In recent years, the beauty industry has been on fire, with new brands igniting the scene and setting trends ablaze. Amidst global economic turmoil and uncertain times, beauty has emerged as a beacon of resilience and opportunity, attracting everyone from Wall Street wizards to Hollywood's elite. As major fashion brands flock to the beauty sector, mergers and acquisitions have become as common as lipstick in a makeup bag.

While fragrances and cosmetics have long been fashion brands' go-to forays into beauty, skincare presents a tougher challenge. Yet, the allure of wellness and athleisure-inspired products holds promise for those brave enough to venture into uncharted territory. With every makeup launch, fashion brands are not just expanding their reach but also creating unforgettable experiences for their customers. From Zara to Victoria's Secret, these brands are curating coveted beauty collections that scream quality and style, even before an influencer can utter a word.

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But it's not just about accessibility — it's about capturing hearts and wallets too. Mass-market brands like Primark are proving that beauty doesn't have to come with a hefty price tag. With lip liners priced at a mere $2, these brands are making beauty accessible to all, while still delivering on style and substance. And let's not forget the "lipstick effect" — during tough times, beauty sales soar, making it an enticing investment for retailers looking to weather the storm.

At the end of the day, expanding into beauty isn't just about selling products — it's about selling a lifestyle. By offering everything from wardrobe essentials to morning routine must-haves, fashion brands are positioning themselves as the ultimate one-stop-shop for all things fabulous. So let's raise our brushes and look up to the brands who are not just nailing fashion, but also makeup too.

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Zara, renowned for its swift adoption of fashion trends, made a splash in 2021 with its makeup line. Collaborating with renowned British makeup artist Diane Kendal, the collection boasts at affordable prices. What catches our eyes? Lips and Face Palette, $35.90, features a creamy formula that effortlessly blends on lips and cheeks, leaving a natural tint. Its silky texture allows for customizable coverage, making it ideal for quick touch-ups or endless combinations with just three shades.

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Dive into H&M beauty range for a dose of high-street glamor that's as versatile as it is chic. Recognizing that beauty is an extension of fashion, the brand has curated an extensive range of hair and makeup products, along with fragrances and bath essentials. Don't miss out on the Liquid Matte Lipstick in Cherry Up, $9.99 — a highly pigmented, bold color that glides on effortlessly, leaving lips with a stunning, velvety matte finish. It's beauty that's both fashionable and ethical, making it a must-have for every modern trendsetter.

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In the realm of celebrity beauty brands, Fashion Nova, a fast fashion favorite, ventured into the beauty scene with NovaBeauty. Elevate your vanity kit with the must-have Gelous Long Wear Waterproof Eyeliner in ASAP, $12. This vegan and cruelty-free waterproof eyeliner is a game-changer. With its built-in sharpener and precision design, it delivers smudge-proof, high-intensity color in a single swipe for long-lasting wear.

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