Why Makeup With Skin Benefits Is Trending

The “make-up as skincare” trend is in the news for all the right reasons. After all, these products incorporate ingredients only found in a high-tech serum. Plus, they’re toxin-free, contain natural actives, and help reduce the number of skincare steps.

“Consumers are now more aware of the choices they make in all aspects of their lives. Personal care has seen a strong shift towards more organic, natural and sustainable choices,” says Ghazal Alagh, Co-Founder and Chief Innovation Officer, Honasa Consumer Pvt. Ltd (parent company of Mamaearth, a brand of natural beauty products). “While most of us think a lot about toxins and chemicals in the things we use, how often do we question cosmetics? Especially since we use them on a daily basis and on areas sensitive, such as the eyes and lips. In fact, we ingest them just as often, especially lipsticks. It was the consumer challenge that drove us to venture into toxin-free cosmetics.

Jigeesha Sarvaiya, Founder and CEO of Trudiance, wholeheartedly agrees. “Our research found that the most common concern was whether regular use of makeup products would damage the skin. Another aspect was the number of steps involved in comprehensive skin care and makeup routines, and how that may not always be practical,” says Sarvaiya. Trudiance has introduced hybrid products to address these concerns. “For example, the hyaluronic acid in our cream lipsticks and serum foundations instantly hydrate the skin. skin and boosts collagen levels. We make beauty routines more convenient and enjoyable while minimizing consumption,” says Sarvaiya.

Mamaearth has introduced a new line of makeup with features such as long-lasting, smudge resistance and the benefits of natural ingredients such as vitamin C and E, avocado oil, castor oil and chamomile. “We add an element of care in every product. For example, our Glow Serum Foundations are hydrating in nature while providing full coverage. Similarly, the lip serums (liquid lipsticks) are hydrating and nourishing in nature while having an 11-hour wear and deeply pigmented,” says Alagh.

If organic beauty is the future, could Ayurvedic wisdom be far behind? “There are many natural ingredients and pigments that perform the same as artificially created colors. No wonder the industry is looking to evolve makeup formulations to have additional skincare benefits. As a brand Ayurvedic, we have worked on creating formulations based on Ayurvedic recipes, using organic ingredients,” says Dr. Ipsita Chatterjee, Ayurveda expert and Technical Lead of SoulTree Their most popular offering, kajal, is made according to a 3,000-year-old Ayurvedic process “We use organic ghee for its soothing effect on the eyes, camphor for natural cooling and cleansing, and organic almond oil and natural pigments,” explains Chatterjee lipsticks and lip glosses are enriched with organic ghee and almond oil that keep your lips soft, smooth and hydrated. tees. Ayurvedic mascaras help lengthen and nourish lashes while Ayurvedic BB creams are herbal infused.

However, it is important to understand your skin type before using any makeup. “This is the first and most critical of the steps because it defines how makeup looks and how long it lasts. Always look for a smudge-proof kajal and eyeliner given the hot and humid weather in India. Also, opt for a smudge-proof lipstick so that it doesn’t run down the lip line and give a messy look,” says Alagh. Most importantly, spend time understanding your skin type, skin tone, and undertones to accentuate your natural personality.

Subscribe to India Today Magazine

Donovan B. Sanford