Powder has developed a bit of a bad rep, what with feeling heavy and cakey, and creasing in all the wrong places.
First made popular in the 1930s, until recently, it's arguably lacked the finesse of modern makeup (like foundation) which, over the last decade, has been fine-tuned, finely milled and given a twenty-first century makeover. Now, it's the turn of powder as next gen technology is pushing it forward and into the future – problem solving issues that have turned many into powder refuseniks.
With brands offering up options that promise to smooth, set and even hydrate (yes, really), powders are undergoing an essential overhaul. Take By Terry's Hyaluronic Hydra-Powder, £42, for instance. If you've always hated the chalky feel of powder on your skin, powder-encapsulated spheres of hyaluronic acid dispense a seamless sweep of cashmere-soft, oil-balancing powder on skin, while the hydrating microspheres settle into lines to plump them out and prevent creasing. And, Becca's Hydra-mist Set & Refresh Powder, £32, works in much the same way: it looks like a powder, but feels like a refreshing face mist.
Likewise, Hourglass helped change the game with it's radiant Ambient Lighting Powders, £42 – proof that powder doesn't have to mean matte, they give skin a healthy dose of soft-focus (and skin flattering) glow while simultaneously mopping up excess oil. In fact, there are now endless weightless, silky-soft powders, from the almost invisible (to set your base in place), to the beautifully pigmented (to give you some coverage), with Chanel, Charlotte Tilbury, Laura Mercier and countless others all offering solutions up.
As for applying? Techniques around this have come on, too. Forget window-washer movements across your entire face, instead opt for tactical application, just where you need it (lightly under eyes, around the nose and across the T-Zone).
So, you can forget thick, claggy iterations and instead, call on the new guard to keep our makeup in place, ward off shine, blur lines and give seamless coverage. All, in just one sweep.