With its very light, aqueous formula, the BelleRadiance cucumber water-based foundation by Be + Radiance leaves a thin, even, matte veil on the skin. The texture is perfectly in line with the yoga skin trend, which promotes discreet, but efficient textures for a flawless complexion without any makeup effect. The brand adopted a clean makeup approach consisting in banning all the ingredients suspected of disturbing the skin balance (silicones, mineral oils, perfumes, phenoxyethanol, nanoparticles…).
To Aïmara Coupet, the brand founder, makeup is lagging behind in terms of clean beauty, compared to skincare or hair care. “Consumers want to choose their beauty products in line with their lifestyles. They do sport to keep fit and pay attention to what they eat and what their skincare creams and shampoos contain, so there is no reason why they should not do the same with makeup. This idea of a 360° lifestyle coherence is a booming trend.”
The brand already offers a range of foundation shades designed to meet the needs of all complexions. “The core of inclusivity does not consist in taking part in a race for shades and references, but in including everyone from the very beginning, on a fair basis. The rainbow of the BelleRadiance foundation is composed of 15 shades equally representing the wide variety of skin tones,” she explains.
Already available in France in a dozen Monoprix stores, in pharmacies, and on beradiancebeauty.com, the brand aims to expand in the US and Canada, as well as in Asia. The first step for it involves showcasing products to North-American buyers at the Cosmoprof North America show on July 28-30, 2019, in Las Vegas. “Our cucumber water-based foundation was selected for the final of the Cosmoprof North America Awards in the makeup category,” rejoices Aïmara Coupet.
Next fall, Be + Radiance will launch a silicone-free primer, followed by highlighters, blushes, and powders - of course, all of them will preserve the skin’s microbiological balance.
Already supported by ex-SIMP Alain Blondel’s Montaigu Développement funds, the brand has launched a new fundraising campaign with an objective of 500,000 euros to finalize a comprehensive range and start developing on the global level, both physically and digitally, as part of a reasonable business plan which forecasts a 10-million-euro turnover in five years.