I was reading a Newsweek article from March of last year about how young girls are spending more money at a younger age on beauty treatments (and feeling worse about their bodies, which sucks so bad I can't tell you), and it makes me sad, but I understand their motivations. I, too, use a $100 facial "serum", use $40 soap, and $40 moisturizer. I love cosmetics, and frequently buy more - especially mascara (which is the one make-up item I recommend for anyone who wants to look a little more made up without actually wearing lots of make-up).
I have quite the mascara collection.
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