What’s Next: Asian beauty brings U.S. the cushion foundation
From BB creams to sheet masks, Korea is an established trend setter in the beauty market. Not only have Korean beauty companies introduced many innovative product formats, they also are keen on bringing top-notch and cutting-edge packaging concepts to beauty. The Korean market brings a higher standard when it comes to packaging — no cheap, flimsy applicators find their way into the packaging with these brands. The newest Korean beauty product to sweep through the west is the cushion foundation. Cushion foundations have been cropping up everywhere with several U.S. brands jumping on the trend at every price point. Among them are L’Oréal, Physicians Formula, Philosophy and Lancome.
As Korean foundations tend to do, these makeup bases try to pack it all in with combined skin care and coverage benefits. Consumers will get moisturizer, illuminator and color all in one. These foundations are typically oil-based and deliver the kind of dewy, radiant finish that is so popular with Asian women, but it also makes them less than ideal for humid climates and oily skin.
Even though the cushion foundations are just finding their way into the U.S. market, they have been popular in Asia for several years. Florence Bernardin of Info and Inspiration recalls her first experience with cushion products. As she remembers, “My first cushion was from Iope Air Cushion (Amore Pacific) in 2008 in Korea. Some people say that cushion was invented a long time ago in Japan.”
With all the pumps, tubes and bottles currently available, do we really need a new way to deliver foundation? Is the added value of cushion foundation real or perceived? The basic format for these foundations is a compact where the product floats freely in the bottom half while being kept in place by a cap that has a sponge or “cushion” built into the center. The product is dispensed by pressing on the cushion. The compact makes for a very travel-friendly makeup product. The application sponges that are included are made from Rubicell and offer a quality applicator in a portable form.
“First of all, cushion foundations are refillable and in Korea all cushions are sold with an attached refill,” Bernardin said. “Secondly, the sponge applicator is washable and an extra one is always given when you buy a product. The package itself is compact, light, easy to use — much more convenient than a jar. Nowadays it is also customizable. In Asia you can buy empty cushions and put your own formula inside. The Rubicell sponge really provides freshness to the skin. Cushion has provided a new skin experience for customers which is now expanding to other makeup categories such as lips, concealer, blush and eyeliner.”
U.S. brands Philosophy and Physicians Formula are staying ahead of the curve by offering other cushion makeup products. Physicians Formula has a new cushion eyeliner and Philosophy has introduced their blush called “take a deep breath.” Bernardin also noted that Korean brands are revising the formula to be less glowy for the Chinese market or customers in humid climates like southeast Asia.