As Allure’s annual Best of Beauty Awards turns 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 even 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 really growing up), 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 was estimated at under $100 billion, compared with roughly $450–500 billion today, according to industry forecasts from firms including Statista and McKinsey.

The real nostalgia 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 (back 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’s stayed with them: from longer-lasting mascara and naturally defined brows to instantly brighter skin and beyond.

What’s the Secret to Smudge-Proof, Long-Lasting Eye Makeup?

Michelle Lee, Editor in Chief (2015–2021)

"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."

Victoria Kirby, Beauty Editor (2006-2010)

“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 eyeshadow 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.”

Liana Schaffner, Associate Editor (2005–2010)

"During a photoshoot waaay 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."

Sasha Charnin Morrison, Fashion Director (1999–2006)

“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

Meirav Devash, Articles Editor (2004–2008)

“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.”

Sophia Panych, Deputy Digital Beauty Director (2010–2019); Content Director (Present)

"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."

Jessica Cruel, Editor in Chief (2021–Present)

"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."

Rachael Wang, Fashion Director (2016–2017)

"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."

Brennan Kilbane, Senior Writer (2017–2021)

"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!"

Lori Segal, Research Director (2008–2021)

"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."

Talia Gutierrez, Editorial Assistant (2019–2024)

“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.”

Dianna Singh, Senior Beauty Editor (2020-2022); Features Director (2022-Present)

“If you have a breakout, skip the multi-step 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

Linda Wells, Founding Editor in Chief (1991–2015)

“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.”

Jenny Bailly, Executive Beauty Director (2013–Present)

"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 and 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."

Paul Cavaco, Creative Director (1999–2016)

"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."

Patricia Alfonso Tortolani, Beauty Director (2003–2014)

“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.”

Sarah Kinonen, Deputy Beauty Director, Associate beauty editor (2016 - present)

“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 also locks in hydration instantly, which means super-soft skin and no mid-day itching. Thanks, Mom!”

Rajni Jacques, Fashion Director (2017–2021)

“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.”

Elizabeth Siegel, Deputy Beauty Director (2010–2025)

“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.”

Amber Venerable, creative director (2022-present)

"Black people can also get skin cancer, contrary to popular belief, so wear sunscreen and incorporate it into your daily skincare regimen."

How can you upgrade your hair routine for better results?

Amy Keller Laird, Beauty Director (2004–2011)

"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."

Lindsy Van Gelder, Chief Writer (1991–2009)

"If you have superfine hair that looks gunky or flat after conditioning, condition and rinse out before you shampoo."

Shanna Shipin, Senior Commerce Director (2022-present)

"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."

Danielle Pergament, Executive Editor (2000–2018)

“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.”

Alessandra Foresto, managing editor (2025-present)

“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?

Joan Kron, Contributing Editor at Large (1991–2016)

"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."

Jessica Chia, Executive Beauty Editor (2016–2019)

“Bring a crystal file to nail appointments: It helps lessen the rough, frayed edges you get from cheaper files and prevents breakage.”

Kristin Perrotta, Executive Editor (1996–2016)

"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."

Jesa Marie Calaor, Editorial Assistant (2016-2018); Senior Beauty Editor (2022-Present)

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?

Paige Stables, Beauty Editor (2019–2023)

"To carry your fragrance with you always target exposed pulse points like your wrists or neck, and then also 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 originally appeared in the October 2021 issue of Allure. Learn how to subscribe here.