Novo

Novo is a Chinese makeup brand, part of the C-beauty wave that has been spreading outward from Douyin and Xiaohongshu. Its position is colour that follows the trend closely, at a price that does not sting. Packaging is half the point: palettes shaped like a slice of toast, cases made to be left out on a desk rather than shut in a drawer. Alongside the colour it makes small useful things — fingertip glitter, pens that take eyeliner off.