Two reasons: excellent customer service and excellent products. Online chat and e-mail contacts are consistently friendly, helpful, fun conversations. Products are terrific. The eyeliners are what I’ve wanted for my purse for years, because they are small, retractable, beautiful and long-lasting on the eye. The rouge compact is undeniably cute and has a great mirror, and the color is great on cheeks and lips. Buttery lipstick too!” Great formulas that are easy to use, attractively packaged to stay fresh. The pot rouge compact and eyeliners are my favorites! And I love the vegan lipsticks and vegan liners. Last but not least, your lovely customer service makes me feel I’m buying cosmetics from friends rather than a mega corporation.