Why: Hopefully by 30, you've moved up in your career and are managing someone — even if it's an intern. That means you need to look more polished from 9-to-5. One swipe of a sophisticated lipstick will brighten your face and command more respect.
Try: The Shu Uemura Vision of Beauty Rouge Unlimited Lipstick in Maroon ($30) has been my go-to since it launched last Fall (which means you need to buy it ASAP since it's limited edition). The creamy cranberry stain gives me just enough color to make my pout stand out, but it's less look-at-me than a Cabaret red.