THE PROOF

Every number, even the ones that sting.

Every product we carry gets tried in real homes. We publish what happened — including what went back. A brand that unsells 60% of its case earns the right to be believed about the rest.

The ledger

The 4:30 Lip

1240 tried

68%

—

in counter

Skin Cushion

980 tried

74%

—

in counter

Kohl Ink

480 tried

91%

—

in counter

Lip Gulab 04

720 tried

62%

—

in counter

Cheek Tint Madder

540 tried

58%

—

in counter

Barrier Glow Serum

34 tried

counting — 34/50

—

counting

Velvet Matte 09

610 tried

31%

—

watchlist

Attar Rose

210 tried

77%

—

in counter

Didn't earn its place.

The retired shelf. We write these with care — they're the numbers that cost us the most to publish.

Velvet Matte 09

Kept by 31%. Pulled orange on cool undertones. Watchlist.

How we count

A trial counts the moment a product is swatched in a Swatch Session. A Keep Rate publishes once a product crosses 50 trials — below that, we show "counting — n/50" rather than a rate that could mislead at low volume.

Rates update monthly from session records. We don't adjust for anything — a bad week shows as a bad week.

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