Given the sheer amount of Korean beauty products launching every month, it’s hard to keep up with what’s new in K-Beauty. To help you navigate the complex world of Korean Beauty, every week I break down the hottest beauty launches coming from Korea.
Unlike with my monthly posts on K-Beauty bestsellers, you won’t find any link to purchase these products as they just became available in Korea.
But without further ado, here are the latest Korean make-up offerings of the week! Don’t forget to check out this week’s skincare launches as well.
AMTS (new brand launch)
If you’ve been following this blog for a while, you might remember about Powder Room, the biggest online platform where Korean beauty aficionados can discuss the latest trends and hot releases (check this post to learn more). In May 2020, Powder Room launched “Together Project”, an initiative to create a make-up line based on the real preferences of their users. At the beginning of the project, the company worked with their users to create two limited edition blush palettes (head here to see them in action), which sold out almost immediately.
Shortly after this first success, Powder Room surveyed over 9000 users to discover their personal opinions and preferences on face, eye, and lip make-up products. According on the data collected from these surveys, the company just launched AMTS (short for “All My Things”), the first consumer-based Korean make-up brand. To Powder Room community was involved in every step of the development process, and users of the platform were also asked to feedback on formulas and textures before launch.
The first products from the brand are:
“I’m Your Cushion” is a high-coverage cushion foundation with a transfer-proof formula and a semi-matte finish. The product is available in 4 different shades; 17N, 21C, 21N and 23N.
“I’m your palette” is a versatile make-up palette that can be used for everyday wear and for special occasions. The palette features 7 tone-on tone shades, of which 6 are eyeshadows and 1 is a blush, in variety of textures and finishes. The palette is available in 3 variants: Off-Sienna, Authentic Amber and Misty Lavender.
Lastly, “I’m Your Lip Tint” is an intensively moisturising lipstick with a creamy formula. The lipstick is available in 4 MLBB-inspired shades for everyday wear and 1 glitter shade for special occasions.
So Natural – Fixx Cover Pact
If you follow my posts on monthly Korean beauty bestsellers, I’m sure you’re already familiar with the “All Day Tight Make Up Setting Fixx” by So Natural. The product quickly grained a cult following in Korea, leading So Natural to develop a powder foundation inspired by the award-winning fixing spray. The new “Fixx Cover Pact” features a thin, buildable formula that evens out skin tone and controls oil secretion throughout the day.
Tirtir – My Glow line
Tirtir launched “My Glow“, a new make-up line designed to enhance skin’s natural glow thanks to its hydrating properties. The line is composed of 5 different products:
“Mask Fit Cushion” is a long-wear foundation with a semi-matte finish. Thanks to its weightless formula that instantly adheres to the skin. the foundation doesn’t budge even after 10 hours of continued mask-wearing. The cushion is available in 3 shades: 17C Porcelain, 21N Ivory and 23N Sand.
“My Glow Cream Cushion” is a highly moisturising foundation with a dewy, radiant finish. Like the previous product, this foundation was also proven to resist 10 hours of continued mask-wearing. The cushion is available in 3 shades: 17C Porcelain, 21N Ivory and 23N Sand.
“My Glow Highlighter” is a stick highlighter with a super creamy and blendable formula. The product is available in two variants: “My Glow Ampoule Highlighter” features a transparent, glossy formula, while “My Glow Shimmer Highlighter” has a glittery, metallic finish.
“My Glow Moisture Primer” is a brightening make-up primer with an ultra-moisturising formula. The primer minimizes the appearance of pores and gives the skin a natural glow thanks to the pearlescent pigments in the texture. Lastly, “Makeup Blender Box” is a set of make-up sponges designed for a simple and precise application of face make-up products.
Source: Press releases
Translation: © 2020 Odile Monod