In 1993, like most 20-year-olds, I only ever bought my make-up and skincare from one brand. It was almost always Clinique. On rare occasions, Lancôme. The only temptation to ever sway my loyalty: a gift-with-purchase bribe.

Gen X-ers like me never scanned ingredient lists or knew what a paraben was. Department stores and the big beauty conglomerates like Lauder and Revlon ruled. Pencil-thin brows, matte brown lipstick and CK One were a thing. Brands fudged claims. And if you had a problem with a campaign’s lack of diversity, your avenue of complaint wasn’t social media (there was none). You wrote a letter.