What is Makeup Underconsumption?

Have you heard of the new trend called Underconsumption Core? It is encouraging and teaching people how to utilize products, only buy what you need and not over-consume.

We’ve been repeating over the last 24 years that less is more with our products.

We developed our hero product The AMAZINGCONCEALER to cover just about anything that needs to be covered without showing on the skin using
only pin dot amounts.  Who wants to see concealer? We personally would rather
see beautiful skin. 24 years ago, the only concealers available were either super thin with no coverage or super thick and cakey and sat on top of the skin.  Our AMAZINGCONCEALER quickly became the go-to concealer in the television and film industry for a reason – it covers without showing.

Social media began teaching us to apply makeup by slathering on tons of product, layering it, applying powder over it, etc.  The result might look good on camera in good lighting, but it likely isn’t going to look great in real life. Also, let’s not forget how wasting that much product depletes your pocketbook! It was a brilliant ploy to get you buy more product, more often.

AMAZING has always been a value.

We not only make our products ultra-concentrated, so they work with your skin—hence a more natural look, but they also are much less waste for the environment and for your pocketbook. We call that performance makeup. It’s very efficient and not only does it take much less time as the cake layering technique that we’ve been taught for the last 10 years, but it also saves you lots of money. One tube of our AMAZINGCONCEALER lasts 6 months with average usage. That’s .17 cents a day.  I would call that #underconsumption!