Latest news with #HourglassCosmetics
Forbes
28-03-2025
- Business
- Forbes
Hourglass Cosmetics Evolves: A Global Flagship, Gracie Abrams And More
Gracie Abrams is the new Global Brand Partner of Hourglass Cosmetics. The ephemeral feel of our fast-paced and increasingly digital world, there is something comforting to be found in the endurance of the brick-and-mortar storefront. After twenty-years in business, being sold at retailers and online, Hourglass Cosmetics is opening their first-ever Global Flagship in New York City. Following their successful pop-up with Barney's New York last year, the brand's Founder and President, Carisa Janes, found it fitting that Hourglass embody its own dedicated space at 14 Prince Street. 'Our flagship space is more than a traditional beauty boutique—it's a true extension of the Hourglass brand,' Janes writes in an e-mail to 'I wanted it to feel like an intimate environment, almost like stepping into my home, where guests can engage with the products in a meaningful way.' The beauty industry has often seen skincare lines and their underlying skin philosophies inspire destination-specific spas across the globe. Think, for instance, of the Biologique Recherche Ambassades or the various Maisons Orveda. But seeing a luxury cosmetics retailer take this leap into creating an immersive brand experience signals a shift in the way that beauty-lovers are interfacing with cosmetics. Hourglass opens its first-ever Global Flagship location in New York. 'The flagship will be also be a hub for connection and creativity, where we'll host masterclasses, panel discussions and cultural programming designed to spark conversation and to encourage self-expression,' she continues. Of course, lighting was of major importance when designing the brand's physical manifestation—and not just because they are famous for their Ambient™ Lighting Collection. We have all experienced the frustrations of attempting to shade-match concealer and foundation in a department store's poor lighting, only to step outside and realize that we had been led astray. But Janes wanted to remove this obstacle altogether by 'carefully considering how the lighting interacts with the products.' Hourglass is, after all, perhaps best-known for their beloved complexion products. In a recent interview with Harper's Bazaar, their newest Global Brand Partner, Grammy-nominated singer Gracie Abrams, specifically named their best-selling Vanish Airbrush Concealer, $38, as the makeup product she would choose if she could only use one cosmetic for a day. Paradoxical though it might seem, crafting natural-looking makeup is itself an art form—one that Hourglass has always sought to champion. Beyond the importance shade-matching concealer and foundation to the complexion's undertone, there comes the importance of product texture and how to create a blended, second skin-like finish. It is certainly a part of Hourglass' brand DNA to make a clean complexion possible using minimal product; this was part of the ethos behind their launch of the Veil Hydrating Skin Tint Foundation, $49. Hourglass Cosmetics This also ties in the expertise of their inaugural Artist In Residence, celebrity makeup artist Emily Cheng. Cheng, who is known for working with celebrities like Abrams, Billie Eilish, Sofia Richie Grainge, and more, will help launch their Masterclass programming in April 2025. Cheng's makeup style is a natural fit for Hourglass' complexion range as it often features a natural look, meticulous eyeliner and unfailingly perfect, effortless skin. 'Hourglass is a staple in my kit because the products allow me to create a flawless base every time,' Cheng writes in an e-mail to She applauds the line's consistent performance, across all skin types and tones, and says that it has been in her kit for 'as long as I can remember.' While she describes her overall aesthetic focus as 'accentuating features and highlighting the client's natural beauty,' she gets to work 'sculpting and creating dimension.' She considers skincare prep so important to the integrity, wear and appearance of complexion makeup that she spends 'at least a quarter of the time prepping the skin, hydrating dryness and lifting' in order to proceed using as minimal coverage as possible. Gracie Abrams is the new Global Brand Partner for Hourglass Cosmetics. Her preference for natural-looking complexion makeup is also why she loves the brand's skin tint, a hydrating formula with a blurring, tone-evening finish that that she 'can use without it looking heavy.' She then goes in and pinpoints blemishes or discoloration. 'Because it's so pigmented, I don't need a lot,' Cheng says of the line's cult-favorite concealer It seems that the entire beauty industry is after the look of a bare-faced glow, with endless new combinations of lasers and skincare actives promising to deliver just this. While some lucky individuals have been graced by the skincare gods with all-natural complexion perfection, in reality, we all have to fake it sometimes. On these occasions, there is a reason why so many experts and It-girls reach for Hourglass Cosmetics, whose innovations in complexion care make makeup minimalism possible. At the mezzo-level, this is an interesting move being made in the luxury beauty sector. It could be a pure a genius business strategy to harness the talents of celebrity makeup artists like Cheng to create the exact type of makeup tutorials and beauty content that goes viral online. While we wait to see how others in luxury cosmetics move in response to Hourglass' plans, we can soon bide our time with the makeup tips to come from the new Artist In Residence Series.
