I get it — some people want to remove all signs of oiliness from their complexion. But dewy skin, for me, has always felt more fun, more natural, and more lively. If your beauty icon is also a glazed donut then Glossier's latest launch is for you.
As of Monday, October 14, please welcome Futuredew, the brand's first oil-serum hybrid. Glossier describes the one-ounce bottle as "your skin, but glowier." If the Glossier aesthetic is bright, natural-looking skin, Futuredew has it distilled down to one product. The product description reads: "You know that dewy sheen you get after you put on all your serums and moisturizers? The one that looks so good but evaporates as soon as you leave the bathroom? We created Futuredew to bottle that effect and make it last." And in the process they essentially created a new category: aesthetic skin care.
The glazed-donut aesthetic comes courtesy of a mix of oils, hydrating ingredients, and light-reflecting particles to up the glow factor. More specifically, the formula contains a mix of jojoba, grapeseed, evening primrose, and rosehip oils. We've also got sugarcane-derived squalane, a moisturizing ingredient that's popular lately for its antioxidant benefits and natural pedigree. The formula also promises to work on skin brightness, courtesy of fruit extracts.
"We get a lot of half-joking Instagram requests like, 'How do I get the skin that's inside that ad campaign?' or 'How do I bottle up that Glossier glow?' And so that was a lot of the inspiration behind why we went after and created this featured product," Kathy Pazakis, Glossier's VP of product marketing development, tells Allure. "One of the things that we've been talking about a lot this year is how we want to make sure that we're really honing in on this 'skin first, makeup second' approach because it's become so core to Glossier, and glowy, dewy skin is so synonymous with Glossier."
But Futuredew wasn't created only for people who already have that Glossier ad-level skin. It's true for everyone who wants to look like they just emerged from an incredible facial. "We sometimes get comments like, 'Oh, Glossier is for people who have perfect skin already.' And yes, I mean, the models look amazing," Pazakis says. "But one of the things that we really loved about this product and we thought a lot about when we were developing it is how it works no matter where you are in your skin-care journey."
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