Amazon Is About to Become Your Favorite New Fashion Brand

Amazon may be your go-to destination for books, household items and movies but clothing? Probably not so much. But the biggest name in e-commerce seems to be trying really hard to fix that. Just before the 2015 holiday season, Amazon added about 30 million clothing and accessory items to their online store and even advertised themselves as a trendy shopping destination in major fashion mags. Continuing on their new sartorial-minded path, they now also have plans to launch a private clothing label.

According to WWD, the Seattle-based website has been putting out calls for apparel and fashion industry experts to staff the first Amazon Fashion Private Label team. While this would be the first time they’ve actually designed and manufactured their own fashion goods, they have already launched a private label for electronics basics, which has been performing quite well.

Just like when Amazon began to overpower book retailers like Borders and Barnes and Noble, this is likely going to cause some online retailers like Everlane and ASOS to shift in their seats a bit. Amazon has a massive customer base and is arguably offers the most convenient shipping options (thanks to Amazon Prime). Their platform could easily become the perfect place to tack on a new basic wardrobe addition to that boring cart full of toilet paper and AA batteries.

Would you shop from the clothing department of Amazon? Share your reactions with us on Twitter @britandco.

(Photo via Getty)

  • Outer Banks Season 4 Part 1 finally brings the cast back to the OBX.
  • John B., Sarah, Cleo, Pope, Kiara, and JJ are up against the Kooks — and other treasure hunters.
  • Season 4 feels more grounded and relatable than past seasons, making it a very strong installment.

If you know me, you know I'm a die hard Outer Banks season 1 fan. I binge watched the entire thing with my family in 2020 while quarantining on the real OBX, I joined the Drew Starkey fan club the moment he stepped onscreen, and I was obsessed with JJ and Kiara way before the internet started shipping them. So, needless to say, I've been waiting for Outer Banks season 4 with baited breath — especially when I heard rumors it would focus on JJ (Rudy Pankow) the way previous seasons had focused on John B. (Chase Stokes) in season 1, Pope (Jonathan Daviss) in season 2, and Kiara (Madison Bailey) in season 3.

I think season 1 will always be my favorite, but Outer Banks season 4 part 1 pleasantly surprised me. We're far enough into the show that we really care about the characters, and they have enough history with one another that we're invested in their decisions. Plus, returning to the OBX provided real-world stakes I could relate to as a viewer: family drama, dealing with bullies, and more. No matter whether you really love JJ, or you're always dreaming about your next beach vacation, here's whyOuter Banks season 4 absolutely NEEDS to be your weekend binge. (Serious spoilers ahead!!!)

​We're Back On The Outer Banks!

Netflix

FINALLY! After a couple of seasons in the Caribbean and South America, Outer Banks is back, well, on the Outer Banks. Honestly, this automatically makes the season better because it provides a ton of familiarity, nostalgia, and comfort for readers. And it also provides a realistic, grounded aspect to the adventure. Because let's be honest, a group of teens hopping on a tiny plane and taking part in a jungle treasure hunt requires a little too much suspension of disbelief for me. Plus, just like Gossip Girl wouldn't be the same without Blair and Serena hitting up Bergdorf's, a Pogue beach & surfing day just feels right.

​The Pogues Open Their Own Shop

Jackson Lee Davis/Netflix

The first episode of Outer Banks season 4 catches us up on that season 3 time jump. After learning how much money they actually have their hands on, the Pogues move into JJ's old house (renaming it "Poguelandia 2.0"), and open a bait, tackle, and charter shop. While I have a few questions about how six teens literally built a business without the help of a contractor, I love seeing this group lead regular lives. The shop plays into their strengths and allows them to cultivate their relationships in normal settings instead of life-or-death ones. Friendships are made in those boring moments, IMO.

​The Pogues And Kooks Are Fighting Again

Netflix

Because so much of Outer Banks season 4 takes place on the OBX, it means John B., Sarah, JJ, Kie, Pope, and Cleo are once again clashing with Topper, Rafe, and the rest of the Kooks. Despite the fact this season features plenty of death-defying stunts, the scene that will stick with me the most is when the Pogues and Kooks wind up at the same beach access.

I audibly gasped when Ruthie, Topper's new girlfriend, plays chicken with the Pogues on the beach, almost hitting Kiara with her Jeep and running over a turtle hatch in the process. (IRL, protecting endangered sea turtles & their hatches are a big deal on the Outer Banks, so this definitely got a visceral reaction from me).

At the end of the day, the major (and arguably, the most painful) conflict of this teen drama is how the Kooks make the Pogues feel like they don't belong anywhere. And if you ask me, exploring this tension and these relationships is where the show truly shines.

