Flawless foundation
MORENA COSMETICS MAKES SHADES FOR UNDERSERVED SKIN TONES
IF you ever flip through Indian bridal photographs from the 1970s and 1980s, you may think the make-up was inspired by the geisha. Most of the brides with dark skin tones would be sporting an unnatural pink and white hue on their faces.
Back then, the idea that make-up is meant to enhance your skin tone rather than cover it hadn’t caught on and foundation for the tanned or dark-skinned woman was unheard of.
There were only shades that catered to fair skin hence the horrible mismatch that poor brides had to make do with on their most important day, and which showed up glaringly in photographs.
When building something, you have to make sure that the base is strong and right and make-up is no different.
Foundation is the most important cosmetic product you can invest in because whatever else you apply on your face won’t look right unless the base has been sorted out.
Although things have changed significantly since the 1970s and 1980s, with make-up brands today embracing women of all colours, finding the right shade of foundation to match your skin tone is still the most challenging cosmetic problem for dark-skinned women.
Dark or tanned skin comes in a myriad of shades, so foundation inspired by the skin tones of African women, for example, may not suit Indian or Malay women and vice versa. And add the fact that Malaysian weather makes any kind of make-up streak, and you have a real sticky problem on your hands.
EMBRACE COLOUR
When Isma Husein, the founder of Morena Cosmetics returned to Malaysia from Europe two years ago, she was shocked by the trend among local women for cosmetics that made their skin lighter or fairer. Having lived and studied in Europe, where people generally celebrate all skin tones and consider women of colour attractive, she found the practice of hiding or covering one’s natural skin tone very disturbing.
She also noticed at that time, that there were no brands that offered foundation shades specifically designed for Malaysian women and their skin tones. Most of the foundation available
Most customers have told us it’s very long lasting despite our humid weather but at the same time, it’s not thick or cakey on the skin so it’s comfortable to use daily.
meera@mediaprima.com.my
for dark-skinned women came from international brands but they were very expensive and the colour tones did not quite match up to the needs of local women.
There was also local weather to take into consideration.
“I was used to European weather so coming back, I found it extremely hot and humid. Even if you use the most expensive foundation, when you step out in the sun, it streaks. I realised that had to be addressed and we also needed shades celebrating
Malaysian skin tones.”
Isma, who has an educational background in business combined with an artistic side (she used to be a stage actress), decided to tackle the problem by coming up with a Malaysian-made foundation.
“Morena” means someone who’s tanned or dark-skinned in Spanish. Isma spent time as a student in Madrid and the word, she says, is like a term of endearment in Spanish.
“I’ve always thought it’s a nice way to refer to someone with dark skin in a positive way as compared to the idea that we have to cover up dark skin or make it look lighter.”
Isma stresses that her goal is to empower women to embrace their natural skin tones instead of viewing it as a liability. Morena was born in August last year after she worked for several months on R&D with a cosmetic specialist to get the formulation just right.
The brand is manufactured locally and currently has five foundation shades — Michelle, Eartha, Malala, Nicol and Chandra, each one named after an inspiring female role model.
Isma says a special ingredient (which shall remain a secret) has been added to the formulation to help it withstand humidity so it’s most suited for Malaysian weather.
Since its launch, the darker shades have been selling like hot cakes, with everyone, from teenagers to women in their 40s eager to get their hands on a bottle. The brand also offers two countouring products in its range.
Isma says feedback from customers has been very positive particularly, about the long lasting effects of the foundation and its suitable shades.
“Most customers have told us it’s very long lasting despite our humid weather but at the same time, it’s not thick or cakey on the skin so it’s comfortable to use daily.”
Just one pump of the liquid foundation is enough to cover the entire face so most women find that one bottle takes them a long way.
Isma says women can choose to apply the foundation with their fingers, a brush or foundation sponge, depending on their preference. And since finding the exact shade is the biggest problem, Morena offers test kits containing its shades for around RM15 so women can determine the colour most suitable for them before buying a regular sized bottle.
Isma says the liquid foundation has a matte finish because we need that in Malaysia weather. If the product has a very hydrating or dewy texture, it can make one look sweaty in our humid climate.
Similarly, foundation designed for the skin texture of western women and the weather overseas does not suit local women. It’s generally too creamy or rich for our skin.
“Instead of looking fairer, we want women to glow in their own skin because our goal is to empower women to celebrate not hide their skin tone.”
Morena foundations are priced below RM100. The foundations and test kits are available at mysmink.com