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Have you ever calculated how many hours a day you wear make-up? Or have you ever wondered if you could go to work, the shops or a 'normal' event without a single drop of make-up? It's clear that your relationship with beauty has evolved (and matured) over time: you're no longer that teenager who (ab)used eyeliner or who used mascara or lipstick to "disguise" herself to look like something she wasn't. You are no longer that teenager who wore eyeliner. And as you've (re)discovered in this article on smart beauty, you're not trying to hide anything - quite the opposite. |
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For Marta Arce, co-creative director and make-up artist for the U/1ST brand, "make-up is still present in our lives, but its function has changed". For the Zeta generation, it has become a means of expression, even a way of "expressing who you want to be that day", as Doniella Davy, make-up artist for the fictional hit Euphoria, told Vogue USA in 2019. It's a tool to enhance their individuality and natural beauty, a paradigm shift reflected in soc trends. Just look at this summer's most viral make-up techniques - Strawberry Make-up, Tomato Girl Make-up, Sun-kissed... - which sought a simple finish without artifice, or the recent public statements by celebrities such as Kylie Jenner, Ariana Grande or Pamela Anderson on aesthetic canons or the pressures of ageing. |
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But in a (new) age of natural beauty, what about the skin? Although minimalism is becoming increasingly popular, there is still a lack of information in terms of make-up. Because, although skincare is already part of many people's daily routine, "only half of women know that it is possible to apply make-up and care for their skin with the same product". At least, that's what the Circana Makeup Consumer Report U.S. 2023 reflects. A very revealing fact that Piluca Barrau, an expert in dermo-cosmetics, agrees with. "Nowadays, almost everyone knows what a cosmetic routine is or what type of skin they have. It has also become standardised to consult formulations and look for active ingredients to improve specific skin anomalies. However, the same is not true for make-up," adds Barrau. |
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Beyond choosing a brand for its colour or texture, "it's very important to check that it contains the right active ingredients. It doesn't make sense to invest in quality skincare and then use make-up that can ruin everything you've invested in," says the expert. A premise that is even more evident with products such as make-up foundations, which are in direct contact with the skin for hours on end. In line with the new smart beauty and hybrid make-up movements, serum foundations with light textures and active ingredients that perform a dual function - treating and beautifying the skin - are increasingly necessary. In other words, the search is on for make-up that follows the same principles as facial cosmetics. |
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MULTIACTIVE SERUM FOUNDATION A make-up base with a light texture and a 100% natural, even finish, its scientifically formulated active ingredients treat the skin during the day with short and long-term benefits.
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