As each new year begins, makeup brands up the ante on innovation and the race is on to launch new products to captivate the masses. As we know, being under lockdown here in the UK doesn’t allow for much opportunity to wear makeup aside for the daily Zoom call or a walk to the shops. (A huge round of applause for those of you who wore a full face to sit around the house…) We definitely plan to make up for time lost once the lockdown ends.. Some day soon.
The Make up category has been greatly effected worldwide by the pandemic pushing makeup brands to work even harder to impress customers with innovation & future thinking. Which is very exciting for us all. Improving formulas and introducing sustainable packaging are a key focus for makeup brands driving to change the way we use makeup for the future.
We have selected some of the most innovative, problem solving and effective new make up products to hit the market!
BENEFIT They`re Real Magnet Mascara £20
Benefit They`re Real Magnet Mascara
They’re Real! Magnet is a 36-hour lengthening* mascara with a magnetic force that draws out lashes to Extreme Lengths, making them look 40% longer**. The innovative Extender Brush with magnetically charged core pulls the Magnetic Mineral Enriched Formula up and Out Beyond the tips of lashes for extreme length and powerful lift. Custom-designed Zig Zag bristles are strategically positioned to fan out, separate and define lashes. Comes in Super Charged Black colour.
Fenty Beauty Pro Filt’r Soft Matte Powder Foundation £36
Fenty Beauty has given its beloved Pro Filt’r range yet another family member: Pro Filt’r Soft Matte Powder Foundation. Much like its liquid siblings, this buildable and crease-resistant pressed powder comes in 50 diverse shades. The award-winning foundation that forever changed the game, now in a long wear, light-as-air powder to deliver light to full coverage in a non-cakey soft matte finish in 50 shades for all. It’s fast, flawless, easy.
Rihanna loves pore-less, blurred-looking skin but could never find the perfect powder to satisfy her needs. After 3 years of perfecting this formula, she developed the ultimate powder that makes skin look like skin, not cakey, and works on all skin types and tones. It’s the perfect filter on the go and she always has this in her purse. 100% Cruelty Free
Emilie Heathe Full Up Brow Powder £28
The gold standard for fuller, fluffier brows that stay all day long. The formula is enhanced with Japanese innovation and applied with a precise applicator that allows you to create the perfect brow in seconds. The loose powder adheres to brow hairs and fuses to create a long-lasting finish. Free of parabens, sulfates and phthalates and anything that will clog pores. This will keep the integrity of your brow hairs!
Delivered in one long-lasting universal pigment, this loose powder immediately adheres to your brows without clogging pores. The formula is infused with moisturizing honey, nourishing green tea, and anti-inflammatory sunflower seed wax for maximum skin-loving benefits in a makeup product.
Uoma Beauty Good Morning Zamuda Mini Palette £25
Stunningly regal colour palette to help you take your rightful place on the throne with this new 9-pan color palettes from the Limited Edition Black Magic Coming 2 America Collection . Discover their best-selling Black Magic formula delivering the most pigmented matte colors, otherworldly sparkle textures and vibrant metallic finishes that transform into ultra-thin yet full-colored swatches for a long-lasting and water-resistant finish. Paraben, D5 and Fragrance free. Cruelty free too!
Nigerian-born Sharon Chuter is a rebel with a cause: to redefine the rules of inclusivity and diversity. As creative director of UOMA Beauty, Sharon has taken a very hands-on approach to create makeup that’s forward-thinking, radical and uncompromising. The visionary and seasoned beauty industry executive draws inspiration from her Afro heritage and infuses it with fierce modernity to create a truly fresh aesthetic.
Pat McGrath Labs Liquilish Legendary Matte Lipstick
The Legend that is Dame Pat Mc Grath is back again with “the” perfect matte lipstick which keeps your lips wonderfully conditioned. Available in eight incredibly wearable pink, purple, red, and brown shades, you’ll probably want to splurge on more than one. Take your pout to provocative new levels with this never-drying, richly radiant liquid lip formulation that imparts vivid colour, ranging from notorious nudes to brilliant brights, with one swipe.
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