When it comes to Benefit , our love of the line definitely falls into judging-a-book-by-its-cover territory. In a cosmetic market full of similar shades and mimicking formulas, Benefit's cutesy packaging goes a long way toward differentiating it from the rest of the makeup pack. The company is celebrating its 30th anniversary this year, and Benefit products must be pretty swell on the inside, too, because items like this oil-free, sunberry toned Rush Hour lipstick have been scoring spots in makeup bags for three decades. $24, Sephora , Eaton Centre, 220 Yonge, 416-595-7227, www.benefitcosmetics. com.