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Pressed Powders Are Having a Comeback — Here's Why the Beauty World Is Obsessed

info@hypebae.com (Hypebae) Fri, 23 Aug 2024 Hypebae

In recent months, the beauty industry has been experiencing a resurgence of a cult classic, the pressed powder compact. Once considered a staple product in any makeup artist's kit, this product is experiencing somewhat of a renaissance. With versatility, convenience and an assortment of refined finishes, there's something about having pressed powder handy that is attracting beauty professionals and consumers alike.

Below, we get the expert scoop from the brand leaders at the forefront of the pressed powder boom.

"Pressed powders are the newest buzzy catalyst between consumers and brands alike," says Anthonino Olimpio, Global Brand Strategist at Estée Lauder. "It feels like it became this step that people online just kind of skipped over and now we're seeing a reemergence of it on TikTok and Google alike but in a whole new way and I think this is the buzz that will stay with us for a bit."

"Just on Tiktok alone, views are up +747% since last year and it’s garnering on average 2.4M each week. Personally, I'm seeing 'Glazed Don’t Skin'/'Dewey Glow' and all renditions of those looks swipe away to now a more softer matte with a focus on pressed powders," according to Addison Cain, Marketing and Insight Leads at Spate NYC. Inspired by the revival of beauty products from another era, it seems as those a bit of a more muted and uniform look has once again become popular.

"Let’s face it – pressed powders have come a long way and they no longer cake or give us that ultra matte look (unless warranted). They're formulated to blend in much better nowadays. With added skincare ingredients for a more natural finish, highly performing formulas and the convenience to touch-up any time of the day for a fresh complexion, this type of product gives the consumer the power for more looks out of one product – regardless of any age!" states Olimpio. With these updated formulations, skin is left with a natural finish. "It's also become increasingly popular for men, who use it for oil control throughout the day."

Made with ingredients like hyaluronic acid, vitamins and antioxidants, pressed powders are transforming into multifunctional and invaluable parts of consumers' beauty routines. Technological advancements in the world of cosmetics have also allowed this one beauty product to transform itself into one that has a way smoother and more even application than before. Long gone are the days of too much powder and a very visible makeup look.

As for dewy, glowing skin, Olimpio doesn't see the trend leaving the beauty world completely any time soon. "I don’t see the radiance look going away – there is a strategic application behind how pressed powders are applied to maintain that glowy touch with the power to target areas you’d like matte."

"It’s like a pressed powder party that everyone and anyone can be invited to and honestly who doesn’t love that? That’s beauty for you," says Olimpio of the universally flattering and likable product.

Below, we round up a few of our favorite pressed powders on the market, from Rare Beauty to Tower28.

For more beauty news, check out our coverage of Ôrəbella’s new fragrance “NIGHTCAP.”