Consumer Demand Drives Spring 2022 Makeup Launches

Vegan mascara, longwear matte lipsticks and wellness-inspired foundation lead the way in new products.

Masks go on. Masks come off. But there’s still one constant for the face—color cosmetics. Consumers can play up the eye region during mask season and then celebrate lipstick during better times. And all year long, shoppers are stocking up on multi-faceted makeup that, in step with the past two years, impart wellness benefits as well as fitting into a more streamlined routine. In short, consumers crave next-level color cosmetics to put their best faces forward, no matter what life brings next.

Eye cosmetics sales jumped 15.7% to $2.1 billion, facial cosmetics sales increased 8.7% to $1.8 billion and lip cosmetics sales rose 11.5% to $693 million, according to data from Information Resources Inc. (IRI) for total US multi-outlet (supermarkets, drugstores, mass market retailers, military commissaries and select club and dollar retail chains) for the 52 weeks ended Dec. 26, 2021. For a deeper look into the categories, check out the chart on p. 40.

US prestige beauty sales reached $22 billion in 2021, a 30% jump in dollar sales, versus 2020, according to The NPD Group. Makeup sales soared 23% to $7.1 billion, according to the market research firm.

“The beauty industry is unique in its ability to instill self-confidence and change the way people feel,” said Larissa Jensen, beauty industry advisor at NPD. “These timeless abilities keep our industry relevant and important in the minds of our consumers—regardless of circumstances or lifestyle changes.”

In the spirit of consumers putting their best faces forward to re-enter society, face makeup product sales—including foundation, primer and tinted moisturizer—grew double digits, as did makeup-setting sprays and removers, according to NPD.

The makeup category benefited from a return to consumer interest in makeup artistry, with additional growth observed for cream and stick blushes and other products prevalently used in YouTube videos and other social media, according to NPD. Moreover, brands born from makeup artists and social influencers had the highest revenue gains among all the makeup brand types.

“As we move through 2022, the beauty companies that will thrive are those that harness the industry’s unique ability to spread joy, while also recognizing the opportunities of a changed consumer and retail environment,” said Jensen. “We can expect more change to unfold in 2022, but, along with these changes, new opportunities for the beauty industry will present themselves.”

Very Peri is the Pantone Color of the Year for 2022.
Helen Dagdag, Sephora Collection National Artist, Los Angeles, agreed that there has been a “huge return” to color, and that will continue throughout the year.

“Everyone is inspired by hit shows that use makeup as art,” she told Happi. “So, whether that means placing your eyeliner in a less traditional spot, your blush is placed high and bright, or you are rocking a sparkling gloss on your lips, it’s all about how you want to express yourself.”

Dagdag added that with Pantone’s Very Peri being the color of the year, eyeshadows and eyeliners are a great way to add a little pop of purple to the makeup routine. The global color authority introduced a new blue shade, Pantone 17-3938 Very Peri, a dynamic periwinkle blue hue with a vivifying violet-red undertone, as the Pantone Color of the Year selection for 2022.

According to Pantone Very Peri blends “the faithfulness and constancy of blue with the energy and excitement of red. This happiest and warmest of all the blue hues introduces an empowering mix of newness.”

“As we move into a world of unprecedented change, the selection of Pantone 17-3938 Very Peri brings a novel perspective and vision of the trusted and beloved blue color family,” said Leatrice Eiseman, executive director, Pantone Color Institute. “Encompassing the qualities of the blues, yet at the same time possessing a violet-red undertone, Pantone 17-3938 Very Peri displays a spritely, joyous attitude and dynamic presence that encourages courageous creativity and imaginative expression.”

“The Pantone Color of the Year reflects what is taking place in our global culture, expressing what people are looking for that color can hope to,” added Laurie Pressman, vice president of the Pantone Color Institute. “Creating a new color for the first time in the history of our Pantone Color of the Year educational color program reflects the global innovation and transformation taking place. As society continues to recognize color as a critical form of communication and as a way to express and affect ideas and emotions and engage and connect, the complexity of this new red-violet-infused blue hue highlights the expansive possibilities that lie before us.” 

Pantone 17-3938 makes a novel statement for eyes, nails and especially in hair in a variety of finishes and applications from glittery and glam to dusty matte. 

