There are a few aspects of society that develop as rapidly and continuously as the beauty industry. Makeup has been a concept since the times of Ancient Egypt, when men, women, and children all wore it. The usage of beauty products during this period, of course, served a different purpose, but the point is that makeup and beauty are generational practices. People have been using eyeliner and lipstick to change their appearance for literally thousands of years. What makeup is and how it’s used is constantly in flux, depending on culture, time, and sensibilities of the period.
However, what was once a ritual for changing one’s appearance based on natural ingredients and organic substances has become polluted. The beauty industry has rushed towards treating makeup as a means to an end goal for making more money, when in reality, it’s about the individual. Products made in the modern era are more chock-full of unnatural additives, synthetic ingredients, and harmless pigments than those of the Victorian era. Makeup should be fun and light, not full of harmful chemicals that everybody has to take time out of their day to watch out for. Sadly, somewhere along the way, this practice became the beauty standard in the industry.
However, there is hope. There are caring brands like MOB Beauty that are daring to change the status quo. This brand was founded by two industry experts who could see that harmful chemicals and makeup could not be the future of beauty. Their vision for the beauty industry involved compassion for others, the environment, and, most importantly, oneself. Vic Casale, the founding chemist of MAC Cosmetics, spent his time crafting long-wear makeup that has become a mainstay in the mainstream. Vic’s perspective is that the science behind makeup should push it to new heights instead of rehashing old methods.
His co-founder, Alisha Gallagher, provided the other half of the magic as a makeup creator and artist. Vic provides the science while she develops products and transforms makeup into an artform. This legendary tag team made this brand into the transcendent business it is today. They succeeded by following a powerful guideline: beauty can be ethical and gorgeous. The two would take this even further with this science-based approach, which is the only way makeup has a future. Without removing the harmless additions companies thoughtlessly stuff into modern makeup, there is no way the industry can be sustainable.
There are two standouts that express this philosophy better than words ever could: the Liquid Clay Eyeshadow and the Lip Liner. These two truly embody the new beauty standard the brand strives to set across the industry.
An Unbeatable Eyeshadow
All makeup can be transformative, but none more so than eye makeup. A single touch of makeup on the eyes and you can completely shift the entire mood of the face. Eye makeup can either lighten up or darken the impression the eyes give with very little effort. However, while it can be the most effective, it’s also true that it can be the hardest to get right. Modern liquid eyeshadows harden so quickly that they can be a nightmare to blend. Liquid eyeshadow alone is not the issue, but the modern ingredients used. More often than not, these eyeshadows contain a large amount of silicone and plastics, which are used to make the initial stick perfectly still. This stillness, of course, is an illusion that fades rapidly after hours of use, resulting in dry makeup that fades fast.
Modern beauty companies have conditioned individuals into believing this is the only way it can be. MOB Beauty thoughtfully approached this problem from a different angle. They used research to study and develop their own formula, Liquid Clay Eyeshadow. The start of the show, clay, is seldom used in makeup, but it has roots in ancient wellness dating back millennia. Clay, when applied to skin, effortlessly absorbs oils while keeping the skin smooth as can be. This brand developed this formula alongside a proprietary elastomer and polymer that took the place of plastics. It’s their hope that you will pay attention to what is possible with a little bit of extra effort and care from a brand with your interests in mind. The eyeshadow slides along the eye with almost no effort at all to provide an unmistakable beauty.
One Part Beauty, One Part Science
Beauty cannot be the only concern when it comes to makeup. The industry and products must become sustainable if they want to continue growing. Eye makeup is notorious for causing eye health problems, and this is because the skin around the eye is very thin. The brand avoids falling into this trap by imbuing their product with hyaluronic acid, an ingredient you have undoubtedly heard of. This super hydration molecule provides unparalleled support and rejuvenation to these delicate areas.
The ingredient list is filled to the brim with health-focused elements to create makeup that isn’t just stunning but also healing. Anti-inflammatories, antioxidants, and vitamins are added to provide extra protection. Too often, makeup is simply assumed to cause some harm in exchange for beauty, but with MOB Beauty, no more.
