MAC
From backstage pro kits to Ruby Woo and Studio Fix, MAC turned professional artistry into everyday makeup. Forty years of shades, finishes and makeup history.
Explore the brand →Brands
The guides, products, and stories behind the brands we cover.
Brand Story
MAC
From backstage pro kits to Ruby Woo and Studio Fix, MAC turned professional artistry into everyday makeup. Forty years of shades, finishes and makeup history.
Meet the Brands
Fashion
ALDO
Founded in Montreal in 1972, ALDO builds fashion-led shoes and accessories made for real life. The pieces that finish an outfit without making it look overworked.
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Makeup
Armani Beauty
Giorgio Armani's tailoring translated into makeup: soft-focus skin, sheer luminosity and restraint. Inside the brand behind Luminous Silk and Lip Maestro.
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Fashion
Bershka
Born inside Inditex in 1998, Bershka never tried to be timeless. How it turned fast fashion into music, street culture and a youth-first point of view.
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Skincare
Botanifique
Where botanical power meets cosmetic technology. Plant-based actives, sensorial textures and the product lines worth getting to know first.
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Skincare
CeraVe
Barrier-first skincare without the luxury price tag. Built with dermatologists around ceramides, CeraVe made the basics feel essential again.
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Skincare
Clinique
The brand that brought the dermatologist to the cosmetics counter. From the 3-Step system to Moisture Surge, what still keeps Clinique relevant.
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Makeup
Dior Beauty
Where couture meets makeup you can actually wear. Rouge Dior, Backstage and Addict, seen through the eyes of a makeup artist who worked at Dior.
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Skincare
Drunk Elephant
When skincare becomes a complete system. Vitamin C you mix at home, retinol, peptides and the viral Drops that blurred skincare and makeup.
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H&M
When affordable fashion doesn't feel like a compromise
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Makeup
Jeffree Star Cosmetics
The rise, fall and reinvention of a beauty empire. Bold palettes, liquid lipsticks and a brand story that is impossible to separate from its founder.
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Makeup
Kryolan
The makeup brand born backstage in the theater. Dermacolor, Supracolor and the professional products makeup artists have relied on for decades.
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Makeup
Kylie Cosmetics
From a sold-out Lip Kit in 2015 to a full makeup brand. What Kylie Cosmetics gets right on lips and cheeks, and which formulas deserve a closer look.
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Skincare
La Roche-Posay
French pharmacy skincare built around sensitive skin. Thermal spring water, Cicaplast, Anthelios and the dermatology-led formulas behind its name.
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Fashion
Mango
The Barcelona brand that made polished, Mediterranean style global. Clean tailoring, easy knits and shoes that look more expensive than they are.
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Fashion
Nine West
The New York shoe brand named after a Manhattan address
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Skincare
SkinCeuticals
When skincare starts with the science, and comes with a premium price. C E Ferulic, antioxidants and what you are really paying for.
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Skincare
Sunday Riley
High-performance skincare, bold formulas and a complicated relationship with trust. Good Genes, Luna and the story behind the brand.
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Skincare
Tatcha
Japanese beauty wisdom, reinterpreted for modern skincare. The Dewy Skin Cream, rice enzymes and a ritual-first approach to glowing skin.
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Skincare
The Ordinary
The brand that made skincare ingredients part of everyday language. Niacinamide, acids and retinoids at prices that changed the industry.
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Fashion
Zara
The Galician retailer that taught the world to shop at the speed of now
Explore the brand →The Loren Standard
We love products. Not logos.
We might cover a brand for its history, its innovation, the people behind it, or the products it makes. Appearing on LOREN STANDARD is not an automatic recommendation.
We judge products on their own merits. The ones that clear our bar for a recommendation can earn the seal.
All Brands
A-ZNew From the Brands
MAC
MAC Eyeshadow Finishes Explained: The Classics, the Shades I Still Use, and What to Choose
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MAC
MAC Lipstick Finishes Explained: Which Formula Is Right for You?
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Kryolan
Kryolan Dermacolor Shades Explained: How I Build and Use a Professional Camouflage Palette
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Kylie Cosmetics