When makeup meets skincare – BusinessWorld Online

By Zsarlene B. Chua
Make-Up ReviewEB Plus lineBy Ever Bilena
LOCAL magnificence firm, Ever Bilena, is constant its push in the direction of skincare with the launch of its EB Plus line — that includes makeup merchandise containing skincare substances.
The new merchandise, based on the model, enable their clients to “really feel rewarded… as a result of they’re doing good to their pores and skin.”
“Mental well being struggles and prolonged quarantines throughout the pandemic led to a requirement for higher self care, which subsequently resulted in better shopper curiosity in the direction of having skincare routines which are efficient and that they may be ok with,” Denice Sy-Munez, Ever Bilena Cosmetics, Inc.’s chief gross sales and advertising and marketing officer, in an e-mail interview.
She added that the transfer to introduce skincare and the skincare/makeup hybrid was to “present native choices and improvements for international developments.”
Skincare in makeup is a latest development in response to customers preferring to concentrate on skincare as a substitute of shade cosmetics because of the COVID-19 pandemic restrictions and masks mandates. A 2020 McKinsey report famous that there’s a increase within the pampering and self-care magnificence classes, with gross sales of pores and skin, nail, and haircare merchandise up 300% yr-on-yr in Europe with the US posting related numbers.
International manufacturers like IT Cosmetics, Huda Beauty, Benefit, and Bobbie Brown are amongst those that launched skincare of their makeup merchandise.
THE NEW EB PLUS LINEThe EB Plus line has 5 merchandise: the EB Plus Fearless Serum Liquid Foundation (P325/30 gm and is available in 5 shades), the EB Plus Wide Awake Caffeine Concealer (P265/22 gm and is available in three shades), the EB Plus Two Way Cake Serum Foundation (P250 and is available in two shades), EB Plus Shape and Set Brow Serum Duo (P275 and is available in 4 shades), and the EB Plus Super Charge Liner and Lash Serum (P275 and is available in a single shade).
The serum pores and skin basis is a light-weight basis with buildable medium to full protection that’s formulated with a broad-spectrum sunscreen filter (Titanium dioxide) and CoQ10 which capabilities as an energizing and moisturizing agent.
The caffeine concealer, in the meantime, goals not solely to cowl up darkish circles but additionally to handle puffiness. It makes use of a steel curler applicator to appease and funky underneath the eyes (for puffiness). Ms. Sy-Munez described it as a “potent eye cream… however with pores and skin brightening protection.”
The two-method cake serum basis retains the basic EB two-method cake system however with added Squalane and Vitamin E to assist with wrinkles and positive traces. It additionally accommodates Kaolin clay for oil-management and Titanium dioxide for UV safety.
Finally, for the attention merchandise, every are infused with Hydrolized Keratin that helps protect hair towards harm whereas conserving these cat eyes and brows snatched.
Ms. Sy-Munez famous that the EB Plus line is not going to solely be a separate line however will “pave the way in which for extra infusion of pores and skin-benefiting substances into makeup merchandise underneath Ever Bilena as an entire.”
While the brand new merchandise could also be pricier than related merchandise within the model, she mentioned that they’re nonetheless priced moderately.
A SHORT REVIEWThis author had been despatched gadgets from the EB Plus line a number of days in the past to check out, and take a look at them out I did, although in restricted capability as I nonetheless principally work at home. So, this overview relies on full-day put on indoors.
After utilizing the merchandise constantly for 3 days, what I recognize most concerning the merchandise is that, 1.) the inspiration is actually light-weight and doesn’t cake or clump all through the day; 2.) the concealer is nice and the steel ball applicator is cooling (although since I solely use a really small quantity of concealer, I don’t assume a single swipe will assist handle the undereye puffiness); 3.) the eyeliner is nice, it has nice shade repay and the applicator permits me to create clean traces that keep all day with little flaking; 4.) the eyebrow merchandise are nice and the forehead gel does assist maintain the brows in place all day; and, lastly, 5.) the cake basis is nice for contact ups all through the day.
The makeup held up for greater than 12 hours with a little bit of powder right here and there, which is nice in my guide, and I’ll positively attempt it out open air once I get the possibility so it should get a bit extra of a exercise.
Overall, this can be a strong line from Ever Bilena and I do benefit from the merchandise loads. A notice to those that will purchase these merchandise although: whereas the merchandise do comprise skincare substances, it’s nonetheless finest to proceed utilizing and doing a skincare routine that works for you. These merchandise should not meant to interchange skincare, they’re solely add-ins.
Ever Bilena is accessible on-line and offline in shops nationwide.
Zsarlene B. Chua is a former BusinessWorld reporter who’s now a fledgling PR woman. She’s all about skincare, makeup, and video video games. None of those merchandise beneficial are the author’s shoppers. These are all independently reviewed and bought merchandise except acknowledged.


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