​The Villains Are Actually Scary

Jackson Lee Davis/Netflix

That being said, I found the villains this season, Lightner and Dalia, to be way scarier than I expected — especially once Lightner killed Terrance and almost killed Cleo. Every time he showed up onscreen, my heart started pounding like he was chasing me! The thought of being stuck in my bait shop alone with a creepy guy, especially one brandishing a knife? Thank you, next.

​The Pogues Are Searching For More Than Blackbeard's Treasure

Jackson Lee Davis/Netflix

After Outer Banks season 3, the one thing I said I didn't want the show to do was go into supernatural, ghost territory. Turns out, that's exactly where we're going. Wes Genrette and his son-in-law Chandler Groff hire the Pogues to find Blackbeard's treasure, but it doesn't take long for them to realize they're once again in over their heads.

Wes is a direct descendent of Francis Genrette, the man responsible for killing Blackbeard and his wife Elizabeth. Now, Elizabeth haunts every generation of the Genrette family, and once she appears, you don't have long to live. Wes reveals his daughter Larissa (Chandler's late wife) saw Elizabeth a week before she died, and Wes himself has seen her, which means his days are numbered.

Now the Pogues have to find Elizabeth's amulet to break the curse. Their race against Lightner and Dalia brings Pope, Cleo, Sarah, and John B. to Charleston — and leavesPope and Sarah trapped in a crypt as it slowly floods.

​Powers At Be Want To Bulldoze The Cut

Jackson Lee Davis/Netflix

If this show has proven anything, it's that the OBX is far from paradise. This season, some big names are trying to turn The Cut — including Poguelandia 2.0 — into an extension of the wealthier Figure Eight. Things get even more complicated when Hollis, who worked with Ward before he died, wants Rafe to be her financial partner...and then gets his girlfriend Sofia to convince him to sign her contract.

​Rafe Could Actually Be Getting A Redemption Arc

Netflix

Drew Starkey admitted after season 1 that he didn't care whether Rafe got a redemption arc, and I agreed at the time. I found the idea of Rafe, who was so driven to please his father he'd literally murder for him, incredibly compelling. Plus, he's been the ringleader of the War on Pogues this whole time, so suddenly making him sympathetic towards them felt like backtracking on his character.

But now that I've seen him with Sofia, the romantic in me is kicking her feet and giggling.

Rafe still has his moments (like saying he'd never date a Pogue after finding out Sofia was from The Cut), but for better or worse, Sofia brings out the best in him. And in the aftermath of Ward's death, and his ultimate wish that Sarah and Rafe would make up, feeling sympathy for the Pogues might be Rafe's way of staying loyal to his dad.

I just want to know how Rafe is going to respond when he finds out Sofia overheard his comments about never dating a Pogue...and then tricked him into signing Hollis' contract. Messy, messy.

​Luke Is Back

Jackson Lee Davis/Netflix

After JJ & Kiara said goodbye to JJ's dad Luke in Outer Banks season 2, he's been totally off the grid. Except, apparently, he hasn't? JJ learns Luke is back when he visits Barracuda Mike, but the father-son bonding quickly takes a turn for the crazy when Luke drops a piece of news that changes everything: he isn't JJ's biological father. Chandler Groff is.

JJ Has Actually Been A Kook This Whole Time

Netflix

JJ's entire character is based around the fact he's proud to be a Pogue. He hates the Kooks and everything they stand for, which is why when Luke reveals he isn't JJ's biological father, and that JJ is related to the Groff/Genrette clan, it totally sends JJ into orbit.

This Kook identity is something he's been running from the entire series — even before Kie had to reassure him that finding the gold didn't make them Kooks — and he's going to have to do some serious soul searching to figure out who he actually is now.

I was wholly sold on the theory Outer Banks 4 would reveal JJ and Sarah were siblings, but this is a pretty good alternative. And who knows? Maybe they're cousins. Fingers crossed JJ doesn't get a deadly visit from Elizabeth's ghost in part 2...

What did you think about Outer Banks season 4 part 1? Check out 9 Insane Outer Banks Theories That Would Totally Change The Show for more while you wait for part 2!

Some of us have sensitive tear ducts that seem to get triggered if the wind blows a little too hard — which can make it so tough for those of us who love a good liquid eyeliner. Suddenly, you look like you were just sobbing about a breakup, when in reality your allergies just got the best of you, leaving streaks of eyeliner and mascara.

However, it IS possible to find the best liquid eyeliner to wear that's long-lasting, waterproof, and perfectly pigmented. Skip the hard-to-grip and smudgy products for these 7 incredible options I found. Trust, you'll barely have to reapply them throughout the day, leaving your makeup flawless for hours and hours!

The Best Liquid Eyeliner Ever! 

