I was struck by how dominant makeup and devices were in 2024, after years of skincare mania in the market. Saie, a fairly priced US makeup startup, stormed it. With the notable exception of its complexion products (improvement needed), the line is excellent. Dew Bronze (£20), an extremely easy, natural-looking bronzing liquid, was its best launch. I reached for it again and again, fluffing it into cheeks and temples with their now-indispensable Base Brush (£21). Saie could get away with less for the money, but mostly overdelivers.
Speaking of price, the high-street hits kept on coming. Elf’s non-smudgy, seven quid Lash XTNDR would have been my mascara of the year at any price.
