Lipstick is about loyalty. You search and search for what you love, and when you find a golden ratio of creamy to sticky, hue to saturation, luminosity to depth, matte to gloss, you feel a sense of accomplishment and finality. To introduce a whole range these days, a brand’s got to attract curious newbies and converts—and that’s what we think Tom Ford’s new lip wardrobe will do. A line of 12 super-velvety colors he’s selected himself, they range from bright and almost matte to nude and shimmery to dark and cosmic. No gimmick here; the only hook is that they’re genuinely alluring. $45 at Bergdorf Goodman.