Quick beauty industry reality check: when you see claims like 24-hour wear, waterproof, sweat-resistant, or transfer-proof, like the ones we spotted on the @NYX Professional Makeup gondola at @Ulta Beauty, those aren’t just marketing words someone made up in a meeting. Those claims actually have to be paid for and tested. Brands send formulas to independent third-party labs where real people wear the product under controlled conditions. If the product is still detectable on the skin after the test period, it passes, even if it doesn’t look ✨perfect✨ anymore. Once the product passes, the brand can legally make that claim. So yes… 24-hour wear, waterproof, sweat-resistant, and transfer-proof all come from separate claims tests that brands pay to run. How many of you already knew that? 🤯 #makeup #drugstoremakeup #thelipsticklesbians #beautyreview