Lipcolor Widens Its Scope From Matte to Gloss

The latest L’Oréal lipgloss.

M•A•C Cosmetics re-thinks pink for springtime.
Another purple hue, plum, is billed as the “new red” in lipstick, according to Spate, which analyzes millions of online consumer signals to identify trends. On average, there are 4.8K searches every month in the US for plum lipstick, which is low volume relative to other lipstick product searches. But searches for plum lipsticks have soared 549.1% since last year. Related searches include terms like matte, review, skin, best, sheer and liquid, indicating that consumers seek a wide range of lipstick textures and opacities.

Meanwhile, M·A·C Cosmetics is expanding its pink lip color with the Re-Think Pink collection. According to the company, M·A·C is putting a trendy lens on the enduring pink shade, reimagining the classic color to expand the brand’s existing wardrobe of rosy lipsticks. From glosses to mattes and full-coverage finishes to transparent washes of color, this collection cements M·A·C’s authority on pink shades for all, the brand contends. The collection features 17 new pink lipstick shades across M·A·C Amplified, Matte and Lustreglass families.

Huda Beauty is expanding its color offerings with a reformulated vegan friendly version of its best-selling lip color. New Liquid Matte Lipstick is growing to include 16 hues. With up to eight hours of longwear, this upgrade now also boasts a thinner texture infused with the brand’s unique L.O.V.E. Complex, which stands for lycopene, olive oil, vitamins (A and E) and essential fatty acids, helping lips stay soft and supple without sacrificing pigment, according to the company.

“I created these lipsticks because I could never find a liquid lipstick that suited my needs. This formula is so light and feels like you’re wearing nothing at all but gives you a transfer-proof finish that lasts all day, in shades to die for,” said Founder Huda Kattan in a press statement.

L’Oréal Paris is also bulking up its top-selling Glow Paradise Lip Balm collection with more glossy lip colors to enhance a variety of lip tones. Infused with hyaluronic acid to lock in hydration, the lip color is now formulated as a lipgloss for a pop of shine. Glow Paradise lipstick is also available. It is formulated with 92% natural ingredients including plant-based waxes and oils. 

Chanel has entered the “clean” beauty category with No. 1, a makeup collection formulated with up to 97% of ingredients derived from natural origin. The key ingredient in the line is camellia, a flower grown in Chanel’s fields in France. The camellia, according to company lore, was the favorite of Coco Chanel herself. Moreover, it is one of the few flowers to bloom in winter. Chanel says its researchers have harnessed camellia’s resilience in its new formulas. No. 1 includes a lip balm, among other makeup products.

Looking Up

Charlotte Tilbury added a liquid eyeshadow pot..

A pop of color from CoverGirl.
The eyes still have it for Spring 2022 makeup formulations. Marketers from prestige to mass are rolling out improved formulas with benefits spanning from lash boosting to naturally sourced.

According to Cat Quinn, executive director, global trend, M·A·C Cosmetics, defined lashes are trending for Spring 2022. The trends are 1960s lashes, winged lashes, floating lashes and spiked lashes, she said in a Zoom webinar for beauty editors on February 9.

“Spiked lashes are the new lipstick for the face, as seen in Euphoria Season 2,” Quinn said. M·A·C Cosmetics is rolling out new “stackable” mascaras for the season that took two years to develop! The three products include a Mega Blush version, Mega Blush Mini and a Micro Brush.

Sister Estée Lauder brand Clinique accentuates the eyes for Spring 2022, too. The High Impact Zero

High Impact mascara is new from Clinique.

Urban Decay is successful with vegan beauty.
Gravity Mascara provides 24 hours of longwear and also volumizes, curls and lengthens lashes all at the same time, giving a floating, “zero gravity” effect. A blend of quick-set polymers and silica create a lightweight, flexible film to curl and protect lashes from the elements. The mascara also conditions with jojoba oil.

Urban Decay is expanding its clean beauty and vegan eye makeup offerings with the launch of the Wild collection featuring Wild Lash Mascara and Wild Greens Eyeshadow Palette. The new color cosmetics range is formulated with only vegan ingredients and without parabens, BHT, mineral oils, petrolatum and more, said the company.

