There are a number of new makeup brands making a splash and they are as serious about promoting good looks as they are about health, wellbeing and new attitudes towards beauty. Perhaps it’s time to take the old adage ‘You are what you eat’ further to include, ‘You are what you put on your face’ and ask ourselves: Who Are You? (No, really.)

 

Glossier

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Glossier is a brand started by beauty editors for beauty junkies. In 2010 the editors of popular beauty blog IntoTheGloss.com decided to launch their own label. After trying every product under the sun, interviewing icons, and years of recommending products to the public, they’ve launched their own line of products. 

Their philosophy to beauty is based on ‘less is more’, stating that ‘glowy, dewy skin is our thing’ and that ‘makeup is a choice’, not a duty. Their products are hypoallergenic, dermatologist-tested, paraben free, fragrance free and cruelty free and all ingredients for the different products are clearly listed on their website.

Their signature skincare product, the Glossier Phase 1 kit,  focuses on perfectly primed skin, designing the products to ‘instantly optimise skin’s tone, texture, and hydration levels so that it’s already at its best before you even think about makeup’.

With makeup, Glossier forces us to answer the question we rarely want to think about: How much makeup do we own and how much do we actually use? As such, their Glossier Phase 2 kit  is about a ‘highly edited selection of uncomplicated makeup staples that live with you—not on you’.

We’re excited about:

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Glossier Phase 1 Set

Includes the Milky Jelly Cleanser, Priming Moisturizer, Balm Dotcom, and Perfecting Skin Tint, designed to perfect skin with minimal effort.

 

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Glossier Mask Duo

Designed to help you hit the reset button on your skin, the Mega Greens Galaxy Pack acts like a juice cleanse for your face, banishing impurities, with a gentle white kaolin clay base and vitamin-rich beauty foods. Follow with the Moisturizing Moon Mask containing honey, aloe, and plant-based squalane to plump skin up with moisture and restore elasticity. Meanwhile, licorice root and lemon extracts gently brighten.

 

Cloud Paint

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Nothing creates a more natural flush as a liquid-based blusher and Glossier’s Cloud Paint claims to be ‘the most user-friendly cheek color in existence’. Seamless, sheer, and buildable you’ll avoid the mistake of over-enthusiastically brushing on too much. Plus, the colour palette is inspired by gradient pink NYC sunsets and optimised to work across all skin tones for a healthy, flushed-from-within glow.

Images: Glossier.com

Milk Make Up

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At Milk Makeup, the philosophy is about experimenting and creating individual looks, but also about not living a lie, a.k.a being authentic and true to yourself with the look you create.

We’re intrigued by the uber-fresh approach to packaging but realise that there’s a reason for it — allowing for minimal to no preservatives, and promoting quick, easy application.

As sexy as the edgy visual campaigns are the cruelty-free ingredients: hydrating jojoba, coconut, orange peel, and grape seed oils; and fruit and vegetable butters like mango and shea. Plus point: suitable for vegans.

We also love that the brand is open to all genders having fun with and creating their personalised looks with their makeup.

We’re excited about:

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Cooling Water

Soothing seawater and firming caffeine combine for instant refreshment in one convenient stick for all-day hydration. Infused with rich marine minerals, the gel stick feels cool to the touch and provides an instant boost of moisture. Caffeine increases micro circulation to energise skin and restore glow. Also depuffs the eye area and ideal as for priming skin.

 

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Blur Stick

The silicone-free Blur Stick primer claims to minimise the appearance of pores and fine lines by up to 68% to create a smooth, longlsting matte finish on all skin tones. Its silicone-free, oil-free, and non-comedogenic formula won’t clog pores so skin can breathe. Contains citrus and coconut oils.

 

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Limited Edition Slay Kit

Milk’s Limited Edition Slay Kit gives you mini versions of their bestselling products so you can decide before getting the full-sized products. Contains their Mini Highlighter in Lit, a luminous cream stick to highlight cheekbones and eyes to create the illusion of flawless glowing skin; the Mini Ubame Mascara in Inked and the Mini Lip Color in Dip Out which contains 30% pigment for super intense colour in one swipe, and a longlasting demi-matte finish. Plus it comes in a holographic waterproof bag. Love!

Check out this fun tutorial:

PS. We love that Malaysian model Atikah Karim (see pic up top) is featured in the Milk campaigns!

Images from milkmakeup.com

Real Her

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Real Her is a company using makeup to pass on messages of empowerment, pushing the belief that by using products embedded with an empowered message, daily makeup rituals can have a profound impact on our confidence and well-being. To top it off, 20% of gross profits go to the American Association of University Women (AAUW), a non-profit that advances women and girls through leadership programs, advocacy, education, and research.

Cruelty-free, paraben and sulfate-free, and made with natural ingredients, products are defined by names such as ‘I Love Myself’, ‘I’m Tough’ and ‘I Will Succeed’.

We’re excited about:

The Red Lip Kit

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Contains the best of everything:  a Matte Liquid Lipstick, Lip Plumping Lip Gloss and a Lip Liner in the three most popular colours: Deep Red, Deep Nude and Pink.

Images from realher.com

lilah B

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lilah b. embodies the philosophy of ‘With less, you are more’, and is all about decluttering our makeup collections, having less decisions to make and therefore, simplifying our lives. Using formulas that combine nourishing and moisturising ingredients such as aloe, agar and other beneficial botanicals, founder Cheryl Yannotti Foland (who spent over a decade in the beauty industry), has created a range of weightless foundations, luscious lip & cheek tints, bronzers, creamy concealers and exquisite eye palettes in uber-stylish packaging. All lilah b. formulas are of course, free of parabens, phthalates, sulfates, synthetic fragrances and not tested on animals.

We’re excited about:

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Divine Duo Lip & Cheek

Long-wearing yet creamy and moisturising, the Divine Duo palette in b.dazzling, provides subtle buildable colour for lips and cheeks to take you from day to night. 

 

Tinted Lip Balm Trio

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Who doesn’t love a good tinted lip balm? Sheer tints give you just the right amount of pigment, yet multi-task by providing instant softness and lasting hydration. The formula contains a combination of refreshing mint and pure lavender to refresh lips and soothe your spirit. We’re loving the dark plum, imagining a bare face, some bronze highlights and a thin black liner.

Images from lilahbeauty.com

Most of these brands only ship to the US, but that’s never stopped us. While it’s always good to check in with ourselves in asking ‘Who Are You’,  stay tuned for a walk-through of Bobbi Brown’s latest store in Pavilion KL where the hashtag is always #BeWhoYouAre.

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