As fast as consumers can scroll Instagram stories or like Facebook posts from their favorite social media influencers, beauty marketers are moving at lightning speed to create innovative cosmetics for the eyes, lips and face featuring the latest trends of the season—or second!

Lash plumping mascara is new at CoverGirl for Fall 2022.

Jennifer Famiano, an analyst with The NPD Group of Port Washington, NY with more than 20 years of industry experience, observed the following: “one thing has always been a constant: beauty is a fickle industry. The market runs on innovation, but there comes a time when the innovation dries up.”

This in fact, happened to the makeup category a few years ago, explained Famiano.

“The incredible success of reality TV queens—thinking about the Kardashians here—spawned new products like highlighters and contouring, and fresh techniques that consumers needed additional products to duplicate,” she said. “But soon that trend slowed and ultimately dried up, leaving room for the skin care category to take the reins — and with ‘clean beauty’ leading the charge.”

According to Famiano, TikTok makeup trends are now in favor, including under-blushing and lip contouring. This offers opportunity for beauty marketers in both mass and prestige to innovate with new products.

Mass market eye cosmetics sales rose 11.5% to $2.1 billion, facial cosmetics sales increased 12% to $1.8 billion and lip cosmetics sales soared 25.7% to $740.7 million, according to data from Information Resources Inc. (IRI) for total US multi-outlet (supermarkets, drugstores, mass market retailers, military commissaries and select club and dollar retail chains) for the 52 weeks ended May 15, 2022. For a deeper look into the categories, check out this chart.

In the 12 months ending in May, prestige makeup revenue jumped 24% to $7.7 billion, according to The NPD Group. Year-to-date, makeup sales are growing faster than both skincare and fragrance, the market research firm contends.

“As women get dressed up again, makeup is a natural accompaniment,” said Larissa Jensen, beauty industry advisor at NPD. “The recovery and creativity of the makeup category is leading sales gains for the prestige beauty industry in 2022. After a gloomy period shrouded by the pandemic, we are seeing a renaissance in makeup artistry, as consumers experiment with color again.”

In fact, beauty consumers in the US are back to their former makeup habits — even kicking them up a notch — now that most mask requirements have been lifted and more people are returning to workplaces, travel and events. Additionally, 70% of makeup wearers have returned to previous routines or are wearing more makeup than they did before the pandemic, according to The NPD Group.

MAC Cosmetics goes big and bold with gel eyeliners this season.

For the upcoming season, K. Parris MacDonald, VP-marketing for Black Radiance, New York, told Happi that he anticipates consumers will be ready to celebrate the return of glamour.

“We can expect to see a lot of bold, colorful lips complemented by metallic eyes and nails,” said MacDonald. “Popular lip colors will be hot pink, fuchsia, gold and rich red tone that bring warm pops of color to the face.”

MacDonald added that metallic hues will be a “huge trend” for Fall 2022 and there are a ton of ways for beauty consumers to play with this style.

“Whether it’s by adding a pop of shimmer into your inner corner or going full-glam with a metallic smoky eye, we can expect to see silvers, golds and bronzes everywhere this season,” he told Happi.

According to Lori Taylor Davis, director, global pro artist/pro relations at Smashbox Cosmetics, Glendale, CA, in facial cosmetics, natural skin with natural coverage is always the basis for any makeup look, but for Fall 2022, it’s all about glam.

“Naturally perfected glowing skin, like our Illuminate Primer & Halo Tint Moisturizer, paired with deep smoky eyes in black, charcoal, gray or rich brown, will give balance to a lip that’s a bold red, wine or rich brown. Think 90’s, ‘what is old is new again’ for the season. We are also noticing a secondary eye trend of graphic liner and fluttery lashes,” she told Happi.

According to Charlotte Knight, founder of Ciate London and Lottie London, with fall and winter on the way, the beauty industry will see the return of warm, earth tones that trend towards cozy sweaters.

“Based on the A/W catwalks we’ve seen, for lips this will be no different for the upcoming season. However, we will be seeing glossy lip tints with hints of red and purple,” Knight told Happi. “We’ll also be seeing a lot of metallic looks, particularly on the face following the success of Euphoria and the resurgence of Y2K.”

