A new crop of cool-girl brands with limited colour palettes make it easy to achieve effortless, glowing skin
Minimalist fashion is huge, so it was only a matter of time before a crop of Scandi-stylised brands appeared, to capitalise on to its devotees. The new beauty minimalism is about a sheer wash of complexion-enhancing skin tint, a flush of good health to the cheeks, lightly fluffed brows (no hard, sharp algorithm-baiting arches here) and a semi-matte neutral lip colour that could feasibly be one’s own.
Tasteful, chic and effortless in application, these cool-girl brands, such as Jones Road, 19/99, Westman Atelier and Rituel de Fille, are to beauty what labels like Totême, Raey, The Row and Acne Studios are to fashion. Model Rosie Huntington-Whiteley is famous for her minimalist aesthetic, so it stands to reason that her beauty line, Rose Inc, takes its lead from her wardrobe. Continue reading...
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