There’s a new mascara that volumises? So what! You’ve seen a foundation that offers full coverage? Who hasn’t? In 2019, the prestige beauty market launched 1297* new products; this means there’s more than 3 new products launching every single day. The competition to stand out is fierce, but that’s not all brands have to contend with – consumer needs are just as demanding.
Nowadays, our watches double as phones, our beds have TVs in them; a one-trick pony doesn’t cut it anymore, and this is the case for beauty too. Multi-purpose products are no longer ‘nice to have’; they’re essential. In 2021, we all expect more from our makeup bags. In this edit, I want to shine a light on the success stories by revealing the brands going above and beyond to bring us products that are more-than just makeup; here are my favourites…
1. The Mascara/Lash Serum Hybrid
In 2020, a mascara that curls, volumises and lengthens isn’t enough. It needs to look after lashes too. One of the latest innovations to get this right is the Guerlain Mad Eyes Mascara. It ticks all the boxes – it looks the part in a chic golden tube, provides 24-hour lift that resists water and heat, plus contains D-panthenol, which keeps lashes hydrated, healthy, and prevents fall-out. If you want your lashes to look good with and without mascara, this mascara/lash serum hybrid is one for your makeup bag.
2. The Gradual Tan Bronzer
Bronzer is a staple in my makeup bag. I wouldn’t be without it. My only gripe is washing it off every night and watching my healthy glow disappear down the plughole. Luckily, bareMinerals have a solution; their Endless Summer Bronzer contains a Gradual Glow complex, which – you guessed it – it subtly tans your face as you wear it. The complex doesn’t take away from the bronzer’s formula either – it’s talc-free, and infused with mineral blurring microspheres that diffuse pores and blemishes for a smooth finish. If you want to be bronzed 24/7, you’ve met your bronzer match.
3. The Skin-Caring Foundation
I’m ruthless when it comes to foundation. It’s something I wear every day, so the formula needs to look good and do good too.
Over the last few years, foundations with skincare benefits have taken off, and we’re now a bit spoiled for a choice. One of my favourites is Dior Skin Glow; this foundation took my breath away the first time I used it; I’d never seen my skin look so radiant and flawless before. The base offers medium-to-full coverage in a glowy finish (it also comes in a velvet-matte), but for me, the ingredients are what set it apart. Inside the formula, there’s pansy extract to keep skin hydrated, rosehip extract to protect the skin from external aggressors and, of course, SPF35 to shield against harmful UV rays.
4. The Lip Colour That Cares
Colour alone doesn’t cut it when it comes to lipstick. It needs to be long-lasting and caring – to name but a few requirements. And as someone who feels like they have the world’s driest lips at times, I’m more than qualified to share with you the lippy that delivers on formula.
The knockout for me right now is bareMineralist Mineralist; this satin-finish lip colour range has it all. The pigments are bold, and the formulas are second to none; they’re vegan, 76% natural, and enriched with a stellar ingredient line-up, which includes nourishing sea buckthorn fruit oil, smoothing olive oil, plus antioxidant-rich pomegranate and jojoba oil to lock in moisture. If you’re prone to dry lips like I am, there’s no better match.
5. The Brow Setter Turned Growth Serum
Ever since model Cara Delevigne came on the scene, everyone’s been obsessed with big, fluffy brows (myself included). Now, brow products need to define, and improve your brows over-time. Cue Givenchy Mister Brow; this transparent brow gel is a long-time favourite of mine. I haven’t used anything with as much staying power – it doesn’t budge! Staying power aside, this is a must-have if thick brows are your goal; the gel formula contains vitamin B5, an active ingredient that’ll get you well on your way to big, bushy brows.
*data based on NPD UK Prestige Beauty Panel Jan-Dec 2019