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Acing that base is literally the foundation of great makeup. And it might not be a feat of engineering, your beauty routine deserves the very best of foundations. Below we share our favourite iconic makeup products in our Iconic Beauty Series, but first…
Foundation in powder, liquid and cream formulations are often the first layer applied onto skin in a makeup routine. It is generally used to unify skin tone and even out or hide discolouration. Some people prefer to apply a fuller foundation layer to conceal freckles, skin pigmentation, redness, blotchiness, age spots or fine veins. While others add serums to turn liquid and cream foundations into lighter, BB creams.
Foundations today come in as many skin tones as there are people, from light to dark, and cool to warm skin tones, with some including moisturiser and sunscreen within their composition - ideal for our Kiwi four-seasons-in-one-day!
Liquid or cream foundation can be applied with a dense sponge, a brush, or fingertips and blended for that flawless finish. Powders are applied using a soft, rounded powder brush.
Foundation application dates back to 200 BC when women lightened their skin using chalk or white lead. Roll on many centuries and the first commercially available foundation was Max Factor’s Pan-Cake, sold in cake form applied with a water-activated sponge.
Pan-Cake was created for film actresses to combat issues of Technicolor film, with many refusing to appear on screen prior to its invention. Due to popular demand (a.k.a. stolen from film sets!!) Max Factor’s cosmetic was created for sale to the public in February 1938 following the success of 1937 Technicolor film Vogues of 1938. By the 1940s, Max Factor’s patented water-repellent Pan-Cake was mainstream in every US women’s home.
Having created bespoke foundation for actresses Bette Davis, Joan Crawford, Lucille Ball and Judy Garland, Max Factor’s cosmetics already had celebrity endorsement. Move over Instagram influencers!
By the mid-1930s, Elizabeth Arden was emerging as the next big thing in cosmetics. While Arden’s release of Pat-A-Kake sparked legal action by Max Factor that forced a name change to Pat-A-Crème, it never stopped the vivacious young woman from becoming a cosmetics brand leader. Which brings us to 2019...
OK, so let’s take a step back. To create your most radiant, longest-lasting, smoothest foundation finish, ideally start with primer before foundation. This word, exported from the painting industry, just as it does with paint, primer primes and protects your skin to create better wear of your foundation, concealer and powder, while being nourishing and preventing moisture loss. Primers are now must-have staples to any makeup bag.
Primer is a hybrid product that sits between moisturiser and foundation that also evens out skin tone more than foundation can alone. Primer can also enhance the foundation qualities bringing even more brightness and luminosity to the skin as well as having the healing properties of antioxidants and peptides to keep skin youthful and fresh. If you want that flawless finish, start with primer!
Concealer does exactly what its name promises: conceals and colour corrects dark circles, age spots, birthmarks, enlarged pores and skin blemishes. Each brand is different, but concealer can be applied before or after foundation depending on thickness and desired outcome. Some makeup artists swear by the “before” method, others “after”.
Concealers come in a variety of colours that specifically address each skin concern thanks to heavy duty pigments not found in foundations.
Powder is used as a setting and finishing product to set makeup for a shine-free matte finish and long lasting makeup application while evening out skin tone. It’s a must-have product for people prone to oily or shiny skin, and of course to create the best selfie!
Powder comes as both pressed powder and loose powder products applied with the product’s included soft, cushioned-cloth applicator, or wide, rounded brush. People with dry skin should try powder first as it can exacerbate the appearance of dry or flaky skin. Some people prefer to skip foundation altogether and instead apply pressed powder.
It’s time to skip the snooze button and get up and glow, with the new WAKE UP AND GLOW range from L’Oreal Paris. Combined, these stunning new products allow you to create makeup looks so natural and luminous, they’ll think you woke up like this!
If you haven’t been able to get a spot at your local salon don’t stress, we’ve got three tips to keep you looking Salon perfect, with a little helping hand from makeup!
Life Pharmacy is proudly New Zealand owned and operated. We have everything from fragrance to first aid, make up to medicines, skin care to sun care, test kits to tanning products. Life pharmacy online brings your pharmacy to you.
Shop NZ customer favourites such The Ordinary, Antipodes, Trilogy and keep your health and wellbeing on-track with Go Healthy, BePure, Livon, Optifast and Otrivin. Don’t forget to shop our top beauty brands including Clinique, Estee Lauder, Benefit, Elizabeth Arden, Clarins and Shiseido.
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