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Observer Columnist Sali Hughes Launches 'BS-Free' Beauty Site

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Welcome to Beauty Wire, where we round up the day's biggest beauty news.

Observer columnist Sally Hughes has just launched her very own beauty website, Sali Hughes Beauty. Are you going to like it? Well, that depends on what you're into: "This is not a site for jargon, cod-science and wishy-washy holistic cobblers. It's about telling you what works, sharing expert and community advice and giving you loads of good stuff to watch and read." So cod-scientists might want to look elsewhere. [Refinery29]

L'Oreal's ads for their new Glam Shine lip stains star Cheryl Cole's head in a pool of rose petal water. Apparently, the stains—which come in eight colors, including the coral that Cole is wearing—"feel like water on your lips." [Marie Claire UK]

A new study shows that the average woman keeps the same beauty look for eleven years and hangs on to a favorite product for about four years. When they do let go of a beloved shadow or gloss, it usually has to do with either a price change or a discontinued color. Translation: the industry would really appreciate it if you try a new lipstick color more than once a decade. [HuffPo]

xoVain has compiled a list of questionable, anti-feminist nail polish names, including Trophy Wife, Limbo Bimbo, Topless & Barefoot, and Head Mistress. [xoVain]

Birchbox founders Katia Beauchamp and Hayley Barna parlayed their love of products into a booming business, but they still have a couple of classic favorites they rely on: cheek stains for Beauchamp and "a great red lip, the perfect nude mani, and the confidence you get from a really great hair cut" for Barna. [StyleCaster]