Pacifica Beauty is among the myriad vegan beauty brands that adorn the shelves of Ulta, Sprouts and other retailers, but now seems more popular than ever. I have found more than a few Pacifica products that function just as well as more expensive versions. Launched in the late 1990s by Brook Harvey-Taylor, who grew up on a Montana cattle ranch, the brand is popular with our Gen Zers—which is how Pacifica first crossed my radar. A birthday present last year included a Rose Flower face mist that actually felt gentle and hydrating, as opposed to other sprays that can be drying. (I will never forget sitting in a doctor’s office with my kids as they kept staring at my face. Finally, they asked why my skin was peeling off. Yep, it was from another rose facial spray!) I have since bought the eyeshadow palettes for friends and recently tried the Alight Multi-Mineral BB Cream. All good – no skin peeling. Pandemic got you down? LIKE, UNDERSTATEMENT! Pacifica might be a fun brand to try right now.