Charlotte Tilbury’s Magic Cream isn’t new to the beauty space, but it does continue to wow celebrities and shoppers with its star lineup of ingredients that produce visible results. It’s no surprise that celebrities like Amal Clooney, Kate Moss, and Khloé Kardashian praise the Magic Cream’s anti-aging benefits and hydrating qualities.
Much like celebrities, dermatologists also are impressed with the cream’s formula. Dr. Hadley King, a board-certified cosmetic dermatologist, tells InStyle that Charlotte Tilbury’s Magic Cream Moisturizer is packaged with outstanding ingredients. “A good moisturizer contains humectants to hydrate, emollients to support the skin barrier, and occlusives to lock in the moisture — and this product contains all three: glycerin, hyaluronic acid, lactic acid, shea butter. The hyaluronic acid not only locks in moisture but acts as an anti-aging agent.“
According to Dr. King, hyaluronic acid “is found naturally in our skin, where it holds water and helps to keep the skin hydrated, dewy, and plump.” It’s also a potent humectant that can hold 1,000 times its weight in water, which helps keep the collagen in the skin healthy. “The collagen in our dermis forms the structure of the skin. Natural hyaluronic acid binds to collagen and links to water molecules, giving skin its plumpness,” Dr. King explains.
There are other notable anti-aging ingredients in the Magic Cream like peptides (short chains of amino acids held together by peptide bonds). According to Dr. King peptides “stimulate collagen production in skin and act as growth factors, stimulating skin cells to turn over more quickly.”
Shoppers are shocked by the efficiency of the cream, too. According to one shopper, the Magic Cream Moisturizer is…magic. “So, I’ve been dealing with dry and rough skin around my mouth and on my chin this past week. I didn’t know what to do because I’ve never had problems with my skin before. Thankfully I received the Magic Cream complimentary from Influenster. My skin started to feel better within two uses of the cream. It really is magic.”
Another Sephora shopper says that the moisturizer “has everything that I am looking for in a moisturizer,” including “hyaluronic acid, which helps plump up the skin with collagen. And [it] also has rosehip and camellia oils, which help hydrate dry skin. This is my first time using any of Charlotte Tilbury’s products, and for sure won’t be my last.“
Per a final review, the results speak for themselves. “A few uses and my skin feels amazing. I have a few different moisturizers that I use daily. However, this one jar does everything that all three of mine do. It glides on the skin like butter and has a very light, fresh scent. The rosehip in the moisturizer is so hydrating but not oily. I used it at night when I first got it, when I woke up the next morning, my skin looked plump and hydrated.” For plump and hydrated skin, snag the Magic Cream now at Sephora.
Idris and Sabrina Elba have it going on — in more ways than one. The partners in life and business are hosting a podcast, Coupledom, and now, launching a skin-care brand, S’Able Labs. (That’s Elba’s spelled backwards!)
“We’re a partnership, and skin care is something we can share. We are both on the same page about feeling good externally and it helps us approach our day,” Idris Elba tells Allure. There’s no “his” or “her’s” here. Instead, S’Able Labs is all about “us-care,” the idea of looking after yourself, so you can look after others — and intentionally sharing moments with the people around you. “We all have skin we want to nourish and protect and hydrate,” says Sabrina Elba, and, she adds, “when you feel good, you do good.“
Together, the duo has created a line of three products — cleanser, toner, moisturizer — to help with the “feel good” part of that equation. It’s a simple lineup, but each product is formulated with hard-working ingredients, several of which have been thoughtfully sourced from Africa. “There are powerful ingredients on that continent,” says Sabrina Elba. “Some of my fondest memories are of sitting underneath the massive baobab trees in East Africa,” she says.
The superfood baobab, packed with anti-inflammatory properties, is the star ingredient in the aptly named S’Able Labs Baobab Moisturiser, a lightweight formula that goes heavy on hydration with the help of shea butter and squalane.
Each of the products are infused with The Elba’s experiences. “Somali women have been using qasil, [a powder made from the leaves from the gob tree], for centuries,” says Sabrina Elba. “I’ve watched my mom put this green stuff on her face forever. It’s a great natural soap full of antioxidants,” she tells Allure. Cosmetic chemist Ginger King confirms this ingredient is both an effective cleanser and exfoliator.
