The ones that offer something much better than “newness” – consistent, impressive performance. I’m very lucky to be able to test almost every new product launch to help you determine helpful from hype, and it occurred to me that, in all this fuss over the newest thing, we often neglect to mention the everyday products we love and rely on. However, much of the time, new does not necessarily mean better. New innovations do come and they can be incredibly beneficial. There is always the sense that this new thing is the best in class. This isn’t helped by the fact that the beauty industry is as innovative in new product formulation as it is ingenious in marketing. If you’re a beauty product lover, you’ll know that there is a certain magpie-like tendency toward the glint or wink of the shiny new option. It’s a business, after all, and brands want to keep you interested in returning while keeping up with their competition.

So much of beauty writing and content relies upon what people in the industry refer to as “newness” – the constant influx of new products and trends.

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