New launch! Pat McGrath’s FetishEYES Mascara

Hi friends!

Big news, Pat McGrath’s FetishEYES Mascara is about to launch this week! This is the first mascara release from her eponymous makeup range, and if you know anything about her cosmetics, this is bound to be both dramatic and luxurious. I haven’t really been excited about a new launch since the Maybelline Made for All lipstick range late last year, so this is exciting!

Read this: Maybelline’s new Made For All Lipstick Collection

There isn’t a whole lot of information right now on the Pat McGrath Labs website, except for some before and after photos and a waiting list sign-up. But beauty editors from the likes of Allure and Fashionista who had exclusive sneak peeks of the mascara, have already published their reviews online (spoiler: all of which are glowing).

Read this: Pat McGrath’s New FetishEyes Mascara Is Here, And It’s Perfect For Those Who Love Drama

“Designed to entice the beauty obsessed, this haute hardcore mascara was developed for makeup artists by makeup artists and was relentlessly tested both backstage and on set,” said McGrath in a release announcing the product’s launch.

Fashionista

Supposedly this mascara formula is lightweight and very buildable, so you can customize your level of drama from light slick all the way to downright doll-like. The more layers you build up, the more of a falsh-lash effect you will get with tons of volume and length. If you look at any of the visuals on either the brand’s website or their IG, you’ll see just how dramatic this can get.

Visual showing Pat McGrath’s FetishEYES Mascara on model
Image source: patmcgrath.com

The brush looks large with tons of bristles, which is my personal favorite cause I think it gives the lashes the most volume and drama. I’ve used plenty of mascaras with plastic combs or bristles, and while I think they are good, I will always prefer traditional bristle brushes.

Before visual Pat McGrath’s FetishEYES Mascara
Image source: patmcgrath.com
Visual showing Pat McGrath FetishEYES Mascara after application
Image source: patmcgrath.com

The FetishEYES Mascara launches this Thursday, February 14th on patmcgrath.com, and will retail for $28. For Pat McGrath, that’s extremely affordable, believe it or not. I, for one, have a queue already filled with mascaras waiting to be used and tested so I will refrain from purchasing right now. However! I am very intrigued to give this a try in the future. And when I do, you guys will be the first to know!

Read this: Review: Pat McGrath Labs Limited Edition Bronze Ambition Palette

What do you guys think of the FetishEYES Mascara? Would you give it a try? I’d love to know!

Xo, Erica

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New launch alert! Pat McGrath’s FetishEYES Mascara is releasing this week! This is the first mascara launch from this uber luxurious line, and it promises mega drama!
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What is the CVS Beauty Mark all about?

Hi friends!

Today we’re shifting away from products and talking a bit more about bigger picture stuff. Not sure about you, but as a beauty lover I (try to) follow news & trends as much as I can. CVS is one of my favorite places to shop beauty, so whenever they are in the headlines my interest is piqued immediately. And they are currently making some bold statements in the industry with their Beauty Mark initiative.

I first mentioned this initiative in a post last year after CVS announced their plans to significantly expand their beauty offerings both online and in-store in early 2018.

Read this: Has CVS brought us the future of drugstore beauty?

THE CVS BEAUTY MARK INITIATIVE

In a nutshell, CVS promises that by the end of 2020 all of their marketing imagery (including print, in-store, digital, & social media) will be completely untouched by Photoshop or any other editing software. From their perspective, this is a major strive towards total transparency, and a move away from unrealistic beauty standards.

Boom.

The Beauty Mark is our pledge to pass a healthy self-image on to the next generation.

CVS.com
CVS Beauty Mark tagline
CVS Beauty Instagram

Read this: Major Drugstore Beauty Brands Are Helping CVS Reach Its Goal of Eliminating Photoshopped Imagery

To avoid any potential confusion on the consumer’s part, the Beauty Mark will appear on every unaltered image. You then have 100% certainty that the marketing image you’re seeing is in its purest form, so to speak. As it stands now, CVS estimates that about 70% of their imagery is now Beauty Mark-compliant.

