AMER­I­CAN EX­PORTS

TWO BELOVED U. S. BEAUTY BRANDS EX­PAND NORTHWARD.

ELLE (Canada) - - Beauty -

IT COS­MET­ICS “IT” (pro­nounced like the word, not the de­part­ment) stands for “in­no­va­tive tech­nol­ogy,” the ethos be­hind the high-cov­er­age skin­care-fo­cused makeup line that is now avail­able for the first time in stores across Canada. Take its highly-sought-af­ter Your Skin But Bet­ter CC+ Cream. “Most foun­da­tions start with a makeup-for­mula base,” ex­plains co-founder and CEO Jamie Kern Lima, who started the com­pany when she couldn’t find a prod­uct that would ad­e­quately cover her rosacea and not look cakey. “Our CC+ Cream was su­per-dif­fi­cult to for­mu­late be­cause it started as a serum and then we in­fused full-cov­er­age pig­ments and SPF 50+ phys­i­cal sun­screen.” Take­away Have red­ness you want to cover? This line is for you. GLOSSIER To get hold of Emily Weiss’ three-year-old makeup and skin­care line, Glossier, Cana­di­ans had to make a (to­tally worth it) pil­grim­age to the brand’s NYC store­front—un­til now. In July, the com­mu­nity-driven line be­gan its in­ter­na­tional ex­pan­sion with ship­ping to Canada. Prod­ucts are de­vel­oped based on in­sight from read­ers of Weiss’ web­site, Into the Gloss—fan favourite Milky Jelly Cleanser ($22) was born from a thread ask­ing what read­ers’ dream face wash would be. The lat­est ad­di­tion to the line is Wow­der, a pow­der that prom­ises to set makeup and blur pores for a “matte not flat” fin­ish. Take­away Pre­fer your makeup to look barely there? This line is for you.

From left: IT Cos­met­ics Brow Power Univer­sal Eye­brow Pen­cil ($32), Your Skin But Bet­ter CC+ Cream with SPF 50+ ($49) and Bye Bye Pores Pore­less Fin­ish Airbrush Pow­der ($32). For de­tails, see Shop­ping Guide.

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