Searches for matte lipstick indicate that beauty consumers want to achieve a bold, long-wear lip, according to recent data from Spate. In fact, there are 47.9K searches on average every month in the US for matte lipstick, which has grown 87.3% in searches since last year.

On the contrary, lip shimmer is also a popular finish right now for makeup consumers. On average, there are 3.6K monthly searches in the US for lip shimmer, which has grown 805.2% since last year, according to Spate. Lip shimmers typically moisturize and hydrate lips while imparting a hint of color and luminescent shine.

Similar to other products in the makeup category lip products overall are experiencing “skinification” as consumers search for SPF to protect lips against sun damage. Spate identified an opportunity for clean beauty brands to offer consumers vegan lip shimmers since many of the market leaders incorporate beeswax in their formulas.

“As mask mandates ease and people get back into the swing of things, there’s a great deal of excitement around showing your smile to the world. That smile starts with a bold, confident lip,” Ida Wong, vice president, global product development, Clinique, told Happi. “Lipsticks in bright red, mulberry wine and raspberry will be popular this fall and winter. Consumers can find the perfect red shade with our new Clinique Pop Reds. And for those who  prefer a more natural look but with bolder lips, we’d recommend trying our trendy Almost Lipstick in Black Honey.”

Fellow makeup category leader CoverGirl is adding to its Simply Ageless collection with skincare-inspired face, eye and lip products for Fall 2022 that are infused with hydrating ingredients like hyaluronic complex, vitamin C and niacinamide. Leading the collection are two lip products, the Simply Ageless Lip Flip Liner, a rich and silky lip liner that glides across lips without tugging, and the Simply Ageless Moisture Renew Core Lipstick that leaves lips looking hydrated and plush with a quick swipe of vivid color, according to the brand.

MAC Cosmetics continues to make headlines with its Keith Haring lipcolor collection complete with a related NFT collection. The limited-edition range features three illustrations of MAC Viva Glam lipsticks decorated with Haring’s most famous artwork with proceeds going to the Viva Glam Fund. All primary sales from the Viva Glam x Keith Haring NFT collection will be donated to the MAC Viva Glam Fund to support organizations fighting for healthy futures and equal rights for all and 2.5% of secondary sales will also be donated to The Keith Haring Foundation.

Beauty incubator Beaubble launched a makeup collaboration with content creator Avrey Ovard called BBxAvrey. The first influencer-fueled product revealed from the BBxAvrey collection is Diamond Cherry Balmshell, a hydrating lip balm with a buildable, sheer tint of a cherry color and shimmery finish, according to the indie beauty brand. The Diamond Cherry Balmshell features shea butter, raspberry seed oil, meadowfoam seed oil and vegan squalane to nourish and condition lips.

Another indie makeup brand on the rise is Thread Beauty, a vegan beauty company that personifies “inclusivity, creativity and simplicity.” It is sold exclusively online through its website and is centered around the Gloss It lipgloss collection. Created by Melissa Butler, founder and CEO of cosmetic brand The Lip Bar, Thread Beauty’s product expansion is introduced on the heels of the brand’s launch in Target stores nationwide.

“We are thrilled to be expanding the Thread Beauty brand with the introduction of our Gloss It lip gloss collection,” said Butler. “Gloss is having a moment and its functions are not being limited to traditional use. We’re seeing it used as an eye topper, cheek highlight and so much more with TikTok being one of the driving forces reinventing the revival of lip gloss. As Gen Z creators continue to shape the future of beauty, Thread Beauty is committed to honoring and celebrating this innovative generation by empowering individuals to wear what makes them feel good despite societal norms.”

Huda Beauty branched out with its new Color Block eyeshadow kits.

For Fall 2022, eyes will go from graphic and perfect to a bit smudgy and subversive in a grunge glam look, predicted Cat Quinn, executive director of global trends for MAC Cosmetics, New York, NY.