The launch will highlight the brand’s first plant-powered mascara, infusing avocado and sunflower oils, cassava starch and more for the ideal balance of hydration and volume. Also new is the Wild Greens palette, pictured below.                                                                                                            

Urban Decay's new Wild Greens eye shadow set
CoverGirl embraces punchy hues in eye color with its new Exhibitionist Velvet Mono Eye Shadows, a limited-edition collection of bold pigmented single shadows. With “super saturated pigments” the eyeshadows are fade-, crease- and smudge proof, with buildable coverage from sheer to bold. Shades span from Vibin’ to Poppin’ to Dig Deep.

On the other side of the eye makeup spectrum is the matte look. The latest creation at Charlotte Tilbury is Matte Eyes to Mesmerise. Combining the famous smoothing power of Tilbury’s best-selling Eyes to Mesmerise, these long-lasting, smoothing cream eyeshadows blend smooth for a nude matte finish for an easy and flattering 1990s eye look in seconds. Concentrated pigments amplify the depth and richness of shadow shades while sodium hyaluronate and Tree of Life Extract hydrate the eyelids. Water-repellent film formers create an elastic, water-resistant film for long-lasting 12-hour wear. The shade pots are available in five universally flattering matte hues: Nude Cashmere, Flawless Beige, Smokey Taupe, Chocolate Veil and Diffused Black.

To complete the eye makeup repertoire, Benefit Cosmetics’ latest brow innovation is the Powmade Brow Pomade. This lightweight, full-pigment formula glides on smooth to create polished eyebrows in just a few strokes with a natural-matte finish, according to the makeup company. This novel cosmetic also features new technology, as its built-in custom wiper with three ridges allows users to remove excess product from the brush to avoid messes. Available in eight flexible shades, the pomade stays on for up to 36 hours and is waterproof, according to the company.

Best Face Forward

Revlon is adding on to its extensive facial cosmetics collection.
For Spring 2022, consumers will shift their interests to lightweight foundations and products that give a little glow, Sephora’s Dagdag told Happi.

Basma Hameed, co-founder of Basma Beauty and 2022 Sephora Accelerate Founders of Color winner, said her The Foundation Stick  is quickly becoming one of the store’s most buzzworthy products of the new year. 

The foundation collection spans 40 colors, inclusive of four shade ranges and three undertone ranges. Described by Hameed as “liquid foundation in a stick,” the breathable, creamy and penetrable formula goes from sheer to full coverage. It will not cake and melts into the skin, Hameed said.

Users can choose their skin tone and undertone on BasmaBeauty.com to find the perfect shade. The non-greasy, cruelty-free and dermatologist-tested formula is ultra-hydrating, smooths out skin textures and blurs the appearance of blemishes, providing an all-day glow, according to the brand. 

Hameed knows a thing or two about the life-changing magic of a good foundation. The entrepreneur endured a severe facial burn when she was very young, and spent years searching for makeup solutions that would provide optimal coverage to boost her confidence. After more than 100 surgeries, she pursued a career as a paramedical scar camouflage artist and developed a technique utilizing pigments that matched skin tones and corrected unsightly skin discoloration and scars. The next step was to create a product that would make the skin look flawless. The Foundation Stick was spawned from four years of research and development.

Bare Minerals’ new BarePro powder
“My experience has taught me the importance of being unapologetically true to yourself,” said Hameed. “And that’s what this brand is all about. It doesn’t matter how much or how little makeup you wear. Beauty on your own terms is what it’s about.”   

Prior to being the 2022 Sephora Accelerate winner, Hameed earned the 2016 Young Entrepreneur of the Year, winning the Air Miles for Business Small Business Achievement Award. She is the owner of the Basma Hameed Clinics in Beverly Hills and Toronto, where her team treats Hollywood A-Listers, members of Royal families and business moguls using various dermal techniques that she’s developed.

Customized foundation is still trending in 2022. Avon’s new Match Filter Serum Tint Foundation instantly hydrates, blurs imperfections and evens skin tone, said the beauty company. The lightweight formula is infused with hyaluronic acid, vitamin E and a berry complex. The creamy formulation also transforms to a demi-matte powder finish for a veil of color and has buildable sheer to medium coverage. It’s suitable for all skin types and free from talc, parabens and fragrance.

