Wende Zomnir has proven time and time again that she has her finger on the pulse of beauty trends. She co-founded Urban Decay in the 1990s, capturing the zeitgeist of the decade with grungy shades named Roach, Oil Slick and Acid Rain; then made a shift to neutrals with the 2010 creation of the bestselling Naked palette (seriously, if you haven’t tried it, your daytime smoky eye will thank you); and more recently, surfed the blogger makeup wave—Urban Decayhas become an online powerhouse with 7.4 million Instagram followers.
We caught up with Zomnir during a visit to Toronto, where Urban Decay has a new store at Square One Shopping Centre (as well one at Metropolis in Burnaby, B.C.), to find out what’s on the makeup horizon for 2017.
1. OUR MAKEUP WILL KNOW WHAT SHADE OUR SKIN IS
“Self-adjusting pigments are super fascinating. They’re not at a place right now where you can really use them in foundation yet, but a lot of us just need a little neutralizing—a little more glowy, a little less yellow—and a self-adjusting primer does that really beautifully. It’s like an Instagram filter.”
2. WE’LL EXPRESS OURSELVES MORE WITH MAKEUP
“There’s a trend in makeup that goes back to the original vision of Urban Decay—it’s all about self-expression. It’s not about covering your flaws or being the prettiest girl in the room—it’s really about ‘How do I tell the world my story in makeup? How do I express myself?’ There’s a broader audience for that now, and the world is more accepting.”
3. OUR LIPS WILL BE METALLIC, BLUE, GREEN AND GREY…
“I think the metallic lip is going to grow and grow. The key to being successful with unconventional lip colours is they have to be flattering, not just weird. You can do a blue, but it has to be the right blue. We try ours on a bunch of people, so we can figure out if we need to put more red in the base of the blue, and we tweak it to be more flattering.”
4. WE’LL ALL WANT TO GET WET
“This trend is inspired by the water-spraying that’s happening in South Korea and all the hydration they’re looking for. It’s something that I needed, too: hydration before I primed. I didn’t want anything heavy and thick that would make my makeup slide off, so I made a spray with coconut water and niacinamide. It feels really refreshing.”
5. WE’LL ALL BECOME EXPERTS
“People are becoming more and more their own makeup artists because there are so many high-profile bloggers talking about how to put on makeup. Five years ago, I couldn’t have sold a colour corrector and now I can’t keep a peach colour corrector in stock. And there are so many people who understand that if they’re oily, it does help to put on a primer and not put foundation right on top of their skin.”
6. OUR CONTOURING WILL EVOLVE
“When I’m in a hurry, I just use different shades of pressed powder to do a subtle shift. I think people are going to find their own ways to hack it. Also people are going to become more aware of the appropriate time to wear contouring in full force. Like, if I’m going to a nightclub or having my picture taken—that would be a good time to wear a heavy contour. If I’m going to a picnic in full sunlight, maybe I want to use a lighter touch. People will get better at it, and it will become more subtle and refined.”
From left: Urban Decay co-founder Wende Zomnir; Urban Decay Quick Fix Prep Spray, $39, sephora.ca; Self-adjusting Primer, $38, urbandecay.ca; Vice Liquid Lipstick in Studded, $21, available Jan. 19 on urbandecay.ca
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