“Expect smudged and smoked-out liner and shadow, imperfect ‘glitter tears’ scattered under the eye and clumpy spiked lashes,” she told Happi. Key makeup products from MAC Cosmetics to fuel this aesthetic include MAC Eyeshadow in Carbon, Colour Excess Liner in Glide or Die, Dazzleshadow in Not Afraid to Sparkle, MAC Stack Mascara and Clear Gloss.

One of MAC Cosmetics’ leading rollouts for the season is the new Colour Excess Gel Pencil Eye Liners collection. The eyeliners feature a gel-like formula that glides on for no-tug and smudge-resistant application. According to Quinn, the gel liners impart “ultra-pigmented payoff” in just one swipe with over 24 hours of wear on lids and 12 hours of wear on waterlines.

Eddie Duyos, pro makeup artist and senior manager of pro education and artistry at Make Up For Ever, New York, agrees that a bold eye is key for Fall 2022 makeup.

“I’m projecting a strong presence on eyes for fall with a focus on lashes which will include different levels of volume and definition,” Duyos told Happi. “A two-step mascara from Make Up For Ever will allow lash lovers to wardrobe and customize their lashes from delicate definition all the way to bold show-stopping volume. Graphic and colorful eyeliner looks will also keep the eyes center stage.”

L’Oréal Paris is also expanding its eyeliner portfolio with the new Infallible Grip 30H Precision Felt Liner. The beauty brand’s first semi-permanent eyeliner, L’Oréal Paris Infallible Grip 30H Precision Felt Liner is touted as an “easy application” eyeliner with color that lasts up to 30 hours. The product is waterproof and features a smudge-resistant felt tip to deliver a precise application. The new eyeliners are available in black, brown, grey, blue and green at mass food and drug retailers nationwide.

LVMH’s Fenty Beauty rolled out an innovative eyeliner for the season.  Wish You Wood Longwear Pencil Eyeliner is waterproof with a “smooth, creamy glide” for all-day wear, according to the company. Wish You Wood’s sustainable wooden pencil features an airtight cap for maximum precision and formula freshness, plus a high concentration of pure pigments for intense color pay-off, said the company.

A new idea in the clean beauty category comes from Coty’s Rimmel makeup brand. Its new Kind & Free vegan mascara features organic shea butter and biotin. The sustainable bio-based brush helps separate lashes for an overall eye-opening effect as well.

For Fall 2022, Maybelline New York Lash Sensational Sky High Mascara, a TikTok viral sensation, is available in a True Brown hue. According to the company, the rich brown pigments are ideal for a natural voluminous and lengthening effect.

Different from the typical black/brown mascaras, this True Brown shade is perfect for the “no-makeup” makeup look. It’s also a great option for natural blondes and redheads who think black mascaras are too harsh with their coloring, said Maybelline New York in a media statement.

Maybelline New York is also taking an innovative twist on an eye makeup staple, the palette. Consumers can unfold “big impact color” in the brand’s new pocket-sized Shadow Block Stacked Palette. The five dynamic eye shadow trios contain two matte and one shimmer shade inspired by New York’s most vibrant neighborhoods, such as Broadway and Prince Street.

Urban Decay recently launched Naked Mini Eyeshadow Palettes in three different varieties: Sin, Foxy and Half Baked. Inspired by the beauty brand’s best-selling eyeshadows, the new formulas have been transformed into luxury mini packs with a variety of new textures—whipped mattes; high-shine, crease-free shimmers and stay-put reflective glitters.

Huda Beauty is bulking up its eyeshadow offerings with two new makeup palettes. Color Block Obsession kits contain influential influencer Huda Kattan’s iconic matte eyeshadows plus three new water-activated formulas, a two-in-one duo metallic eyeshadow and a semi-sheer metallic eyeshadow with sparkly baked flakes. Color selections include Orange & Purple and Blue & Green.

Joah Beauty Perfect Complexion Eye Serum Concealer

Cooler months usually call for a little more coverage on the face, but what’s trending for facial makeup for Fall 2022 is up to the consumer. According to Helen Dagdag, Sephora Collection national artist, Los Angeles, “I am all for individuality and changing it up daily, which is why I have turned to flexible foundations. I love the Sephora Collection Best Skin Ever Foundation, it has a natural finish with medium coverage and plays well with other products to adjust it to all makeup looks. To go with a little less coverage, consumers can apply less or mix it with a favorite moisturizer. If you want more radiance, mix in some liquid highlighter.”

