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Maximalist Beauty, Minimal Effort: The New Rules of Hair and Makeup
Beauty is entering its more-is-more, but make it effortless era, and TikTok is helping lead the shift. From five-minute GRWM videos and rapid-fire beauty routines to multitasking product hacks, today’s feeds are redefining what consumers expect from their routines: maximum impact with minimal effort. What starts on the feed is increasingly shaping what happens on the shelf, with beauty brands responding through bold, high-impact color and multifunctional formulas that work harder and tackle multiple concerns in one go.
Enter Wet n Wild, the iconic L.A. beauty brand known for vibrant color and standout formulas, and HASK, bringing targeted haircare designed to address everything from scalp care and repair to volume and manageability – both reflecting a new approach to beauty that is rewriting the rules of how we get ready.
FACE: Make Every Detail Count
The current makeup mood is all about statement details. Rather than committing to an elaborate full-face routine, beauty lovers are using high-impact products to transform their look – think unexpected color, blurred skin, feathered brows and glossy lips.
Wet n Wild Chameleon Chrome Liquid Eyeliner in Astro Pulse
For eyes, it taps into the growing appetite for multidimensional makeup. Its light-catching color shifts and shimmers from different angles, turning a simple liner into an instant statement.
Wet n Wild Ultimate Brow Pen in Dark Brown
Brows are taking a softer approach. Its precise pen creates fine, hair-like strokes for a naturally feathered effect, with a waterproof, smudge-proof formula that lasts up to 16 hours. The result is defined, fuller-looking brows without the overly sculpted finish.
Wet n Wild Mother Fluffer Cloud Blush in Rose the Roof
Cheeks are embracing the cloud-soft makeup trend. Its ultra-airy cream-to-powder formula melts into the skin for a soft-focus flush, delivering bold color with a blurred-matte finish.
Wet n Wild Photo Focus Loose Setting Powder in Soft Pink
Complexion is getting a glow-forward update. The lightweight powder sets makeup while helping blur imperfections and minimize shine, leaving skin looking smooth with a subtle pink tint.
Wet n Wild Mega Inky Lip Color in Desert Crush
Lips are making a case for long-lasting, high-impact color. Its intensely pigmented formula delivers a smooth matte finish for up to 16 hours, making a single swipe enough to create a statement lip.
Wet n Wild Lip Oil Injector in Shimmer Me Baby
Glossy lips continue to have their moment, with a focus on plump-looking, high-shine finishes. The lightweight formula delivers a tingly lift and smooth, glossy finish for an effortless juicy-lip effect. Available at leading UAE department stores, hypermarkets, pharmacies, and online at www.amazon.ae , www.noon.com , www.glambeaute.com , and www.namshi.com.
HAIR: Healthy-Looking Hair Starts at the Scalp
The same desire for effortless impact is making its way into haircare, with scalp health, volume and multifunctional formulas becoming increasingly central to the routine.
HASK Tea Tree Oil & Rosemary Invigorating Shampoo, Conditioner & 5-in-1 Leave-In Spray
Scalp-first haircare is becoming an essential part of the beauty routine. Infused with purifying tea tree oil and rosemary, the range helps lift build-up and impurities while cleansing, soothing and revitalizing the scalp. The conditioner helps rehydrate and seal in moisture and shine, while the 5-in-1 Leave-In Spray detangles and moisturises while adding body and shine, controlling frizz, preventing breakage and providing heat protection up to 400°F/205°C.
HASK Biotin Boost Thickening Shampoo, Conditioner & 5-in-1 Leave-In Spray
Fuller-looking hair is firmly back on the beauty agenda, with volume-focused routines moving beyond styling and into everyday haircare. Infused with biotin, collagen and coffee, the range helps promote thicker, fuller-looking strands, while the conditioner detangles and softens. The 5-in-1 Leave-In Spray completes the routine by adding body and shine, controlling frizz, preventing breakage and providing heat protection up to 400°F/205°C.
Available at major hypermarkets and supermarkets across the UAE and online at www.glambeaute.com. Beauty is moving beyond the rulebook, with individuality taking center stage. Instead of sticking to one signature look, today’s routines are about experimenting, adapting and choosing products that work around you – not the other way around. To discover more and keep up with the latest news, product launches and beauty updates, follow HASK on Facebook and Instagram at @HASKUAE, and wet n wild on Facebook, TikTok and Instagram at @wetnwildintl.