Milk of Magnesia influences make-up trend as cheap alternative to primer

By Michelle Yeomans

- Last updated on GMT

Milk of Magnesia influences make-up trend as cheap alternative to primer
Can you picture Kim Kardashian flogging Milk of Magnesia as the latest go-to primer? Nope, me neither. Nevertheless, the milky white liquid traditionally used to treat stomach pain IS proving popular with beauty bloggers and make-up artists as a cheap way of priming oily skin and cutting down on shine.

The rise of make-up routines like contouring, highlighting and strobing endorsed by celebrities includingKardashian, are highly popular but expensive for consumers to keep up with, what with all the tools and products required to achieve sculpted and illuminated skin.

Enter Milk of Magnesia.

Comprised of magnesium hydroxide, water and sodium hypochlorite, the medicine is now doubling up as a cleanser, acne treatment and face primer to smooth out the skin and get it ready for foundation etc.

A word to the wise to use sparingly though as it has been known to cause tightness or dryness if used excessively.

Selfies are boosting opps for beauty brands to innovate for multi-step routines

High coverage colour cosmetics ranges helping to create the ‘photo ready’ finish became a sub-sector of its own in 2014, driving sales and opening up opportunities for innovation in the face, eye and lip make-up categories.

According to NPD figures, those segments reported double digit growth whilst the sale of highlighters, which are key to the strobing trend, grew by 48.5% on the same period in 2014.

“Highlighters have witnessed an incredible amount of growth in the past year driven solely by the new trend for strobing,”​ said June Jensen, Director UK Beauty for The NPD Group.

“This has been a huge topic on social media, beauty blogs and in the mainstream press. Brands have capitalised on this with new launches and focusing marketing on existing lines to drive sales in store and online,” ​she revealed on conclusion.

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