Hourglass taps into skincare-infused makeup trend with debut liquid blush

Hourglass Cosmetics has unveiled its biggest launch of the year so far, a new "innovative" liquid blush that promises to plump skin while delivering long-lasting, buildable colour.

The latest addition to the brand's blush portfolio attempts to elevate the skincare-makeup hybrid category as more and more beauty brands introduce skincare-infused makeup.

It comes after "skinimalism" was named as the number one makeup beauty trend of 2023 by Cult Beauty. The trend encourages a minimalistic approach to makeup, whether it's less foundation for a natural look or the use of hybrid formulas for maximum impact.

Infused with a unique blend of hyaluronic acid and upcycled white lupin seed extract, the serum-like formula works to instantly smooth and plump skin for up to 12 hours.

It also features a precision dropper, allowing users to customise their desired look, from a soft wash of colour to a vibrant flush.

Carisa Janes, Founder and President of Hourglass Cosmetics, told TheIndustry.beauty: "I wanted to create a liquid blush that provides buildable, natural-looking colour that lasts all day. We developed this formula alongside our No. 15 Blush Brush to have effortless blendability for a seamless flush of colour."

Arriving in seven "ultra-blendable" shades, including pinks, berries and corals, the new Unreal Liquid Blush is now available in the UK at premium beauty retailer Space NK.

To celebrate the launch, Hourglass has partnered with Argentinian artist Andrés Resinger for an installation that "merges the digital and physical realms" in New York.

Reisinger has created a rare physical installation, bringing his viral pink-hued aesthetic and other elements from his globally renowned "Take Over" digital series to life to coincide with the brand's new Unreal Liquid Blush pop-up on Prince Street.

Founded in 2004, Hourglass aims to "redefine luxury cosmetics through innovative formulas, cutting-edge performance and covetable packaging". In the UK, the brand is available at a number of big retailers, including Space NK, Sephora, John Lewis, Cult Beauty and Harrods, as well as its own website.