Tough question! Urban Decay, perhaps, because of their massive and enduring venture into all things neutral, given their history of bolder, edgier color. MAC has seemed to rely more heavily on collaborations over the last few years than ever before (though they have done collaborations for quite sometime). NARS seems more aggressive as a brand with more launches than they used to have, plus collaborations.

Thanks to Rachel for today’s question! Do you have a question idea? Submit yours here.