You know how paleontologists can identify up to 700 species of dinosaur just by looking at some fossils? Beauty editors have a similar skill set. . . except our medium is products. Within a year’s time, we’ve all but seen, smelled, and swiped enough lipstick, face cream, and fragrance rollerballs to fill up the American Museum of Natural History, which means we can easily discern a standout brand from the rest.
Still, the cosmetics industry saw some big innovations throughout 2018, so we’ve asked editors from top publications to share the best beauty companies that were actually worth the roar this year. So all your second-guessing? Ancient history.