The primary-ever Best of Beauty Awards was launched 5 years into an excellent experiment that was an all-beauty, all-the-time journal known as Attract. It was 1996, an election yr, and the introduction to the inaugural Better of Magnificence winners record referenced Bob Dole, Invoice Clinton, and the ability of the voting course of. “We field-tested amber waves of lipstick, purple mountains of nail polish, and fruited plains of perfume,” we wrote. “Now we’re speaking America the attractive.” Winners had been categorized into the “Moist Needed” (Clinique Dramatically Different Moisturizing Lotion, Prescriptives Flight Cream) and “Tautest of the City” (Chanel Firming Eye Cream, Biotherm Cellulite Smoothing Focus). Chanel Vamp and Crème de la Mer had been honored; so had been Cetaphil and Vaseline (these latter two are additionally 2021 winners).
Innovation has flourished in these 25 years, however the alchemy that makes a magnificence product a winner has largely stayed the identical. “America the attractive,” nevertheless, seems to be very completely different. As soon as-rigid requirements of the dimensions and shapes, the colours and contours of what make a person beautiful have crumbled — for good, optimistically.
There’s by no means been a greater, freer, extra great time to like magnificence and take a look at on its many kinds. However as a client, there’s additionally by no means been a extra overwhelming one. A billion (give or take) new merchandise arrive on the scene every day and the way do you select one of the best amongst billions? After 1 / 4 century, Attract has it all the way down to a strategy of swatching and slathering and so, so many spreadsheets (we solely rent candidates with superior levels in eyeliner and Excel). We have tasked ourselves with reducing by means of the litter and confusion to guide you to the merchandise that ship — those that do not simply do what they are saying they’re going to do, however do it higher than anything.
That is my sixth yr helming the Better of Magnificence course of and I can inform you this: Allure’s testing is rigorous and regimented, and finally comes all the way down to the experience of our employees — the adults, kids, and furry creatures (take a look at this yr’s first-ever pets category!) who spend months lathering and mixing and swiping. After which rinsing. And repeating. We take our jobs and our accountability to you (and your wallets) extraordinarily severely. We’re excited for the improvements that the subsequent 25 years might carry, and nevertheless America the beautiful continues to evolve, so will we. The curious, dedicated, conscientious crew behind Better of Magnificence is, if I could say so, one in a billion.
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