Side boob, un­der­boob, and now full boob. Is­abel Ong un­cov­ers how the beauty in­dus­try is keep­ing abreast of the boob-bar­ing looks pop­ping up all over Fall/Win­ter 2017’s run­ways.

Female (Singapore) - - CONTENTS -

With run­ways awash with boob­bar­ing looks, the beauty in­dus­try is rolling out an ar­ray of bust­pam­per­ing prod­ucts and ser­vices.

How­ever you feel about flaunt­ing your bo­som, fash­ion houses are cel­e­brat­ing it in all its glo­ri­ous forms this sea­son.

You’ll see clear hints of it through the as­sort­ment of sheer fin­ishes (gauzy chif­fon at MSGM, em­broi­dered tulle at Dior); more of it with low neck­lines (deep Vs at Loewe, Saint Lau­rent’s mi­cro dresses, in­clud­ing one that cov­ers the nips just so – in see-through fab­ric); and all of it with the run­way’s “free the nip­ple” move­ment (cue the com­pletely trans­par­ent sweaters at Calvin Klein 250W39NYC) – a fash­ion state­ment that echoes our po­lit­i­cally charged times.

The trend is not lim­ited to the cat­walks. The likes of Bella Ha­did and Kylie Jen­ner have been pop­u­lar­is­ing the un­der­boob look (at press time, there were over 232,000 In­sta­gram posts with that hash­tag) for a while now. For the unini­ti­ated: If you come across snaps of them with the bot­tom curve of their bo­som peek­ing out, it’s not a wardrobe mal­func­tion.


Beauty brands have long en­cour­aged giv­ing busts some TLC to keep them perky and look­ing youth­ful. Take Clar­ins’ bust care range, in­tro­duced in 1973. Its cur­rent of­fer­ings – a gel and two types of lo­tions – em­pha­sise lift­ing, hy­drat­ing and firm­ing.

“The bust is ex­tremely frag­ile and vul­ner­a­ble at spe­cific mo­ments of a woman’s life – from pu­berty to preg­nancy, and (changes that arise from) our men­strual cy­cle,” ex­plains Ch­eryl Lee, the brand’s com­mu­ni­ca­tions, PR & prod­uct mar­ket­ing se­nior man­ager. “A spe­cific treat­ment for the bust is essential to en­sure that it is well sup­ported and taken care of over time.”

How it sup­pos­edly works: All prod­ucts con­tain or­ganic quince to re­ac­ti­vate col­la­gen syn­the­sis, star ap­ple ex­tract to pre­vent the break­down of col­la­gen fi­bres, and Volu­form, a syn­thetic plump­ing agent that en­cour­ages the stor­age of lipids in the fat cells in the area. (In other words, it’s meant to make your boobs look fuller.)

I tried the Ex­tra-lift Gel ($98) – to be ap­plied ev­ery morn­ing – and found that it left the skin on my decol­letage feel­ing firmer im­me­di­ately. The Bust Beauty Lo­tion ($98) – for evening use – ab­sorbs eas­ily and leaves the area hy­drated and smooth.

Other brands are cham­pi­oning a sim­i­larly nour­ish­ing ap­proach. In­time Or­ganique from Japan has a Breast Care Cream ($89, Tangs at Tangs Plaza) with Kigelia fruit ex­tract that re­port­edly helps strengthen col­la­gen fi­bres, as well as an­tiox­i­dants like vi­ta­mins C, D and E to min­imise free rad­i­cal dam­age. Lon­don­based brand Mio Sk­in­care’s Boob Tube+ Multi-ac­tion Bust Firmer (US$35, or S$48, cream has or­ganic shea but­ter to mois­turise skin, Coen­zyme Q10 to main­tain the strength of col­la­gen fi­bres, and dan­de­lion and lady this­tle root ex­tract to boost elas­tic­ity and soothe tired skin.


To­day’s bust treat­ments are also tai­lored to en­hance one’s as­sets the nat­u­ral way. Shou Slim­ming Cen­tre (#03-03&37/38 Ve­loc­ity@ Novena Square) of­fers a 90-minute-long Soft­light Bra treat­ment ($498) that em­ploys tra­di­tional Chi­nese mas­sage tech­niques.

First, the ther­a­pist uses a set of hand­held de­vices that emit in­frared light – this re­port­edly stim­u­lates cel­lu­lar re­gen­er­a­tion and ac­cel­er­ates the meta­bolic process. Placed di­rectly onto skin, both de­vices are ap­plied from the un­der­boob up, mov­ing to­wards the shoul­der blades and up­per arms re­peat­edly.

Next – after ap­ply­ing a firm­ing am­poule mixed with a herbal mas­sage oil on my decol­letage – the ther­a­pist man­u­ally mas­sages the area (cau­tion: This is more painful than re­lax­ing). She does the same to my lymph nodes in the un­der­arm area, re­port­edly to re­duce wa­ter re­ten­tion and aid detox­i­fi­ca­tion. The re­sult? My bust feels plumper and firmer in­stantly, and re­mains sur­pris­ingly smooth for days.


As pro­gres­sive as Fall’s boob-bar­ing ways are niche prod­ucts that are bet­ter as­so­ci­ated with the face than bo­som. One of the most in­no­va­tive I came across was Nan­nette de Gaspe’s Plump­ing & Lift­ing Tech­stile Bust Masques (US$149, or S$204,

To be worn inside one’s bra cups daily for at least an hour (ide­ally for six days straight), the C-shaped fab­ric masks are in­fused with sodium hyaluronate and ma­rine col­la­gen to hy­drate and boost skin elas­tic­ity. They’re, how­ever, dry to the touch.

If you think that they dou­ble as push-up pads, well, they don’t – they’re so thin, one can hardly feel them. But they sup­pos­edly stim­u­late the pro­duc­tion of col­la­gen to make skin look smoother, as well as re­store firm­ness and bounce. How’s that for a nip­ple cover?

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