In the cut-throat, competitive and over-crowded world of beauty, where brands fight tooth and nail to have their creation be crowned Cult Product, things can get a little crazy. Battles will be fought, houses will fall, and unexpected victors may emerge — wait, are we still talking about make-up?

The point is, it takes a lot for a product to rise above the hoi polloi these days, and these four new launches have clawed their way to the top — of our Inboxes — by injecting a large dose of fun into their products. After all, why so serious — it’s only make-up, right?

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