Evgenia Zinovieva is a well-known beauty industry specialist and the creator of two brands: the Time to Choose Magic brand offers scrubs, essential oils, candles, and bath salts, while No Makeup by Jeni Zinovieva offers makeup tools. All of her products reflect the philosophy of caring for yourself and your mental health. Thus, the new brushes promise a completely new experience of applying makeup (and even self-care). RBC Style talked to Evgenia about what the perfect brush looks like and how to properly care for it, about beauty trends, and how to create a trendy summer makeup look.
What are the current trends in the beauty industry?
The top trends reflect girls’ desire for self-expression, emphasizing their individuality, and moving towards awareness in the area of ecology and consumption.
- Natural beauty. Firstly, it is about radiant skin and the use of light foundations, highlighters for a natural glow effect. Secondly, it is about a minimum of makeup that will highlight the natural features of the face with an emphasis on healthy skin and soft, muted shades.
- Bright accents. In eye makeup, use rich colors – for example, blue, green, purple.
- Unusual shapes. Experiment with arrows and shadows, and feel free to add graphic elements.
- Metallic. Eyeshadow with a metallic finish will create a trendy dramatic effect.
- Shine and glitter. Add it everywhere – on your eyes, lips and even cheeks.
- Monochrome makeup. Use one shade for eyes, lips and cheeks to create a harmonious look.
- Nude and pastel tones. Delicate and soft shades are especially relevant.
- Juicy lips. Choose lipsticks in bright colors – red, burgundy or fuchsia.
- Matte and glossy textures. The lipstick can be any. The makeup will definitely be relevant.
- Ombre technique. Create gradient transitions on lips and eyes for volume and depth.
- Accent on eyebrows. There is a big trend now for natural, thick and well-groomed eyebrows. If you do styling, choose light products – gels and pomades. The hairs should look neat, but natural.
- Graphics and art. Maximum creativity – create geometric and abstract arrow shapes in bright colors.
- Makeup as an art. Experiment with unusual designs, patterns and designs on your face.
- Powder makeup. Use soft, matte textures for a light, airy effect.
- Blush and bronzer. Emphasis on natural blush and light contouring.
- Stability and durability. There is currently a growing demand for environmentally friendly products and products that last until the end of the day.
What trends are best forgotten?
Trends change, go away and then come back – that's normal. But today it's better not to return to the techniques from this list:
- Over-contouring. It is clearly outdated because it looks unnatural. Softer and more natural techniques that emphasize natural beauty are in fashion.
- Intense highlighting. It creates the effect of oily skin. A light glow with imitation of a healthy shine is more relevant.
- Very matte lipsticks. They dry out your lips and look unnatural. Replace them with creamy and satin finishes.
- Large and voluminous false eyelashes. They also give an unnatural result.
- Intense cube eyebrows. Artificially drawn eyebrows with sharp angles and clear lines, popular on social networks, are losing their relevance.
- Overuse of bronzer. Look for products that help achieve a natural, warm glow.
- Complex lines. This technique requires a lot of time and effort – it is being replaced by simpler, more elegant solutions.
- Neon colors are too bright. This trend in eyeliners and shadows is slowly but surely fading away – replace them with universal products for everyday looks.
- Super glossy eyeshadow. They often create the effect of oily eyelids. Try satin and semi-matte textures, they look more natural.
- Overuse of products. The trend towards layering in products is giving way to a minimalist approach. Apply less, but more, to achieve a fresh, natural look.
What is important to pay attention to when creating trendy makeup?
Emphasize natural beauty, choose minimalism and comfortable textures. Light shining tone, natural eyebrows and soft accents on lips and eyes will create a fresh, relevant image. Follow the principles of sustainability and individuality, then your makeup will always be in trend.
Why is it so important to choose quality brushes?
This is the key and foundation of flawless makeup. They ensure even application of products and allow you to achieve professional results in home makeup. An important point that many do not think about: good brushes made of soft materials protect the skin, prevent irritation and help save makeup by evenly distributing it on the surface of the face. Investing in quality brushes makes the makeup process enjoyable and effective. You will enjoy the process every time.
What are the main features of an ideal brush? What should you pay attention to when choosing?
Keep a simple checklist – these points will help you choose a good tool that will serve you for many years:
- Pile quality. Make sure it is soft, dense and smooth. Powder products require natural, cream products require synthetic.
- Construction. Choose a strong ferrule so that the bristles are securely attached and do not fall out.
- Handle. Evaluate the comfort by length and weight; the material should not slip in your hand.
What to expect in your brand's new collection? Who will benefit from these tools?
This will be a line for professionals. Each tool will allow you to create makeup for any occasion as easily as possible. I paid special attention to brushes for the main trends – natural tone and light correction.
How to properly care for brushes so that they last longer?
First, clean them regularly. Wash them with a mild shampoo or special product once a week. Dry them horizontally or with the bristles facing down, so that water does not get on the ferrule. Store the brushes in a clean and dry place, for example in an upright glass or case. Use them carefully, do not press too hard on the bristles when applying products.
What are the main rules for summer makeup?
There are basic principles for creating summer looks that you can start from. On this basis, you can easily experiment with any trends:
- Naturalness and freshness. Use lightweight foundation for a natural glow.
- Sun protection. Always apply SPF to minimize the damaging effects of UV rays.
- Water resistance. Choose mascara and eyeliner that won't run in the heat and…
