Foundation is the well, uh, foundation to any make-up look. Every year sees exciting innovations and trends hitting the market that have beauty editors clamouring to the mirror to test out. 2013 has been no different, with beauty brands outdoing themselves with their new offerings. bd sat down with a number of brands to discover the current big trends and latest launches when it comes to foundation.
Bare but beautiful
Women in 2013 are all about the illusion of effortless beauty. No matter how much time is spent getting ready, the desired outcome is a look that appears thrown together (no matter how many hours it may have taken to perfect). This theme is also reflected in beauty, with girls attempting to achieve a natural look that may in reality be far from natural. Consumers are looking for a foundation that covers flaws and imperfections but does not cover up who they are – as they are not looking to change what they look like, but to look like a better and enhanced version of themselves,” says Revlon brand manager Sarah Liu. This growing demand for products that perfectly match the individual’s skintone saw Revlon develop the Nearly Naked make-up range.
A similar feeling was witnessed by the Natio and R&D team, who developed foundations in line with this theme. Invisible Blend follows an international trend whereby an increasing number of consumers are seeking a foundation that can’t be seen on the skin, foundations that seamlessly fuse and ‘melt’ into the skin,” says Natio product development manager Melissa Holowko. Chi Chi co-founder George Lambropoulos adds, Women want coverage that they can control the look of and don't want that thick pancake style of foundation from the past anymore. Even mineral powders were part of the reaction to the thick pancake foundations of the past. Skin is left to breathe and women look more natural than theatrical.”
Products:
Multi-tasking
It’s no big secret that today’s time-poor women are all about a product that delivers more bang for buck – leading to the demand for products that offer a multitude of benefits. Before developing its Skin Perfect range, Dr. LeWinn's conducted research that showed women are looking for products that conceal, cover and protect skin against the signs of ageing. At present, we are seeing a trend in multi-tasking products. Foundations that are formulated to achieve a flawless complexion while having the added benefit of enhancing natural beauty, whether that be through anti-ageing properties or SPF agents,” says Dr. LeWinn’s brand manager Luiza Anthes.
MeMeMe’s Rebecca Braham found the added benefits consumers were looking for in a foundation were SPF, anti-ageing/firming, radiance, moisturising, blemish control, and a hint of tan. Natio also saw a big push for a foundation with added skincare properties.
Recent innovations have seen new foundations place a targeted emphasis on both performance and skin-service. Today, the most progressive foundations are able to deliver a flawless base which is also easy and enjoyable to wear and, moreover, kind to the complexion,” says Holowko.
One problem with making a product do more than one thing is that there is the risk of diminishing the efficacy of ingredients if you have to dilute them in order to fit into the same size bottle, according to Mirabella’s Jai Harvey-Yin. With its foundations, Mirabella makes sure it adds ingredients that are good for the skin, while removing the baddies” such as parabens and talcs.
Products:
MeMeMe Flawless Cream Foundation
Mirabella Skin Tint Créme
Freezeframe Youth Minerals
Longwear
Another trend stemming from our desire for a higher bang to buck ratio (or pure laziness) is the development of long-wear products that stay put for an extensive amount of time. We are definitely seeing a trend for long-wearing products,” says Cosmetics Australia marketing and communications manager Marija Sesar. A similar story was felt at . Longwear make-up is something that Max Factor really prides itself on. Lipfinity lipstick and 24 by False Lash Effect are perfect examples of this. Facefinity was the next step for us as a solution for women who wanted their foundation to deliver a lasting professional finish, while diminishing the need for imperfection touch-ups and the undesirable midday shine,” reveals Max Factor make-up artist Liz Kelsh.
Products:
Couleur Caramel Certified Organic Hydracoton Foundation
Light and dewy versus matte
There are always strong opinions when it comes to whether foundation should have a light and dewy finish or lean more towards matte. For Chi Chi, it’s all about the dew. [A big] trend is dewy foundations that give you a greater coverage but are still lightweight. Dewy foundations are another spin off to the ‘real BB creams’ in that they are lightweight, moisturising and not filled with thickening agents,” says Lambropoulos.
Both and L'Oréal Paris believe that we’ll be seeing a lot of dew as the weather starts to heat up. Face of Australia brand and account executive Niva Thongkham reveals this summer is all about really clean, natural skin with a dewy finish”, while L’Oréal Paris national education manager Bronwyn Fraser adds, summer months lend themselves to a lighter, more luminous finish with foundations.”
founder Shelley Barrett offers a different sentiment, believing that the trend is always matte.” For Barrett, the best foundations are water-based with a matte finish – Oil-based foundations make the skin feel hydrated but clog the pores, while water-based products let the skin breathe.” is so much a matte fan that it’s latest product especially highlights this trend. The brand’s Stay Matte Liquid Mousse Foundation has lightweight mattifying powders to deliver flawless, silken, shine-free skin.
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The liquid/powder debate
Liquid foundations are still outselling powders for most brands, however, there’s definitely still a place for both on the beauty shelf. While powder foundations have traditionally been quicker and easier to apply and require less blending and care, liquids bring a whole host of added benefits. Our liquid foundations have been outselling our powder foundations for years. Essentially more versatile, we find that our customers appreciate that liquid foundations can be worn without powder for a more natural, dewy finish or set with powder for a more matte look,” says Holowko.
For Revlon, there are a number reasons that liquids continue to be the most popular form of foundation for the brand. The preference for a liquid format is largely due to better coverage provided than by the powder. Also people with dryer skin often find liquid format more moisturising. Liquid is also known and perceived to last longer than powder. Powder still plays an important role in providing a mattifying and flawless finish to the overall look,” says Liu. Fraser adds, Liquids can carry more moisturising/skincare benefits and are easy to apply with fingers, sponges or a brush.” For Bobbi Brown and Mirabella, liquid foundations are more appealing for women due to their lightweight formula.