Now you might be thinking that because this makeup is more complex scientifically, it requires more effort to apply. Nothing could be further from the truth; the reality is that this brand has made it a priority for its makeup to be easier to use than ever. Application is easier with this blendable makeup that can be used to softly accentuate or make a statement. The water and sweat-proof formula is essential when providing makeup that stays in place without getting heavy throughout the day. Now it’s time to dive into their Liquid Clay Eyeshadows’ range of colors, which serve to enhance the beauty that’s already present.
Linen is a bone-colored shade that works perfectly as a concealer or brightener, whichever works best for your skin tone. A subtle color goes a long way with their formulas.
Dusty Rose colored shade, that suits any skin tone to provide an incomparable blush, bringing out the best of any eye color.
Driftwood, a subtle brown shade, accentuates the eyes whilst not being overpowering.
The Chocolate shade produces the most striking eye shadow makeup, which can produce an emboldening effect on any face that wears it.
The most impressive aspect is the flexibility of the range on offer. This eyeshadow can serve as the headliner or just as backup for other eyeshadows. With just the slightest of flourishes, a look that previously required various products can be produced with just one. It’s vital for every individual to remember that you do not have to settle for less. You can have both beauty and health.
The Fiercest Lip Liner Available
Every period of generations past has had its own style that dominates the mainstream. For the Lip Liner, the 90’s redefining fashion trends shaped the outline of its inception. A light, understated lip liner redefined what everyone would wear for the next two decades without a doubt. In the 90’s and 2000’s, you simply could not escape this look. It revisits this bygone makeup zeitgeist, not rekindle old memories but redefine what it meant. It’s time to experience these periods with clean makeup that respects bodies and health.
The liner provides a deep, satisfying color with a seamless flick you would expect from the most expensive makeup available. All of this while completely avoiding the modern makeup pitfalls of plastic, synthetic materials, and dangerous chemicals. Standard practice for most companies is to produce liners for the lips filled with silicones and plastics to firm up the staying power of their product while giving a smooth application. This application and long-lasting nature come at the cost of using unnatural elements in these products. Instead of making beauty products the hard way, they take the easy route and contribute to the growing problem of microplastics in makeup.
Their guaranteed healthy formulations come from naturally occurring ingredients like carnauba wax, jojoba oil, and calendula. These all-natural formulations imitate the plastic-based application of modern makeup, all without the chemicals. As mentioned previously, using natural ingredients also has demonstrable health benefits that are important for sensitive skin on the face.
Packaging is another element of the makeup industry that goes unaddressed. This brand’s dedication to the long-term health of the environment and its consumers can be seen in their packaging as well. Their products used aluminum and wooden bases rather than plastic. Being environmentally friendly takes more effort, but this brand is willing to go the extra mile. These near-professional-level makeup tools are somehow entirely cruelty-free and vegan to top it off. Now more than ever, it’s important to support a product and brand that doesn’t compromise on quality or integrity.
You Truly Can Have It All
No less than a decade ago, if you had asked for products that do not contain harmful additives and plastic components, you would have been laughed out of the store. Thankfully, MOB Beauty is changing the game one product at a time. The public is waking up to the fact that massive corporations are only out for themselves and remain unconcerned with the problems raised about their products. This brand shouts loudly and proudly that sustainable makeup that looks incredible is possible.
With their Liquid Clay Eyeshadow, the leading eye makeup technology that allows for long-lasting eyeshadow without petroleum bases to artificially boost longevity. And their remarkable plant-based Lip Liner that outperforms its competitors with ease while providing unmatched quality. These products combined represent the future of makeup that they are striving for. The beauty industry includes countless harmful products because consumers have become complacent with their power. Individuals have the power to choose to support a brand like MOB Beauty to lead makeup into the twenty-first century. For these individuals, a better future is not just possible, but you can look gorgeous while moving there.