The S’Able Labs Qasil Cleanser combines the Somalian plant with shea butter and purifying kaolin clay. “We both loved the way the cleanser felt on our skin. It provided immediate smoothness and softness — but unlike some exfoliating cleansers, it wasn’t the least bit irritating,” says Allure associate features director Dianna Mazzone, after testing it with her fiancé Herman.
For editorial assistant Talia Gutierrez and her partner Austin, the S’Able Labs Black Seed Toner added some fun to their multi-step routine. “We enjoyed spritzing each other’s faces — a couple’s thing,” she says. “And we both appreciated the ultra-fine mist that left our skin dewy while feeling clean and hydrated, too.” They both sealed in the hydration with a penny-sized scoop of the S’Able Labs Baobab Moisturiser. “A little goes a long way,” says Austin.
Well, Allure sat down with Idris and Sabrina in a cozy, colorful room at The Whitby Hotel in New York City to chat about their exciting new brand S’Able Labs, how they like to use the products, and their favorite ways to practice “us-care.”
IDRIS: Self-care quickly became “us-care” when we were in lockdown [during the pandemic]. We realized that only when you’re really good with yourself, are you good with someone else.
SABRINA: It’s become such an educational process for me to talk about skin care with my partner who, you know, only used Vaseline until very recently [laughs].
When we created the S’able Labs, we wanted it to be something we could use together.
IDRIS: It’s not man or woman. It’s just human. We are both humans.
SABRINA: Idris will use the [S’able Labs Black Seed] toner as aftershave and I use it to set my makeup. It doesn’t need to be so specific.
IDRIS: I know how our [S’able Labs Baobab] moisturizer feels on my skin, Sabrina knows how it feels on her skin, and we both know that actually makes us feel good.
SABRINA: So much of my beauty routine is [about] being prepared for the day, so I don’t have to spend time in the bathroom, like having lash extensions, or my brows laminated. Even though I never look like I’m wearing heavy makeup, I’m always trying new things. If I’m going to try a color, it’s probably on my lips. And I’ve been trying colorful eyeliner recently, which is so fun. But Idris loves the no-makeup look [on me]. He says, “Oh, you look so great in the morning when you just wake up.”
IDRIS: I just sit in the makeup chair and get whatever done to me if I’m in a film. [And] I do make it a point to brush my teeth, but I’m not a flosser. Sabrina is a flosser.
SABRINA: How do you get away with so many things? I get jealous of how little you have to do [before] you walk out the door.
IDRIS: I will shave! I’m the guy who gets new growth by five o’clock in the afternoon, so I keep on top of it. And I shower every day, sometimes twice a day. I just got a fresh haircut and, honestly, my energy levels feel different. My clothes feel different.
A haircut does that for me. I’ve gotta make sure the hair looks right. Buying new sneakers definitely makes me feel good. There’s something about stepping in fresh shoes. And I started swimming early in the morning. It feels so alien to jump into cold water, but it’s invigorating.
SABRINA: So much of the dream treatment for me is about where I am and who I am with. We went to Iceland recently and we were in the Blue Lagoon getting a massage.
IDRIS: That was incredible.
SABRINA: Yeah, it made it so much more impactful. If I’m in a beautiful setting, it doesn’t matter if it’s a bad massage.
IDRIS: Also, hot yoga in a hot climate is different. It’s not hot yoga, it’s just yoga. Something about the elements being natural rather than having a heater… Everyone’s sweating. But it’s the fact you’re warm and supple, and the environment is great.
SABRINA: Music is [another] form of self-care for us. We sit together, listen to an album… We fell in love listening to an album on a couch. It was A Tribe Called Quest…
IDRIS: The newest one. And Sampha.
SABRINA: We were just listening to music and that was so therapeutic for us and allowed us to bond. And also, if Idris serenades anyone, I’m pretty sure they fall in love pretty quickly.
IDRIS: Don’t put that out there [laughs]. They’ll be like, “You’re good at this! Sing!“
SABRINA: Idris is so passionate about music. And it’s that [same] passion that’s bled into our relationship and anything we approach together.
