Makeup is attracting new talents, for sure. Here are three new players on this very creative market.

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First is the Dutch Ellis Faas, who worked for many years with major brands. She created her own range starting with colors naturally present in our complexions and which she enhances as necessary. Her principle: the pen brush, which has a very designer look resembling a rifle ball and that exists for the lips, eyes and eyeliner, all in a presentation kit called “Ellis Folder,” which contains up to six products. Price: $36.

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Then there is Tarina Tarantino, sold exclusively at Sephora US. This very girly jewelry and accessories designer, the queen of “pink sparkling” comes from the world of eye and facial makeup that sparkles a thousand times over. The boxes sport small brilliants and are hidden in small tulle sachets.  And because Tarina wears a pink wig, all the sales staff do the same at sales points. Twenty-eight products make up a world that’s more than fairylike – it’s almost retro.

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Finally, Tokidoki is a brand largely inspired by Japanese mangas and an Italian designer, Simone Legno. He thus created a gallery of small characters, each corresponding to a product, even a figurine of Karl Lagerfeld. The eyeshadow range (whose formula contains rice lipids and vitamin B to hydrate the eyelid) comes in compacts containing small charms you can hook onto your handbag or keychain. There is a manga design on every product.

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Leïla Rochet-Podvin – Beyond Beauty MAG #29