Beauty shoppers are increasingly looking for color complexion products in easy-to-use stick formats, according to Spate. On average, there are 9.6K searches every month in the US for blush stick, an increase of 48.3%  since last year. There is high competition with 18 market leaders.

In addition to the blush stick, consumers are searching for face bronzer sticks (+38.6% YoY growth), contour sticks (+39.4% YoY growth) and highlighter sticks (+20.9% YoY growth), noted Spate. Related searches include terms like cream, dewy, glowing, oil, mini, powder, shimmer and lip. Searches for cream, oil and powder reveal that consumers want a variety of formats and finishes.

In response to this trend, Huda Beauty recently rolled out a multitasking cream blush to create the perfect tinted glow. Cheeky Tint Blush Stick is available in five shades to achieve a sculpted look by contouring with blush. Colors include Perky Peach, Proud Pink, Coral Cutie, Rebel Red and Baddie Berry and can be mixed to create a customized shade to use on lips or cheeks.

“I know everyone is going to be super surprised with this drop!” said Kattan. “Not only does it stand out alongside Huda Beauty’s OG black packaging, but the formula is also uniquely waterproof, long-lasting and unlike any other cream blush I’ve ever used. It’s my all-time favorite for creating a monochromatic look in seconds.”

When Kattan couldn’t find a “go-to” cream blush, she set out to create a formula that delivers an illuminated glow. The buildable formula is water-, humidity- and transfer-proof, boosted by long-lasting and multitasking properties to achieve an all-over, monochromatic look with a dewy finish in seconds.

Urban Decay is seeing success with its makeup primer collection.

Vegan beauty brand Ilia has introduced a limited-edition, six-part Multi-Stick Face Palette, inclusive of three new and three popular shades of the brand’s clean beauty multi-stick. Consumers can mix, match and layer makeup shades. The mirror-free palette is recyclable as well.

Key ingredients include shea butter to nourish skin, avocado oil to soften skin, and antioxidants, fatty acids, and orange peel wax to protect and condition with a breathable feel.

IT Cosmetics, best known for its facial makeup products, is expanding its beauty portfolio with Your Skin But Better CC+ Nude Glow with SPF 40, a lightweight medium coverage skin tint with a glow finish in 22 shades. Featuring skincare benefits, this patent-pending formula is infused with a Brightening Glow Serum with 2% niacinamide, hyaluronic acid, green tea extract and SPF 40. CC+ Nude Glow offers the same color correction as It Cosmetics’ other CC+ Creams but with a different texture, coverage level and finish. In just four weeks, this color-correcting makeup is clinically tested to address top skin concerns by visibly improving brightness, texture, softness and uneven tone. Plus, it gives 24 hours of hydrated skin for that “no-makeup makeup” look.

Continuing with the “skinification” movement, Joah Beauty’s new Perfect Complexion Eye Serum Concealer is billed as an innovative 2-in-1 facial product that combines under eye skin care and coverage. Available in 10 shades, the serum is enhanced with ceramides and peptides to hydrate and reduce puffiness, while the concealer delivers buildable coverage designed to hide dark circles and brighten under eyes.

To maintain the sun-kissed glow from the summer sun, Charlotte Tilbury recently debuted a bronzer. Inspired by the best-selling Beautiful Skin Foundation that launched earlier this year, Beautiful Skin Sun-Kissed Glow Bronzer features a buildable cream formula infused with hydrating hyaluronic acid and vitamin D. A celebrity favorite, the product debuted on the 2022 Met Gala red carpet where it was worn by stars like Blake Lively, Kate Moss, Lizzo and Lily James, to name a few. The bronzer is available in four hues.

