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When beauty brands branch out into a new category, my reaction tends to include a mix of surprise and hesitation. It's not an outwardly negative reaction but my stubborn brain tends to associate brands with specific products I love and use in my daily routine. One example that comes to mind? Merit's ultra-creamy, easy-to-use Bronze Balm stick. So, when I got wind that the Best of Beauty-winning brand was launching skin care, I knew it was a move that technically made sense — but I was still skeptical.