10 brands of mass-market cosmetics that are lacking in Russia
Masha Vorslav
This year a decent brand Kiko mass market promises to come to us. Despite the fact that in the average network store of stands with inexpensive cosmetics is usually no less than with luxury, many interesting brands in Russia still do not exist. We talk about the available brands that are still worth catching abroad and on the Internet - and hope that one day they will appear with us.
Kiko
Kiko will be more accurately attributed to the professional mass market. In general, the Italian brand is similar to the NYX, but its presentation is more restrained. In 2017, the brand will be twenty years old, and during this time its range has grown to 1,200 items. There is, in general, everything: decorative cosmetics (praise, for example, shadows), care, accessories and even fragrances. From time to time, the brand produces seasonal collections (the last summer one - with designer Ross Lovegrove), but also the permanent line pleases with a variety of textures and shades of any means.
No7
Own brand of the English network Boots is more vigorous than you can imagine - not least because Lisa Eldridge was involved in it at one time (and see what tectonic shifts are currently taking place in Lancôme under her jurisdiction). No7 sees beauty at any age and face and provides everything you need to emphasize it. Mineral powder, sets for daily contouring, necessary brushes and more trivial things like lipstick, mascara, tonal - in stock. In addition to decorative, the No7 has a good quality line of cosmetics for care (including male), which is developed no less jealously.
Milani
One of the few brands in the mass market that does not test cosmetics on animals. Milani have developed a classification of the images of the modern woman and offer the necessary minimum of cosmetics for everyone. For example, "Traveler" - all for natural makeup, and "Citywoman" - lipstick and shades of bright shades. Individually, everything, of course, is also for sale. Of the latest brands - matte liquid lipstick (we have already offered proven analogues), a coloring gel for eyebrows and oil lip gloss.
& Other Stories
Older sister H & M and cosmetics makes no less successful and attractive than clothes. The & Other Stories line also has just about everything. Firstly, because the brand follows the main trends in cosmetics and makeup (liquid lipstick, hello). Secondly, because she clearly imagines what the audience wants when she comes to the store. All sorts of body scrubs with natural odors, pretty candles, creams and other care products in the line take up no less space than blush, waterproof pencils, tonal and other predictable things.
Colourpop
ColourPop is known primarily for its matte lipstick (however, they are loved and criticized for not treating the skin). Meanwhile, the brand has many other bright in every sense of cosmetics. Her bestsellers include rich shadows in cute little jars (matte and metallic), highlighters and rouge with recognizable embossing. The strength of the ColourPop - a rich and bold palette for everyday, but not boring makeup. In addition, the brand is modern attentive to its customers, proud of them, and even started a separate gallery for them.
e.l.f.
Pleasantly minimalistic in appearance (there are similarities with the geniuses of NARS packaging) inexpensive cosmetics for those who love non-trivial but elegant makeup. Blue lipstick is not to be found here, but all imaginable classic colors from solid to deep wine - completely. At e.l.f. there is also a line for care: nothing supernatural, but basic moistening, cleansing and home massage can be done with its means. The brand pays special attention to accessories (brushes, products for them, cosmetic bags) that look good and allow you to squeeze the maximum out of decorative cosmetics.
Covergirl
Among all the brands in the CoverGirl compilation, perhaps, he feels most confident: the brand has a long history, rich in collaboration with stars and notable collections like the new Star Wars. The range of the brand is so wide and well developed that it is similar to some L'Oréal or Maybelline. It’s easy to get confused with this choice, so you can rely on Pat McGrath's opinion: she calls cream shades, eyeliner and mascara for volume among her favorite brand products.
Topshop
If H & M and & Other Stories make rather serious (both in terms of packaging and approach) cosmetics, then Topshop is closer to Monki in its part. Her products are packed funny, simple and so as to attract the attention of young customers. Meanwhile, the range is quite competitive: there are fashionable contouring sticks, cream blush, concealer palettes and matte lipsticks. Topshop does not enter the nursing area yet, but in foreign stores the brands sell the appropriate products from other brands, EOS creams and Carmex balms for example.
Aveeno
The only brand on the list, concentrated entirely on care. Someone Aveeno may seem boring, but not to people with sensitive skin, tired to look for inexpensive, carefully related to the skin means without any frills. The brand has products for children, for mature skin that needs moisturizing, protection from the sun, and in general there is nothing. Separately, we note high-quality accessories like wipes for removing makeup and peeling discs for home peeling.
SinfulColors
And vigorous in the end. SinfulColors nail polish brand (for the name is a separate plus) was widely talked about recently - when it became known that Kylie Jenner would work with her. In her own mini-line of cosmetics, only lip care products are still available, but the youngest Jenner loves to experiment with false and own nails no less than with lipsticks. The result of her collaboration with the brand has become the luxurious (and otherwise) brilliant varnishes that SinfulColors has been complaining about before. In its usual assortment there are varnishes of any degree of iridescence and glossiness, but there is also more calm cream.
Photo: Kiko, No7, Milani, & Other Stories, ColourPop, e.l.f., CoverGirl, Topshop, Aveeno, SinfulColors