Are you ready to unleash your inner ghoul, glam up like a ghost, or become a wicked witch with a wink? Well, it's that time of the year again when Halloween is just around the corner, and the only thing scarier than a haunted house is the thought of having subpar Halloween makeup. But fear not, fellow Halloween enthusiasts, because we're about to dive headfirst into the magical world of Halloween, where "boo-tiful" transformations are just a brushstroke away!

Popularity contests are quite common in the music and film industries. All throughout their respective, yet often overlapping histories, the celebrity protagonists would find themselves in many a contest they didn't even know they were partaking in. Free press and pressing deadlines, fueled by talent, birthed a gem like "Who Wore It Better?", and this may be the most widespread, public comparison contest still going on — and we are, collectively, so grateful that it is. With many celebrities venturing into the beauty business in recent years, presenting us with textures, finishes, and formulas that are just as good as, and even overtake some long-standing, respectable names, it was only a matter of time before we'd ask: "So, whose brand is the most popular? Is it Rihanna's? Lady Gaga's?" No, actually. Rare Beauty, by Selena Gomez, is No. 1, the most popular of all celebrity beauty brands.*

We understand that the modern drama queen demands more from her mascara than just pigment on her lashes. It's an expression of her confidence, an extension of her personality, and a testament to her discerning taste. That's what makes these mascaras more than mere beauty products; they're a proclamation of your unapologetic self. We present to you a curated collection of 10 all-new mascaras that come with lash-boosting properties and will elevate your eye game to a level of magnificence.

J-Beauty has earned a coveted reputation for its exquisite craftsmanship and results-driven formulas. Rooted in centuries-old traditions, these products encapsulate a holistic approach to beauty, a philosophy deeply ingrained in Japanese culture that serves as the cornerstone of their skincare industry.

In a world that never seems to slow down, we could all use a little instant gratification from time to time, especially when it comes to our beauty woes. Enter these game-changers: beauty products that swoop in like caped heroes, delivering instant relief. Acne flare-up? Is eczema acting up? Do your cuticles look like you haven't seen civilization in a while? Let us introduce you to instant solutions for all of these issues — and then some.