Also expanding its makeup empire, Urban Decay launched a new version of its top-selling setting spray, the All Nighter Vitamin C Makeup Setting Spray. The primer delivers a “juicy twist” on Urban Decay’s best-known All Nighter formula with the addition of vitamin C and cactus flower water. The weightless mist maxes out makeup by keeping it in place for 16 hours, according to the company. Micron-sized powders work together with flexible film formers to prevent makeup meltdowns. It does not fade, flake or crack all day.

Maybelline New York recently rolled out Shadow Blocks for Fall 2022.

The focus of color cosmetic products for 2022 will be on usability and sustainability, according to market research firm WGSN. From fermented beauty driven by consumer’s desire for longer-lasting products, to faster makeup routines and beauty snacking, elevated makeup is on the way for Fall and Winter 2022.

WGSN observed that the “two-minute makeup bag” appeals to consumers who want to quickly achieve a healthy “no makeup look.” Aligning with the convenience of fast, low-maintenance looks and techniques adopted during the pandemic, the two-minute makeup bag offers flexible and low-key beauty lifestyles as consumers adjust to a hybrid post-pandemic existence. Products will concentrate on new and smarter beauty hacks that deliver better results with less effort, money and commitment.

“Consumers in the beauty industry are leaning into products that serve multiple purposes,” agreed MacDonald of Black Radiance. “Multi-purpose products resonate with customers because not only do they streamline the makeup routine, they help to minimize our carbon footprint. There has been an upward trend in products like cream or liquid blush that can also be used on the lips and eyes.”

Another trend the color cosmetics industry can expect to see more of in the future is makeup products made with popular skincare ingredients, added MacDonald.

“Why not use a foundation, tinted moisturizer, or lipstick that also benefits the skin with hydrating or anti-aging effects? Black Radiance has approached this innovative way to better skincare through our True Complexion Tinted Moisturizer SPF 15. The product is formulated with moisturizing hyaluronic acid that not only hydrates the skin, but also helps  keep it soft, smooth and supple,” he told Happi.

Mintel research shows that social media can be a seamless avenue for brands and consumers to connect.

Consumers of varying backgrounds are interested in social commerce, most notable are parents with children under the age of 18 (81%), Millennials (81%), Gen Z (68%), and Black consumers (62%). 

What’s more, nearly three in 10 Black (29%) and Asian (27%) consumers browse for products on social media but purchase on a website. This is true for around a quarter of White (24%) and Hispanic (21%) consumers. Clearly, consumers are leaving social channels to make purchases and indicates how important it is for brands to represent consumers of all backgrounds to encourage a purchase.

“Social commerce is the next evolution of eCommerce and will benefit from Americans’ heavy use of online shopping in recent years,” said Katie Hansen, retail and eCommerce analyst at Mintel. “As with the adoption of online shopping, it will take time for consumers to become comfortable purchasing items via social media, and even more time for them to do so on any kind of regular basis, but the category will see a boost as a result of increasing engagement from younger consumers as they grow into adulthood and earn more money. That said, social commerce will in no way replace traditional eCommerce or in-store shopping, but it will become a key part of their shopping repertoire.”

Knight of Ciate London and Lottie London predicts more vivid hues for 2023 and beyond.

“Following the darker period of the past few years, everyone is looking for brightness and light, which includes their makeup choices,” she told Happi. “I think we will be seeing bolder colors coming down the runways and going straight into our makeup bags.” 

Duyos of Make Up For Ever agreed.

“We’ll definitely see the continuous rise of eyes and lips,” he said. “Color is key right now and everyone yearns for it. It will dominate this season and lead straight into next year with innovation in formulas, tools and product application.” 

Pantone released the Pantone Fashion Color Trend Report Autumn/Winter 2022/2023 for New York Fashion Week. This season’s report features the top 10 standout colors, as well as current takes on the five core classics as fashion designers introduce their new autumn/winter collections.

According to Pantone Color Institute experts, colors for Autumn/Winter 2022/2023 New York reflect “hybridized lifestyles and contradictory yearnings.”

“Colors for Autumn/Winter 2022/2023 contrast our competing desires for calm and comfort with energy boosting vitality through a range of restful and restorative colors, in tandem with exuberant tones,” said Leatrice Eiseman, executive director of the Pantone Color Institute. “As we move forward into an environment filled with contradiction, hues for Autumn/Winter 2022/2023 enable consumers to move fluidly between a range of contrasting shades, allowing them to spontaneously express who they are and how they feel on any given day.”

