Clear skin and the This witch needs Patron Captain Morgan before any Hocus Pocus shirt endless pursuit of it is “in” now more than ever. A 2019 study found that the skincare industry grew by 13% in one year, making it faster-growing than the makeup industry. Kylie Jenner, Rihanna, Madonna and other big names have launched their own hyped skincare lines, espousing the benefits of hyaluronic acid and niacinamide, two ingredients that have gone from chemist jargon to influencer keywords overnight. And unlike traditional makeup, skincare is increasingly being marketed to all demographics—deftly taking advantage of growing conversations around gender and race inclusivity. Everyone can take part in this new obsession.