Rare Beauty

Rare Beauty is a color-first brand that leans into high-impact payoff and performance, especially in its blushes and brow gel. The Soft Pinch Liquid Blush is famously pigmented — a tiny dot goes a long way, and it wears all day — but it has a learning curve and can feel overpriced per ounce. The Brow Harmony gel is a standout for strong, non-flaky hold that works on a range of brow types, though it can look a little white or flaky if over-applied. This is a brand for people who want noticeable, long-wearing color and don't mind a bit of technique.