Claim Your Soft Power... by Doing Less
Why are we putting so much STUFF on our faces?
Today’s issue is free for everyone courtesy of ILIA Beauty.
If eyes are the window to a woman’s soul, then I suppose we should dress them accordingly. But who wants old-fashioned, heavy drapes? Too fussy! I’m calling in soft, fluttery accents that float, flirt, and let the light in.
Think: a swish of soft latte brown on the lid. I didn’t know you had green in your eyes! Then, a barely-there whisper of perfect brown mascara in an indulgent shade of chocolate.
Drawn in yet? Imagine finishing with plump, dewy skin kissed by just a touch of tint.
Makeup, like our feminine power, doesn’t need to shout. It speaks for itself, often quietly, beckoning someone to lean in. Simple, subtle, effective.
I feel like I have the secret, and I wanted to tell you the secret in case you’re like me and like a five minute — but still beautiful — face in the morning.
I would have talked about ILIA anyways, but you love to see a brand line up with content and want to collaborate rather than dictate. I was inspired by their new Brown Mascara, “Before Dawn”, which launches today.
P.S.: Use code THELOVELIST for 15% off your first order at ILIAbeauty.com.
My eyes are so sensitive. Eye makeup typically isn’t fun for me. It looks great from the jump, but halfway through my day, it’s running down my face because my eyes are watering so badly.
I also think wearing a lot of eye makeup ages people. Heavy blacks, super smokey eyes, and clumpy doll lashes just don’t look right to me. So I generally consider myself an eyeshadow evader… a mascara minimalist, if you will.
Then my friend Liz sent me box of ILIA products like, “It’s clean, it’s gentle, get into this.” I’ve put a lot of friends onto their Super Serum Skin Tint (mineral SPF 40!) over the years but it didn’t occur to me to check out their other stuff without her urging. Then I saw my friend Joyce with this youthful poppy shade on her cheeks. Also ILIA, it turns out.
I’m the type to dive into the deep end so I went for the Limitless Lash Mascara first, figuring I would end up giving it away. I did the usual wear test expecting to be rubbing my eyes within the first hour but instead, I forgot it was on.
This stuff goes above and beyond the what I’ve come to expect from mascara (which, in fairness, is nothing).
I think it’s the flake-resistant formula that does it. Tubing mascaras would always flake into my eyes, and waterproof formulas would dry out and do the same. And getting them off at the end of the day was always a nightmare; double-cleanse, Micellar water, eye makeup remover… and still little rings under my eyes in the morning.
But this one’s boosted with arginine (an amino acid used in beauty for its moisturizing properties) and organic shea butter. So it nourishes and conditions lashes with each swipe rather than sucking the moisture out and making them, um… crispy. And despite the sturdy formula, it somehow rinses away easily with just warm water, no scrubbing or tugging needed.
There’s a little dual-sided wand—the shorter side curls and lifts, while the longer, comb-like side separates and lengthens with precision. (Read: it’s buildable).
I’m very, very into their new deep brown shade, “Before Dawn”. For someone hazel-eyed like me, it makes the green flecks in my eyes pop, but I imagine for someone with blonde or red hair it would also be much more natural-looking than basic black.
I wear it with zero eyeliner and a swipe of the brand’s Eye Stylus Shadow Stick in a warm brown called Brocade. It makes for a super polished daytime eye without looking like I’m wearing makeup makeup.
It’s the definition of how I want to emote soft power with makeup: a strong, feminine eye that isn’t laden with discomfort. We’re all doing too much to our faces. Reclaim your routine = reclaim your time.
If you’ve been here awhile, you know I love to talk to female founders about what makes them tick. By diving into the taste of the tastemakers, we get a little insight into what moves the women who are shaping industry culture.
Ilia Founder Sasha Plasvic was one of the first to challenge industry standards by insisting on ingredient transparency. So what else meets her exacting standards? She tackles our Boxcutter Questionnaire, below.
My best fashion investment was a: Marfa Stance Shearling Quilt Jacket years ago. So comfortable, warm, different and unique. I’ve bought a few more pieces that I rotate continuously through various seasons. They naturally became a wardrobe staple.
A beauty product I am always reaching for is: our Face Base Milk And Barrier Build Cream. Together they bring my skin into harmony by reducing redness and soothing, as well as plumping and moisturizing.
If I could, I would spend all my money buying: more time with my kids. This may seem like an odd answer, but I am in a better position financially today than I was a few years ago and the one thing I can’t buy is time.
Something I just bought for my home is: several pieces of art from Tappan Collective. They feature extraordinary up and coming artists, and piece by piece I am slowly filling in the white space on the walls in my home.
Something I am always re-purchasing is: Cymbotika Liposomal Vitamin C and Magnesium. They absorb so quickly. I can’t live without them while traveling.
Something I just bought to wear this spring is: Alaia leopard criss-cross flats. They look great with jeans and a white t-shirt, but add a little extra on the days when you want more.
Ilia mascara is excellent it’s one of only two mascara brands I’ve repurchased over the years!
Influenced! Bought the Ilia mascara and eye color. Very excited to try, as a sensitive eye person. 🤞