The makeup industry has as many beloved beauty brands as there are colors — that is to say, a seemingly infinite number. Are there too many? Absolutely not! Because the colors and styles people enjoy are just as myriad. And anyone who uses makeup will tell you that there’s nothing like finding that precisely perfect shade to earn the maker instant brand loyalty and a need to share the gospel. 

There’s also never been a time when such a wide array of brands have been easily available in every major city. Twenty years ago, young people looking for hot makeup lines like Urban Decay and Hard Candy had to drive to the nearest major city to find a specialty store like Sephora (or later, Ulta).


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