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These three effortless, clean beauty brands were a hit during the pandemic—and are perfect for the reopened world

Tower 28, Jones Road, and Merit Beauty were designed to be easy-to-use, clean, and affordable–and we’re never going back to regular makeup after trying them.

Throughout pandemic, we witnessed many of our routines alter and derive: our 9-to-5′ s, our childcare, our social livings — and, of course, our self-care. Last-place May, McKinsey reported an influx of consumers striving DIY beauty solutions — at-home hair color, fingernail help, et al — while cosmetics( except eye makeup) view a trough in sales. Still, the conglomerate prophesied momentum and invention in the DTC makeup industry continuing post-Covid, thanks to shoppers’ aid of the intertwining of appeal and wellness — a la “‘ self-care Sunday’ or a swipe of lipstick before a Zoom meeting .”

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