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ColorStay, ColorBurst, Super Lustrous—all popular choices from Revlon, America's go-to brand of lipstick. Over the past year Americans spent more than $300 million to beautify their lips in supermarkets, drugstores, and mass merchandise outlets excluding Wal-Mart, according to SymphonyIRI Group, a Chicago market research firm. Nearly a third of that went to Revlon, which began applying itself to cosmetics in 1932 with an opaque nail polish. Its best-selling lipstick, a pinkish hue called SoftSilver Rose, retails for $7.99 —Sommer Saadi