The Attract Better of Magnificence Awards Flip 25 This Yr — Editor’s Letter

The primary-ever Better of Magnificence Awards was launched 5 years into a terrific experiment that was an all-beauty, all-the-time journal referred to as Attract. It was 1996, an election yr, and the introduction to the inaugural Better of Magnificence winners checklist referenced Bob Dole, Invoice Clinton, and the facility 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 gorgeous.” Winners had been categorized into the “Moist Wished” (Clinique Dramatically Totally 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 gorgeous,” nevertheless, appears very completely different. As soon as-rigid requirements of the dimensions and shapes, the colours and contours of what make an individual lovely have crumbled — for good, with a bit of luck. 

There’s by no means been a greater, freer, extra great time to like magnificence and take a look at on its many varieties. However as a shopper, there’s additionally by no means been a extra overwhelming one. A billion (give or take) new merchandise arrive on the scene day by day and the way do you select the most effective amongst billions? After 1 / 4 century, Attract has it right 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 slicing by means of the litter and confusion to steer you to the merchandise that ship — those that do not simply do what they are saying they will do, however do it higher than anything. 

That is my sixth yr helming the Better of Magnificence course of and I can let you know this: Attract’s testing is rigorous and regimented, and in the end comes right down to the experience of our workers — the adults, youngsters, and furry creatures (take a look at this yr’s first-ever pets class!) who spend months lathering and mixing and swiping. After which rinsing. And repeating. We take our jobs and our duty to you (and your wallets) extraordinarily critically. We’re excited for the improvements that the subsequent 25 years might convey, and nevertheless America the gorgeous continues to evolve, so will we. The curious, dedicated, conscientious group behind Better of Magnificence is, if I could say so, one in a billion.

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