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How to apply foundation, according to a make-up artist

Copyright Source: Yueke Tue, May 21, 2024

PHOTO: Yueke

Foundation is a key component in any make-up bag, alongside concealer, powder, and blusher. The application method can make a significant difference in the final look. Some prefer a make-up sponge, others use a brush, and some find their fingers work best. Each method affects the foundation's appearance and how it sits on the skin.

Make-up artist Rose Gallagher offers basic tips for foundation application. She suggests starting with the area needing the most coverage and working outwards. Gentle pressure is crucial, regardless of the application method, to avoid moving the product around and to ensure it sits well on the skin. If your neck is a different color, use a color-correcting cream instead of foundation.

Using a brush can achieve a flawless finish. A flat foundation brush is ideal for full coverage, while a rounded, dome-shaped brush allows for customizable coverage. Apply foundation to the back of your hand and pick it up with the brush in small amounts, using gentle strokes.

For a sponge application, dampen the sponge, apply foundation to the back of your hand, and gently press it into the skin. Bouncing the product onto the skin with the sponge ensures a skin-like finish without smears. However, a sponge may require more product to achieve the same level of coverage as a brush or fingers.

Gallagher prefers applying concealer last to address areas needing extra coverage after foundation. Primer use is a personal choice, but she often finds it unnecessary if skincare is effective.

For layering blush, bronzer, and powder over foundation, use similar textures together. Apply cream products together and finish with powder. If using powder blush and bronzer, set your make-up first with setting powder to avoid pigment clinging to dewy surfaces.

For mature skin, Gallagher advises minimal powder to allow movement of creams and avoid settling into fine lines. Lightweight formulas are recommended to reduce product gathering in lines. A small amount of talc-free setting powder can enhance make-up wear time without emphasizing lines.


NEXT: FullBeauty Brands Builds a Plus-Size Fashion Powerhouse with Digital Mall
Over the past year, Fullbeauty Brands has been quietly expanding its plus-size fashion empire. In early 2023, the 120-year-old company owned 12 plus- and inclusive-size brands, such as Swimsuits For All and Roaman’s. Recently, it added three DTC plus-size brands: Cuup, Eloquii, and Dia & Co. These acquisitions aim to capture a younger customer base, particularly from the "TikTok generation," while maintaining their existing brands for older customers. Fullbeauty's CMO Bob Bass mentioned that the acquisitions weren't intentionally clustered but were opportunities that arose. The company’s strategy involves creating "digital malls," where customers can shop across multiple Fullbeauty brands on a single platform, enhancing the shopping experience and increasing potential sales. The integration has extended to Dia & Co.’s acquisitions, such as 11 Honoré, which now features on Dia’s website. Lydia Gilbert, co-founder of Dia & Co., expressed confidence in the acquisition, highlighting the growth potential from Fullbeauty's experience and resources. Fullbeauty allows each brand to retain its creative identity while benefiting from shared resources and a unified shopping cart system. This approach aims to increase overall spending across the brands rather than limiting purchases to single brands. Fullbeauty, owned by Apax Partners since 2015, is profitable, with nearly $1 billion in annual revenue and 5 million active customers. The company plans to continue growing through acquisitions, leveraging its extensive experience in the plus-size market to capture a larger share of the $81 billion market. Bass criticized the failed attempts of non-specialized brands like Old Navy to enter the plus-size market, emphasizing Fullbeauty's long-standing expertise. Overall, Fullbeauty’s strategic acquisitions and digital integration position it well to lead in the plus-size fashion industry.

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