If it’s a newer brand but more corporate-backed, then it doesn’t have such a long journey to get on my radar, presuming they offer something interesting or different or have given me some reason to expect readers to care. For a newer, more mom ‘n’ pop kind of brand, I have to see some history of good customer service, interesting/quality products, and see readers mentioning them as favorites and the like. For a product to really grab me, it often is a quality thing–I’m a big fan of Bite’s lipsticks, so if they dropped Amuse Bouche Luminous Lipstick, I’d be VERY excited to see that, because it’s a different type of finish for them and based on prior experience, feel like the chance of them being good would be high.
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