Cassie Lomas: Multi-tasking products and inclusivity drove relaunched B makeup

The relaunch of Superdrug’s own-brand makeup line B as a 100 percent vegan range was one of the year’s biggest stories around high street cosmetics.

The range, which is currently available online, will filter onto shelves in November.

Removing all animal-derived ingredients from the products has been difficult, according to Sarah Gardner, Superdrug Head of Beauty, who said: “Animal derived ingredients are in a multitude of make up products and it’s not easy to create high quality cosmetics without compromise.

“We’ve worked for almost two years on the new B. Makeup collection and cannot wait for it to be revealed to beauty lovers.”

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Make-up artist Cassie Lomas, who created a collection for B, spoke to Sliced Beauty about the whole line at this week’s Superdrug launch party for Christmas 2017.

“Customers now are so savvy, she said. “They really know how to use make-up, and that definitely has an impact on how you develop the products.

“My products [which includes shimmer pigments, an illuminating primer, liquid lipsticks and a whipped bronzer] all function as multi-taskers.

“The pigments are buildable and can be used as a highlight or on the lids. The liquid lipsticks – which are gorgeous, wearable shades – can be used on the cheeks as well as lips.

“The bronzer can be a bronzer, powder or contour depending on your own skin tone.”

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When it comes to skin tone, Superdrug has clearly put some effort into being more inclusive, offering foundation and concealer shades from fair to deeper skins, and come in warm, neutral and cool tones.

There are two finishes – matt and silk, and 12 shades.

While it looks like women with the deepest skin tones may still struggle within the B collection, this is hopefully just a matter of time. Superdrug is part of the #shadesofbeauty campaign, and in-store within other ranges, there is a good selection of colours to pick from.

According to Lomas: “We are working to be more inclusive – it’s about time women of all skin tones can pick up affordable products from high street shelves.”

Nothing in the B range costs more than £10.

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