K-beauty: All you need to know about the ‘Cushion Craze’

When liquid foundation was introduced, it was immediately deemed a saviour in the beauty world – it made application easier, smoother and far more lasting. However as time passed, beauty connoisseurs began to notice the pitfalls of liquid foundation, namely streaking, caking, or struggling with the amount to dispense. Brands began doling out chunks of money into research to unveil the latest in liquid foundations and though each new product surpassed the previous version, there was always a little something to nitpick on.

Then came the cushion. Thanks to leading Korean beauty group, Amorepacific, a whole new beauty revolution was upon us. In fact the group fronts some of Korea’s highly raved about brands like Laneige, Etude House, Sulwhasoo and Primera. The sponge-like dispensing mechanism made application simpler, more even and a definitely more travel-friendly for touch-ups on the go.

In the last few years, cushion-type products have seen a remarkable growth, not just in the Asian market but in the global sphere as well – from the United States to Europe. Today, the group has sold over 30 million units worldwide. By creating an entirely new makeup category, the group has shaken up the beauty industry and changed daily routines for many women – including the team in Marie France Asia!

Seeing how the cushion craze is sweeping the region with full force, we asked the group for tips on application, trends and simply how the cushion rose to fame.

Marie France Asia: How are the cushion type products beneficial to the consumer?

Amorepacific: It provides “multi-functional benefits” including brightening, cooling, effective base make-up/ touch-ups, UV protection and more” in one, innovative, smart & easy convenient to use package.

MFA: How did the inspiration for the cushion type products come about?

Amorepacific: The simple inspiration behind this innovative technology was a parking stamp. The crisp, even impression it made on paper without running had made an impression on the AMOREPACIFIC development team. The research team took this idea and focused on developing technologies that could control the fluidity and the stability of the make-up liquids. After numerous attempts, the research team found an optimal combination that brought together special urethane foam with 800,000 pores that could hold multi-functional make-up liquid, and a compact-type packaging container.

MFA: Do you think Korea is now the benchmark for beauty trends worldwide? Why is that?

Amorepacific: The recent global ‘Hallyu’ trend has certainly added to the enthusiasm for Korean cosmetics as well. And the Korean market is fast in catching up with fashion/beauty trends. Consumers choose their skincare products very carefully and have high demands for information about the cosmetics they use. Product quality becomes most important in this market, and thus what work here should be more likely to be (and actually are) successful in Asia and also in many other global locations.

MFA: Which cushion would you recommend for different skin types or concerns/age?

Amorepacific: The different formulas for each of AMOREPACIFIC Group’s Cushions provide different benefits – higher SPF, more coverage, brightening properties etc. For example, the LANEIGE BB Cushion that contains the Melacrusher technology helps in brightening the skin, while the Sulwhasoo Evenfair Perfecting Cushion containing the Apricot Kernel Oil helps in reducing the fine lines.

MFA: Can we skip sunblock since the cushions contain such a high level of UV protection?

Amorepacific: Yes that is fine, and it is also okay to use both if you wish for extra UV coverage. What is great is that reapplying sunblock during the day becomes so convenient with Cushion.

MFA: Are the cushions suitable for a wide range of skin tones?

Amorepacific: AMOREPACIFIC caters to local colour palettes and offers different range of skin tones for easy selection.

Read more on K-beauty:

K-Beauty: Our favourite South Korean skincare brands
K-Beauty Essentials: Etude House Play 101 Pencils
K-Beauty: Our favourite South Korean makeup brands
The killer question: How to wear pastel eyeliner?

Tarandip Kaur