This brand was born in 2004, but a true beauty freak feels like they've been with it forever. We started buying it in New York, its birthplace. When it launched, the small, signature cosmetics were almost an exercise in style. The packaging was unlike anything else: so neutral, so pharmaceutical.

Behind Malin+Goetz There's Mathew Malin and Andrew Goetz. They wanted to simplify cosmetics and their rituals. And they wanted to do it for different skin types, keeping in mind that most of us have sensitive skin. These are all very objective reasons to love Malin+Goetz and to want it to be in Laconicumum, but perhaps there's a bigger one: we love their products: using them, having them in the bathroom, and giving them as gifts.