The serum doesn’t beat around the bush with its name, and calls in double-fermented Uji green tea, Akita rice, and Okinawa algae to provide high levels of exfoliating lactic acid. Together, the brand says those three ingredients comprise 73 percent of the serum, so the periwinkle bottle is a potent resurfacer. Combined with moisture-drawing hyaluronic acid, plumping sugarcane-derived squalane, and hydrolyzed collagen and elastin, the effects have earned the serum over 1,200 five-star ratings on the brand’s site.
“My skin looked luminous and dewy, and fine lines around my mouth, eyes, and forehead seemed to disappear,” wrote a fan of the “definite” plumping action they saw within weeks. A 52-year-old reviewer confirmed the “unbelievable” difference in their wrinkles and newly even skin tone, and a third person said their skin is the most hydrated it’s been in 15 years.
Those profound changes are right in line with what editors and shoppers have come to expect from the luxury brand. Its mineral sunscreen has garnered nonstop laurels since launching in March; Jennifer Aniston uses its lip mask; and its concealer-eye cream hybrid is a “miracle product,” according to well-versed editors. The Dewy Serum plays up that same multitasking facet, toeing the balance between an exfoliant, moisturizer, and anti-ager that leaves wrinkles “practically gone.”
“My skin looks so new and young, I was asked for my ID the other day,” wrote one user, and another person said their formerly “very visible” pores were distinctly reduced by the fragrance-free formula. Others wrote that their redness is now less pronounced, as are their under-eye circles, and a self-described “very picky” esthetician dubbed it a plumping “drink of hydration” when swiped across their lips.
Between the gorgeous bottle, smart ingredients, and fast results, the Dewy Serum’s hold on Tatcha’s best-seller list is easy to understand (per the brand’s website, it even outranks the beloved lip mask and Meghan Markle-approved Rice Polish). If you’d like to try the exfoliating and moisturizing wrinkle-reducer, the Dewy Serum is $88 at Tatcha’s website and Sephora.
Actor, singer and activist Zendaya is best known for her Emmy-winning performance in hit TV show Euphoria and her role in the Spider-Man franchise, as well as for being a stellar Lancôme ambassador since 2019. Now the face of the brand’s Idôle scent, she speaks to Hannah Coates about her brows, taking risks on the red carpet, and why she never skips moisturiser.
On skincare rules
I never skip moisturiser – I feel like my face would just crack in half. Also, I do not sleep with make-up on. That’s a big rule. But overall, I really enjoy the process of skincare. It’s one of my many obsessions. Even though I tend to keep the routine basic, I try new products all the time and I enjoy the ritual [of it]. Sometimes it’s fun to treat yourself with a little facial before bed. I’ll incorporate different serums every now and then. I think it’s good to switch up your skincare so that your skin doesn’t get too used to it. My products always seem more effective after I’ve left them for a bit and come back.
On how she wakes up
I usually wake up to my dog and, unfortunately, go right to checking my phone. It’s a habit I’d like to break.
On the products she can’t live without
Concealer, because if you have a good concealer you can just tap it over problem areas and you’re good. That, and some kind of brow product, whether it’s a tinted brow gel or a brow pencil. I love my brows. Somehow they change your whole face. I’ve let mine grow out, and with different brow products I can change the shape and opaqueness. It’s so interesting how doing that can really change your whole look.
On her biggest beauty risk
Every time I step on the red carpet, it’s a risk. We always do something risky.
On make-up free vs full glam
It’s day to day. Like most people, I don’t have time to go full beat all the time. So there are some times where I just chill. For events, my stylist Law and I like to create characters, and so my make-up will depend on what character I am that evening. For example, for the last Met Gala, we did a Joan of Arc reference. We added a little extra blush, because we wanted the look to remind people of an old Victorian painting with the rosy cheeks.
Another year I had this giant dress, and dewy make-up and lashes — the whole thing. At the last minute, I looked up, and was like, “Something’s not right.” I took off the fake lashes, and I added extra gloss to my lips. But I still needed something. So I put on this bright, red-orange lipstick, and it was perfect. It was one of those things where it’s like, “Hmm, something’s just off … who is this character? I haven’t found her yet.” I like to figure it out as I go.