Yahoo
22-02-2025
- Entertainment
- Yahoo
These Are the Hottest Makeup Trends of 2025 — Plus, What's Out Right Now
From the moment in late 2024 that Pantone announced it's 2025 color of the year, the ultra-wearable shade mocha mousse, and Pinterest predicted everything from fragrances to nails would be cherry coded, it was clear 2025 would be an exciting year in beauty. Sixty days and one Fashion Month into 2025, we reached out to the top pros in makeup to find out the buzziest eye, lip, cheek and nail looks, as well as for their take on what's not so hot right now. Ahead, the it lip finish, must-have manicure, and so much more. High-shine lips are having a moment thanks to social media (they're all over TikTok), says Alexandra McCormick, director of global artistry development at Hourglass Cosmetics, the brand behind the bold red hue Eiza González is wearing (left). The beauty of these new formulas that get the effect? They have the moisturizing properties of a traditional balm with the lacquer-like finish of a gloss. Buy It! Crystal Clear: LYS Beauty Speak Love Lip Plumping Glossy Lip Balm in Charismatic, $19; Nude Shimmer: Fenty Beauty Gloss Bomb Stix High-Shimmer Gloss Stick in Fenty Glow, $25; Classic Red: Hourglass Cosmetics Phantom Volumizing Glossy Balm in Red 0, $38; A fully lined look is popular because it's universally flattering and easy to execute (all you need is a black pencil that can be applied along your waterline), says Vincent Oquendo, the pro behind Nicole Richie's Jerry Hall-inspired makeup. Buy It! Nicole Richie wore Laura Geller Beauty Kajal Longwear Eyeliner and INKcredible Waterproof Gel Eyeliner Pencil in N.Y.C. in October. Kerry Washington's makeup artist Carola Gonzalez applied Beauty Pie Deluxe PrecisionLiquid Eyeliner in L.A. in January. Gracie Abrams's makeup artist Emily Cheng applied Hourglass Cosmetics 1.5MM Mechanical Gel Eye Liner in L.A. in February. The classic French manicure is constantly evolving, and the latest iteration is Kelsea Ballerini's fresh, sophisticated twist. 'This minimalist design perfectly balances elegance and modernity,' says nail artist Zola Ganzorigt, who created the star's look using three OPI shades, 'Bare My Soul' for the base and 'Alpine Snow' and 'Black Onyx' for the ultrathin lines. Buy It! OPI Bare My Soul, $12; Alpine Snow, $12; and Black Onyx, $12; Ever since it was named Pantone's 2025 color of the year, mocha mousse has taken over beauty, and for good reason. 'It's versatile, leaning into both '90s supermodel neutrals and modern clean-girl glam,' explains makeup artist Cherish Brooke Hill. With monochromatic makeup 'texture is everything,' the pro says. Another trick: Tie the look together with a warm brown mascara. Buy It! Bronzer: Haus Labs by Lady Gaga Power Sculpt Velvet Bronzer in shade Deep Level 11, $38; Eye Shadow: Chanel Ombre Essentielle Multi-Use Longwearing Eyeshadow in Latte Frappé, $40; Mascara: Benefit Cosmetics BADgal BANG! Volumizing Mascara in Rebel Brown, $29; Fresh off New York Fashion Week, where he created looks for four shows, makeup artistand global director of makeup artistry at MAC Cosmetics Romero Jennings (shown below at the Kim Shui show Feb. 7) shares what's on the downtrend this season. Follow him on Instagram (@romerojennings) for more inspiration and tips. Glazed Donut SkinThe luminous look is giving way to mannequin skin, which is polished, perfected and more matte than glossy. Heavy Eye MakeupLayers of packed-on shadow are taking a backseat to washes of color like grays and purples. Trends from the 1990s are on fire! Unkempt BrowsInstead of having unruly brows, now they're groomed—whether they're razor-thin or big and fluffy. Extreme LashesGiant lashes that fan out past your eyebrows are out, and natural lashes created with a lash curler and one to two coats of mascara are in. You can still rock faux lashes as long as they have an approachable vibe. Read the original article on People
