimresources.com?id=35871X943606&amp;xs=1&amp;url=https%3A%2F%2Fwww.nyxcosmetics.com%2Flip%2Flip-gloss%2Fshine-loud-high-shine-lip-color%2FNYX_935.html%3Fdwvar_NYX__935_color%3DCASH%2520FLOW2520FLOW" rel="nofollow sponsored">Cash Flow</a> and <a href="https://go.skimresources.com?id=35871X943606&amp;xs=1&amp;url=https%3A%2F%2Fwww.nyxcosmetics.com%2Flip%2Flip-gloss%2Fshine-loud-high-shine-lip-color%2FNYX_935.html%3Fdwvar_NYX__935_color%3DGOAL%2520GETTER20GETTER" rel="nofollow sponsored nofollow sponsored">Goal Getter</a> - worked like a charm. The shade <a href="https://go.skimresources.com?id=35871X943606&amp;xs=1&amp;url=https%3A%2F%2Fwww.nyxcosmetics.com%2Flip%2Flip-gloss%2Fshine-loud-high-shine-lip-color%2FNYX_935.html%3Fdwvar_NYX__935_color%3DBOUNDARY%2520PUSHER20PUSHER" rel="nofollow sponsored">Boundary Pusher</a>, on the other hand, was a bit more difficult to work with. Mine came with a bent applicator that made it difficult to apply the product evenly.</p><div type="image" title="nyx lipstick brushes" height="900" width="1200" msid="80260100" hostid="261"></div><p>Normally, I wouldn't make much of a small production error. After all, the product is still usable, even with a faulty brush. That being said, I've noticed others have faced the same problem.</p><blockquote class="tiktok-embed" cite="https://www.tiktok.com/@rosaspurgy/video/6912900985253924101" data-video-id="6912900985253924101" style="max-width: 605px;min-width: 325px;"> <section> <a target="_blank" title="@rosaspurgy" href="https://www.tiktok.com/@rosaspurgy">@rosaspurgy</a> <p>AYO NYXXXX <a title="fyp" target="_blank" href="https://www.tiktok.com/tag/fyp">#fyp</a> <a title="makeup" target="_blank" href="https://www.tiktok.com/tag/makeup">#makeup</a> <a title="nyx" target="_blank" href="https://www.tiktok.com/tag/nyx">#nyx</a> <a title="foryou" target="_blank" href="https://www.tiktok.com/tag/foryou">#foryou</a> <a title="nyxcosmetics" target="_blank" href="https://www.tiktok.com/tag/nyxcosmetics">#nyxcosmetics</a> <a title="ulta" target="_blank" href="https://www.tiktok.com/tag/ulta">#ulta</a> <a title="nyxlipstick" target="_blank" href="https://www.tiktok.com/tag/nyxlipstick">#nyxlipstick</a> <a title="lipstick" target="_blank" href="https://www.tiktok.com/tag/lipstick">#lipstick</a></p> <a target="_blank" title="♬ original sound - Rosa Spurgeon" href="https://www.tiktok.com/music/original-sound-6912900958838164229">♬ original sound - Rosa Spurgeon</a> </section> </blockquote> <p>More frustrating than the brush, in my opinion, is the fact that you can't wear the matte lip color on its own. It feels far too sticky and uncomfortable without the gloss applied on top, making the product less versatile overall. And because I found myself touching up the gloss throughout the day, I worry that I'll run out of one product before the other.</p><p>The lipstick was also so transfer-proof that I had trouble removing it at the end of the day. A standard makeup wipe barely worked. Instead, it took an oil-infused makeup-removing balm to erase all the color.</p><p>While that wouldn't be an issue for me day-to-day - I don't typically use makeup wipes - I do worry that if I wanted to remove the lip product mid-day, I'd have to wait until I had access to a heavy-duty makeup remover.</p><h2>I can see why the NYX lip product has received so much hype online, even if it's not my cup of tea</h2><p>Overall, I was impressed with these TikTok-famous lipsticks. They delivered on the promise of being transfer-proof, and the oil-infused topcoat made my lips feel hydrated and plump. I also appreciate that they're vegan, costs less than $15, and are sold in a wide variety of colors.</p><p>Still, I'm not sure they're going to replace any of my favorite lipsticks or glosses. I prefer wearing one lip product at a time, and I personally found the matte lipstick too sticky and dry to want to wear it all day - even with a glossy layer on top of it.</p><p>As is the case with many beauty products, your personal makeup preferences will determine whether or not this lipstick and lip-gloss combo is for you. But personally, I think they're ultimately worth trying, even if only because they're unlike most lipsticks on the market.</p><ul class="read-more-links"><li>Read more:</li><li><a href="https://www.insider.com/selena-gomez-rare-beauty-makeup-brand-review">I tested every product in Selena Gomez's Rare Beauty line, and it's one of the best celebrity collections I've ever tried</a></li><li><a href="https://www.insider.com/nails-inc-speedy-gloss-quick-drying-nail-polish-review">One of the best nail polishes on the market costs $9 and dries in less than 2 minutes</a></li><li><a href="https://www.insider.com/patrick-starrr-one-size-makeup-dissolving-mist-review-2020-7">I tried a makeup-removing spray created by YouTuber Patrick Starrr, and it made my eyeliner disappear with one swipe</a></li><li><a href="https://www.insider.com/maybelline-liquid-lipstick-review-and-photos-2020-6">The best liquid lipstick on the market only costs $9 and it lasts all day</a></li><li><em>This is an opinion column. The thoughts expressed are those of the author.</em></li></ul>

I tried an $11 lipstick that claims to be smudge-proof, and it worked so well that I had trouble taking it off

<ul class="summary-list"><li>Selena Gomez is reportedly exploring a sale of <a target="_blank" href="https://www.businessinsider.com/rare-beauty-brand-is-worth-the-hype-2023-7">Rare Beauty</a>.</li><li>The cosmetic line has been celebrated for its success and could fetch a billion-dollar valuation.</li></ul><p>There are currently at least 40 celebrity beauty brands on the market — all experiencing varying degrees of success.</p><p>Some, like <a target="_blank" href="https://www.businessinsider.com/hailey-bieber-rhode-trademark-dispute-with-clothing-brand-details-2022-8">Hailey Beiber's Rhode</a>, have gained a following among devoted fans; others, like <a target="_blank" href="https://www.businessinsider.com/sephora-addison-raes-item-beauty-hyram-yarbros-selfless-dropping-2023-1">Addison Rae's Item Beauty,</a> have quietly fizzled out, and still more, like Brad Pitt's Le Domaine, have barely made a splash in the first place.</p><p>Very few have become significant players, and even fewer have reached valuations high enough to catapult themselves to the top of the industry and their celebrity creators to billionaire status.</p><p>Still, there are notably successful billionaire founders. Take <a target="_blank" href="https://www.businessinsider.com/rihanna-net-worth-how-she-makes-her-money-2022-8">Rihanna, whose $1.4 billion fortune</a> is largely made up of her stake in Fenty Beauty, which she co-owns with LVMH. <a target="_blank" href="https://www.businessinsider.com/photos-kim-kardashian-west-career-evolution-2019-2">Kim Kardashian</a> is worth $1.7 billion, partly due to her stake in SKKN by Kim and the $200 million from her sale of 20% of the company (then named KKW Beauty) to Coty in 2020.</p><p>Now, Selena Gomez may be poised to join their ranks and become the next celebrity beauty billionaire.</p><p>This week, <a target="_blank" href="https://www.bloomberg.com/news/articles/2024-03-18/selena-gomez-weighs-sale-of-cosmetics-brand-valued-at-2-billion?sref=PKlsHl88">Bloomberg</a> reported that the singer has enlisted advisors to help her field incoming investor interest in her cosmetics line Rare Beauty. <a target="_blank" href="https://www.businessoffashion.com/articles/beauty/beautys-most-sought-after-ma-targets-in-2024/">Business of Fashion</a> previously reported that the company is seeking a valuation of $2 billion.</p><p>"I was not surprised by the price tag, as it's a healthy brand with loved products," said Anncy Rowe, a beauty industry expert who is the CMO of skincare brand StriVectin<strong> </strong>and previously worked at L'Oréal for nine years.</p><p>While the details behind any potential sale aren't clear, Business Insider took a look at the financials.</p><p>When it comes to the valuation, Rare Beauty's financial figures aren't public, and representatives of Gomez and Rare Beauty did not respond to requests for comment from Business Insider.</p><p>But <a target="_blank" href="https://wwd.com/beauty-industry-news/beauty-features/selena-gomez-rare-beauty-hires-bankers-1236269268/">Business of Fashion</a> estimated the company brought in $350 million in net sales last year, while <a target="_blank" href="https://www.fastcompany.com/90951624/selena-gomez-rare-beauty-cosmetics-industry-juggernaut-gen-z">Fast Company</a> estimated revenue of $300 million. With price-to-sales ratios ranging from 1.8x (Coty) to 5.8x (L'Oréal) among public beauty companies, a $2 billion valuation could be a stretch — but could still be on the table. (EBITDA multiples are a much more accurate determinator of a company's valuation, but there are no public estimates of those data.)</p><p>"Even if the $2 billion is probably unlikely, $1 billion is still a huge number," Jeffrey Ten, a beauty industry veteran who is now the CEO of Global Indie<strong> </strong>Brand Development, told BI.</p><p>Gomez's stake in the company also isn't known, but it's likely significant. The business has no parent company or corporate partner. Besides Gomez, Scott Friedman, Rare Beauty's CEO, and Nikki Eslami, the cofounder of VC firm<strong> </strong>New Theory Ventures, are its most well-documented investors.</p><p>So, assuming a nine-figure payout, the value of any remaining stake in the company, and a cash pile from years of performing — her 2016 "Revival" tour grossed $35.6 million, per Pollstar — and acting, Gomez's net worth could hit $1 billion.</p><div type="image" title="Selena Gomez Sephora" height="2667" width="4000" msid="108657229" hostid="261" sizebytes="686158"></div><h2><strong>Rare Beauty's rare success story</strong></h2><p>Rare Beauty is one of the few celebrity beauty brands to have earned continuous praise since it launched in 2020. Many have said it transcends the "celebrity brand" moniker and has become a well-respected cosmetics company. Its success has been touted on earnings calls from companies like Kohl's — where it's sold in Sephora departments — to manufacturer Elementis.</p><p>While Gomez is instrumental in the company's decisions, its C-suite is full of industry professionals. CEO Friedman, COO Mehdi Mehdi, and chief product officer Joyce Kim all came from <a target="_blank" href="https://www.businessinsider.com/day-in-the-life-toni-ko-nyx-cosmetics-255-million-founder-2021-3">Nyx Cosmetics</a>, an independent beauty company that sold to L'Oréal for $500 million in 2014.</p><p>The brand has also won massive popularity among influencers and social media users.</p><p>Rare Beauty has the highest earned media value — a metric that quantifies the estimated monetary value of social engagement — of all US cosmetic companies, celebrity or not, according to social media marketing firm CreatorIQ. It's among the most-followed <a target="_blank" href="https://www.businessinsider.com/tiktok-loves-jcpenney-beauty-2024-1">celebrity beauty brands on both Instagram and TikTok</a>, with 7.1 million and 3.6 million followers, respectively.</p><p>That reputation makes it potentially desirable for legacy giants like Coty, L'Oréal, or Estée Lauder, which have significantly lower EMVs, according to CreatorIQ's data.</p><p>"She'd be a huge catch for the big guys," Ten said.</p><p>Rare Beauty's online popularity "gives an indication of its value on the street today," he added. "Makeup brands are driven by social media. What goes on social media sells in the stores — it's black and white."</p><p>Another plus for the company is that it has room to grow. Rare Beauty is only available online and at <a target="_blank" href="https://www.businessinsider.com/sephora-stale-cookies-workers-revenue-thank-you-2024-1">Sephora</a>, limiting the countries where it can be purchased.</p><p>"Whoever does end up buying it has a tremendous opportunity," Ten said, adding that he could see the brand expanding to Ulta and regional partners. "There's a lot of the world left where Sephora is not."</p><p>To be sure, celebrity brands' popularity can ebb and flow. Even the most long-lasting ones — like Elizabeth Taylor's White Diamonds perfume — have moved to the background as newer, more relevant ones emerge. In today's market, where seemingly every actor, singer, and influencer is launching a product, there's even more chance of being pushed aside.</p><p>"The challenge for potential investors will be to understand how it will continue to scale in a crowded landscape," Rowe said.</p><p>But four years after launch, Gomez remains Rare Beauty's best asset. With 429 million Instagram followers, she's been one of the <a target="_blank" href="https://www.businessinsider.com/selena-gomez-gained-millions-followers-kylie-jenner-hailey-bieber-drama-2023-3">most followed people</a> on the platform for a decade, and her "authentic, nuanced involvement" in Rare Beauty sets it apart, Alex Rawitz, the director of research and insights at CreatorIQ, told BI over email.</p><p>"Between her frequent presence at brand events and her role in the product development process, Rare Beauty avoids the 'money grab' label that often plagues other celebrity/influencer brands," he added.</p><p>If, as the Bloomberg report suggests, she plans to stay at the company, it doesn't seem like Rare's success is going anywhere.</p><p>So buyers, if you're ready, come and get it.</p>