On her hair
I like to wear my hair natural. My natural curl pattern came back after I stopped putting heat on my hair so I try to just embrace [what I have] while learning to care for my natural hair.
Spraying perfume is the final step to polish off getting ready. If you’re like me and attach memories to scents, the right fragrance can bring a lot of joy. I always just do the old spray-and-walk-into-it technique.
On make-up looks
I’m a sucker for classic neutral tones, you know, just browns. They’re easier to blend, for one thing – you don’t have to be so precise. If you make a mistake, you can just add some more, no big deal. All that said, I do love a yellow eyeshadow! Or a very yellow-gold. I also appreciate a plain red lip, with nothing else on the eye or just a little mascara. When you find the right red, that can change everything, you know? It’s got to be bright enough, deep enough, not too blue, not too this, not too that. I usually just go for a simple matte red.
On doing her own make-up
Once I started working with make-up artists, I’d just watch them. If I liked the way someone did my eyebrows, I’d just watch how they did it and try it a home. Over time, learning to do my make-up became about taking different techniques and products from people I liked and putting them into my Rolodex. Then it was a matter of trial and error. I’d go out on the red carpet and later look at photos. Sometimes, I’d be like, “Ooh, I look like a ghost,” so then I’d fix it the next time around. It’s really about trying, failing, and trying again.
I pretty much do all my own make-up for events now. It’s very therapeutic for me, especially if I’m ever stressed out before a press junket or a big event. There’s something about taking that time to just be with yourself that I find very relaxing.
On her go-to confidence booster
I go to work – I love working. That’s where I feel the most powerful and in my essence.
On spa treatments
I love a good massage, but the problem is most massage therapists don’t apply enough pressure! People think I’m going to break in half. I’m like, you’ve got to do a little bit more than that, you know?
On her personal mantra
I don’t know if I have a specific personal mantra, but I do think it’s important to live with a sense of gratitude. You can’t ever have more if you don’t appreciate what you have. I always try to list the things that I am thankful for and take a moment to appreciate those things. That act helps put everything into perspective.
When the August issue of British Vogue is a big celebration of Pride, representation, individuality and activism, how does one approach the make-up? For Isamaya Ffrench – a make-up artist who is always pushing the boundaries of what it means to transform via colour, texture and prosthetics – it was about honouring the unique character and beauty of each LGBTQ+ cover star. “We wanted everyone to look and feel amazing, to celebrate individuality and beauty, so that each person’s make-up complemented their personality,” she tells Vogue.
From Cara Delevingne and Ariana DeBose to Cynthia Erivo, Munroe Bergdorf and Jordan Barrett – just five of the 12 change-makers depicted in the story – there were an array of luminous faces for Ffrench to paint. “We had conversations with each cover star about how they liked to make themselves up and the message they wanted to convey and took it from there,” she says.
Welcome to Artist Spotlight #84 series on my blog.
They landed on fresh-faced make-up looks, which enhanced each individual’s unique features, whether DeBose’s arresting brown eyes (subtly defined with liner) or Aweng Chuol’s vinyl lips, which were captured smiling widely.
Glossy skin, with varying degrees of shine, was a common thread throughout the shoot: “We celebrated glowing skin and took time to perfect everyone’s skin using a mix of skincare and make-up products,” explains Ffrench, who used products from Jones Road, Johnson & Johnson, and the SkinLacq Glow Serum from her newly launched beauty line, Isamaya. Glass skin in a bottle, the serum is infused with hyaluronic acid to hydrate and plump, while emollients create a healthy sheen across skin – it will be available to buy soon.
What was it like working on a shoot celebrating these LGBTQ+ stars? “It was such great energy!” she asserts. “There’s nothing better than celebrating each other.”
If the year’s midpoint has you craving a beauty overhaul, you’re in luck: Kim Kardashian’s new skincare collection, SKKN BY KIM, releases later this month. Kardashian’s new venture comes less than a year after the announcement that KKW Beauty was no more, a move which devotees speculated was simply a step toward a rebrand.