Target

e.l.f. Expert Liquid Eyeliner (Set of 2)

This is virtually unheard of, but this is probably the best liquid eyeliner you're ever going to wear. 88% of Target's customers recommend it, feeling you're getting the best quality for your money. Though it doesn't have the highest long-lasting rating, it still gets the job done when wearers need it to.

What are customers saying about it?

e.l.f. Cosmetics

From Target:

  • "i got this eyeliner like a few months ago and let me tell you its the best eyeliner I've ever got, its so easy to apply and good for beginners and STAYS ALL DAY."
  • "goes on easily and dries with no cracks to create a flawless look"
  • "I've used this liquid eyeliner for years- really can't beat the price!"

From e.l.f. Cosmetics:

  • "It's a good liner but it does fade after about four hours so you have to touch it up."
  • "It's a great eyeliner especially for hooded eyes."
  • "I have tried many and these just seem to stay put and stay smooth for a long time over so many other brands."

Amazon

NYX Epic Ink Liner

There's a reason why this is considered the best liquid eyeliner on Amazon. It's the overall pick as it's been purchased over 30,000 times and has a 4.5 rating! Also, Amazon noted it's something most customers keep which speaks volumes. So, what makes it so great?

It's a matte, waterproof formula that's going to give you a long-lasting effect and it has a super short precision tip to make your lines look on point. Whether you're going for a cat-eye look or something to complete your Halloween costume, this is your best bet!

Other Popular Liquid Eyeliners

Amazon

Maybelline Hyper Easy Liquid Pen No-Skip Eyeliner

Aside from NYX's Epic Ink Liner, Maybelline's liquid eyeliner is another popular pick on Amazon. It has a similar precise tip that ensures it'll glide on easily — even if your hand isn't the steadiest. It's also hooded eye-friendly (IYKYK) which should bring a sigh of relief to anyone who's tired of seeing smudged eye makeup.

Amazon

Stila Deluxe Stay All Day Waterproof Liquid Eyeliner

This Stila waterproof liquid eyeliner is perfect for all-day wear! You can create so many looks, from lightly outlining your eyes to packing on the drama. Plus, Amazon customers love how this eyeliner allows them to get "super smooth, fine lines" with "no smudging or bleeding." Incredible!

Sephora

Glossier Pro Tip

Can I get a little commotion for his vegan liquid eyeliner? It's totally gonna become another beauty staple soon. It's easy to use and has a buildable formula that doesn't waste time drying. Did I mention it's also long-lasting? In the words of my favorite social media sound, "You better get one of these!"

Sephora

Anastasia Beverly Hills Waterproof Matte Liquid Eyeliner

It seems like the top-rated liquid eyeliners have one thing in common: they're waterproof. And this option from Anastasia Beverly Hills is no exception to that! Plus, this one claims to be highly-pigmented — which doesn't seem like a reach if you know how good Anastasia Beverly Hills' products are.

P.S. There's no parabens, phthalates, or mineral oils in it.

Sephora

One/Size by Patrick Starr Point Made Waterproof Liquid Eyeliner

Rounding this list out is this amazingly vegan liquid eyeliner by One/Size! I've already made a case for their setting spray so it doesn't surprise me that this makes other customers happy too. It glides on super smooth and fits comfortably in your hand so you won't experience a classic case of butter fingers when applying it.

It's also free of the following:

  • Parabens
  • Formaldehydes
  • Formaldehyde-releasing agents
  • Phthalates
  • Mineral oil
  • Retinyl palmitate
  • Oxybenzone
  • Coal tar
  • Hydroquinone
  • Triclocarban
  • Triclosan

Follow us on Pinterest for more beauty finds, tips, and tricks!

Brit + Co may at times use affiliate links to promote products sold by others, but always offers genuine editorial recommendations.

How is your day going? We bet a bit of chocolate cake would make it better — like, way better. And if a bit makes it better, then for good measure, let’s up the stakes to 24 different and divine chocolate cakes and just have a ball. From classic layered numbers to waffle cake masterpieces, we’ve got all your chocolate cake dreams covered. Tie back your hair, and let’s get to baking!

