The personalization trend has not only touched the manufacturers of creams and serums. Makeup brands play up this trend in their own way: someone is working on the widest possible palette of shades so that any buyer can find their color; someone offers to customize the tool (how customization differs from personalization was described in this material); someone creates individual products from scratch according to the client's requests. Here are 12 global and local projects worth knowing about.
In 2017, Rihanna introduced her cosmetic brand Fenty Beauty. The main idea of the project is that every girl with any skin color can choose a suitable shade of foundation, concealer and powder for herself. Under the slogan shades for all, the Fenty Beauty team has released Pro Filt'r Soft Matte Long wear Foundation and Pro Filt'r Instant Retouch Concealer in 40 shades. The site has a Shade Filter tab - this is a test that is offered to pass if you cannot decide on a color.
Make Up For Ever
It is known that Make Up For Ever was created by makeup artists for their colleagues. That is why, for example, the brand's foundations are so fond of using on the set - they provide the perfect long-lasting coverage. We also like that the brand has empty palettes for one, two, three interchangeable refills - you can buy a palette once and create your own combinations of shadows (48 shades available) and blush. This is not a new story for beauty brands: the same palettes are produced by Anastasia Beverly Hills, Shu Uemura, MAC and the Polish brand Inglot. But if Inglot can be bought in Russia, then the full range of Anastasia Beverly Hills is still limited for us (but you can always arrange delivery from the official website).
It is an American brand of mineral cosmetics that is not tested on animals. It is also represented in Russia. From Jane Iredale you can buy a refill box powder and select a refill separately. The collection - 23 shades of powder - is a good example of product personalization.
The concept of Laura Mercier is close to Fenty Beauty: the widest range of colors of products with which you can create a natural make-up. For example, when buying the famous Flawless Lumière Foundation, you will have to choose from 30 shades. Smooth Finish Foundation Powder - 20 shades. Flawless Fusion Ultra-Longwear Concealer - 22 shades.
Yves Saint Laurent Beauty
The official website of the brand has a section for online services where you can learn how to customize your beauty product. One of the services is engraving on Rouge Pur Couture lipstick. If desired, initials, symbols or a small phrase can be engraved on the perfume. The service is free.
Guerlain will also be able to make its own unique beauty accessory. On the official website of the brand in Russia, as well as in Ile de Beautet, you can collect Rouge G de Guerlain lipstick, as a designer: choose a shade from 36 possible and a case (35 options for colors and materials).
Elena Krygina's brand is also about personalization. All products and shades are multifunctional, mixable with each other. You can take concrete as the basis of your makeup base, and then add dry pigments and gloss to it. Read more about Krygina Cosmetics here.
Makeup Kitchen is a Russian project. A laboratory where you can create your own personalized decorative cosmetics. The scheme is simple: you sign up for a consultation, come to the laboratory, discuss your ideas with a specialist and get your funds in 30-40 minutes. Make lipsticks, lip glosses, concealers, eyeshadows, cream blushes and foundations. The finished products can be viewed on the Instagram project.
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