Well, I think it’s pretty obvious who this collection is targeted to! Each item (there are 17) is designed to do something that makes you seem Instagram filtered, so the Flash Photo Powder has a blue cast which apparently brightens skin tone and reflects light. All I can say about this is that my postman felt the need to ask me if I was unwell when I answered the door wearing it. Without going into a big long rant about Instagram pressure, filtered images and one-look-fits-all, there is no doubt that Primark is tapping into a heavy trend.
There’s a mattifying primer balm, lip liners, nail polishes and liquid lipsticks (satin finish) with an over-riding Kim/Kylie neutral colour palette. To be fair, they’re very flattering, perfectly on trend and with prices starting at £1.50, not much to complain about, if I exclude the obvious. I did notice with the liquid lipsticks that they’re thin – you need two coats, but after that they’re fine. I also like the nail polishes – exactly my shades. Just call me Kris.
Shades above are IT Girl (bottom) and Nude Selfie (top) – the latter being that grey-washed nude that’s a huge trend at the moment.
Try not to be put off by the InstaGirl title that skews this range at low teens in my view: apart from the Flash Photo Powder which will make you look ghostly and ill, it is what it is – budget beauty that is affordable enough for a quick fix of something new that won’t break the bank.
When I look in store at Primark beauty, I’m always full of ideas for it – it’s quite bitty and not cohesive particularly, with very few innovations. It’s pretty safe and I’d love to see it get more exciting and less predictable.
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