A Rare Beauty sale could make Selena Gomez the next celebrity beauty billionaire

<ul class="summary-list"><li>A good <a href="https://www.insider.com/category/glitter-primer">glitter primer</a> is necessary to keep <keyword id="6465384" type="UNKNOWN" weightage="60" keywordseo="glitter">glitter</keyword> on your eyes all day long.</li><li>We tested four glitter primers — <a href="https://www.insider.com/category/elf-cosmetics">e.l.f.</a> <keyword id="10520781" type="UNKNOWN" weightage="60" keywordseo="glitter-primer">Glitter Primer</keyword> ($3), <a href="https://www.insider.com/category/nyx">NYX </a>Professional <keyword id="29496" type="PERSON" weightage="60" keywordseo="Makeup">Makeup</keyword> Glitter Primer ($6.50), Anastasia Beverly Hills Glitter Adhesive ($18), and Lit Cosmetics Daily Wear Glitter Base ($23) — and ranked them based on how well glitter adheres to them and how well the primers prevent glitter fallout.</li><li>In the end, the NYX glitter primer came out on top with little to no fallout.</li></ul><p><em>Following is a transcript of the <keyword id="21654" type="COMPANY" weightage="60" keywordseo="video">video</keyword>.</em></p><p><strong>Nico: </strong>I was expecting to have glitter everywhere by the time I got home, and there was, like, nothing on my face.</p><p>This is "<keyword id="9666901" type="UNKNOWN" weightage="60" keywordseo="how-much-should-i-spend">How Much Should I Spend</keyword>?" A show where I test out products at various price points to let you know which is the best value for your money. Today's gonna be a very messy day, because we are gonna be trying out glitter primers. The goal is to not get messy. I'm hoping that glitter primer would actually help keep glitter on my eyes and not anywhere else, but I doubt that that will be the case.</p><p>So, why glitter primer? I think that the reason why glitter primer is necessary is because normal concealers or eye-shadow bases aren't sticky enough to keep glitter from falling onto the rest of your face or even from getting in your eye, which you do not want. Basically what I'm looking for in a great glitter primer is something that's actually sticky enough to keep the glitter on my lid and something that gives me close to no glitter fallout.</p><p>The products that I'm gonna be testing out are the e.l.f. Glitter Primer, the NYX Glitter Primer, the Anastasia Beverly Hills Glitter Adhesive, and the Lit Cosmetics Daily Wear Glitter Base. Each day, I'm gonna be testing out a new glitter primer with the same glitter. I'll wear it for about eight hours and check in with you guys at home so you can see the whole fallout situation.</p><p>So, the first glitter primer that we're gonna try out is the e.l.f. Glitter Primer. This is three bucks. Three bucks! That's so cheap. I love e.l.f. prices. This is also, like, a creamy formula. I have two creamier pasty formulas and two liquid formulas. Let's open this one. Ooh! What the heck? What am I doing? I have to put on <keyword id="788334" type="PERSON" weightage="60" keywordseo="Eye-makeup">eye makeup</keyword> first, ha, ha, ha, ha, ha. OK, so let me do that. I've got my eye shadow on, now let's move on to applying the base. It's actually not as pasty as I thought it would be. It's quite thin. But let's do it. Ooh, that's so pretty. Let me add some more. I already have, like, tons of glitter fallout on the face from the application, but once I wipe it all away, that's when the real test starts. Makeup is all done. I really like how the glitter looks on this purple eye shadow, but let's talk about the primer. I was kind of surprised at how loose it felt when I was applying it. I did it with a brush, and it worked fine, and just applied the glitter with my finger, and everything was pretty smooth sailing. Looking at my face now, up close, after all of my makeup is done and applied, I can definitely see fallout already happening, which is kind of annoying, but we're gonna keep going and see how this primer holds up for the rest of the day.</p><p>OK, so it is the end of the day, I'm still in the office, everyone is gone, but we're gonna do our check-in right now. Here we are, with our e.l.f. primer on the eyes. I don't wanna say that this glitter primer is awful because the lids look amazing still; like, look at all the glitter that's still perfectly in place on the lid. I think I'm just disappointed with how much fallout I actually got throughout the day. Like, all of my under-eye is pretty much covered in glitter in this moment, which I'm not too happy about. So, I think this one was fine. It was pretty mediocre. It wasn't amazing, but for $3, it's like, OK. [laughs] It's just fine. My makeup is so disgusting right now, please don't judge me.</p><p>It's a new day, which means we're gonna be testing out yet another glitter primer. This is the NYX Glitter Primer, and I've used this before as an eye-shadow base, not as a glitter primer. I don't know why, it just works really well with shimmers and foiled shadows, so I like using it for that. I'm excited to see if this one actually works with real glitter this time around. So I'm just gonna take some of the NYX primer on my finger. I just wanna note that even right after the application, I noticed that there's way less glitter fallout than with the e.l.f. primer. Nothing has moved from my eyes. I am freaking out right now, it's so good. I kind of figured because it is so thick and pasty and sticky that it would be awesome. It's so good. I'm hoping that it stays this good all day long and I don't look like a hot, glittery mess later. But for right now, I am super impressed.</p><p>I literally cannot say how much I love this NYX primer. It is so good. I've been out running around all day. It was a rainy, gray day, very humid. I was expecting to have glitter everywhere by the time I got home, and there is, like, nothing on my face. There is, like, a very small amount of glitter, like, a couple specks right in my under-eye area, which literally I can forgive, because the e.l.f. one had glitter, like, down here, down here, I found glitter, like, near my lips. It was so weird. This one kept every single piece of glitter on my eyes.</p><p>We're on to our third glitter primer, and that is the Anastasia Beverly Hills Glitter Adhesive. This one already looks so much more different than the first two that I've tried. It's, like, a straight-up liquid. It is straight-up liquidy in here. And it comes with its own little brush. This fully looks like a nail polish. But it smells good, though. This is gonna be interesting. I've never worked with, like, a liquidy product like this on my eyes, so we'll see how it goes. Yeah, it's a little bit hard to work with, only because it's so wet, and I'm not sure if I had to, like, wait longer before I started applying, but I don't imagine I wait that long, 'cause then it's all just gonna dry on my eye with nothing on it. I'm not super-loving the Anastasia Glitter Adhesive. I don't know, I just feel like working with it was more difficult than the last two that I've tried, those more creamier, thicker formulas. We'll see how much fallout is on my face at the end of the day and talk about it then.</p><p>I've been wearing the Anastasia Glitter Adhesive all day, and I'm ready to get all up close and personal to see if there's any glitter fallout. Let me just, like, move my face around. I feel like I saw some on this side, more so than the other. Let me see it. Where is it? So, I'm definitely seeing some fallout on my under-eye area, on my cheek right here. It's not as bad, I feel like, as it was with the e.l.f. primer, but it's still there. And I also noticed, if you get up close, let's get up close, this is where that huge chunk of eye shadow is missing. You can definitely see it. It's kind of a tricky formula to work with when you are applying it. It's, like, a fine line between letting it dry too much and letting it be just enough dry for you to start patting that glitter in.</p><p>We're on to our final glitter primer, and this is the Lit Cosmetics Glitter Base. This is one of the more famous glitter primers. I feel like I've seen a lot of people talking about this. I've seen Tati talking about this, and supposedly it's really, really good. This is our most expensive glitter primer, coming in at $23. Which is a lot. But it also comes with a lot. Like, I don't even think I'd go through this much glitter primer in one lifetime. That doesn't smell great. It kinda smells like a really old perfume mixed in with baby powder. That doesn't smell great, but let's ignore that. I'm just gonna take a brush and dip it in here, I guess. It seems a little unsanitary. Nothing weird seems to be happening, which is great. My eye makeup isn't moving, also great. I'm gonna dip my finger into the glitter and just start patting that on. I do think that the Lit Cosmetics Glitter Base worked with keeping the glitter on my lid, at least for right now. Is it an easy application? No. It's a lot like yesterday, where it just feels like I'm gonna rub everything underneath off. I was looking at my fingers just to see if anything had come off of my eye, and there was a little bit of green eye shadow. So, again, it's just so hard to tell when it's, it's just really hard to tell when it's too, too wet, but then not wet enough. Right now, I'm kind of like, meh, with this one when it comes to application. It is keeping the glitter on my eyes, though, so let's hope that it keeps it up for the rest of the day.</p><p>Overall, the Lit Cosmetics Glitter Base was pretty good. I feel like the glitter on my eyes and the eye shadow looks still really beautiful. I just don't love how it applies. Putting it on was kind of a pain in the a--, and on top of that there is some fallout on my under-eye area. On this side, I can see glitter kind of, like, a little all over my cheeks right now. Not all over. It's definitely not as bad as the e.l.f. It's just not blowing me away for the price is what I think. I have to say that this experience overall has been taxing and exhausting, and I can't wait to not put tons of glitter on my eyes in the morning.</p><p>After four days of trying out glitter primers, it's safe to say that I've had enough. I've had enough of the glitter on my eyes. It's too much. But I have come to a winner, and for me, that winner is gonna have to be the NYX Glitter Primer. What makes the NYX primer so special for me is that not only did it prevent all of that glitter fallout, but it was a really, really good adhesive for the glitter, and it didn't ruin my makeup underneath. The worst glitter primer I tried out definitely has to be the e.l.f. one. I did not like this. I didn't like this at all. At the end of the day, it was definitely the worst when it came to preventing glitter fallout. It was all over my face.</p><p>So, if you're on the market for a new glitter adhesive, I'd say give the NYX Glitter Primer a try.</p><p><em>EDITOR'S NOTE: This video was originally published in November 2019.</em></p>

