More price stability/less pushing prices up beyond “normal” price increases due to rising cost of goods–this year has seen a lot of brands price products outside of their normal pricing range (e.g. MAC with high-end, not mid-end pricing). I’d love to see brands tweak trends, rather than just follow them, and make them their own. I’d rather see a shade or product inspired by than the same one from twenty different brands. I’d also love to see brands make less outrageous claims (like 24-hour wear) and refine their quality control practices to ensure all customers are getting the product they should be getting.

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