I wrote this article for The Beauty Bible and I’d love to share it on here with you too, it’s about brands innovating in the beauty industry, something I’m very passionate about as I have a low tolerance for BS and BS claims.
Strobing, chroming, baking, faking… It seems every day there is a new beauty “trend” sweeping its way across the Internet. But are these so called “trends” really relevant to the modern woman? Or would we benefit more by staying informed of exciting advancements to skincare and technology and incorporating these into our beauty regimes instead? There are so many great brands at the moment innovating some phenomenal products and ingredients rather than selling trends. Brands like 3ina, Gilded Cage and Deciem the Abnormal Beauty Company.
Deciem The Abnormal Beauty Company
Deciem is a concept in itself. It’s a boutique (stores in Toronto and soon to launch in Melbourne, Sydney and Seoul)…
And an umbrella of different functional beauty brands: Hylamide, Niod & White Rx (skincare), Hand Chemistry (hand and body care), Fountain (beauty supplements), Hif (haircare), AB Crew (mens fitness and grooming) and Inhibitif (hair removal).
The brands which fall under the Deciem umbrella
Their approach to beauty is to deliver the latest technology in beauty and skincare into the best formulations possible. CEO Nicola Kilner explains, “technology in beauty and skincare has moved on and it’s really important to continue to innovate. If Apple introduced an iPhone today to remain as it is for the next 10 years, they wouldn’t survive. In beauty, somehow formulations remain on the market for up to 40 years without people questioning if they’re using 40-year-old technology. Skincare technologies have advanced so far yet most skincare brands are still using very old formulations based on old technologies in shiny packages.”
Deciem get around this by doing everything in house, which allows them to deliver new technologies to market quicker than most competitors. Kilner explains, “our bio-chemists, designers and product creators are all under one roof. We have no layers and loops to jump through to move forward, meaning the speed of our delivery model is second to none.”
I asked Kilner to explain how the Deciem brands innovate in an industry often saturated by “trends” that aren’t necessarily realistic or relatable to the 2016 woman (and man!) and it all comes down to sustainable health.
“There will be a significant shift from causing damage for instant gratification (for example- heat styling) to encouraging hair health and repair for longer term gain. The current mentality is ‘How do I look best immediately’ and the answer is to use instant benefit products. This will lead to irreversible damage of the hair. The mentality will shift to “How do I maximize my hair health so I can look better always?”
These trends are all merging into the same trend to shape the future of beauty. The focus in all of these categories will turn to health – the health of our hair, the health of our skin, the health of our everything. Consumers will start to focus more on longevity than tomorrows result and quick fixes. We call our industry ‘health and beauty’ but it really has to be health. You can’t have beauty without health, they are one.”
From the Hylamide range, I am a big fan of the Photography Foundation and C25 Booster. The Photography Foundation is one of those beautiful products that you can use a million different ways. While it doesn’t exactly provide coverage, you can wear it on its own (layered over or mixed with moisturiser) for days where you want a glow (and I’m not talking disco ball, no glitter in sight!), pore minimisation and a bit of colour correction. You can also mix it into your foundation or tinted moisturiser to make use of the beautiful finish and ingredients. Photography Foundation is available from Priceline at $29.99.
Hylamide Photography Foundation by Deciem.
The C25 Booster is one of the best Vitamin C serums you’ll find on the market as it has been formulated with a truly stable Vitamin C at a great concentration to target dullness, uneven tone and textural irregularities. Layered under moisturiser once or twice a day and your skin will say thank you in radiance. Great to use in the months leading up to big events or holidays, when you really need your skin looking its best! C25 Booster is also available at Priceline for $49.99.
Hylamide C25 Booster by Deciem
From The Chemistry Brand, I always carry a Hand Chemistry Intense Youth Complex Hand Cream in my handbag because it ticks all the boxes- instant hydration without greasiness, subtle fresh fragrance, anti-ageing ingredients and lightweight compact packaging. Available from Priceline at $13.99.
Hand Chemistry Intense Youth Complex (hand cream) by Deciem.
And finally from the NIOD range, the Copper Amino Isolate Serum (available online from Adore Beauty, $90) is one of the most impressive cocktails of cutting edge ingredients that pretty much keeps the skin in a constant state of repair. Used as the first step after cleansing, before any other skincare either once or twice a day. Also the packaging is incredibly chic and modern for those who enjoy looking at a stylish bathroom cabinet/shelf.
NIOD Copper Amino Isolate Serum Activator by Deciem
Gilded Cage is a new Australian makeup brand that focuses on celebrating individual beauty, where there is no “one size fits all” format. The products are designed in Paris and made in Italy and include cream eyeshadows, lipstick and lipglosses.
Founder Rhys Williams set out to create products that highlight women’s singularities, the things that set them apart from others and explains, “Gilded Cage is a glorifier of singularities: it protects and highlights them in the most beautiful way. There are so many ways to be beautiful which is why we believe that smooth, commercial beauty is boring”.
The Revelation Eyeshadows (available online from Gilded Cage, $38) are beautiful cream eyeshadows that come in ten timeless shades. Worn on their own for a sheer finish or layered underneath powder eyeshadow when you want more punch, there is a lot of flexibility with how you can use them. The felt tip applicator makes applying the cream a two-second job and they are very long wearing. Nice and compact, these have become a firm staple in my pro kit.
Revelation Eyeshadow by Gilded Cage
You can’t help but pay attention when a brand claims, “makeup should enhance rather than alter” which is the exact message European 3ina is putting out. Pronounced “mina” and co-founded by dynamic duo Pablo Rivera and Mark Eve. Neither had a background in fashion or beauty when they set out to create 3ina and they explained to me that this worked in their favour when designing their range, “when you’re not from a fashion background, you don’t have preconceptions of what is and isn’t possible to do in the industry. We broke all the rules in the industry when meeting with producers to discuss formulas or packaging”. And break the rules they did. The range has 450 products across six different categories (eyes, lips, face, nails, skincare and tools) with vibrant and experimental shades forming the heart of the brand.
The flagship 3ina store in Covent Garden, London.
It’s refreshing to discover a brand that is playful yet accessible to the majority of women. You might not want to try a yellow or pink mascara, but then there’s 448 other products to choose from. There are currently two stores in Melbourne (as well as stores in London, Greece, Italy and Malta) and they’re only just getting started.
Love everything about 3ina’s approach beauty!
The Pen Eyeliner is one of the best liquid liners I have tried. They spent a long time getting the formula and packaging right and the result is a waterproof satin finish that doesn’t drag across eyelids, so no more wobbles when you’re trying to wing that liner! Available online from 3ina ($12.95) or in the Melbourne stores (Cheltenham and CBD).
The pen eyeliner by 3ina
The Highlighter comes in two shades (pink and gold) and delivers a glow that looks like creamy skin ($16.95).
The highlighter by 3ina
The Micellar Gel is an alternative to micellar water for anyone with sensitive, acne-prone or broken skin as it removes makeup quickly without the need to rub at the skin. Poured straight onto a cotton wool pad, it removes all traces of makeup without leaving an oily residue ($10.95).
The Micellar Gel by 3ina
And there you have it, no crazy contour techniques, no ridiculous claims, no over-inflated prices and no animal testing. Instead, a fresh approach to product development and beauty innovation… and quite frankly, that’s refreshing. Be sure to check out The Beauty Bible for more product reviews and beauty advice.
© 2016 Sonia Allen MakeUp. Do not copy, reprint or republish content and/or photos without author’s written permission.