I think that what keeps me so passionate about the beauty industry is how frequently it changes. Not a month goes by that MAC doesn’t release a limited-edition collection, a new colour becomes in-Vogue, or a trend takes over Instagram. As a consumer this can get incredibly confusing and overwhelming, which is why I blog about makeup and perfume; to give you honest opinions on what’s worth checking out, and what you should skip next time you’re at the mall.
Today I have something very exciting to share with all you Beauty Insiders. Sephora Canada is preparing to launch a completely new line in its stores this spring called The Estée Edit. The brand is obviously owned by Estée Lauder, but goes after a completely separate market than traditional Lauder products. This range is aimed at younger girls who might normally shop at MAC, and you’ll find that the prices are very comparable. It also fits in with Sephora’s strategy of moving into exclusive, niche cosmetics. What really excited me in the sneak peek that I got is how much patented technology has been poured into this project. The advertising campaign will change often and feature “Guest Editors,” but for its launch it features Kendall Jenner and Irene Kim. It is really one of the most anticipated launches of this year. I received these products to familiar myself with them so that when they arrive, I know just what to recommend.
We’ll start with the Dissolve the Drama 2-in-1 Makeup Remover + Cleanser. If you’d like to travel lighter or cut down your skin care regime time, you’ll enjoy this. Jojoba oil, aloe and cucumber applied directly onto dry skin breakup stubborn makeup. Then, add a splash of water and it turns into a gentle cleanser that doesn’t leave your skin stripped. In my demonstration it easily removed a Sephora Collection lip stain and liquid eyeliner without any tugging. Comparable to something like the Boscia Makeup Breakup.
If you’re a fan of Benefit’s The POREfessional range then you’ll want to check out the Pore Vanishing Stick. The clear base fills in fine lines and pores, while the pigmented core promises to match every skin tone. I tested this on the inside of my hand and saw a noticeable difference, and am now looking forward to trying on my face. I believe this one here is a mini version.
And for lip junkies everywhere, you’ll like this: Flash Photo Gloss is a super high shine gloss that has iridescent blue pearl pigment to make your teeth appear whiter. Lip Flip Shade Transformer is another cool item that goes on opaque yellow but can be used to lighten any lipstick you already own. A black version exists as well to tone shades down, and all the lip products smell gently of vanilla.
Other notable items that I don’t have yet are the Mattified Lipstick, Flash Illuminator and Pink Peony Overnight Water Pack. I have also been told that there will be black-light makeup and eye shadow that grows darker over the day, but we’ll see! While we’re on the topic of Sephora-exclusive brands, how cute is this Derek Lam sampler? The New York designer just launched a 10 fragrance collection called 10 Crosby, and the bottles are meant to symbolize a city skyline. The colour of the glass is an indication of the type of scent, and the highlights from this line are definitely Drunk on Youth (sweet fruity-floral) and 2am Kiss (cinnamon and apple, kinda smells like a Bath & Body Works candle). It joins a slew of brands you can only find in the good-ol’ Sephora, including Elizabeth & James, Atelier Cologne, Martin Margiela, and more.
So tell me, beauty obsessed: what items will you be rushing out to get as soon as this line is released publicly? I am looking forward to seeing how well they compete with more established brands, and if traditional Estée shoppers will take a liking to it. Stay tuned for more news!
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