Although women are highly encouraged to remove their makeup every night before bed, the stuff can stay on so persistently that many give up before they even try; that will all change thanks to the Shiseido Fullmake Washable Base. The first of its kind, it is a foundation that can be washed away with only warm water.
The Japanese company also promises that the makeup resting on top of the Shiseido Fullmake Washable Base can be just as easily rinsed away as well. It is made using a substance called Veil Action Polymer, which is hydrophobic to cold water but not to warm water.
The Shiseido Fullmake Washable Base will be hitting Japanese stores in March.
What Makes This Trend Stand Out
- Rinseable Makeup
- The development of easily removable makeup products opens up opportunities for innovative cosmetic formulations and skincare routines.
- Hydrophobic Polymers
- The use of hydrophobic polymers in beauty products can revolutionize the way makeup is removed and offer new possibilities for cosmetic innovation.
- Water-based Cosmetics
- The rise of water-based cosmetics offers a more sustainable and convenient option for makeup removal, presenting opportunities for eco-friendly beauty brands.
Sectors Adopting This
- Cosmetics
- The cosmetics industry can explore new product formulations and marketing strategies to capitalize on the demand for easily removable makeup.
- Skincare
- The skincare industry can incorporate rinseable makeup products into their routines, offering multi-functional solutions for consumers seeking efficiency and convenience.
- Sustainability
- The sustainability industry can promote water-based cosmetics as a more environmentally friendly alternative to traditional makeup, driving the demand for eco-conscious beauty products.