See the difference below.

THE Response from BRAND PARTNERS

Several big drugstore beauty brands and their celeb ambassadors, like Kerry Washington, Ashley Graham & Ayesha Curry, are fully in support of the CVS Beauty Mark initiative. Neutrogena, CoverGirl, Revlon, & Olay are just a few of the legacy brands taking a major role in helping CVS reach its 2020 goal. A plethora of other beauty brands are set to join in the initiative in 2019 including Physician’s Formula, Aveeno, Rimmel & Burt’s Bees.

CVS Instagram statement on Beauty Mark initiative

MY THOUGHTS

I think CVS is making a pretty powerful statement in taking this initiative. Over-manipulated beauty images have been a long-held industry standard, and it’s only amplified even more since the dawn of social media.

There’s definitely an opening now to start a conversation about unaltered beauty, especially as more emphasis is put on body positivity and mental wellness. When I take selfies, either for this blog or for my Instagram, they are never manipulated in any way. I think it’s important to show what I really look like; my skin tone, my freckles, my blemishes, everything. Not some face-tuned version of myself.

We all have a responsibility for what we put out on the internet, especially when so many younger, more impressionable people are interacting online.

Do I think this means that all the companies, all the advertisers, all the marketers will now stop using Photoshop because of the CVS Beauty Mark initiative? Hell no. It’s just one step in a positive direction.

You can read more about the Beauty Mark initiative here.

What do YOU think about the CVS Beauty Mark? Let me know in the comments below!

Xo, Erica

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Learn about the CVS Beauty Mark initiative, and how one of the biggest beauty retailers is tackling the industry’s fixation on unrealisitic standards.

Spotlight Feature on The Beauty Influencers

Hi friends!

An exciting announcement today! I’m now an online contributor for The Beauty Influencers, your one-stop-shop for all news & info on the interesting people that are shaping the beauty industry!

So every Sunday evening (EST), there will be a new “Spotlight Feature” from me up on The Beauty Influencers’ landing page. My first feature on Australian supermodel-turned-beauty-entrepreneur Jessica Hart, the creator & founder of Luma Beauty, just went live last night. Below is an excerpt.

SPOTLIGHT feature: JESSICA HART – LUMA BEAUTY

By 2014, Jessica entered the world of e-commerce beauty with the launch of Luma Beauty, her tightly curated line of naturally-sourced skincare & makeup products. A cream-based line of multi-use & cruelty-free products, the brand’s ethos is the celebration of natural beauty & the imperfections that make us unique. Luma is true to the spirit of Jessica’s own beauty philosophy. She told The Beauty Influencers that her “off-duty” beauty routine is “easy, effortless, fresh and dewy.”


The spirit of the range is low-maintenance beauty and healthy, luminous skin through the utilization of certain key ingredients. One such ingredient is crushed pearl powder, which helps stimulate cell regeneration and boost the skin’s natural radiance. Other skin-loving ingredients include moisture-rich hyaluronic acid, and jojoba oil.


Like any burgeoning business, it took years of unflagging passion, experimentation and R&D to bring to market. But it’s paying off. The line has already garnered some serious accolades during its short lifespan. In 2018, the Luma Beauty Liquid Light Illuminating Primer was the top-selling primer for Priceline, the Australian health & beauty retailer, according to Glamour UK. And the Natural Radiance Bronzing Primer was voted the best primer for sensitive skin by the editors of Byrdie.

Text by moi for The Beauty Influencers

I’d love it if you guys would click the link above and read the full text on The Beauty Influencers now! And tell me what you think!

Thank you for all your support as always 😊.

You might also enjoy this: An exciting collaboration!

Xo, Erica

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Check out my first feature on The Beauty Influencers featuring Australian supermodel-turned-entrepreneur Jessica Hart!

Maybelline’s new Made For All Lipstick Collection

Hi friends!

