2017 was a landmark year for the beauty industry as advertising became more inclusive, formulations became more advanced and technology reached a new peak. We can only hope this continues in the New Year, but we’re highlighting our favorites, just to be on the safe side.

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We’re still buying whatever Rihanna sells us, like her Fenty Beauty line, but there are plenty honors we’d spend our pretty pennies on. From a smart brush that analyzes strands in real time to a co-wash in dry shampoo form, these are the 25 beauty launches that we couldn’t stop talking about this year. And to be honest, we’ll still be obsessed with them when in the New Year.

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