Comparing $3 vs. $23 glitter primer to see which is the best for your money

<ul class="summary-list"><li>I asked a <keyword id="12061594" type="UNKNOWN" weightage="60" keywordseo="makeup-artist" source="Orion">makeup artist</keyword> to critique my <keyword id="11915641" type="UNKNOWN" weightage="60" keywordseo="beauty" source="Orion">beauty</keyword> routine to find better ways to use my go-to products.</li><li>The <keyword id="11993268" type="UNKNOWN" weightage="60" keywordseo="makeup" source="Orion">makeup</keyword> artist told me I should replace my mascaras more often to reduce flaking.</li></ul><p>As someone who loves wearing makeup for the fun of applying it, I've wanted to learn how to make my usual look last longer and appear smoother without drastically changing my routine.</p><p>To do so, I consulted with <a href="https://www.instagram.com/alyssiachang/">Alyssia Chang</a>, a makeup artist who's taught masterclasses for MAC Cosmetics, Tom Ford Beauty, and Chanel, and asked how I can improve my usual beauty routine.</p><p>My biggest goals in changing my makeup were to find better ways to apply foundation and blush, stop my mascara from flaking, maintain glittery, dramatic eye-shadow looks, and prevent my lip gloss from fading during the day.</p><p>Chang offered advice on how I can slightly change the steps I was already doing and taught me how I can make my products last longer and save me from frequently rebuying some items.</p><h2><strong>I was using too much product in my pre-makeup skin-care routine</strong></h2><p><strong></strong></p><div type="image" title="The writer applies sunscreen to their face in a mirror" height="1489" width="1985" msid="92636019" hostid="261" sizebytes="95422"></div><p>Before makeup, I <a href="https://www.insider.com/ulta-best-skin-care-beauty-products-according-to-expert-2022-6">focus on caring for my skin</a>. I typically apply a layer of Neutrogena's SPF 55 to my entire face before adding anything else, and Chang approved of sunscreen being the first step.</p><p>"A chemical-based sunscreen like this product works best by fully absorbing into the skin and not having another product layer block it from being fully efficient, <a href="https://www.insider.com/costco-best-beauty-skin-care-buys-according-to-shopper-photos-2022-3">like moisturizer or serums</a>," Chang said.</p><p>Next, I apply First Aid Beauty's anti-redness serum to my forehead and cheeks, and Chang agreed "less is more" with this product. Focusing on specific areas rather than my full face will allow the serum to target these spots and means I'll get more use out of the product.</p><div type="image" title="First Aid Beauty serum with blue and packaging and red logo; White tube with black &quot;Aqua Jelly&quot; text and a blue cap and design" height="900" width="1200" msid="92636022" hostid="261" sizebytes="28406"></div><p>I finish my pre-makeup <keyword id="11896776" type="UNKNOWN" weightage="60" keywordseo="skin-care" source="Orion">skin care</keyword> with Dermalogica Clear Start cooling aqua-jelly moisturizer. I usually apply a dime-sized amount, but because my skin is on the drier side and this product is meant to combat oily texture, Chang told me I'm using too much.</p><p>"If you apply more than this, it may not perform as well or affect the overall look of the face makeup," Chang said. I was surprised to hear this, though, admittedly, I had never checked the application instructions before.</p><p>Her tip reminded me that I could find ways to use my products (especially expensive ones) more efficiently so they'll last longer. </p><h2><strong>Chang gave me a few tips to create a more natural eyebrow fill</strong></h2><p><strong></strong></p><div type="image" title="The writer applies a brow pencil in a mirror" height="1950" width="2600" msid="92636025" hostid="261" sizebytes="196758"></div><p>Next, I'll apply some lip balm and fill in my eyebrows with the Ulta Beauty sculpting brow pencil. I keep my eyebrows fairly thick so my face doesn't look too feminine and typically apply the brow pencil more heavily on days when I want a more masculine look.</p><p>I usually apply in the direction of the hair grain, but Chang recommended doing the opposite for a section of the brows.</p><div type="image" title="A black Ulta Beauty brow pencil sits on a white table" height="2274" width="3024" msid="92636029" hostid="261" sizebytes="54738"></div><p>"Go against the hair grain to fill in the last half of the eyebrows," Chang said. "It'll feel weird but by doing this you are getting the perfect fill from root to tip."</p><p>I also don't tend to use the spoolie side of my eyebrow pencil, but she recommended that I start because it can help shape the hairs and even out the pencil formula.</p><p>She said using it will also "push down the formula so that it wears well throughout the day."</p><h2><strong>I can upgrade my eye-shadow looks by using a primer and a blending brush</strong></h2><p><strong></strong></p><div type="image" title="The writer applies eyeliner in a cat-eye shape in a mirror" height="2274" width="3024" msid="92636032" hostid="261" sizebytes="240844"></div><p>Next, I do my eye shadow so that any fallout can be easily brushed away before I apply foundation. Colourpop's Good as Gold palette is one of my go-to products because it has the neutral browns and bright golds I love.</p><p>I usually go straight in with eye shadow but Chang recommended I start using a primer for "making the eye makeup last longer and achieving a well-blended shadow."</p><div type="image" title="The writer holds the Colourpop Good as Gold eye-shadow palette and holds a black brush" height="2274" width="3024" msid="92636036" hostid="261" sizebytes="220836"></div><p>I typically start by applying a shade close to my skin color all over the lid, which Chang said helps when blending the rest of the eye shadow.</p><p>She also recommended I add a blending brush to my tool kit — though my packed-bristle Elf eye-shadow brushes are useful for depositing color and defining the shape, they don't create a polished, seamless look.</p><p>To finish off the eyes, I'll add a winged eyeliner shape, fill in the waterline, and apply an inner-corner highlight. </p><h2><strong>Not replacing my mascara often enough was causing my biggest makeup pet peeve</strong></h2><p><strong></strong></p><div type="image" title="The writer applies mascara in a mirror" height="2274" width="3024" msid="92636040" hostid="261" sizebytes="184504"></div><p>For my lashes, I typically start with Tarte's Maneater to <a href="https://www.insider.com/best-and-worst-mascaras-from-someone-who-tried-200-tiktok-2022-1">separate and lengthen my lashes</a> and then go in with the brand's Big Ego mascara to make them darker and thicker.</p><p>Chang agreed that using two mascaras can help build the kind of lash look I want.</p><div type="image" title="Two tubes of mascara on a white table. One mascara has a brown and golden cheetah-print pattern and other tube is hot pink" height="2101" width="2801" msid="92636044" hostid="261" sizebytes="104132"></div><p>But at this point, if I don't blot my mascara onto a tissue, I'll end up with smudges on my face later in the day. Chang said this might be happening because my mascaras are too old or dry from not replacing my products every two to three months.</p><p>"If you do not hear the mascara wand make a 'kiss-smack' sound when you take it out of the tube, then it is dried up or too old and needs to be replaced," Chang said.</p><p>After taking Chang's advice, I haven't had any fallout problems.</p><h2><strong>Changing how I apply foundation can make my skin look more natural and save time</strong></h2><p><strong></strong></p><div type="image" title="The writer uses an orange beauty sponge to apply foundation to their face" height="1721" width="2295" msid="92636047" hostid="261" sizebytes="103234"></div><p>Next, I'll wet my Real Techniques sponge and apply dots of the Maybelline Fit Me Matte and Poreless foundation to my entire face and blend it in. </p><p><a href="https://www.insider.com/high-end-makeup-thats-worth-the-money-tiktok-review-2022-4">This has been my favorite foundation</a> since it doesn't oxidize on me, but I've noticed it separates and makes my skin look dry if I apply a bit too much.</p><div type="image" title="A Maybelline foundation and an orange beauty sponge with foundation on it sits on a white table" height="2274" width="3024" msid="92636051" hostid="261" sizebytes="108346"></div><p>Chang told me I could prevent this cakey look by pouring some foundation on the back of my hand and using the sponge to apply a small amount to my face.</p><p>I won't need to move around the dots of product directly applied to my face, so this method could also save time.</p><h2><strong>Chang gave me some pointers for applying a bright highlight and subtle blush</strong></h2><p><strong></strong></p><div type="image" title="The writer holds a black brush with a gold ferrule and applies blush to their face" height="1316" width="1755" msid="92636054" hostid="261" sizebytes="93132"></div><p>I use the Tarte Weekender palette for blush and highlighter. <a href="https://www.insider.com/best-bridal-skin-care-beauty-products-according-to-makeup-artist-2022-6">A bright highlight is one of my favorite parts</a> of wearing makeup, and Chang recommended I use my finger to apply the product directly to the bridge and tip of my nose and the cupid's bow to make it pop.</p><p>I don't feel confident when applying blush, so I'll usually skip it or I'll add a very small circle of product to my cheeks.</p><div type="image" title="Two black brushes sit on top of an open makeup palette with three rectangular pans for bronzer, blush, and highlighter" height="2274" width="3024" msid="92636055" hostid="261" sizebytes="196740"></div><p>Chang gave clear instructions for where the blush should lie on my face for a subtle look.</p><p>"Stipple starting from the hairline where your cheekbone is and blend by sweeping the brush towards the nose but lift off the face where the apple of the cheek is," she said.</p><p>I love having an easy method for knowing exactly where to apply blush because it encourages me to incorporate this product into my everyday looks.</p><h2><strong>I learned how to keep my lip gloss from fading throughout the day</strong></h2><p><strong></strong></p><div type="image" title="The writer applies lip gloss in a mirror" height="1193" width="1590" msid="92636057" hostid="261" sizebytes="71992"></div><p>I apply two swipes of Fenty Beauty's Gloss Bomb almost every time I do my makeup. <a href="https://www.insider.com/sephora-best-beauty-skin-care-products-according-to-former-employee-2022-5">This is my favorite lip product</a> but I've noticed that it fades on me throughout the day, especially when I'm eating or drinking.</p><div type="image" title="A Fenty Beauty gloss bomb lip product sits on a white table" height="1686" width="2249" msid="92636060" hostid="261" sizebytes="98514"></div><p>To avoid this, Chang suggested overdrawing <a href="https://www.insider.com/best-cheap-lip-gloss-to-get-review-photos-kiss-broadway">my lips with the gloss</a>. She said I can use my ring finger to smudge the remaining gloss onto the center of my lips as the product on the inside fades.</p><h2><strong>Changing how I use setting powder and spray can help my makeup last longer</strong></h2><p><strong></strong></p><div type="image" title="The writer applies setting spray with eyes closed" height="2268" width="3023" msid="92636061" hostid="261" sizebytes="168266"></div><p>Next, I apply the Nyx HD Studio Finishing powder with a large brush. Though this is usually the second-to-last step in my <keyword id="14128837" type="UNKNOWN" weightage="60" keywordseo="makeup-routine" source="Orion">makeup routine</keyword>, Chang recommended brushing this on right after applying foundation.</p><p>"This will help set your foundation and all the face products you used before so that it doesn't move," she said.</p><p>This could also help my blush and highlighter to blend better and last throughout the day, so I won't have to reapply both products.</p><div type="image" title="Circular jar of powder with &quot;Nyx&quot; text and a black makeup brush with gold ferrule; A yellow container of setting spray sits on a white counter" height="900" width="1200" msid="92636062" hostid="261" sizebytes="23714"></div><p>Finally, I apply the Urban Decay All-Nighter setting spray. Though I usually just spray this on my entire face, Chang also suggested applying it to specific areas with my Real Techniques sponge.</p><p>"Tap that concentrated amount in any area that tends to crease, move, or transfer," said Chang.</p><h2><strong>Overall, Chang's tips helped me improve my makeup and stopped me from overusing products</strong></h2><p><strong></strong></p><div type="image" title="The writer takes a selfie in the mirror with a full face of makeup on" height="1243" width="1658" msid="92636064" hostid="261" sizebytes="85086"></div><p>Chang's critiques introduced me to new ways of applying the products I already know work well for me.</p><p>Using less moisturizer, serum, and foundation creates a smoother, more natural look and means I won't have to frequently <a href="https://www.insider.com/sephora-beauty-skin-care-products-worth-the-money-former-employee-review-2022">repurchase these products</a>.</p><div type="image" title="The writer closes their eyes with a full face of makeup on. They wear brown eye shadow with a cat-eye shape and a gold inner corner" height="2274" width="3024" msid="92636065" hostid="261" sizebytes="224666"></div><p>Learning new methods for applying brow product and a hint of blush also gave me more confidence in my beauty routine. Replacing my mascara solved my fallout problem and resolved my biggest makeup annoyance.</p><p>I hadn't realized how much a few small changes could improve my usual look and I'm excited to keep using these tips in my makeup routine.</p>

I had a makeup artist critique my go-to beauty routine. Here's how she'd make it better and more cost-efficient.

