How to pronounce: See-ah-TAY
Claim to fame: Formerly known for its nail polishes, the brand has pivoted to colour cosmetics. Here's the deal with its super-popular Glitter Flip ($19), which sold out pretty much immediately after its Fall 2017 release. You smear it on, and it's a matte colour. Then you flick your lips together, and sparkles appear. Every time you repeat the process, your lips become even shinier. Capiche?
Image Source: Unsplash / Jake Peterson