Cast your mind back to 2007 – the year in which Harry Potter and the Deathly Hallows hit bookstore shelves and Steve Jobs unveiled a nifty little device called the iPhone. It was a time when the word ‘cushion’ was most commonly associated with ‘couch’ and the year South Korean beauty giant AmorePacific began developing a make-up compact featuring a specially designed urethane foam to contain and preserve liquid make-up. Fast-forward to 2015 and I would be surprised if anyone in the beauty industry can now hear ‘cushion’ without thinking ‘foundation’.
Next up for air cushion compacts
How have cushion foundations evolved and which other categories can use this concept?
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