Other new cosmetic developments at Avon include a Match Blur Oil Control Primer Balm, a sheer mattifying formula with blurring powder microspheres help reduce the look of fine lines and pores; as well as the Match Set Finishing Powder, a lightweight mineral-infused loose powder that creates an invisible veil, sets makeup and helps control shine. The Match Corrector Brightening Perfector imparts a creamy veil of color, helps reduce the appearance of fine lines, dark circles and blemishes and blurs imperfections with caffeine, soothing marigold and vitamin E. This product offers buildable sheer-to-medium coverage with a demi-matte finish.

Highlight cheeks with Milk Makeup’s new bronzers.
Revlon is ramping up its facial cosmetics assets with ColorStay Skin Awaken 5-In-1 Concealer. According to the company, the multitasking 5-in-1 concealer erases, perfects, brightens, hydrates and refreshes skin for a “flawlessly awake” look. The lightweight, buildable formula is infused with caffeine and vitamin C to hide all imperfections and dark circles, while brightening skin and camouflaging puffiness. The concealer is available in 19 natural-finish shades spanning from light, medium, deep and universal tones. 

Bare Minerals steps up to the plate with a sweat-, humidity- and transfer-resistant full coverage powder foundation that wears for 16 hours and is said to improve skin over time. Its new Barepro 16HR Skin-Perfecting Powder Foundation provides a more even skin tone after just two weeks and smoother-looking skin texture after just four weeks, the company contends. The breathable formula offers 24 hours of oil and shine control, leaving skin with a natural matte finish without clogging pores or causing acne. 

The new wet/dry foundation is made with clean, naturally-derived ingredients. The vegan, talc-free powder contains pineapple complex to help brighten and smooth, plus peony extract and sugarcane-derived squalane to help hydrate and nourish skin. It is available in 35 shades for all skin tones and undertones.

Also designed to cover skin and improve texture, Younique Touch Skin Solution Concealer spans 26 shades including six hues in the dark and deep range. This full coverage concealer with skin care benefits does more than just cover up—it combines coverage with care to provide even, radiant-looking skin, said the company. The formula includes ingredients such as caffeine, sodium hyaluronate, vitamin E and squalene.

On the topic of ingredients…. how about some mushroom-based cosmetics for novel formulations? Milk Makeup’s new Bionic Bronzer and Bionic Glow both contain mushroom extracts along with vegan collagen to help improve the look of skin texture.

Makeup artist Jillian Dempsey is expanding her color cosmetics line for 2022 with new concealers. According to the company, she just launched her first-ever base product, the Spot Stick Concealer. Formulated for matte coverage, the full-coverage vegan concealer nourishes skin with vitamin E and sunflower seed oil while blurring blemishes away. Available in 13 shades, the Spot Stick Concealer is sized to fit perfectly in the pocket for easy application.

Besides easy coverage cosmetics, look out for more crème blush formulations in 2022. According to Spate, on average, there are 27.5K searches every month in the US for cream blush—high volume relative to other blush product searches. It’s grown 20.3% in searches in the past year.

Spate notes there’s plenty of competition in the segment, with six market leaders: Maybelline, Milk Makeup, Charlotte Tilbury, Elf Cosmetics, Stila and Beautycounter.

Additionally, cream blush drives the largest increase in searches for the blush products category with an increase of 4.6K monthly average searches. Related searches include terms such as stick, swatch, skin, how to, gel, mature, glowing, bronzer and buildable. Top colors by volume include: pink, plum, peach and caramel.

The Future of Makeup
The focus of beauty products for 2022 and beyond will be on usability and sustainability, predicts trend forecasting firm WGSN.

According to Clare Varga, WGSN’s head of beauty, the convenience of a “two-minute makeup bag” appeals to consumers who want a healthy, no makeup look quickly.

“Aligning with the convenience of fast, low-maintenance looks and techniques adopted during the pandemic, the two-minute makeup bag offers flexible and low-key beauty lifestyles as consumers adjust to a hybrid post-pandemic existence,” she said. “Products will concentrate on new and smarter beauty hacks that deliver better results with less effort, money and commitment.”

WGSN also predicts that by 2024, “no-makeup-makeup” will be reinvented, moving toward a minimalist execution that reflects the look’s name more authentically.