Sarah Anderson

Red Wine Pear Cake with Chocolate Ganache

This chocolate cake has a tinge of red wine to really complement all the flavors. It's the perfect delicacy for dinner parties or even a lil' Valentine's celebration! (via Sarah Anderson for Brit + Co)

Brit + Co

Miso Chocolate Cake

The umami notes of miso work surprisingly well with chocolate. Bake up the power duo in this delicious (and easy!) sheet cake. (via Brit + Co)

Half Baked Harvest

Fudgy Chocolate Peanut Butter Ice Cream Pretzel Cake

When you get a bite of both the creamy ice cream and fudgy chocolate layers in this cake, you will experience absolute heaven. (via Half Baked Harvest for Brit + Co)

Brit + Co

Star-Studded Dark Chocolate Cake Bites

You need to make these festive chocolate-covered cake bites adorned with adorable star sprinkles. Since no slicing is involved, this is a great dessert to serve at parties or picnics. (via Brit + Co)

Brit + Co

Black & White Tuxedo Cake

Get pumped for Halloween with our beautiful, bugged out chocolate cake recipe! (via Brit + Co)

A Virtual Vegan

Vegan Chocolate Guinness Cake

Guinness cake?! Oh, we're so in. (via A Virtual Vegan)

Completely Delicious

Chocolate Sour Cream Cake

This chocolate cake is made with sour cream, which transforms each bite to be super tender and soft. (via Completely Delicious)

No Eggs Or Ham

Personal Chocolate Olive Oil Cakes

These single-serve chocolate cakes are topped with cinnamon-espresso whipped cream and cayenne dust to create an otherworldly tasting experience. You'll be surprised at just how well the spice works with this recipe's sweetness. (via No Eggs Or Ham)

Earthly Provisions

Single Layer Blueberry Chocolate Cake

Just look at that beautiful blueberry icing! (via Earthly Provisions)

Vikalinka

Chocolate Cake Truffles

Once a chocolate cake recipe turns bite-sized, our cravings run wild. These truffles are easy to make and even easier to customize with toppings of your choice depending on the occasion! (via Vikalinka)

Two Peas & Their Pod

Peppermint Flourless Chocolate Cake

Your next Christmas dessert awaits! (via Two Peas & Their Pod)

Feel Good Foodie

Chocolate Mug Cake

We are absolute fiends for mug cakes! This one is nothing but chocolatey, thanks to the easy chocolate batter dotted with many more chocolate chips. (via Feel Good Foodie)

The First Mess

Vegan Chocolate Orange Cakes

These rich mini cakes combine orange juice and orange zest to provide a little bit of a lighter end note to the dark chocolate glaze. (via The First Mess)

Pink Owl Kitchen

Midnight Dark Chocolate Cake with Peanut Butter Frosting

This chocolate cake slathered in peanut butter frosting earns its "midnight" nickname from the rich black cocoa powder that's worked into the decadent batter. (via Pink Owl Kitchen)

The Original Dish

Molten Chocolate Cakes with Coffee & Rose

Coffee and rose are a match made in heaven when you add in a bit of chocolate. (via The Original Dish)

Foolproof Living

Dark Chocolate Waffle Cake

The perfect excuse to break out that waffle maker — and eat cake for breakfast. This pick layers dark chocolate waffles with a mascarpone filling for a unique twist on layer cake. (via Foolproof Living)

How Sweet Eats

Chocolate Frosted Cake Donuts

Homemade cake donuts – chocolate-frosted and sprinkled to perfection – are what we dream about before that alarm goes off in the AM. (via How Sweet Eats)

The Healthy Foodie

Paleo Zucchini Chocolate Cake

This chocolate cake recipe is packed with healthy goodness, but trust: you won’t miss any of the decadence. Zucchini, coconut oil and avocado stand in for unhealthy fats to give this recipe its richness. (via The Healthy Foodie)

Averie Cooks

Chocolate Cake Batter Milkshake

Sometimes a girl just needs a giant bowl of cake batter all to herself. This batter-inspired smoothie recipe has all the chocolate flavor you crave. (via Averie Cooks)

Sweetapolita

Six-Layer Malted Chocolate Toasted Marshmallow Cake

Stacks of rich chocolate cake layered between malted Belgian-chocolate frosting and toasted marshmallow filling, this sky-scraping piece of campfire-inspired heaven is truly a masterpiece. (via Sweetapolita)

Style Me Pretty

Chocolate Pansy Cake

With beauty and braun, this pansy-covered chocolate layer cake would be absolutely precious at a tea party or ladies’ lunch. (via Style Me Pretty)

Smitten Kitchen

Double Chocolate Banana Bread

Since it has “banana bread” in the title, you have full permission to have this one for breakfast. (via Smitten Kitchen)

Green Kitchen Stories

Banana Almond Chocolate Cake

This simple, wholesome bundt cake has less than 10 ingredients. It’s naturally gluten-free, with no refined sugar or dairy. (via Green Kitchen Stories)

My Baking Addiction

Chocolate Raspberry Cake

This pick shares the secret to a perfectly pink, fluffy raspberry buttercream to slather on your cake (and eat by the spoonful). (via My Baking Addiction)

Which chocolate cake recipes will you be making? Subscribe to our newsletter to discover more delicious desserts!

This post has been updated with additional reporting by Meredith Holser.