Dare to bare with Shameless, Marc Jacobs Beauty’s new youthful-look foundation

Dare to bare with Shameless, Marc Jacobs Beauty’s new youthful-look foundation

Ready, set, shameless

Text: Angelyn Kwek

Marc Jacobs Beauty is redefining ‘living in your skin’ with its new 24-hour longwear foundation

When they're the go-to name in face paint for icons like Cher for her 2017 Billboard Music Awards performance and Lady Gaga at Super Bowl halftime, you can bet Marc Jacobs Beauty knows a thing or three about makeup. Having had the prestige (and experience) making up so many famous faces — with regulars Selena Gomez and Emily Ratajkowski even commissioning its global makeup ambassador Hung Vanngo for editorials and red carpets — the brand now launches a foundation that encapsulates everything skin ought to be: Fresh, natural and hydrated.

Cheekily named 'Shameless', this all-in-one product packs the pigmentation of a medium coverage base with exceptional hydration and flashback-free SPF 25. Buildable to full coverage but never cakey, the oil-free formula is designed for 24-hour wear without ever settling into lines thanks to an infinity milling process patented by Marc Jacobs Beauty. This technology also lends the foundation its clever self-setting capability, allowing for an unbelievably fuss-free application that blends seamlessly into the skin. Slated to be a real makeup life changer, here's what you need to know about getting your Shameless on:

Marc Jacobs Beauty Shameless

The inspiration
Straight from the head honcho, Marc's own shameless attitude is the inspiration behind the foundation. He elaborates: "The idea of shameless and showing your true colors is being who you are, unapologetic and proud. One of the most important characteristics, in terms of a contemporary, youthful look, is not that heavy sort of makeup, but something that's fresh and breathes and allows radiance and the texture of the skin to come through."

The benefits
Besides being the first ever foundation that boasts flashback-free SPF (no more chalky or ashy face syndrome), Shameless also contains snow mushroom — a naturally derived source of hyaluronic acid — and blue daisy extract to provide hydration and soothing effects against environmental aggressors. Together these ingredients work to give you plumped-looking, youthful and radiant skin. Plus the broad range of 29 shades means you'll defo find your fit.

The technique
Designed to complement Shameless, Marc Jacobs created the Seamless Liquid Foundation Brush as the perfect companion to effortlessly build up your desired level of coverage while still letting your natural skin texture come through. With a two-way usage, first use the flat part of the brush to apply a light, even layer. Follow up with a 'pat and pull' motion to dab additional coverage where needed, before swapping to the tapered brush end to blend and feather away edges as the finishing step.


Marc Jacobs Beauty Shameless Youthful-Look 24-H Longwear Foundation is available at all Sephora stores and Sephora online, $74 

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