<ul class="summary-list"><li><keyword id="11206378" type="UNKNOWN" weightage="60" keywordseo="abby-roberts">Abby Roberts</keyword> is a popular <keyword id="6762469" type="UNKNOWN" weightage="60" keywordseo="TikTok">TikTok</keyword> <keyword id="6354629" type="UNKNOWN" weightage="60" keywordseo="beauty">beauty</keyword> influencer with 16 million followers on the app. </li><li>She spoke to Insider about her <keyword id="6354839" type="UNKNOWN" weightage="60" keywordseo="marketing">marketing</keyword> strategy and investments in bitcoin and property.</li><li>Soon Roberts is moving to Los Angeles to expand her business and to launch a <keyword id="10879" type="CITY" weightage="60" keywordseo="YouTube">YouTube</keyword> beauty show.</li></ul><p>Soundtracked by Nirvana's "Smells Like Teen Spirit," a January video shows the wildly popular TikTok makeup creator Abby Roberts transforming herself into different US high school tropes for "picture day."</p><p>She jumps into the trends of 1995, transitioning from baggy acid-wash jeans and heavy eyeliner for a "grunge" look into bouncy curls and a matching checked skirt suit in the style of Cher from "<a href="https://www.businessinsider.com/clueless-cast-20-years-later-where-are-they-now-2015-7">Clueless</a>" as a "preppy" high schooler. </p><p>Roberts, 19, is one of <a href="https://www.businessinsider.com/influencer-news-tiktok-managers-how-much-youtubers-make-clubhouse-2021-4">TikTok</a>'s biggest beauty stars, with 16 million followers on the platform. Her content often leans into American popular-culture trends - other recent hits on Roberts' TikTok account show her transforming into characters from "Twilight" and "WandaVision." The picture-day video has amassed more than 20 million views and 4 million likes.</p><blockquote class="tiktok-embed" cite="https://www.tiktok.com/@abbyroberts/video/6923982502033968389" data-video-id="6923982502033968389" style="max-width: 605px;min-width: 325px;"> <section> <a target="_blank" title="@abbyroberts" href="https://www.tiktok.com/@abbyroberts">@abbyroberts</a> <p>playing dress up is the most fun ever ib @michaila.c  @spencergoulding </p> <a target="_blank" title="♬ original sound - $@D 6❌6 $@V@G€•" href="https://www.tiktok.com/music/original-sound-6704685354894560005">♬ original sound - $@D 6❌6 $@V@G€•</a> </section> </blockquote> <p>But what her legions of followers might not know is that Roberts is actually British.</p><p>Roberts, who has cultivated her success from her childhood bedroom in Leeds, a city in the north of England, often films herself lip-syncing to trendy music, meaning her northern accent has largely gone under the radar.</p><p>The strategy isn't entirely accidental, Roberts told Insider.</p><p>"I get a lot of US-based brands wanting to work with me, so I kind of try and market myself more to US audiences," she said. "I'm so involved with the US scene online, so it just makes sense for me to pretend I'm American." </p><p>In the past year she has worked on campaigns with the likes of Anastasia Beverly Hills, L'Oréal, and Morphe. Roberts is also appearing as a guest judge in the third season of <a href="https://www.businessinsider.com/netflix-price">Netflix</a>'s beauty competition series "<a href="https://www.whats-on-netflix.com/news/glow-up-season-2-coming-to-netflix-in-august-2020/">Glow Up</a>."</p><p>Roberts told Insider she plans to move to Los Angeles to pursue new business opportunities, build her budding music career, and launch a new beauty show on YouTube.</p><h2><strong>Abby Roberts has grown from videos shot in her childhood bedroom in Leeds to collabs with Liam Payne and Yungblud</strong></h2><p>Roberts already has celebrity cachet. She has recently collaborated on TikTok with former One Direction star Liam Payne and UK singer <a href="https://www.tiktok.com/@abbyroberts/video/6904383150542097666?referer_url=https%3A%2F%2Fwww.dexerto.com%2Fentertainment%2Ftiktoker-abby-roberts-yungblud-fuel-dating-rumors-with-flirty-tiktok-1477672%2F&amp;referer_video_id=6904383150542097666&amp;refer=embeder=embed">Yungblud</a>.</p><p>She said Payne's management, for example, was keen on partnering with Roberts to help grow his profile on the app. Roberts told Insider that his team was looking for someone to "teach him how to do" TikTok. Insider has contacted Payne's representative for comment.</p><blockquote class="tiktok-embed" cite="https://www.tiktok.com/@abbyroberts/video/6902101021363834114" data-video-id="6902101021363834114" style="max-width: 605px;min-width: 325px;"> <section> <a target="_blank" title="@abbyroberts" href="https://www.tiktok.com/@abbyroberts">@abbyroberts</a> <p>we do our lil dancy dance @liampayne </p> <a target="_blank" title="♬ original sound - Aries ✪" href="https://www.tiktok.com/music/original-sound-6892481874883611397">♬ original sound - Aries ✪</a> </section> </blockquote> <p>Roberts began posting makeup tutorials when she was 11 - her first upload to YouTube in 2013 showed her <a href="https://www.youtube.com/watch?v=KyoIdL3Eb_8">demonstrating a makeup tutorial</a>, using her younger sister Charlotte as a model. Charlotte Roberts is also a beauty creator, with more than 8 million followers on TikTok. </p><p>The elder Roberts' social <keyword id="6354777" type="COMPANY" weightage="60" keywordseo="Media">media</keyword> accounts started gaining mainstream attention in 2018 after James Charles, the well-known beauty YouTuber and makeup artist, invited her to go live on his Instagram to create a look for his followers. The exposure led Roberts to double her follower count from around 50,000 to 100,000, she said in a March 2019 video titled "<a href="https://www.youtube.com/watch?v=2dAfLQuJTeQ">CRAZIEST 6 MONTHS OF MY LIFE</a>."  </p><p>Charles has faced a <a href="https://www.insider.com/james-charles-scandals-feuds-2019-5#james-charles-faced-his-first-major-backlash-after-joking-about-ebola-in-february-2017-1">string of scandals</a> throughout his career and a major backlash this year. <a href="https://www.insider.com/james-charles-grooming-accusations-denies-predator-tiktok-2021-2">In February</a>, Charles denied accusations from a 16-year-old fan who said the influencer "groomed" him. In March, more allegations were made against Charles from other minors. Charles addressed these allegations in a video on April 1. He also apologized to the accusers, his family, friends, and fans and said he was being "reckless" while flirting.  YouTube temporarily removed Charles from the YouTube Partner Program this month, and beauty brand <a href="https://www.businessinsider.com/james-charles-youtube-morphe-backlash-trisha-paytas-scandal-sexting-tiktok-2021-4">Morphe</a> has ended its partnership with the creator.</p><p>Asked whether she had anything to add in reaction to the recent allegations, Roberts - whose agency Kyra described her as a "close friend" of Charles in a <a href="https://www.prnewswire.com/news-releases/tiktok-beauty-star-abby-roberts-signs-with-kyra-tv-301089991.html">press release</a> last year - said she couldn't speak to the situation directly. "I just keep to myself, and I don't insert myself into situations that don't involve me to begin with," Roberts said.</p><p>In general, Roberts said, she makes an effort to keep away from drama within the influencer community.</p><p>"I think as soon as you get to LA, there's paparazzi and all this stuff, which creates drama by just being there," she said. "It's something I'm going to have to be prepared for when I move there." </p><h2><strong>Roberts is investing for the future by placing her earnings into cryptocurrency and property</strong></h2><p>Right now, Roberts is spending a few days a week in a London studio working on her own music and learning to play the guitar. She is also the judge of Revolution Beauty's new campaign to find the next big social-media beauty star. </p><div type="image" title="Abby Roberts" height="2866" width="3822" msid="82406341" hostid="261"></div>As Roberts continues to forge brand partnerships - she also has worked with advertisers including Morphe, Nyx cosmetics, Essie, and Dr. Jart this year alone - she said she's also keeping an eye firmly focused on her financial future. She declined to disclose her income, but said she's investing 40% of it in a new Leeds-based property development firm, which is focused on domestic and commercial rentals. Roberts said she also invests 5% of her earnings in cryptocurrency, focusing on <a href="https://markets.businessinsider.com/currencies/news/ether-versus-bitcoin-price-crypto-analysis-experts-why-2021-4-1030358382">bitcoin</a>. <p>Bitcoin has proved to be popular among the influencer community, Roberts said. "Everyone's online, and everyone wants to be involved in whatever the newest thing is," she said.</p><p>Roberts said she considers investing a way to protect herself for the future. </p><p>"I know that a lot of people who've had a lot of success and money quickly tend to spend it, or don't even know they should be investing," she said. "I think there's a lack of education for young people on how to invest and the best places to do it."</p><p>Her followers won't be seeing Roberts go down the "FinTok" route - where <keyword id="2205897" type="PERSON" weightage="60" keywordseo="creators">creators</keyword> share investment and stock advice - with her own content any time soon, however. </p><p>"People come to me for makeup content," she said. "It would be quite confusing if I started posting financial advice." Still, she says YouTube has been a great resource to learn about investing. </p><p>While investing has always been popular among the so-called "finfluencer" community of finance-focused influencers, more beauty creators are also going down the investment path, said Timothy Armoo, founder of talent agency Fanbytes.</p><p>He pointed to the beauty YouTuber Michelle Phan, who has been <a href="https://www.coindesk.com/michelle-phan-the-beauty-of-bitcoin">vocal in promoting bitcoin</a>, and influencer turned entrepreneur Emma Chamberlain, who has pivoted toward business <a href="https://www.refinery29.com/en-us/2020/09/10042481/emma-chamberlain-coffee-merch-brand-interview">with her own coffee brand</a>.</p><p>"When you think about the beauty industry increasingly promoting messages of empowerment, a lot of the creators are also living those values and see themselves as entrepreneurs and investors in their own right," Armoo said.</p>

British-based Abby Roberts has quickly grown to become one of the biggest makeup creators on TikTok, with 16 million followers. Now she's planning a move to LA to expand her global beauty empire.

