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Michelle Phan’sEm Cosmeticsjust took a big step in the beauty game.
Courtesy of brand
On October 20, the brand launched its very first complexion product, theDaydream Cushion.
“After cushion launched in the Western world, it didn’t really take off, which was unfortunate.
It died off and everyone went back to [their regular] foundation,” Phan tellsAllureover Zoom.
Courtesy of brand
“People are wearing less foundation,” she explains.
“They’re wearing masks, they’re staying at home more.
They don’t really feel there’s a need to do a full beat makeup look.”
Courtesy of brand
The$48 Daydream Cushion foundationgives you a light amount of coverage and some skin-care benefits to boot.
(Though we do hope in the future more shades become available.)
It doesn’t go from porcelain to beige the darket hue is a rich, deep brown.
But what I noticed most is that the overall effect just looked like my own skin.
ALLURE: What made you choose a cushion foundation as opposed to the more traditional liquid in a bottle?
MICHELLE PHAN:It’s actually a personal choice.
I stopped using foundation four years ago completely stopped, cold turkey.
That taught me to fall in love with and accept my natural skin texture.
And I just knew that’s so unhealthy.
So, I ditched foundation years ago, went foundation-free, and never looked back.
But therearedays where I wish I had more coverage than just concealer.
Cushion has been around in Korea [for a while].
I instantly fell in love with the format.
And I’m a huge fan of refreshing my SPF every four hours.
Cushion is something you might carry with you.
It’s your touch-up and it’s compact, it’s portable and the sponge, is antimicrobial.
Ours, in particular, hasniacinamide,hyaluronic acid, vitamins, and of course,sunscreen.
I’m hoping now maybe the timing is better to launch a cushion.
I really feel like we’re moving to more natural-looking skin.
MP:That’s true.
And we have filters now that can give you a full face of foundation if you want.
That being said, I don’t think [a heavy beat is] going to go away.
It just doesn’t look right.
I think maybe with COVID, there is this reset button with a lot of people with their routines.
It doesn’t have to be in regards to makeup it’s life in general.
ALLURE: All of these products have a sunscreen component.
How did you guys approach that, so that the darker shades wouldn’t leave a gray cast?
MP:We did a combination of both physical and chemical [sunscreens].
I actually like them both.
I know some people, especially those with sensitive skin, can’t use chemical, which is unfortunate.
We were pretty adamant about creating a sunscreen that looked invisible.
We did extensive testing on multiple shades and undertones.
We just had to confirm that even though it’s sheer and buildable, each shade can stretch.
That was really important because we didn’t launch 50 shades.
I mean, we can’t because I’m a small brand.
I can’t launch 50 shades because I bootstrapped this whole brand myself.
But, if we do six shades, we’re going to double-check that it has an incredible range.
And it’s a beautiful gradient from light to deep.
That was something I was really adamant about our team taking up that challenge.
ALLURE: What’s your favorite way to use the Daydream Cushion?
I know everyone has their own little techniques for utility.
MP:When people get products, the first thing they do is throw away their sponge.
This is something you do not do with Daydream Cushion or most cushions in general.
But, especially for our cushion, do not throw away the sponge.
You get two [anti-microbial] sponges that it’s possible for you to wash in a Ziploc bag.
What I like to do is insert my three fingers [between the loop and the pad].
I start around any areas where you need most of the coverage.
I have a lot of redness around my cheeks.
But, that’s how I use it!
Em Cosmetics' Daydream Foundation is available now for$48 at emcosmetics.com.
