In launching her eponymous cosmetics brand in 1995, makeup artist Paula Dorf set out to create professional-grade products that helped women to achieve flawless glamour. After starting out with a line of hand-cut precision makeup brushes, Dorf expanded her label in 1998 to include cosmetics like Transformer (which turns regular eye shadow into smudge-proof liquid eyeliner with just a few drops), neutralizing eye primer, water-based foundation, and lipstick done in her own on-trend color palette. Dorf solicits input and feedback from celebrities in developing her blush, eye shadow, and other goods, which she markets using her signature slogan, “Become your own makeup artist.” Looking red carpet-ready has never been so simple.