Liia Ramachandra, founder and CEO of EpiLynx by Dr. Liia ®, spoke with Culture Magazin about this new makeup trend.
Liia Ramachandra has a doctorate in pharmacy as well as a PhD. in chemistry. She created her skincare/cosmetic brand in order to address a personal condition. Ramachandra had a lifelong battle with psoriasis, an inflammatory disease that causes itchy, scaly patches on the skin which can become painful. After delivering her third child, her symptoms became worse and her blood pressure increased.
Ramachandra decided to change her diet. She cut out carbohydrates and noticed that not only was her blood pressure lower, but her psoriasis improved as well. After researching this phenomenon, she realized that gluten, a substance found in cereal grains, especially wheat, could cause inflammation in the body, including the skin. Gluten is something we eat but it is also an ingredient in various skin care and cosmetic products. Her natural product line is for people who are sensitive to gluten and other preservatives.
The ‘no makeup makeup’ trend caught Ramachandra’s attention because it highlights natural beauty, and allows the skin to breathe more as it requires less makeup.
Can you describe the ‘no makeup makeup look’?
It is clean and natural looking. It seems you do not have any makeup on and your face is smooth and glowing. Think neutral lip colors and eyeshadow.
What are some tips to achieve clear, healthy-looking skin?
Wash your face with a gentle cleanser every day and apply a nutrient-rich serum and face cream morning and evening. Always choose the skincare that is right for your skin type, such as acne-prone, neutral, oily, combination, or dry skin.
Is there a specific order one must apply products to achieve this look?
- Wash your face with a gentle cleanser
- Face Cream
- Foundation or a sunblock with SPF 30
- Neutral color lipstick/lip gloss that matches your lips
- Neutral eyeshadow and under-eye concealer
- A bit of mascara or eyeliner that ‘blends’ with your eyes
- A bit of blush that really blends with your cheeks
What types of shades or colours are used?
Neutral, but most importantly they should match the color of your lips, cheeks, and skin.
What eye makeup works?
Something that makes your eyes pop without contrasting the color, so it looks natural. If you have brown eyes, then dark brown/black gel eyeliner will work.
Is there a specific type of foundation one should be using?
Yes, mineral foundation with SPF so you do not need to apply both foundation and sunblock. Always match your skin depending on your shade and time of the year. Sometimes you need to mix and match two or three colors.
How can wearing heavy makeup affect your skin?
Heavy makeup can make you sweat more and clog your pores. This can lead to breakouts, redness, and even allergic reactions.
How does this trend benefit your skin?
The no makeup look means lighter makeup, letting the skin breathe. By using cleaner skincare and less makeup, your skin will rejuvenate and glow.
How do the products vary for different skin colors and types?
Different tones, types and ages may have different pore sizes and internal influences on skin cells. It is important to choose skincare that is right for your age and lifestyle. If you are outside a lot, you will need different skincare and makeup compared to somebody with the same skin type and skin tone who is inside a lot.
Does this trend require using less makeup, or does it just look that way?
It does not necessarily require using less makeup but when one chooses a more natural-looking style, they may automatically choose to use cleaner products and less is more in that case.
Is the ‘no makeup makeup’ look suitable for a night out?
Absolutely, but it depends on the person. You may want to put a bit more eye or lip color to feel like you sparkle, but that’s very individual.
How can one transition this routine into the winter months?
Winter months are not that different from summer months. You always need to use cleanser, serums, creams, and SPF 30 sunblock (even in the winter) but you may want to use slightly heavier serums and creams that are more hydrating and nourishing.
Do you think the future of beauty is headed towards natural looks or will the cake makeup era return?
As we see throughout history, the trends come and go and come back every decade or two. It may all come back. The difference will be that that ‘heavier’ makeup look will most likely be made from cleaner, more eco-friendly, and vegan ingredients.
Do you think this trend is creating a skewed idea of what ‘natural beauty’ is?
Not really. Natural beauty is so individualistic. It truly comes from within. The makeup that you choose to put on lets your individuality and personality shine, so that is different for everyone.
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