As Allure’s annual Best of Beauty Awards turn 30, we’re celebrating three decades of beauty obsessions, breakthroughs, and editor-approved discoveries—from steals under $11 to truly worth-it splurges. A lot has changed since the inaugural Best of Beauty Awards in 1996, most notably how the awards are presented and their scale. The first BoB debuted in the pages of a glossy print magazine; today you can scroll through all the winners on Allure's site and shop the winners IRL at the Best of Beauty Live event held in New York City. We even give readers a sneak peek into our testing process on social.
As we celebrate Allure's 30th birthday (she's grown up so fast!), we can't help but look back at how far this publication has come—and how far beauty has come, in general. The industry has made strides in diversity, product innovation, and commercial value. In the mid-1990s, the global beauty industry's estimated value was under $100 billion, compared with its roughly $450–500 billion value today, according to industry forecasts from firms such as Statista and McKinsey.
The real nostalgia, however, lives in the advice we’ve collected along the way. Long before TikTok tutorials and viral hacks, these were the tips passed from makeup artists backstage, whispered in test rooms, and scribbled into editors’ notepads (you know, when people still used pen and paper)—small, transformative tricks that quietly shaped how we see and understand beauty.
Here, 30 past and present Allure editors revisit the wisdom that has stayed with them for longer-lasting mascara, naturally defined brows, instantly brighter skin, and beyond.
What’s the secret to smudge-proof, long-lasting eye makeup?
"If you have short, straight lashes like I do, always use waterproof mascara. You'll get upturned lashes...that actually stay that way all day."
“I’ve been doing this eye-makeup move since college, and I can’t remember where I picked it up, but it easily could have come from a print issue of Allure back in the day. Instead of eyeliner, I use black powder eye shadow to line my top lids. I apply it with a stiff, square liner brush and smush the tops of the bristles into my lash line from both above and below my lashes, thickening the line as I move outward. It gives the illusion of fuller lashes and a slight lift at your outer corners.”
"During a photo shoot way back in 2010, a makeup artist suggested mascara wasn't about enhancing your lashes, but enhancing your eye shape. It was a minor revelation. I stopped gobbing the stuff on and just started applying it to my outer lashes for an elongated, wing-y effect. I've never looked back."
“I think I landed my job at Allure because during my interview with Linda Wells, she commented on how spot-on my eyeliner was and asked how my hand was so steady. My tip: no caffeine until after liner application!”
How to achieve an effortlessly polished makeup look
“After putting on lipstick, place your (clean) finger in your mouth and pull it out. Do you look like you're shooting NSFW content at the dinner table? Maybe, but it beats lipstick on your teeth.”
"If you wear foundation or concealer and you want to apply powder-based bronzer or blush on top, make sure to dust on a thin layer of setting powder first. This keeps the creamy base products from eating away at your blush or bronzer, ensuring it will last longer. Makeup artist Tom Pecheux gave me this tip backstage at fashion week, and I've used it in my own routine every day since."
"For a dewy glow that doesn't disappear, I like to apply a face oil to the high points of my face. Then, I slather on a cream highlighter and apply my foundation, concealer, blush, and contour. Finally, I add a layer of highlighter powder on top."
"By watching countless makeup artists on shoots over the years, I learned to apply tinted brow gel by first brushing the brows downwards to coat the top side of the hairs and then brushing them upwards to coat the bottom side for that Brooke Shields-fluffy brow effect. The same can be done with mascara."
"I believe it was makeup artist Isamaya Ffrench's advice to use brow products that have gray undertones, so you paint both the brow and a shadow beneath the brow at the same time for a more natural look. I do this on my mustache too. It's very faux Freddie Mercury!"
"When you're in a pinch and rushing to go out, dab a shimmery neutral eye shadow at the inner corners of your eyes. It works wonders for looking more bright-eyed and awake, even without mascara."
“Apply your cream bronzer in sheer layers using a soft tapping motion, blending upward to lift your face. And when you think you’re done blending, blend a few more times.”
“If you have a breakout, skip the multistep concealer routine and put on some red lipstick. On your lips, to be clear. We call this creating a diversion.”