I’m shifting gears away from the festive holiday posts today, and looking towards the New Year. Specifically to Maybelline’s next lipstick launch, the Made For All collection. This is a small range of 7 lip shades in matte & satin finishes that have been created to compliment every skin tone. It’s a pretty bold claim, but very intriguing nonetheless. Maybelline calls this their “universal lipstick shade collection” that has been “obsessively tested on 50 diverse skin tones.”

I recently spotted this collection in one of my local CVS stores, but from what I’ve spied online this range doesn’t officially launch until January. (I bet this is in the process of being rolled out to stores right now, and my CVS was one of the early recipients.) That being said, you can order the shades from Maybelline online right now by clicking here.

There are reds, pinks, mauves and one terracotta shade called Spice For You that I was immediately drawn to. It reminds me of the color of pumpkin pie, and those beautiful burnt autumn colors. I’ve never had a shade like it in my collection, so of course I had to pick it up!

Let’s look at the full shade range.

Made for All Lipstick in Fuchsia for You
Image source: Elle.com
Made For All in Mauve For You
Image source: Elle.com
Made For All in Pink for You
Image source: Elle.com
Made For All in Ruby for You
Image source: Elle.com
Made For All in Plum For You
Image source: Elle.com
Made For All in Red For You
Image source: Elle.com
Made For All in Spice For You
Image source: Elle.com

I think it’s a pretty well-rounded range of brights, deeps & neutrals considering its size. It is missing one nude or beige shade, but I realize that might have been completely intentional since the range is supposed to be universal. One person’s nude is another person’s deep when you take skin tone into account. So one universal nude probably doesn’t exist.

Spice For You Lipstick
Spice For You Lipstick from Maybelline

The packaging is quite standard for a Maybelline lipstick, so there’s nothing too interesting there, but the texture is very nice. Spice For You is a satin finish that’s wonderfully moisturizing & gives off a decent amount of shine. The color goes on quite boldly if you apply straight from the bullet, but I prefer wearing it as a stain. So here’s what I do: I take my middle finger and gently rub it across the top of the lipstick bullet, and then I just dab the color onto my lips. It gives a much softer effect, like you’ve been wearing it for a few hours already. I’ve really enjoyed wearing this lipstick so far.

Spice For You Lipstick (swatched)
A closer look at Spice For You Lipstick. Swatched to show full opacity.
Spice For You Lipstick (applied as stain on lips)
Spice For You Lipstick applied as stain on the lips.

What do you think of the idea of a “universal” lipstick range? Do you think it’s a gimmick? To be honest, I’m a bit skeptical that all 7 shades could suit a whole spectrum of skin tones perfectly. After all, just like skin tones, lipsticks usually have undertones that suit some people over others. But, what do I know? I’ll leave you with this article from Elle where three editors with three different skin tones try the lipsticks from this range. The results are quite interesting!

Are you excited for this new launch from Maybelline? I’d love to know!

Xo, Erica

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Check out the new lipstick range that claims to universal for all skin tones!

Lisa Eldridge’s True Velvet Lipstick Collection

Hi friends!

If you don’t know who Lisa Eldridge is, you need to. But in case you don’t want to wander over to Google, I’m here to assist you. She’s a world-renowned celebrity, red-carpet & editorial makeup artist who’s been in the biz for decades. She’s worked for some major brands over the years including Shiseido & Lancome, where she is currently the Creative Director. She was also one of the first professional makeup artists to use YouTube as a social platform, and that is how I discovered her years ago. I’ve been watching her videos for absolute ages and she brings class, sophistication and incredible insight into all of her tutorials. I seriously recommend checking out even a few of her videos; you won’t be disappointed.