But in KKW Beauty’s place, it seems, is something entirely new. Rather than market-minded make-up, SKKN is a (characteristically sleek) assemblage of high-end skin care, and a natural, elevated step in Kardashian’s minimalist-yet-aspirational offerings.
The brand’s line-up of nine sustainably minded (read: refillable, vegan, and cruelty-free) products each centre on innovative formulas designed to revitalise skin. Housed in seriously gorgeous architecturally-inspired packaging that demands shelfie space, SKKN’s offerings are all available for under $100 (£80), a boon in the world of luxury skin care.
The line was born of a desire to understand her own complexion: Kardashian struggles with psoriasis, an immune-mediated skin condition that affects more than 7.5 million adults in the U.S. alone, and results in dry red patches on the face and body. SKKN is the tangible result of years of working with and learning from dermatologists and aestheticians (including the likes of celebrity facialist Joanna Czech) and provides a top-to-bottom routine including a gentle foaming cleanser, a hyaluronic acid serum, and a nourishing night oil. SKKN BY KIM comes from Kardashian and Coty, and is set to drop on 21 June — mark your calendars.
Inspired by the brand’s best-selling, cult-favorite SOS Rescue Spray, the serum soothes irritated skin and visibly reduces redness for a clearer and calmer complexion. Like the spray, the hero ingredient is hypochlorous acid, an acid that’s naturally produced by the body’s immune system to fight off bad bacteria and calm redness. It also contains a non-drying solution of water and sodium chloride to act as a delivery system for the hypocholorous acid since it’s found naturally in white blood cells.
Dr. Kelly Killeen, a double board-certified plastic and reconstructive surgeon in L.A., previously broke down the science lesson on the spray for InStyle. “Hypochlorous acid is a spectacular ingredient as it does several things,” she said. “This multitasking ingredient allows the SOS Spray to be gentle with only one other ingredient, saline or salt water. Hypochlorous acid not only kills bacteria and viruses [but] also improves blood flow and reduces inflammation. These two additional things help your skin heal faster.”
Also, similar to the spray, this formula has also earned the National Eczema Association’s Seal of Acceptance, deeming it safe for all skin types, including those with inflammatory conditions such as eczema and rosacea.
Over the past few years, hyaluronic acid and retinol have become such skin-care staples that coming across a product without one or the other is rare. “In skin care, they’re the holy grail,” says Ranella Hirsch, M.D., a dermatologist in Cambridge, Massachusetts.
Sure, every few months a new wunderkind skin-care ingredient is discovered in some remote locale, and pretty soon it’s everywhere—in your masks, serums, foot creams, insert-step-in-your-beauty-routine-here. But at the end of the day, there are only a handful of ingredients that have stood the test of time and truly become essential.
Hyaluronic acid and retinol do deliver results—but what exactly those results are might still be confusing. (Understandably.)
Retinol: For Softening Wrinkles and Fighting Acne
If there’s one ingredient lauded more than any other for its wrinkle-fighting, complexion-perfecting abilities, it’s this derivative of vitamin A. “Here’s the deal with retinol,” explains Hirsch. “We were talking about it in 1975, and we’re still talking about it now because it works.” In study after study, retinol has been shown to build collagen, decrease fine lines, improve skin texture, and fight acne.
When it comes to incorporating a retinol into your skin-care routine, it’s better sooner than later. “Retinol works best as prevention, so don’t wait until wrinkles and dark spots occur to start using it,” says Corey L. Hartman, M.D., the founder of Skin Wellness Dermatology in Birmingham, Alabama. “Another misconception about retinols is that they ‘thin the skin.’ This could not be further from the truth. It actually thickens your skin by increasing production of glycosaminoglycans to keep the skin firm, taut, and smooth.”
The prescription version (which goes by retinoic acid, or Retin-A) acts fastest, but it’s pricey—and it can be drying. Over-the-counter retinol, however, take 8 to 10 weeks to show results compared with 6 weeks with an Rx, but is normally paired with anti-inflammatories to calm the redness, peeling, or dryness. It can also cost less than a prescription—which, depending on your insurance coverage, can generally start around $100.