Driven by the shift to less “done” looks, products will emphasize and reveal natural complexions.

Spate sees contour sticks gaining ground in the year ahead. According to Spate, there are 29.1K searches on average every month in the US for contour stick. And, the buzzword has grown 29.2% in searches since last year with market leaders Fenty Beauty, Benefit Cosmetics, KKW, Wet N Wild, Nyx, Anastasia Beverly Hills, Smashbox and Maybelline.

A new study by Accenture found that the $492 billion global social commerce industry is expected to grow three times as fast as traditional ecommerce to $1.2 trillion by 2025. Growth is predicted to be driven primarily by Gen Z and Millennial social media users, accounting for 62% of global social commerce spend by 2025. 

Beauty categories, such as makeup, although smaller in terms of total social commerce sales, are predicted to quickly gain ground on e-commerce and capture more than 40% of digital spend on average for this category in key markets by 2025.

No matter where they buy, in the end, it’s the color cosmetics shopper who will decide where the makeup sector is going next.

“The common link across every factor driving the beauty industry’s performance is the consumer,” said Jensen of NPD. “The prestige beauty consumer has changed in many ways, but her engagement with beauty products remains, even as it evolves.”   

Jensen added, “The future of our industry rests on many things, but it mostly lies inside the minds of our consumers and the lifestyle they lead.” 

Maybelline Debuts Green Edition Line Of Vegan Cosmetics

Maybelline New York is going all natural with its new Green Edition, a line of vegan cosmetics formulated without parabens, petrolatum, formaldehyde, silicones, BHT or mineral oil. The makeup line is made from a minimum of 70% natural-origin ingredients. The collection includes Mega Mousse Mascara, Superdrop Tinted Oil and Balmy Lip Blush.

Maybelline defines a natural origin ingredient as one that is unchanged from its natural state or has undergone processing but still retains greater than 50% of its original molecular structure. The remaining ingredients in Green Edition products are to ensure their high performance, said the company.

Maybelline New York’s Green Edition Collection is the first step in the brand’s Conscious Together global sustainability platform, which aims to create a more responsible business model for the brand by transforming its processes, innovations, and mindset to reduce its impact on the planet. Green Edition is the first makeup range to be certified by the Cradle to Cradle Certified Products Program, one of the world’s most advanced measures of product sustainability. Cradle to Cradle Certified assesses products for environmental and social performance including all aspects of product design and manufacturing.

Faces Going Places: Makeup Brands Become More Inclusive in Marketing Campaigns

  • CoverGirl, the iconic brand that celebrates authenticity, diversity and self-expression through beauty has a new face: America Ferrera. The Emmy award-winning actor, director, producer, activist and author brings a message of self-acceptance and self-love to the easy, breezy beautiful brand of CoverGirl. In a statement, Ferrera shared, “I am an actor, a director, a businesswoman, a mom, a Latina, a first-generation American; and now, I am a CoverGirl.”

  • Laura Geller Beauty will exclusively feature women over 40 in all of its marketing and social media messaging. As part of its ongoing efforts to celebrate beauty later in life, the brand will spotlight legendary supermodel, actress, and author, Paulina Porizkova in its newest campaign. At 56-years-old, Porizkova is “the best she’s ever been,” as she proclaims in the makeup brand’s latest video on Happi TV.

  • Armani beauty tapped Actress Tessa Thompson as its newest face. She will be featured in both the campaigns for the brand’s iconic Luminous Silk Foundation and the newest Armani beauty launch Lip Power. “Our ideas around what is beautiful, culturally, are shifting, and becoming more inclusive. What I love about Armani is the way in which it empowers any kind of woman to feel her best self,” said Thompson.

  • L’Oréal Paris revealed that its newest global ambassador and spokeswoman is the singer and songwriter H.E.R. The 24-year-old is an eight-time nominee for the 2022 Grammy Awards. She joins Yseult, Kate Winslet, Helen Mirren, Viola Davis, Eva Longoria, Camila Cabello, Cindy Bruna and more in representing the brand globally.

  • Actress Madison Bailey, star of Netflix teen drama “Outer Banks,” has been named Fenty Beauty’s newest face for 2022. When Rihanna launched Fenty Beauty in 2017, the pop singer sought to help “everyone feel beautiful and recognized, no matter their race, ethnicity, culture or personal style.”

