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Food for thought

Cushion Foundations in K-Beauty

Cushion foundation has become an essential product for any Korean makeup brands. Developed and launched by beauty giant AmorePacific Group in March 2008, under their IOPE brand, it is the first original compact cushion foundation. It was an instant success and is still to this date a bestseller (one is sold every 30 seconds on the Asian continent). Following this first success, AmorePacific Group developed cushion foundations for all its other beauty brands (LaNeige, Hera, AmorePacific, Sulwhasoo…).

The format is easy to use and to transport and the formulations cover all types of skincare needs and makeup goals. You can find cushions with satin, matte or glowy finishes, to tone up or moisturize, with light or heavy coverage. All benefits offered by regular foundations can be found in cushion ones. 

It is interesting to observe how a new beauty gesture was adopted by a vast majority of consumers in such a short period of time. Some western brands have also launched cushion foundations (Dior, Lancome or Chanel for instance) but they are mainly sold in Asian markets and lack in popularity in Europe or the USA. The timing might not (yet) be appropriate to seduce western consumers.  

   Monia MERABET

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