<p><em>The<span> </span><a href="http://www.businessinsider.com/insiderpicks" target="_blank" rel="noopener noreferrer">Insider Picks</a><span> </span>team writes about stuff we think you'll like. Business <keyword id="79969" type="ORGANIZATION" weightage="60" keywordseo="insider">Insider</keyword> has affiliate partnerships, so we get a share of the revenue from your purchase.</em></p><p><a href="http://glossier.sjv.io/c/196318/431612/7573?subId1=biipgf_122018_best-brow-products&amp;u=https%3A%2F%2Fwww.glossier.com%2Fproducts%2Fboy-brow" target="_blank" rel="noopener"><em><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5c1bc125ad95712df5771c28-1200/best brow products.jpg" border="0" alt="Best brow products" data-mce-source="Glossier" /><p class="source"><span>Glossier</span></p></div><p></p></div></div></em></a></p><ul class="summary-list"><li><strong>From pomades to powders to pencils, there are so many different ways to give your brows depth and thickness.</strong></li><li><strong><a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=3184&amp;u1=biipgf_122018_best-brow-products&amp;murl=https%3A%2F%2Fwww.macys.com%2Fshop%2Fproduct%2Flaura-mercier-sketch-intensify-pomade-powder-brow-set%3FID%3D4415928%26pla_country%3DUS%26lsft%3Dcm_mmc%3AGoogle_Beauty_PLA-_-G_LIA_Beauty_All_Beauty-_-282860357277-_-pg9512611_c_kclickid_7ab27faf-232d-4c79-97f4-d9ad387fe67d_KID_774_1478721076_57280945876_282860357277_pla-302956160543_736150154996USA_%7Bfeetitemid%7D_c_KID_%2Ctrackingid%3A450x9512611%26catargetid%3D120156340027996106%26cadevice%3Dc%26cm_mmc%3DGoogle_Beauty_PLA-_-G_LIA_Beauty_All_Beauty-_-282860357277-_-pg9512611_c_kclickid_7ab27faf-232d-4c79-97f4-d9ad387fe67d_KID_EMPTY_1478721076_57280945876_282860357277_pla-302956160543_736150154996USA__c_KID_%26trackingid%3D450x9512611%26gclid%3DEAIaIQobChMI35mVk_fU3wIV0VuGCh0JbAlXEAQYAyABEgL4y_D_BwE" target="_blank" rel="noopener">Laura Mercier's Sketch &amp; Intensify Pomade and Brow Powder Duo</a> is the best because it lets you customize your brow look, taking it from natural to defined with the stroke of a brush.</strong></li></ul><p><span style="font-weight: 400;">I used to be really overwhelmed by the concept of filling in my eyebrows. If I'm being honest, it seemed a little scary! How would I make it look natural? But now it's one of those makeup steps I never skip. A well-groomed, well-defined brow just kind of brings my whole face together. </span></p><p><span style="font-weight: 400;">My brows are shapely to begin with, thanks to years of obsessive tweezing - not </span><em><span style="font-weight: 400;">over </span></em><span style="font-weight: 400;">tweezing, thankfully. But I like to run a bit of pigment through them to give the impression of additional thickness and to make the hairs stand out against the rest of my face. Doing my brows takes a cumulative five seconds, but it makes a world of difference for my finished makeup look.</span></p><p><span style="font-weight: 400;">All brow products are not created equal, though it may appear that way on the surface. That makes the search even more confusing. How do you choose between all the gels, tints, pomades, and powders on the market? </span></p><p><span style="font-weight: 400;">You could go through the trial-and-error of testing countless options until you find your perfect match - </span><em><span style="font-weight: 400;">or </span></em><span style="font-weight: 400;">you could read on for five foolproof picks we recommend. </span></p><h2>Here are the best brow products you can buy:</h2><ul class="summary-list"><li><strong>Best brow product overall: <a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=3184&amp;u1=biipgf_122018_best-brow-products&amp;murl=https%3A%2F%2Fwww.macys.com%2Fshop%2Fproduct%2Flaura-mercier-sketch-intensify-pomade-powder-brow-set%3FID%3D4415928%26pla_country%3DUS%26lsft%3Dcm_mmc%3AGoogle_Beauty_PLA-_-G_LIA_Beauty_All_Beauty-_-282860357277-_-pg9512611_c_kclickid_7ab27faf-232d-4c79-97f4-d9ad387fe67d_KID_774_1478721076_57280945876_282860357277_pla-302956160543_736150154996USA_%7Bfeetitemid%7D_c_KID_%2Ctrackingid%3A450x9512611%26catargetid%3D120156340027996106%26cadevice%3Dc%26cm_mmc%3DGoogle_Beauty_PLA-_-G_LIA_Beauty_All_Beauty-_-282860357277-_-pg9512611_c_kclickid_7ab27faf-232d-4c79-97f4-d9ad387fe67d_KID_EMPTY_1478721076_57280945876_282860357277_pla-302956160543_736150154996USA__c_KID_%26trackingid%3D450x9512611%26gclid%3DEAIaIQobChMI35mVk_fU3wIV0VuGCh0JbAlXEAQYAyABEgL4y_D_BwE" target="_blank" rel="noopener">Laura Mercier Sketch &amp; Intensify Pomade and Brow Powder Duo</a></strong></li><li><strong><a href="https://shop.nordstrom.com/s/laura-mercier-sketch-intensify-pomade-and-brow-powder-duo/4564508"></a>Best brow gel: <a href="http://glossier.sjv.io/c/196318/431612/7573?subId1=biipgf_122018_best-brow-products&amp;u=https%3A%2F%2Fwww.glossier.com%2Fproducts%2Fboy-brow" target="_blank" rel="noopener">Glossier Boy Brow</a></strong></li><li><strong><a href="https://www.glossier.com/products/boy-brow"></a>Best brow powder: <a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=2417&amp;u1=biipgf_122018_best-brow-products&amp;murl=https%3A%2F%2Fwww.sephora.com%2Fproduct%2Fbrow-struck-dimension-powder-P430306%3FskuId%3D2069326" target="_blank" rel="noopener">Kat Von D Brow Struck Dimension Powder</a></strong></li><li><strong><a href="https://www.sephora.com/product/brow-struck-dimension-powder-P430306?skuId=2069326"></a>Best brow pencil under $10: <a href="http://ulta.7eer.net/c/196318/164999/3037?subId1=biipgf_122018_best-brow-products&amp;u=https%3A%2F%2Fwww.ulta.com%2Fmicro-brow-pencil%3FproductId%3DxlsImpprod12011193" target="_blank" rel="noopener">NYX Cosmetics Micro Brow Pencil</a></strong></li><li><strong><a href="https://www.ulta.com/micro-brow-pencil?productId=xlsImpprod12011193"></a>Best brow gel tint: <a href="https://www.amazon.com/gp/product/B00UYY2GSQ/ref=as_li_tl?ie=UTF8&amp;tag=biipgf_122018_best-brow-products-20&amp;camp=1789&amp;creative=9325&amp;linkCode=as2&amp;creativeASIN=B00UYY2GSQ&amp;linkId=192d887d578c14e18062b5f30dbfccf4" target="_blank" rel="noopener">Wunder2 Wunderbrow Eyebrow Gel</a></strong></li></ul><h3>Read on in the slides below to check out our top picks.</h3><p class="tagline"><a href="http://e.businessinsider.com/join/ci/insider-picks">Subscribe to our newsletter.</a><br><br>Find all the best offers at our <a href="https://coupons.businessinsider.com/">Coupons page</a>.<br><br>Disclosure: This post is brought to you by the <a href="http://www.businessinsider.com/insiderpicks">Insider Picks</a> team. We highlight products and services you might find interesting. If you buy them, we get a small share of the revenue from the sale from our commerce partners. We frequently receive products free of charge from manufacturers to test. This does not drive our decision as to whether or not a product is featured or recommended. We operate independently from our advertising sales team. We welcome your feedback. Email us at insiderpicks@businessinsider.com.</br></br></br></br></p>

