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Markets & trends

Foundation is the beauty hit of summer 2018

There’s no doubt that when it comes to beauty trends, summer 2018 belongs to foundation. The humble makeup product has become a major focus for cosmetics brands recently, as they battle it out to offer shoppers the best in terms of shade diversity and sleek formulas. Here are five of the newest updates.

Milk Makeup

Vegan beauty brand Milk Makeup announced plans last month to add eight new hues to its ’Blur Foundation’ series, bringing the total number of foundation shades in the range to 24. The new hues range from the very pale through to the very deep, with plenty of fair, medium and dark hues in between. The new additions are now available at milkmakeup.com and sephora.com, and will launch in-store at Sephora from August 15.

Beautyblender

Beautyblender made its first foray into the makeup industry in July, with the launch of a 32-piece foundation line titled ’Bounce’.

Beautyblender Instagram 2018 Photo: © Instagram / @beautyblender

Beautyblender Instagram 2018 Photo: © Instagram / @beautyblender

The foundation, which is cruelty-free and formulated without the use of parabens, phthalates, sulfates, and oils, is infused with hyaluronic acid and birch extract, and has been designed to offer a "velveteen matte finish" and 24-hour coverage.

NYX Cosmetics

NYX Cosmetics is also launching a brand new foundation this summer. Dubbed ’Can’t Stop Won’t Stop,’ the 45-shade series is set to release on August 16. Developed in collaboration with the beauty influencer Alissa Ashley, it promises 24-hour coverage and comes with a precise decimal labelling system that allows shoppers to choose both the perfect shade and undertone for their complexions.

Lush Cosmetics

Natural beauty brand Lush Cosmetics tested out a foundation release in June, when the company’s Lush Labs division unveiled a 40-shade strong ’Slap Stick’ foundation range for a limited time only. The Slap Sticks, which offered three different undertone hues, contained 45 percent Indonesian coconut oil to hydrate and soften the skin with every application.

Lush introduces 'Slap Sticks' solid foundations - Photo: © Courtesy of...

Lush introduces ’Slap Sticks’ solid foundations - Photo: © Courtesy of Lush

They also featured a peelable wax skin that meant the foundation could be applied directly to the complexion, or using a brush or fingers, thus avoiding excess packaging.

TooFaced

After months of teasing, TooFaced finally unveiled the results of its collaboration with blogger and influencer Jackie Aina in June. The project consisted of expanding the shade range of the label’s ’Born This Way’ foundation, in order for it to suit a wider variety of dark skin tones. Aina created nine new shades, with an additional two new hues designed by the brand, bringing the total number of colors offered to 35.

AFP/Relaxnews

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