The Gen Z beauty philosophy favours functionality over bragging rights. Zoomers will cherish a multipurpose blush/shadow stick that fits in their pencil case more than a luxe lippie that puts a dent in their allowance. They choose to invest in products that are high-performance, unique, easy on the wallet and fun. This is especially true with makeup; used as a form of artistic expression, Gen Z’s relationship with makeup transcends superficial needs. Also, products that get the job done with minimal effort are coveted. It is this unique demand that Gush Beauty, a new-age, vegan makeup brand, is trying to fulfil. The cutest user-friendly packaging paired with high-performing formulations that lets you achieve your desired makeup look in minutes, is what Gush stands for. The brand empathises with the young ‘uns trying to juggle a variety of beauty products and has the answer. No more stuffing your makeup bag full of products until the zip gives up with resigned sigh!
Stacked In Your Favour
View this post on Instagram
The 3-in-1 stacked in your favour face palette has a cream-to-powder blush, highlighter and easy-to-blend bronzer in one cute little twisty compact. The formulation is buttery and easy to blend, which gives the skin a healthy radiant look. Formulated with avocado oil and shea butter, the skin-loving compact elevates the makeup’s performance. Avocado oil is highly moisturising, non-comedogenic and an anti-inflammatory agent. Shea butter provides the product with its weightless, creamy, and smooth texture which makes it very easy to contour and melt into the skin to avoid cakey layers. Beauty enthusiasts today are increasingly embracing the idea of minimal, comfortable and skin-like makeup formulas that also care for the skin. And the skincare-infused makeup products from Gush Beauty are ideal to help you jump onto this trend.Â
Re-inventing Makeup Routines
View this post on Instagram
Gush Beauty’s mindfully-crafted products are long-wearing, second-skin feeling, and universally flattering on Indian skin tones. They invite intuitive play, making even less makeup-savvy beauties step out of their comfort zone. Their innovation goes beyond the stacked palette. The Glow Getter hydrating illuminating moisturiser brightens your skin, blurs pores and enhances complexion without masking it. It serves as a moisturiser, illuminator, primer and sun block all in one. The brand’s main goal is to create easy-to-use and fuss-free, wherein five products are equal to twenty. From long-lasting liquid lipsticks like the Play Paint to the 2-in-1 Eyeliner, Gush offers all the essentials for a complete makeup look. What’s more? Gush Beauty’s products are PETA-approved which makes them entirely cruelty-free. All the products are clean, vegan and subjected to strict quality checks before they reach the end consumer.Â
A Unique Proposition
View this post on Instagram
Gush Beauty’s brand ethos lies in allowing its patrons to embrace all aspects of their beauty journey, even the not-so-perfect ones. Cannot splurge on pricey brushes with a students’ allowance? Just use your fingers! A pimple appeared in the most inconvenient time? Instead of trying to hide it under layers of makeup (and failing), just use a cute zit-sticker and step put for the day! Gen Z already adores the brand for its woke nature and conscious products. Their inclusive brand language and unique aesthetics has acquired abundant love and followers. With the brand bringing its A-game with seriously clean, performance-focused, and skincare-infused products, we can’t wait to see more from them!
Photos: Instagram
