If I had to sum up 2025 in one sentence, it would be this: I wrote an unholy amount of words, prevented a solid number of marketing-induced mental breakdowns, and helped a lot of people make very real money (yep, I ain't afraid to flex like that).

Its beauty aisles are bright, busy and overflowing with ingredient themes you start noticing the more you look. Here's what jumped out.

Microcopy makes their life easier. It turns a potentially stressful purchase into a “thank god, that was easy” moment and that emotional relief is what opens wallets.