Rouge Cosmetics

Beauty junkies can spend years perfecting their primping arsenals. If you'd prefer to skip beta-testing your makeup bag, though, let Rouge founder Ann Supple Massey do the work for you. A former cosmetics buyer at Filene's, Massey vets every product with her staff, choosing only those deemed both innovative and effective. That makes for an appealing mix of old favorites (Nars, B. Kamins) and up-and-comers like Caudalie. Those who suffer from overstimulation at Sephora will appreciate Rouge's manageable inventory and elegant interior, while cosmoholics love the staff's exhaustive knowledge and occasional in-store appearances by beauty luminary Paula Dorf. RUNNER-UP: Shu Uemura LAST YEAR: Neiman Marcus