  • Yves Saint Laurent Beauty revealed “Euphoria” actress Barbie Ferreira has joined the brand as YSL Beauty US ambassador. YSL says Ferreira’s appointment is the start of the formation of a group of new beauty icons who appeal to the Gen Z consumer and embody the brand’s values of boldness, community and connection, said the luxury beauty brand, which is part of L’Oréal. At press time, the brand also added actor and model Indya Moore to the beauty ambassador team.

Color Cosmetic New Ingredients

Here are some new color cosmetic ingredients for the season. Contact the supplier directly to learn more!

Botanicals Plus
Boca Raton, FL
Tel: 973-439-1417
E-mail: [email protected]
Website: www.botanicalsplus.com

StrataPhix AOS
INCI: Caprylic/Capric Triglyceride (and) Camellia Sinensis Leaf (and) Lithospermum Erythrorhizon Root Extract (and) Haematococcus Pluvialis Extract (and) Glycyrrhiza Glabra (Licorice) Root Extract
Applications: All Color Applications
Suggested Use Levels: 1-3%
Comments: StrataPhix AOS is an antioxidant powerhouse composed of oil-based extracts used at optimum levels to ensure potency and compatibility with anhydrous systems to fight and protect from free-radicals.
Essen, Germany
Tel: 973-929-8000
E-mail: [email protected]
Website: www.evonik.com/personalcare

INCI: Glycolipids
Applications: Makeup Remover
Suggested use levels: 1% – 8%
Comments: RHEANCE One is a next-generation, all natural surfactant offering powerful cleansing able to effectively remove makeup while nonetheless being very mild to the skin. It has pleasant sensory attributes and has excellent sustainability characteristics.
Tel: 201-265-4800
E-mail: [email protected]
Website: www.gattefosse.com
Emulium Illustro
INCI: Polyglyceryl-6 Polyhydroxystearate (and) Polyglyceryl-6 Polyricinoleate
Applications: Extra-fluid to thick textures (foundations, eye makeup, lip makeup, mascaras…), long-lasting, high coverage, natural finish, glow, non comedogenic
Suggested use levels: 3-5%
Comments: Emulium Illustro is a natural and PEG-free W/O emulsifier highly compatible with pigments, able to create stable and ultra-fluid textures. Characterized by its flexibility and performance, Emulium Illustro is easy to use and does not need any co-emulsifier. It is the ingredient of choice for makeup and especially hybrid makeup.
Koster Keunen
Watertown, CT
Tel: 860-945-3333
E-mail: [email protected]
Website: www.kosterkeunen.com
Kester Wax K-60P
INCI: Polyhydroxystearic Acid
Applications: All Anhydrous color
Suggested use levels: 1-15%
Comments: Kester Wax K-60p is a natural plasticizing lipid that is solid at RT. Is it a wax? Not in the traditional way. Its designed to create creamy textures and give consistency for stable sticks, pots, creams and tube products!
JEEN International
Fairfield, NJ
E-mail: [email protected]
Website: www.jeen.com
OleoSil LC
INCI: C9-12 Alkane (and) Dimethicone Crosspolymer-3
Applications: Facial makeup-foundation/concealer/BB cream; Eye makeup-mascara/shadow/liner; Lip makeup-lipstick/gloss/liner; Blush/Cheek Color; Primer
Suggested use levels: 3-90%
Comments: A revolutionary extension of our NDA technology, the OleoSil gels are unique 90%+ naturally-derived elastomeric silicone polymers reacted with naturally-derived oleochemical alkanes. Suitable across all personal care categories, OleoSil gels are greener, safe and more biodegradable than silicones. Experiment and discover the large array of end products you can create with the OleoSil series that differ by sensorial feel, chemical function, and versatile end use.
Cleveland, OH
Tel: 800-379-5389
E-mail: [email protected]
Website: www.Lubrizol.com/personal-care
PemuPur START polymer
INCI: Microcrystalline cellulose (and) Sphingomonas ferment extract (and) Cellulose gum
Applications: Emulsifier, Rheology Modifier, Suspending Agent, Thickener
Suggested use levels: 0.5 – 1 wt % as supplied
Comments: A unique nature-derived polymeric emulsifier providing excellent stabilization capabilities at low use level while offering a fresh and quick break sensory. Compatible with a broad range of oils, CFDA compliant and allows for cold or hot processing enabling flexible processing requirements. Targeting low viscosity O/W skin and sun care formulations.
Micro Powders, Inc.
Tarrytown, NY
Tel: 914-793-4058
E-mail: [email protected]
Website: www.micropowders.com

