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The company's initial business model was tested in a beta site called myglam.com in December 2011 before launching to the public in September 2012 as ipsy.com. [citation needed] In May 2013, IPSY launched its first live event, Generation Beauty—an annual beauty convention where cosmetics companies, bloggers, and the public could meet. [1]
Oshiroi was used as base makeup before foundation was adopted in Japan. However, once foundation became commonplace, some began to use it over foundation as a loose powder or as a pressed powder for touch-ups. In the past, the type of oshiroi used contained white lead, and would eventually give the wearer lead poisoning. [3]
The powder contains antioxidants, minerals and Vitamin C for a breathable formula that sticks around all day. However, Wu notes that it’s best if you’re looking for light to medium coverage.
Loose face powder in three different shades. Face powder is a cosmetic product applied to the face to serve different functions, typically to beautify the face. Originating from ancient Egypt, [citation needed] face powder has had different social uses across cultures and in modern times, it is typically used to set makeup, brighten the skin and contour the face.
Foundation is a liquid, cream, or powder makeup applied to the face and neck to create an even, uniform color to the complexion, cover flaws and, sometimes, to change the natural skin tone. Some foundations also function as a moisturizer , sunscreen , astringent or base layer for more complex cosmetics .
Hair styling powder, often regarded as a modern innovation, can actually trace its origins back to the late 16th and early 17th century, powdered substances, such as starch or flour, were employed to enhance wigs and natural hair, [2] during the reign of Henry IV of France. [3]
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