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By Jessica Rubino

You use them before bed and again at dawn. They’re in your bathroom and office, even rationed into 3-ounce containers in carry-ons. American women use an average of 12 beauty products daily.

For the increasingly label-savvy shopper (that’s you), these products represent more than an everyday habit. Effective, research-backed products now support your ethos as well as your skin, hair, and nails.

That’s why we’ve chosen these 18 picks—industry veterans and new launches—that show true beauty, from clean ingredients and innovation to business leadership and quality certifications.