Naturesoft 860S
Applications:  Facial makeup – foundation, primer, concealer, BB cream; Eye makeup – mascara, shadow, liner; Blush, cheek and brow color.  All pressed and loose powders and emulsion systems.
Suggested Use Levels:  1-5%
Comments: Naturesoft 860S is an ultrafine spherical upcycled rice bran wax powder that provides multifunctionality for color applications.  The spherical particles enhance slip and lubricity.  Naturesoft 860S is a superior dry binder and can be utilized as a sole binder.  The inherent oil binding properties makes formulations more aesthetically pleasing.
Sandream Specialties
Fairfield, NJ
E-mail: [email protected]
Website: www.sandreamspecialties.com

Majestic Light Plum MCM-UMV
INCI: Mica, Ultramarine Violet
Applications: Eye makeup-shadow; Blush/Cheek Color
Suggested use levels: 1-100%
Comments: Majestic Light Plum is a free-flowing plum powder based on mica and Ultramarine Violet. The small particle size and saturated pigmentation enables the formulator to achieve rich tones with ease.
Shin-Etsu Silicones of America, Inc.
Akron, OH 
Phone: 1-330-630-9860, 1-800-544-1745
E-mail: first initial last [email protected] (e.g. [email protected])
Website: www.Shinetsusilicones.com , www.silicones.jp

INCI: Dimethicone (and) PEG/PPG 18/18 Dimethicone

Suggested use levels: Emulsions:  1.5-10%
Applications:  Color cosmetics (foundations, lips, eye shadows, mascaras and blushes)
Comments: X-22-6711D is a 25% active, essentially odorless emulsification concentrate dispersed in Dimethicone.  The product is designed to give the formulation chemists formulation latitude in developing sunscreens, underarm products, color cosmetics and skin care products. The high actives afford formulation space in the oil phase, which is critical for high SPF sunscreens and make-ups.  Additionally, X-22-6711D is refined with a proprietary process to remove the odor-generating species; the resultant emulsifier is suitable for fragrance-free product, particularly applicable to sensitive skin products. 

INCI:  Undecane (&) Acrylates/Dimethicone Copolymer (&) Tridecane
Suggested use levels:
Emulsions:  2.5-10%
Anhydrous:  15-30%
Face:  Facial Illuminators, foundations, BB/CC Creams.
Eyes:  eye shadows, mascaras, lipsticks, blushers, pencils,
Lips:  Lipsticks, Liquid lip stains, Lip Creams.
Brows:  Gels, Creams, and Pencils.
Pigment Treatment.
Comments: X-22-8365 is a 40% active, silicone grafted silicone-acrylate film former in a carrier derived from bio-based alkanes.  It is designed to be a durable, smooth, and pliable film for applications requiring comfort, long lasting and non-transfer properties.  The acrylate backbone offers strong adhesion to the substrates; the grafting polysiloxanes chains offer hydrophobicity, flexibility, silkiness and non-tacky feel.  The product is fast drying; upon drying, the film is water and sebum resistant.  The product is silicone and organic compatible. 
INCI:  Trimethylsiloxysilicate (and) Isododecane
Suggested use levels: 2-30%
Emulsions:  2-30%
Anhydrous:  2-30%
Applications: Color cosmetics: foundations, eye shadows, mascaras, lipsticks, blushers, etc.
Comments: Shin-Etsu Silicones’ KF-9021-ID is a 50% active super hard silicone MQ resin film former in isododecane.  It is designed to be a durable film former for applications requiring long lasting and anti-transfer properties.  The high molecular weight of the resin affords superior durability when compared with some existing MQ resins. When used in combination with the Amino gum plasticizer X-25-9007B, the resultant film is flexible, long lasting, lustrous and with good skin feel.  Typical ratio of MQ/Amino Gum is 1.5/1. 


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