If you’re already a Lisa Eldridge fan I’m sure you’ve heard the news but for those of you that haven’t, she just recently launched her first limited edition makeup collection! It’s a very small line of just three red lipsticks called The True Velvet Lipstick Collection. Inspired by her extensive vintage makeup collection & a photoshoot where she cut velvet fabric to fit over a model’s pout, her matte lipsticks actually have a faux-velvet effect on the bullet, right down to its characteristic fuzziness. How cool is that?? It may sound strange to some, but Lisa said in her launch video that the “velvet texture” is only around the sides of the lipstick and not on the top of the bullet where you would apply it.

Lisa has described these lipsticks as mattes that give off a slight sheen, so they are not flat like say Ruby Woo from MAC is. They are creamy and hydrating and wear off as naturally as possible without crumbling or flaking like some other matte textures do. Just so you’re aware, I haven’t tried any of these lipsticks myself so the information I’m giving you in this post comes from Lisa’s website and from her launch video, which I’ll link here. It’s packed with information, backstory & amazing live swatches from the creator herself so if you’re interested in this collection, give it a watch!

Let’s take a look at the actual lipsticks now!

UPDATE: THIS WHOLE COLLECTION IS NOW SOLD OUT. THERE MAY BE A RESTOCK COMING IN 2019. STAY TUNED!

VELVET JAZZ – Shop here 

  • Described as “a muted, earthy, brick red…” that “…ranges from an intense brown/red to a soft, brick red, depending on skin tone and method of application.”
  • Cruelty-free formulation
  • £26.00 (or about $33.00 based on 11/25/18 exchange rate; subject to change)

lisaeldridgevelvetjazz
Lisa Eldridge’s Instagram Story announcing Velvet Jazz.

lisaeldridgeswatchvelvetjazz
Velvet Jazz applied on the lips. Image source: Lisa Eldridge’s Instagram.

VELVET RIBBON – Shop here 

  • Described as “a vibrant, universal, classic neutral/blue red. This shade is a classic face brightening red that suits everyone (and its a great tooth whitener).”
  • Cruelty-free formulation
  • £26.00 (or about $33.00 based on 11/25/18 exchange rate; subject to change)

lisaeldridgevelvetribbon
Lisa Eldridge’s Instagram Story announcing Velvet Ribbon

lisaeldridgelogovelvetribbon
Velvet Ribbon applied on the lips, plus Lisa’s logo superimposed over top. Image source: Lisa Eldridge’s Instagram.

VELVET MORNING – Shop here 

  • Described as “a hot and fiery, bright orange/red. This shade is an explosion of vitality that looks graphic and modern for partiesits the ultimate hot summer holiday shade too.”
  • Cruelty-free formulation
  • £26.00 (or about $33.00 based on 11/25/18 exchange rate; subject to change)

lisaeldridgevelvetmorning
Lisa Eldridge’s Instagram Story announcing Velvet Morning

lisaeldridgeswatchvelvetmorning
Velvet Morning applied on the lips. Image source: Lisa Eldridge’s Instagram.

Since I have not yet tried these, I cannot comment on whether this formula is worth the price tag or not. That being said, after the conversion, the price is right in line with the Charlotte Tilbury Matte Revolution Lipsticks, which makes total sense to me. Lisa and Charlotte are both professional artists who have been working with makeup for years and who really understand it well. Who better to formulate makeup products than people like them really? My gut tells me that these lipsticks are probably beautiful and lush and worth every penny for that reason, just like the Matte Revolution Lipsticks are.

If I had to choose one color to purchase, I would probably go with Velvet Ribbon because I’ve always been intrigued by true reds and I’ve never worn one personally. And the great thing about bright lipsticks is that you can apply them in different ways to either dial up or dial down the color depending on your mood and preference. Again, I’ll refer you to Lisa’s video to see how this can be done.

I’m not sure how long this collection will be around, so if you’re interested I’d recommend hopping over to her site ASAP!

Are you a fan of Lisa Eldridge’s? If so, are you excited by these lipsticks? Which color would you choose from this collection? I’d love to know!

Xo, Erica

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Check out the new, limited-edition lipstick collection from celebrity makeup artist Lisa Eldridge!