Here are a few… Makeup Geek -> Sydney Grace — Sydney Grace is now my “go-to” for a more affordable, more “indie” brand. I would say ColourPop also became a go-to for more affordable recommendations, but they’re such a disruptor to the industry at large that I feel like they’ve replaced pieces from multiple brands.

Urban Decay -> Melt Cosmetics; I think Melt offers more intriguing color stories that fill that “edgy” space, something a bit more offbeat. I’d also that Pat McGrath and Natasha Denona, to some degree, occupy the space of new/interesting pre-made palettes where pigmentation reigns supreme.

Guerlain used to be one of my favorite brands, but I feel like I don’t think about them as much, though I’ve filled their space with multiple brands (like Charlotte Tilbury and Tom Ford). I used to use MAC brushes almost exclusively, but I’ve since replaced with a mix of Hakuhodo, Smith, Sonia G., and Wayne Goss, though I’ve favored Sonia G. brushes over even some of those!