British beauty brand Illamasqua has taken a new direction with its latest colour offering. The brand’s new colour collection, which features a blend of wearable, earthy shades, is said to help the wearer “release their inner warrior”. The new Sacred Hour collection represents a departure from the brand’s previous collections, which offered bolder shades and textures.
Speaking to Cosmetics Business, Illamasqua Creative Director Alex Box said: “This collection is very close to my heart. It’s about the inner journey, and is a quieter, more sensual, sensitive and feminine palette for the brand”.
The key piece in the collection is the New Reflection Palette (£34), which features two water resistant, shimmery shades representing “nature’s core elements”. The shades include Precipice (soft lemon), Acute (ash taupe), Graphica (graphite grey) and Dart (toasted bronze). There are also two New Velvet Blushers (£18) in Sleek (coral) and Peaked (rose), a lipstick (£16.50) in Shard (red violet), nail varnishes (£14.50) in Facet (grey crystal) and Hemlock (pale green), and a set of high-impact false eye lashes (£14.50).
Finally, the brand is also growing its popular Skin Base complexion franchise with Skin Base Lift (£16), a new brightening concealer which uses warm peach tones to correct pigmentation and lift the eye area. Skin Base Lift will be available in seven shades, and is designed to complement the brand’s existing Skin Base foundation range and new Hydra Veil primer, which was released in April.