Sculpted by Aimee is doubling down on complexion with the launch of its Cream Cushion Foundation.
The launch was inspired by South Korean innovation and the brand’s mission to make make-up “faster, fresher and easier for modern consumers”, founder Aimee Connolley told Cosmetics Business.
“We are always very inspired when we go to South Korea,” said Connolly.
“They [South Korea] are typically two-ish years ahead of this side of the world in terms of trends or consumer behaviours.
“Cushion compacts were coming back into its own again, and they were definitely making a mark over there.”
For a brand built on ‘five-minute faces’ and ‘on-the-go glow,’ the travel-friendly cushion compact formula made immediate sense.
“There is nothing better than a compact case that has a mirror – that you can literally apply in any sort of moving vehicle, or even vehicle in the air, like I tend to,” Connolly adds.
The Cream Cushion Foundation joins Sculpted’s existing complexion heroes like Hydratint and Second Skin, offering buildable coverage in a lightweight, skin care-first formula with SPF30.
The formula is infused with glycerin, ceramides, vitamin E and the brand’s first biotech complex.
“We wanted to be one of the first movers in this, because we are obsessed and we dominate complexion,” said Connolly.
“You have to make the decision sometimes that you want to be part of the innovation club, and that’s what we decided to do.”
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