Cushion foundation, a very well established product category in Asia, continues to grow globally. AmorePacific, the item’s pioneer company, claims that cumulative global sales during January 2015exceeded 50 million units. Used by 75% of Korean women, the innovative cushion, which is best known for creating a no-makeup makeup look, is now looking to target more than women. Florence Bernardin of Paris-based Info Inspiration, a consulting firm specializing on the Asian beauty market, shared some newer cushions she’s seeing in stores.
Acknowledging that traditional foundations may clog pores, Shanghai-based Inoherb has launched Brightening CC Cushion, an item they claim as the first CC cushion to be infused with six herbal essential oils including Mediterranean cypress oil for anti-inflammation; damask rose oil for whitening and moisturizing; palma rose oil for balancing; lemon oil for soothing; pelargonium graveolens flower oil for detoxifying and rosemary oil for refining pores.
Creating a customized DIY glow is emerging as a trend and the first cushion product doing this is Korea-based Elishacoy with Pink Blooming Cushion. Described as a dual-cushion powder this item has been designed to provide a high level of coverage with an adjustable glow finish via its two-tone color cushion foundation comprised of a pink blooming powder and a color control base. Ingredients include damask rose to restore a pinkish skin tone, niacimiade, hyaluronic acid, lily flower extract, chamomile flower extract, viola tricolor extract and white complex-7. Pink Blooming Cushion contains 45% hydrators to leave skin moisturized, and uses a sebum-control powder for a matte look.
AmorePacific’s Etude House Precious Mineral Any Cushion SPF 50 combines whitening, anti-aging and UV protection in a foundation and skin tone highlighter thanks to its mother-of-pearl infused pearl brightener. The cushion is meant to be applied on the entire face, then the pearl brightener is applied locally for highlighting.
Beautymaker proposes makeup artist Kevin’s Essence Air Cushion with the first double color spiral design. This multi-functional cushion foundation aims to instantly brighten the skin and remove dullness in 30 seconds. The compact contains a pearl powder to build a natural glow and a peach tone made with snow lotus extract to deeply moisturize skin.
DIY cushion foundations are becoming popular in China and Korea, promoted by beauty bloggers and magazines, whoteach users how to make a cushion foundation by mixing liquid foundation (or BB cream) along with a serum and oils and UV protectors. An empty cushion container and a new sponge can be purchased on the Internet or in drugstores.
Of course men aren’t being left out of cushions, and AmorePacific targets them with Iope Men Air Cushion, a neutral-colored air cushion crème with oil control. Packaged in a brushed stainless steel case it provides light semi-matte coverage.
The cushion craze has now extended to the baby category with AmorePacific’s Primera Baby Sun Cushion SPF 32. The brand uses an organic cushion that’s been designed to be softer and more delicate for a baby’s skin. The customized case is convenient for easy application before going out with baby and replaces liquid sunscreens.The formula uses artichoke and marshmallow root extract, as well as SPF to protect skin.