Skin-care tips that actually make a difference
“When you're using a serum, especially one with vitamin C, don't try to stretch out the life of the bottle. Use it lavishly. The active ingredients in most serums start to degrade the minute they're exposed to oxygen.”
"When you look at your face in the mirror, try to look at it the way you would someone you love very much—with openness, appreciation, and affection. Second-best beauty tip: Four to five drops of SkinCeuticals C E Ferulic massaged in before sunscreen every morning will transform your skin."
"Instead of splashing water on your face before cleansing, put cream cleanser on dry skin, then work it in before rinsing it off. I find it leaves my face much cleaner."
“I've applied sunscreen with a foundation brush for years. It's great for adults and amazing for kids. I keep the brush in my beach bag.”
“As a kid I hated it, but now I’m so glad my mom ingrained the importance of a post-bath, head-to-toe lotion lather. Moisturizing immediately after hopping out of the tub not only feels great but locks in hydration instantly, which means super-soft skin and no midday itching. Thanks, Mom!”
“Moisturize, moisturize, moisturize. I am not just talking about your face, but your whole body from the arms to the feet, and elbows to heels. Supple skin makes you look fresh. My go-to is all-natural shea butter and coconut oil.”
“Right after you put on hand cream, press the palms of your hands against your cheeks — it's facial-level dewiness on your way out the door.”
"Black people can also get skin cancer, contrary to popular belief, so wear sunscreen and incorporate it into your daily skin-care regimen."
How can you upgrade your hair routine for better results?
"The best way to enhance loose waves for a beachy-cool texture: Choose flexible-hold mousse, apply it in marble-size dabs around your head—at the crown, in the middle of the hair shaft, and near the ends. Finger-comb it all through, scrunch... and then don't touch it until it's dry. It’s so hard not to futz with your hair as it's drying, but when you do, it stirs up frizz. Once dry, blast dry shampoo an inch down from the roots and through the underside of hair, massage, and go."
"If you have superfine hair that looks gunky or flat after conditioning, condition and rinse out before you shampoo."
"Frizz can be your friend! If you struggle with volume at the roots, don't be afraid to back-comb just a bit and hit it with a flexible-hold hairspray."
“If you have to cut your own bangs, use fingernail clippers held vertically. They're small enough that you can't really mess up, and it gives your hair a sexy, lived-in vibe.”
“Back when I was a brand-new beauty editor and still in my early 20s, hairstylist Harry Josh told me that whenever a few gray hairs decided to make an appearance on my dark black hair, I could just put a little bit of hair dye (or root touch-up or even spray a bit of temporary hair color) on gloved fingers and rub the individual strands between my fingers to lightly coat them and make them black again.”
What are the smartest beauty tricks pros swear by?
"A must, in my opinion, before injections or facelift consultations: Don't go with overgrown brows. Get your eyebrows waxed or tweezed professionally so the doctor can see where your eyebrows really are. Otherwise, the injector or surgeon may raise your brows too high."
“Bring a crystal file to nail appointments: It helps lessen the rough, frayed edges you get from cheaper files and prevents breakage.”
"I call this 'the Sloppy Painter's Pedicure.' If your nails look like a toddler did them, let them dry,
then take a shower and scrape any polish off your skin with a finger as the water rains down. You don't run the risk of taking polish off your nails like you do by touching up with polish remover."
“A makeup artist once told me that I could keep my wings pointed at the same angle by flicking my pen toward the tail of my brows. If your brows grow in evenly, your liner should too.”
How do you make your fragrance last all day?
"To carry your fragrance with you, always target exposed pulse points like your wrists or neck, and then spritz your hairbrush with perfume and run it through your hair. It's unforgettable—for you and everyone you meet."
Now, read more beauty advice:
- If You Had a Collection of Going-Out Tops, It May Be Time for a New Foundation
- The Best Concealer Hacks for Fine Lines, According to Makeup Artists
- I Finally Learned How to Apply Concealer on My Deep-Set Eyes
Now, watch Dove Cameron's beauty routine:
This story is based on a story that originally appeared in the October 2021 issue of Allure. Learn how to subscribe here.
