In the first half of 2025, single shadows are making a comeback! The popularity of eye palettes, which had been sustained for a while, is waning, and the launch of single shadows that allow for personalized color combinations is becoming active. The first and second places in the single shadow category are held by Holika Holika and Hince, which have consistently been loved since their launch. Daisy's launch in the first half of this year has quickly secured third place. The growth of Mood, which has won four awards in the eye makeup category dominated by familiar brands like Clio and Etude, is remarkable. This can be attributed to its product quality, which has gained word-of-mouth among makeup enthusiasts. It will be interesting to see if new rising brands will emerge in the final awards.
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