Whichever type you use, you’ll want to ease into your retinol use slowly. “I start patients on the mildest version, one night a week at the onset,” says New York City dermatologist Amy Wechsler, M.D. As your skin begins to tolerate a pea-size amount, you can eventually go up to two nights a week. But stay off harsh physical scrubs and peels while you’re using retinol; remember to moisturize, moisturize, moisturize; and use extra sunscreen for the first six months.
Hyaluronic Acid: For Serious Moisture
Despite its name, hyaluronic acid actually doesn’t exfoliate your skin (if you’re looking for one that does, try glycolic acid instead). This tiny molecule helps lubricate joints and keep skin plump, and is one of the world’s finest humectants, or molecules that attract and retain water. Since these molecules so effectively replenish skin with water, they’re beloved for their hydrating abilities.
In addition to being a terrific hydrator, Wechsler says, HA pairs well with other active skin-care ingredients (so you can layer it with retinol, for example, and use it daily). Not only that, but it also goes above and beyond its duties as a humectant. “Along with hydrating the skin and preventing dehydration, hyaluronic acid provides an environment that keeps wrinkles away,” says Hartman.
Bottom line: “The beauty of hyaluronic acid is that it doesn’t have any fine print,” says Hirsch. “It benefits any skin type, at any age. And the truth is that everyone looks great with hydrated skin.”
What Are the Potential Side Effects?
As with any ingredient, no matter how ah-mazing they are, there are potential side effects that should be kept in mind when using. “When patients start a retinol, the hyper-exfoliation can oftentimes cause redness, peeling, and dryness during the first couple of weeks of use,” says New York City dermatologist Rita Linkner, M.D., founder of RVL Skincare.
If your skin tends to be more on the dry side, it’s worth considering how you can add that extra boost before and after applying your retinol to minimize excessive peeling as much as possible. (Newbies can also try the buffering trick to take down the sting.)
As for our hydrating superhero? “Hyaluronic acid is known to increase the permeability of the skin, making it more sieve-like—which is why it should be combined with a moisturizer to draw more water to itself,” she says.
What Are the Benefits of Combining the Two?
Good news: Retinol and hyaluronic acid actually have a synergistic effect. “They can be combined so that the benefits of retinol can be achieved more easily with concomitant use of hyaluronic acid, which helps to prevent retinol irritation,” says Hartman.
As for what that ultimately means when you look in the mirror: “Overall texture should improve when using the two actives, as well as fine lines,” says Linkner.
How to Get the Best Results
To max out your benefits, “I often recommend that patients use a hydrating serum like hyaluronic acid before they apply their retinol cream,” says Hartman. “Hyaluronic acid plays well with most ingredients, while caution must be taken when using retinol in combination with alpha hydroxy and beta hydroxy acids, benzoyl peroxide, and some types of vitamin C.”
Linkner echoes the tip about avoiding vitamin C. “I also wouldn’t advise using a vitamin C after hyaluronic acid, as it can increase the irritation effects of the ascorbic acid.” (Ascorbic acid, the chemical name for vitamin C, is still an acid, after all.)
If you’re new to this combo, it’s worth doing a patch test to see how your skin reacts to the amped-up duo. Because hyaluronic acid can increase the potency of the secondary product, Linkner says, it could potentially draw out the acclimation period when you first start using a retinol.
That said, retinol and hyaluronic acid are a match made in heaven. And if you’re looking to level-up your skin-care routine with even more effective products, here are some fan favourites.
La Roche-Posay Retinol B3 Pure Retinol Serum
Thanks to vitamin B3, which can help soothe inflammation, and the gradual-release formula, this retinol serum is gentle enough even for sensitive skin types. (As with most retinols, though, you’ll still want to do a patch test and start by applying at night.) During the day, don’t forget to layer on SPF to get the most anti-wrinkle benefits.
The Ordinary Hyaluronic Acid 2% + B5
“Hyaluronic acid is a sugar that your body makes inherently. It provides a plumping effect in the skin by drawing water to itself like a sponge,” says Linkner. This O.G. hyaluronic acid serum from The Ordinary delivers maximum hydration (thanks to the added B5) and comes in under $10.
