A post shared by FENTY BEAUTY BY RIHANNA (@fentybeauty) on Nov 15, 2017 at 7:04pm PST

What year is it again" Early-aughts icon Paris Hilton is back in Vogue ? and starring in a Gia Coppola-lensed Love Advent video ? and lip gloss, once the hotel heiress? beauty item of choice, has similarly made its way back into the zeitgeist.
Fortunately, the lip glosses of 2018 are unlike the gluey, sticky, goopy, sickeningly sweet-smelling Stilas and Bonne Bells that once lived in the outer pocket of our mini backpacks. They?re not Venus hair-traps masquerading as makeup. Rather, they?re (mostly) unscented. Youthful yet sophisticated. Shea butter and vitamin E-infused. Upwards of $15 (usually), but that?s the price you pay for flyaway-free shine. It?s hard to pinpoint exactly when the trend started. For a while, it seemed as though all the gloss-fatigued millennial wanted to wear were rich matte lipsticks reminiscent of his/her/their early-early youth, before makeup was even an option.
Then Kylie Jenner released her (in)famous Lip Kits, the 2000s started trending in fashion, Gossip Girl came to Netflix, and Glossier, cognizant of its 20-something customer?s nostalgia for Juicy Couture tracksuits and denim miniskirts and love of barely-there makeup, launched a lip gloss as part of its 2016 holiday set.
This past July, Selena Gomez?s “Fetish” teaser video unofficially doubled as an advert for Marc Jacobs Enamored Hi Shine Lip Lacquer. In September, models walked the ...