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Beauty Brands Embrace "No Makeup" Look

January 21, 2015: 12:00 AM EST
Women are increasingly going for the no-makeup look, a trend being driven by celebrities, such as Reese Witherspoon, Jennifer Aniston, and Marion Cotillard. With social media playing an important role in its spread, the “fresh face” is described as a move away from the usual, camera-ready, made-for-the-movies look. Leading cosmetics brands, such as MAC Cosmetics, are supporting the trend by launching products that help consumers achieve the no-makeup look. Among such products are lighter foundations, simpler lip glosses, and makeups that highlight cheekbones and brows.
Elizabeth Holmes, "Women Embrace the ‘No Makeup’ Look, Companies Pitch Products to Help", Wall Street Journal, January 21, 2015, © Dow Jones & Company, Inc.
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