The best brow products you can buy from pomades to powders

<p></p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/596fc699c50c298d088b54c4-473/screen%20shot%202017-07-19%20at%2045128%20pm.png" alt="Screen Shot 2017 07 19 at 4.51.28 PM" data-mce-source="Chloe The Mini Frenchie"><p class="source"><span>Chloe The Mini Frenchie</span></p><p class="caption">Chloe the Mini Frenchie in an ad for Urban Decay</p></img></div><p></p></div></div>Wearing a white bathrobe, Chloe is comfortably sprawled on a grey fur blanket. She looks intently at the camera, while a silver tray full of Urban Decay cosmetics lies at her feet.&#xa0;<p>Sounds like your regular beauty influencer featuring a paying advertiser in a post on Instagram? Chloe is anything but. She is a mini frenchie - merely one of the many rising stars in the world of social pet influencers.</p><p>And&#xa0;increasingly, these four-legged furballs are becoming the latest faces of beauty brands, touting their products and headlining some of their biggest digital campaigns.</p><p><a href="https://www.macys.com/shop/makeup-and-perfume/urban-decay?id=55573&amp;cm_mmc=Google_Beauty_Brand-_-Brand+-+Urban+Decay_Urban+Decay+-+Misc+-+EXACT-_-140886038833-_-urban%20decay_e_c_kclickid_18e8ffe7-f460-4759-8df8-22bf6d32cfe6&amp;trackingid=452x358968&amp;gclid=EAIaIQobChMIiNqep6WW1QIVm4uzCh0bdAm7EAAYAiAAEgIIJvD_BwE">Urban Decay,</a> The Body Shop, Too Faced, Nyx, Smashbox and <a href="https://www.lushusa.com/">Lush Cosmetics</a> are among the beauty brands that have recently chosen to hire dogs and other pets as their brand ambassadors, specifically on Instagram. There has been an uptick in the number of&#xa0;beauty and fashion brands inquiring to partner with pets in recent months, confirmed&#xa0;Loni Edwards, managing partner at <a href="http://www.thedogagency.com/">The Dog Agency</a>, an influencer agency that specializes in matching brands with pet influencers.</p><p>Wait, there are pet influencers? Yes, due to the rise of the visual web and&#xa0;platforms like Facebook and Instagram,<span>&#xa0;marketers have had a growing interest in hiring social media personalities to hawk their products in recent years. </span></p><p><span>While these influencers were initially humans,&#xa0;over the past few years people have also taken to following famous dogs, cats and other animals on Instagram and other social networks. So</span>me, like the collective account <a href="https://www.instagram.com/dogsofinstagram/?hl=en">DogsofInstagram</a>, boasts over 4 million followers. And&#xa0;<a href="https://digiday.com/marketing/everything-pawsome-rise-pet-influencers-online/">brands, including Mercedes Benz and Budweiser, have enlisted such pet influencers&#xa0;for ad campaigns.</a></p><p>Marketers&#xa0;either feature photos with these pets on their feeds, or get shout outs from the pets on&#xa0;their personal accounts. And they aren't just aligning with these pet stars to rack up the likes.&#xa0;</p><p>The brands&#xa0;are also deliberately partnering with these pooches to let their commitment against animal cruelty be known far and wide.&#xa0;Both Urban Decay and The Body Shop have specifically been running Instagram posts against animal cruelty recently.&#xa0;</p><p>The Body Shop, for example,&#xa0;recently launched "<a href="https://foreveragainstanimaltesting.com/page/9988/petition/1?gclid=CJSJrualltUCFR2BswodppsNPg&amp;gclsrc=aw.ds&amp;dclid=CPmJt-alltUCFU0INwodAyYN7g">Forever Against Animal Testing</a>," its multi-year ad campaign that aims to raise awareness on&#xa0;the cruelty of animal testing in cosmetics and gather 8 million global signatures by 2020 to petition the U.N. to ban animal testing in cosmetics globally.</p><p>Instead of relying solely on beauty bloggers and influencers as it has traditionally, the brand chose to also partner with five pet influencers including <a href="http://www.tunameltsmyheart.com/">Tuna Melts My Heart</a>, Toast Meets World, Mr. Bagel the Chinchilla, Bunny Mama, and Dogs of Instagram. Additionally, human fashion and beauty influencers&#xa0;<a href="https://www.instagram.com/kristenxleanne/?hl=en"><span>Kristen Leanne</span></a>&#xa0;and&#xa0;<span><a href="https://www.instagram.com/keikolynn/?hl=en">KeikoLynn</a>&#xa0;were also part of the campaign.</span></p><p>"We're not traditional, we're quirky and different and are always trying to find&#xa0;ways to advertise that aren't mainstream,"&#xa0;Andrea Blieden, vp of marketing for The Body Shop, told Business Insider. "But this was more than that, it was about remaining true to our activist roots. This is a campaign against animal cruelty, so who&#xa0;better to speak for the animals than the animals themselves?"</p><p>But there's no denying that these pets help the brands&#xa0;broaden their&#xa0;audience, as well as their reach and scope.&#xa0;With so many pets netting thousands and millions of&#xa0;followers these days, brands can easily achieve scale, often at a price much lower than human influencers. (Regular influencers make anywhere between $1,000 to $2000,000 on Instagram to $200,000, while a pet influencers can make between $2,000 to $5,000 per&#xa0;post.) Plus, posts with pets in them tend to outperform regular posts, with higher levels of engagement, said Edwards.</p><p>"There's been a greater push from brands because pet influencers in general provide a lot of value," she said. "The content outperforms&#xa0;because it tends to get higher engagement,&#xa0;has more viral potential and people are more likely to tag their friends."</p><p>"Pet influencers enjoy strong&#xa0;engagement rates as their content may be more shareable, more likely to elicit a response, and overall feel less promotional -- even when they are touting a product," added&#xa0;<span>Kamiu Lee, head of business and development strategy at influencer network Bloglovin'.</span></p><p>But above all,&#xa0;the demand for pet influencers among specific categories like beauty brands is reflective of a bigger trend for Lee. According to her,&#xa0;<span>as more </span><span>consumers become&#xa0;pet owners&#xa0;</span><span>and begin to consider&#xa0;</span><span>pets to <a href="http://www.theharrispoll.com/health-and-life/Pets-are-Members-of-the-Family.html">be a part of their family</a></span><span>, verticals beyond pet food, such as home, CPG and beauty brands are starting to leverage pet influencers.</span></p><p><span>"</span>Household cleaning brands can work with pet influencers to highlight the effectiveness of their product against everyone's furry family member&#xa0;and beauty brands can highlight their commitment to animal friendly products by working with pet influencers," she said. "The personal nature of a pet lends itself well to telling a story around a personal product you might buy for yourself."</p><div>    <iframe src="//instagram.com/p/BSAZhnaBny_/embed/" width="658" height="auto" frameborder="0" scrolling="no" allowtransparency="true">    </iframe></div><div>    <iframe src="//instagram.com/p/BWNeBJAHBga/embed/" width="658" height="auto" frameborder="0" scrolling="no" allowtransparency="true">    </iframe></div><div>    <iframe src="//instagram.com/p/BVpuLEznv0P/embed/" width="658" height="auto" frameborder="0" scrolling="no" allowtransparency="true">    </iframe></div>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/top-marketers-at-cannes-on-reaching-millennials-kids-plus-sports-marketing-2017-7">Top marketers at Cannes told us how they're reaching millennials and kids who avoid advertising</a></h3>        <div>            <div>    <script src="http://player.ooyala.com/v3/6e12e8b3387a44daacfb73afba25a76e"></script>    <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="lpcXJ0YjE6fQL1LMk_vo6427Cr0zJVXn" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>    <script>    if (typeof RunFunctions === 'undefined') { var RunFunctions = []; }     RunFunctions.push(function()    {         var ooyalapopvideo = OO.Player.create('ooyalaplayer_popvideo', 'lpcXJ0YjE6fQL1LMk_vo6427Cr0zJVXn',{ autoplay: 'false' });     });    </script>    <noscript><div>Please enable Javascript to watch this video</div></noscript></div>        </div>        <script>(function() { function createPlayer() { OO.ready(function() { RunFunctions.forEach(function(ooyalaFunction) { ooyalaFunction(); }); RunFunctions = [];}); } createPlayer(); }()); </script>    </div>

Beauty brands are now paying dogs and cats to tout their products in Instagram ads