Peter Thomas Roth Peptide 21 Wrinkle Resist Moisturizer
While you’ll want to be cautious about mixing hyaluronic acid with peptides, the payoff is pretty incredible if the combination is suitable for your skin. “Think of peptides as Legos—they’re protein building blocks,” says Hirsch of the skin strengtheners. Studies show certain peptides can boost collagen production and speed wound healing; or they can mimic the effect of Botox when applied topically. That means you’ll likely want to introduce peptides in your 30s, when you notice your skin doesn’t feel quite as firm or bouncy as it did in your 20s.
To launch the new Hydro Silk Dermaplaning Wand, Edgewell Personal Care (NYSE: EPC) announced that Schick Hydro Silk is encouraging all women to ditch filters on social media by introducing The Hydro Silk Unfiltered Beauty Mirror, a first-of-its-kind prototype that livestreams unedited content. Unlike other beauty mirrors, the prototype is uniquely designed to build emotional awareness and self-compassion, encouraging women to face and embrace their up-close reflection by generating authentic, unfiltered beauty content. Featuring a built-in smartphone slot that allows users to stream live content from the mirror’s reflection on Instagram and TikTok, it eliminates distracting likes, comments, shares from followers in real-time, removing the ability to filter content before sharing with the world.
As a brand that’s committed to helping women look and feel their best from head to toe, Hydro Silk is on a mission to make all women feel confident and embrace their unfiltered beauty. According to the SeekHer Shift 2022 Report on the State of Women’s Mental Health, social media has a strong impact on beauty standards. In fact, 31.8% of women say their body image and self-esteem are negatively impacted by social media, while 42.3% say they have difficulty showing themselves forgiveness and self-love because their imperfections make them feel less worthy or valuable as a person. As part of the Hydro Silk’s “You, Unfiltered” campaign, beauty influencers will use the innovative mirror to produce live, unfiltered beauty content across Instagram and TikTok during the month of May, to align with Mental Health Awareness Month.
“Our journey to launch was challenging, as we spent months trying to secure a prominent woman who would get up-close, ditch the filters and dermaplane live, but everyone we asked was uncomfortable with the idea,” said Melissa Murphy, Senior Brand Manager for Schick Hydro Silk. “We realized that while the conversation about going unfiltered isn’t necessarily ‘new’, many well-known influencers, whom millions of women look up to, still don’t feel comfortable being completely vulnerable and unfiltered. That told us how important this message was, so we pivoted our strategy and challenged a group of authentic and diverse social media influencers to share their stories and kick-start a new conversation about beauty.”
To showcase the mirror prototype, several beauty influencers will live-demo the new Hydro Silk Dermaplaning Wand while speaking to the mental benefits of being unfiltered, and share how it boosts their confidence inside and out. The brand hopes that these authentic experiences about the unrealistic beauty standards that permeate our society will spark an open dialogue during Mental Health Awareness Month and beyond.
Consumers are encouraged to tune into the live sessions then get up-close, embrace their natural authentic selves, and share their unfiltered content using the Hydro Silk Dermaplaning Wand with the hashtag #HydroSilkUnfiltered. To tune into the live sessions, consumers can follow Hydro Silk on Instagram @schickhydrosilk to learn more about upcoming livestreams.
The Hydro Silk Dermaplaning Wand is a new refillable, premium, full-face dermaplaning tool. The product features a professionally inspired ergonomic handle, exfoliating edge with unique micro guards to protect delicate facial skin, and offers seven skin benefits, including:
Removes fine hairs
Improves skin texture
Helps absorption of lotions and serums
Smooth make-up application
This multi-purpose tool is dermatologist-tested and clinically proven to create a flawless base for makeup or skincare product application and makes it easy to skip the salon and dermaplane from home. The Hydro Silk Dermaplaning Wand is currently available for purchase in stores, on retailer websites and at Schick.com.
To further the conversation, Hydro Silk worked with its beauty influencer partners to identify SeekHer Foundation, an organization that amplifies advocacy for women’s mental health. Their advocacy projects spotlight the unique challenges disproportionately impacting women to find sustainable solutions that better support their well-being. Hydro Silk will support the organization with a one-time donation this Mental Health Awareness Month.