When Carisa Janes set out to launch her own cosmetics line in 2004 after years in the industry, her concept of high-performance makeup with a clean, skin care–forward approach was far from the norm. Hourglass launched at Barneys New York—where all head-turning brands did in those days—and it went on to set a new standard, earning a place in the most discerning makeup artists’ kits. Innovative formulas, particularly in the categories of foundation, concealer, and powder, built Hourglass’s reputation for conjuring a healthy, natural radiance. Ever since, the evolving lineup continues to reel in new fans.