<p><a href="http://www.businessinsider.com/the-most-innovative-cmos"><img src="https://static.businessinsider.com/image/5b214b711ae66220008b502e-2400/most-innovative-cmos-banner 4.png" border="0" alt="most innovative CMOs banner" data-mce-source="_" /></a></p> <iframe class="bijwplayerclass" data-player="jwplayer" src="https://content.jwplatform.com/players/lPE6LdA0-CEZHWCBG.html" width="100%" height="100%" frameborder="0" scrolling="auto" style="margin:0px;" allowfullscreen=""></iframe>                    <script>                    function receiveMessage(event)                    { console.log(event.data.fullscreen); Android.fullscreen(event.data.fullscreen); }                    window.addEventListener("message", receiveMessage, false);                    </script><ul><li><strong><strong>The proliferation of beauty on social media has dramatically changed the category in recent years, says CoverGirl's Ukonwa Ojo, prompting the company's biggest ever rebrand.</strong></strong></li><li><strong>In this interview with Business Insider's Tanya Dua, Ojo talks about how diversity, inclusivity and accessibility have always been a part of CoverGirl's DNA.</strong></li><li><strong><strong> She also explains how the makeup giant continues to make diversity a priority, not just in its marketing and communication, but also</strong></strong><strong> behind-the-scenes.</strong></li><li><strong>She also talked about how marketers must be "absolutely obsessed" with listening to their consumers, and how that led it to </strong><strong><strong>open a flagship store in New York City's Time Square this fall.</strong></strong></li><li><a href="http://www.businessinsider.com/most-innovative-cmos-2018-5"><strong>Check out Business Insider's full list of the the 25 most innovative CMOs in the world in 2018.</strong></a></li></ul><hr /><p><em>Following is a transcript of the video, which has been edited for clarity. </em></p><p><strong>Tanya Dua:</strong><span style="font-weight: 400;"> So tell me about the rebrand. 20 years you stick with one, you know, tagline and then you revamp it entirely </span>- <span style="font-weight: 400;">from product to packaging to the branding. What was your motivation behind that?</span></p><p><strong>Ukonwa Ojo:</strong><span style="font-weight: 400;"> It wasn't an easy decision. Every time you join an icon that's always the challenge you have, right, because it's an icon, because there are a lot of things that are awesome about it. So I spent the first part of my job just really listening. Listening to our employees, listening to our customers, listening to our retailers and I think the biggest thing that we learned was a lot of people loved our positioning at the time, "Easy, Breezy, Beautiful," but the reality is that the beauty industry had really moved on and the more we talked to people we learned that beauty was a lot more complicated than it used to be in the past. And while sometimes, yes, it's a very easy look but most of the time what they told us was it really wasn't easy and it really wasn't breezy cause there were tons of products and techniques and beauty has really exploded on Instagram and on YouTube with tutorials and things like that. </span></p><p><span style="font-weight: 400;">And the reality of it was everyday as she looked in the mirror with her makeup bag she was literally creating whatever version of herself that she wanted to show the world. And sometimes it was easy, and sometimes it wasn't. And for us to be able to move with her and keep up with her we really landed on this insight that led to the work "<a href="http://www.businessinsider.com/cover-girl-has-ditches-its-signature-easy-breezy-slogan-2017-10">I Am What I Make Up</a>," which is that every day she has the opportunity with her creativity, and makeup is a tool to really express herself and to create whoever she wants to be and who she want to express to the world. So that's really where the new work came from and everything really sprung from that ... We launched a ton of innovation because we realized that there were a lot of products that she needed that we didn't have in the portfolio, and we designed the way that she shops in stores,. But it really also started with that insight and then everything else came from there.</span></p><p><strong>Dua:</strong><span style="font-weight: 400;"> There's also been a shift in that you're looking at cosmetics not as a makeup product. You're looking at it as a tool for self-expression. Why was that so important a shift to make for CoverGirl?</span></p><p><strong>Ojo:</strong><span style="font-weight: 400;"> Yeah, it was really interesting because the more that we talked to people we realized that makeup actually didn't get the credit that it had in people's lives. And I think for us we think of it as a cosmetic </span>- <span style="font-weight: 400;">most people do. B</span><span style="font-weight: 400;">ut for people, and for women in particular, it was an extremely powerful tool for confidence and she would talk about going into, whether it was a meeting that she had that day or maybe it's a blind date and she's meeting, you know, someone for the first time and makeup really becomes an armor for her. And if you asked her to go into those situations without it, she would, in some cases, be terrified because she was like, "No, no, no, that's my face." </span></p><p><span style="font-weight: 400;">It's almost like getting into costume for a play, like that's how she gets into the mode that she needs to be in for the day. And that was such a powerful thing that I don't know that she thought about initially. But as we uncovered that and kind of played that back to her, she would go, "Oh my god, that is exactly what I do everyday. I look in the mirror and I go, 'What do I have today and what face do I want to show to the world today and what is going to give me confidence?'" And when she does that and when she gets it right, she arches her back a little bit more and she stands up a little bit straighter and she's ready to take on whatever she has for the day and so we wanted to really bottle that and encapsulate that and share that with the world and that's what we did with the "I Am What I Make Up" campaign.</span></p><p><strong>Dua:</strong><span style="font-weight: 400;"> It's also very, very strong on diversity and inclusion. You work with James Charles who's a male makeup influencer. You work with a range of other really powerful icons. So why is that an important thing for your brand to do, and in general for abrand to stand for something, to stand for values like that?</span></p><p><strong>Ojo:</strong><span style="font-weight: 400;"> No, I completely agree. That's a great question. The beautiful thing about CoverGirl is that it's always stood for inclusivity. I mean CoverGirl was for inclusivity before inclusivity was cool and became something that people really talked about and that's something that I'm really proud about and that we're really proud about. But when you think about where the brand actually came from, a lot of people don't know that the name CoverGirl actually comes from our founder wanting the makeup of cover girls to be accessible to every girl, and so that's why </span><span style="font-weight: 400;">accessibility</span><span style="font-weight: 400;"> and inclusivity has always been in the DNA of the brand. </span></p><p><span style="font-weight: 400;">Fast forward to CoverGirl now being a part of Coty. The mission of Coty as a company is to celebrate and liberate the diversity of beauty. So all of a sudden, we are now also part of an organization whose entire mission is to stand for diversity and is to celebrate the diversity of beauty. And the combination of those two things really unleashed the power I think of CoverGirl as a brand to stand tall as the most powerful brand in beauty, as the most iconic. We could really have not only a strong point of view, but I think a lot of people in the industry and a lot of people in culture, really look to CoverGirl as like what's the next thing that we should be looking at, standing for, fighting for. So for us, ethnic diversity has always been extremely important for us. For us, age diversity has been really important to us. We are so excited to have Maye Musk as part of our line of CoverGirls. She's 70. She's the oldest CoverGirl we've ever had and she just recently joined the family and we're so thrilled to have her. </span></p><p><span style="font-weight: 400;">And then the other thing we wanted to make sure we celebrated from a diversity and inclusivity standpoint was vocational diversity, because we realize that a lot of people felt left out of the beauty industry because historically it focused on models, singers, and actresses. But the reality is as we talk about "I Am What I Make Up," women play so many roles in society and in today's modern world, we wanted to really celebrate that. So we have Ayesha Curry who's a businesswoman. We have Shelina, who's a motorcycle racer and the first to race the Indy Raceway. We have Maye Musk who's a model. We have Katy who is an artist and you know we have Massy Arias who's into fitness. We love that women can look at this full diversity of ambassadors and go, "I see myself in her, oh no, I see myself in her." And that's just a different lens of diversity that really hasn't been tapped in the beauty industry. We're excited to also bring that to bear.