Here are the hottest Pantone colors from the latest New York Fashion Week:

  • Pantone 18-1552 Lava Falls: Lava Falls is an impassioned orange red with a captivating presence.
  • Pantone 14-0851 Samoan Sun: Cheerful Samoan Sun enlightens and illuminates.
  • Pantone 16-1358 Orange Tiger: Gregarious Orange Tiger is a “high vis” orange with whimsicality.
  • Pantone 17-2624 Rose Violet: Vivid and vibrant Rose Violet is full of zing.
  • Pantone 18-6024 Amazon: Amazon is a lush and fertile broadleaf green.
  • Pantone 14-2806 Nosegay: Nosegay is a fragrant floral pink that envelopes the senses.
  • Pantone 14-4618 Waterspout: Cleansing Waterspout cools and refreshes.
  • Pantone 18-1148 Caramel Café: Caramel Café is a delicious brown hue that tastefully tempts.
  • Pantone 19-4127 Midnight: Midnight is a hypnotic deep blue evocative of the evening sky.
  • Pantone 18-0625 Martini Olive: Martini Olive is a fruit-inspired green tone with a touch of brine.

Color Cosmetic New Ingredients

Here are some new color cosmetic ingredients for the season. Contact the supplier directly to learn more.

Shin-Etsu Silicones of America, Inc.
Akron, OH 
Tel: 1-330-630-9860, 1-800-544-1745 
Email: first initial last [email protected] (e.g. [email protected])
Website: , 

INCI: Squalane (and) Lauryl Dimethicone/Polyglycerin-3 Crosspolymer
Suggested use levels:  1.5-25% 


  • Face:  Illuminators, Foundations, Blushers, BB/CC cream
  • Lips:  Liquid lipstain and creams.  Lipsticks
  • Eyes:  Eye shadows, Mascaras, Eye Liners
  • Brows:  Brow gels and creams

Comments: KSG-840 is a PEG-free, organic compatible, self-emulsifying elastomer gel swollen in olive oil derived squalane.  It is an ideal ingredient to formulate innovative textures with natural products to achieveahigh naturality index (ISO 16128).  KSG-840 can be used alone as a sensory enhancer, a thickening agent for oils and emulsions, or as an emulsifier.  The active elastomer gel has an innovative 3-dimethional structure that the silicone polymer network is cross-linked with non-PEG, polyglycrin groups and additionally with grafted alkyl (C12) groups.  The grafted alkyl groups allow the polymertoswell in natural oils and esters. KSG-840 is capable to formulate cosmetic products with an array of textures ranging from rich and moisturizing to light and fresh.  This is typically accomplished by utilizing a “co-emulsifier” such as KF-6104 or KF-6105.  Low energy process is preferred provided there is good mixing; low energy homogenization is acceptable but not necessary.


Undecane (&) Acrylates/Dimethicone Copolymer (&) Tridecane
Suggested use levels:
•       Emulsions:  2.5-10%
•       Anhydrous:  15-30%
•      Face:  Facial Illuminators, foundations, BB/CC Creams.
•      Eyes:  eye shadows, mascaras, lipsticks, blushers, pencils,
•      Lips:  Lipsticks, Liquid lipstains, Lip Creams.
•      Brows:  Gels, Creams, and Pencils.
•      Pigment Treatment.
Comments: X-22-8365 is a 40% active, silicone grafted silicone-acrylate film former in a carrier derived from bio-based alkanes.  It is designed to be a durable, smooth, and pliable film for applications requiring comfort, long lasting and non-transfer properties.  The acrylate backbone offers strong adhesion to the substrates; the grafting polysiloxanes chains offer hydrophobicity, flexibility, silkiness and non-tacky feel.  The product is fast drying; upon drying, the film is water and sebum resistant.  The product is silicone and organic compatible. 

