The cosmetic industry’s dizzying annual array of new products is daunting for consumers, but Paris-based brand Make Up For Ever is coming to The City to help people discover hidden secrets in their own makeup bags.
On Saturday and Sunday at Stonestown Galleria, Make Up For Ever — which has the best-selling foundation at U.S. Sephora stores, and fans including Madonna, Anna Paquin and Kourtney Kardashian — will host 30-minute, by-appointment “Make Up Bag Remix” sessions in which professional artists show customers how to properly apply makeup they already own.
“The biggest positive thing that comes out of the experience is always leaps in education,” says Make Up For Ever artist-educator J’me Williams, who trained in Paris with company founder Dany Sanz.
“People tend to buy tons of things, but don’t use them or don’t use them correctly.”
Another common mistake is keeping cosmetics around too long.
“Mascara doesn’t get thrown out enough,” Williams says. “It has a shelf life of four to six weeks. It’s like a gallon of milk; once you open it, the expiration starts ticking.”
Also, brushes are rarely cleaned enough. Williams recommends weekly rinses with shampoo and conditioner.
At the sessions, clients will receive a new makeup bag, a custom chart detailing products used and product recommendations, as well as post-makeover photos taken by a professional photographer.
There also will be quick touch-up foundation stations for people without appointments.
“We encourage everybody to come out and learn,” Williams says. “Our brand is about education, so no matter where people may find us, they don’t just walk out with a new product, but with a new technique that they can do at home.”