</span></p><p><strong>Dua:</strong><span style="font-weight: 400;"> Yet that remains a concern in the <keyword id="35666" type="COMPANY" weightage="60" keywordseo="advertising">advertising</keyword> and marketing industry at large </span>- <span style="font-weight: 400;">diversity. There's a lot of CMOs out there that are trying to move the needle on that. Are you doing something? You know, maybe your agency teams or internally? Tell me more about those efforts.</span></p><p><strong>Ojo:</strong><span style="font-weight: 400;"> I'm very passionate about making sure that we not only we have diversity in front of the camera. I've talked quite a bit about the diversity of our CoverGirls, but it's really important that we have diversity behind the camera.  And the reason why that's important is because we're able to tell stories that are really authentic to the people we are trying to relate to. And so, whether it's from an ethnic diversity standpoint or even from an age diversity standpoint, we want to make sure that the people that are telling their stories on the brand, the people who are developing the products, are actually from the communities that we are trying to serve. </span></p><p><span style="font-weight: 400;">So one of the new products that we're launching, for example, is TruBlend Matte Made. It will be the first time en masse that a beauty brand is launching 40 shades all at once. But the reason why it's being so well-received and the product is so well-received is because the team that actually developed that product was a very ethnically diverse team. And so they are able to develop a product that can delight people of all shapes and tones and skin types, because they were part of telling that story. And so diversity for us is extremely important not just in the way that we communicate, but in the people behind it from an agency standpoint, having a really diverse team.</span></p><p><strong>Dua:</strong><span style="font-weight: 400;"> Two of you are creative directors were...</span></p><p><strong>Ojo:</strong><span style="font-weight: 400;"> Yes, exactly. So we had Grace Mellin and Shannon, who are part of creating the work that everybody is now seeing in the world. Also, of ethnic background, which is very rare in this industry. Shouldn't be, but it is and we're super proud that once again, the story's been written by people who really get the communities that they're trying to reach and have a passion for telling stories that will connect in an emotional way with them as well.</span></p><p><strong>Dua:</strong><span style="font-weight: 400;"> What are some of the other issues out there in the industry that concern you, that you really want to do something about, and are keeping you up at night?</span></p><p><strong>Ojo:</strong><span style="font-weight: 400;"> Oh my god, so many things. One is really pushing, yes we have awesome products and we want to be able to connect with people and show them the great quality of our products but we're also learning that people want to connect with brands experientially and in a much deeper, more emotional, more experiential way. So you'll actually see that in the fall. We're going to be launching our first flagship store in Times Square. We've gotten so much positive feedback as we've taken CoverGirl on the road to a lot of events and people have the opportunity to really see "I Am What I Make Up" come to life to have the opportunity to really play with our products and create whatever version of themselves that they want to be.</span></p><p><span style="font-weight: 400;">And so we're excited that we're gonna have this, you know, ten thousand square-foot store that people can come in and experience the brand, really play with our products and really connect with us in a more meaningful way than they have in the past. We also want to make sure that we are really connecting with consumers in a social-first way. As we think about beauty, I think it's changed quite a bit from the way beauty used to be in the past, and creating platforms from a social perspective that we can have two-way dialogue and co-create with our consumers is what beauty looks like in the future. That will continue to be a part of the brand as well.</span></p><p><strong>Dua:</strong><span style="font-weight: 400;"> Tell me a little bit more about your innovation efforts. You mentioned the flagship store. You're competing with the Sephoras, the Ultas, the NYXs, and the Elfs of the world, that have basically been born on social, and you know you're competing with them being an iconic legacy brand. What else are you going to do to compete with them?</span></p><p><strong>Ojo:</strong><span style="font-weight: 400;"> I think one of the things that we're really proud of is we've done so many studies. And even through all of the disruption and fragmentation that has happened in the industry, the most loved cosmetic brand is still CoverGirl by far. And I think the reason for that is because as a team, we have to be obsessed with listening, absolutely obsessed with listening. And when we listen, be very, very agile to respond to that. And so, from an innovation standpoint, if they're telling us that they need certain products we have to be very quick to innovate and have that in market and make sure that the quality is one that they will be delighted by. </span></p><p><span style="font-weight: 400;">If they're telling us, "You know it's really hard for me to find the shade that matches me, the color that's me, and that's a struggle," en masse, for example, we're starting, we're setting up this flagship store so they have the opportunity to do that. And we're also going to a lot of events around the country so that consumers have the opportunity to be able to do that. So I think for us it's really about paying attention, it's really about listening and then being very agile to respond in real-time to make sure that we're delivering everything that they are asking of us.</span></p><p><strong>Dua:</strong><span style="font-weight: 400;"> Okay, so you essentially lead all the brand efforts for the brand, even though CMO is not your title. What do you think is the most powerful tool in a chief marketing officer's arsenal today and what is the biggest marketing myth out there?</span></p><p><strong>Ojo:</strong><span style="font-weight: 400;"> The most powerful tool, I talked about it a little bit and it sounds really boring and </span>clichéd<span style="font-weight: 400;">, but it's listening. It really is, and it can never get old to spend quality time with the people that choose you every single day and so for me that is such a priority. I spend an incredible amount of time talking to editors, talking to people, talking to consumers, talking to influencers. Like "what is it that you love about this brand, what do you wish we could change?" and instilling that in the team. That can never get old, and we'll do it through traditional methods, but it's also spending a ton of time for me personally on Instagram. </span><span style="font-weight: 400;">My team spends a ton of time on Instagram and YouTube. Reading all the different comments. So yeah, it sounds a little bit old school to say you know what, you got to listen but I do think that is what we have to be able to do, whether it's through a lot of the data that we're getting, culling a lot of those insights, turning them around into experiences, technology, products that people are delighted by. And that never gets old and it wins every single time. </span></p><p><span style="font-weight: 400;">The myth, I think, is that you can market anything and that relevance is not as important as great products and not as important as they should be and it's really all about the sexy stuff, right. It's all about the communication and the marketing, and I think that's really important. But for me, marketing really comes with number one, really listening and understanding who you're serving and then creating products, and services, and experiences that absolutely delight them. And then you have the secret sauce that you can really shout about and you can communicate about. And when you can get those things right, my experience has been it works every single time. So that's what we spend a ton of time on. Yes, we use new-age tools to listen. Sometimes we do it in focus groups, but a lot of time it's through social listening and culling a ton of data. But at the end of the day, it's listening to the people that love you to death and then acting on it very quickly and when you do, I believe that's the formula that's always gonna work.</span></p>

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