UP Cosmetics

[unpaid/sample] So, here’s a new beauty brand that came in like a lion last year – like it’s always been here and deserves its place alongside longstanding names. No surprises that it’s founded by two entrepreneurs who have history in the industry and clearly understand the market.

Of the products I was sent, the 5 Second Eye cream eyeshadow is my favourite – it’s pigment packed and delivers as one smooth glide onto the lid. It reminds me of the Victoria Beckham Lid Lustre in feel although it’s less metallic in looks although you will get a decent lid gleam from it.

You don’t need a lot of it and I think it has a high water content so keep it fully sealed at all times. You can use it just as a light line or a full lid and at £16 is very nicely priced. The shade I have here is Brownie.

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Next in the favourite line-up is the lip gloss selection – there are three all named after famous global towns – Las Vegas, Dubai and Como and all are sheer. Dubai is absolutely my colour in a glassy peach shade that has a lot of light behind it. There are so many light reflecting particles that it looks extra shiny and your lips look glowing rather than glittering. Las Vegas is the opposite – it’s brim full of shimmer that reflects with gold and pink – very glamorous.

So, here we have Brownie, Las Vegas and Dubai. They’re £18 each.

Next up, is the Ten Palette. It’s a very workable palette if you prefer a neutral colourway – personally, I’d like to have seen less matte and a bit more shimmer but the first (larger) pan contains Silk Shimmer that can double as shadow or highlighter. It’s very, very glimmery and in such a fine mill that you can use it as a lid topper (I like this kind of thing on a bare lid) over any other shade. The last (larger) pan is contour which I didn’t know we were still doing :-).

I nearly ran out of arm for the swatches! But from bottom to top : Silk Shimmer, Source, Copper, Bronze Age, Chocolate, Soft Brown, Golden Rule, Almond, Alchemy and Power Sculpt. It’s £50. When new brands spring up (it’s new to me at least – I’m not sure when it was exactly founded) I always feel a bit cynical that they’re prepping for a fast venture capital sale by ticking all the predictable boxes. Whether that’s the case with UP or not, it has got warmth and personality to it and seems to have its own mind rather than being the aforementioned box ticker. It’s not a huge collection but everything is beautifully done – packaging is great, products are immaculate quality and it’s at Boots HERE.