INCI:  Coco-Caprylate/Caprate (&) Vinyl Dimethicone/Lauryl Dimethicone Crosspolymer
Suggested use levels:
•         Emulsions:  3-25%
•         Anhydrous:  15-90%

•      Face:  Facial Illuminators, Foundations, BB/CC Cream
•      Eyes:  Eye Shadows, Mascaras, Lipsticks, Blushers, Pencils
•      Lips:  Lipsticks, Liquid Lip Stains, Lip Creams, Liners
•      Brows: Gels, Creams, Pencils
•      Sun Screens:  Face, Body
Comments: X-22-7055 is a C12 alkyl modified elastomer gel swollen in a carrier derived from coconut oil.  It is a multi-functional sensory enhancer with an exceptional dry, cushiony, silky, smooth feel with no residue.  The elastomer gel is designed to be compatible with organic/natural formulation ingredients and chemical UV filters.  X-25-7055 is an effective thickener for esters, and natural organic oils.  When added to the oil phase, it helps to stabilize both w/o and o/w emulsions. 

Tel: 201-265-4800
E-mail: [email protected]
Emulium Illustro
INCI: Polyglyceryl-6 Polyhydroxystearate (and) Polyglyceryl-6 Polyricinoleate (and) Polyglycerin-6
Applications: Extra-fluid to thick textures (foundations, eye makeup, lip makeup, mascaras…), long-lasting, high coverage, natural finish, glow, non comedogenic
Suggested use levels: 3-5%
Comments: Emulium Illustro is a natural and PEG-free W/O emulsifier highly compatible with pigments, able to create stable and ultra-fluid textures. Characterized by its flexibility and performance, Emulium Illustro is easy to use and does not need any co-emulsifier. It is the ingredient of choice for makeup and especially hybrid makeup.
Koster Keunen
Watertown, CT
Tel: 860-945-3333
E-mail: [email protected]
Kester Wax K-60P

INCI: Polyhydroxystearic Acid
Applications: All Anhydrous color
Suggested use levels: 1-15%
Comments: Kester Wax K-60p is a natural plasticizing lipid that is solid at RT. Is it a wax? Not in the traditional way. Its designed to create creamy textures and give consistency for stable sticks, pots, creams and tube products!
Jeen International
Fairfield, NJ
E-mail: [email protected]
OleoSil LC
INCI: C9-12 Alkane (and) Dimethicone Crosspolymer-3
Applications: Facial makeup-foundation/concealer/BB cream; Eye makeup-mascara/shadow/liner; Lip makeup-lipstick/gloss/liner; Blush/Cheek Color; Primer
Suggested use levels: 3-90%
Comments: A revolutionary extension of our NDA technology, the OleoSil gels are unique 90%+ naturally-derived elastomeric silicone polymers reacted with naturally-derived oleochemical alkanes. Suitable across all personal care categories, OleoSil gels are greener, safe and more biodegradable than silicones. Experiment and discover the large array of end products you can create with the OleoSil series that differ by sensorial feel, chemical function, and versatile end use.
Micro Powders, Inc.
Tarrytown, NY
Tel: 914-793-4058
E-mail: [email protected]

Naturesoft 860S
Applications:  Facial makeup – foundation, primer, concealer, BB cream; Eye makeup – mascara, shadow, liner; Blush, cheek and brow color.  All pressed and loose powders and emulsion systems.
Suggested Use Levels:  1-5%
Comments: Naturesoft 860S is an ultrafine spherical upcycled rice bran wax powder that provides multifunctionality for color applications.  The spherical particles enhance slip and lubricity.  Naturesoft 860S is a superior dry binder and can be utilized as a sole binder.  The inherent oil binding properties makes formulations more aesthetically pleasing.
Sandream Specialties
Fairfield, NJ
E-mail: [email protected]

Majestic Light Plum MCM-UMV
INCI: Mica, Ultramarine Violet
Applications: Eye makeup-shadow; Blush/Cheek Color
Suggested use levels: 1-100%
Comments: Majestic Light Plum is a free-flowing plum powder based on mica and Ultramarine Violet. The small particle size and saturated pigmentation enables the formulator to achieve rich tones with ease.


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