26.05.2024

HOW DOUBLE WEAR CHANGED FOUNDATION FOREVER

When Estée Lauder debuted its Double Wear Stay In Place foundation in 1997, it became an instant success.

Estée Lauder

Words by Lucinda Dordley | Images: Supplied / Estée Lauder

When Estée Lauder debuted its Double Wear Stay In Place foundation in 1997, it became an instant success.

Lauded for its soft-matte finish, oil-free formula and long wear, Double Wear Stay In Place foundation is still as beloved now as it was when it launched.

Estée Lauder

Estée Lauder was started in 1946 by Estée and her husband Joseph Lauder. They started by selling just four skincare products plus perfume and got their name out by performing demonstrations at various beauty salons.

A mere 2 years into getting their business off the ground, Estée Lauder received its first department store order. They sold $800 worth of skincare products to Saks Fifth Avenue in New York City.

Estée wanted to ensure their customers would have a high-end experience when buying the products. This led to them including a gift with every purchase - a mechanic that many brands and retailers still use to ensure customers become return shoppers.

After revolutionising the world of perfumes with their Youth Dew collection - an ambery scent that doubled as a bath oil - the company soon secured their first international account in the 1960s by supplying Harrods, a London department store.

Estée Lauder

The very first Double Wear Stay-In-Place foundation spokesmodel was Elizabeth Hurley, who at the time was the epitome of ‘90s glamour and chic.

Its oil-free formula made the long-wear foundation appealing to people with different skin types, including those with oily skin.

In 2005, the brand recognised that the make-up industry needed more inclusion, and thus expanded its shade range. Ethiopian-born model Liya Kebede became the face of Double Wear, offering skin tone shades that were still underrepresented within the beauty industry.

Currently, there are still many issues with inclusive foundation shade ranges in the beauty industry. Estée Lauder, however, has quietly been keeping up its inclusionary progress, with Double Wear sporting a 59-shade range with several finishes.

Estée Lauder

The Double Wear range has expanded to include several products since its launch in 1997, including Double Wear Stay-In-Place Matte Powder Foundation with SPF 10. It can be layered over its liquid counterpart as a setting powder for an ultra-matte finish or used on its own.

The Double Wear Matte Powder Foundation is versatile as how it is applied determines its finish and coverage. The foundation reduces the look of pores, controls oil and shine for 12 hours, and is sweat- and humidity-resistant.

The coverage can be adjusted with the two-sided applicator. The sponge side can be used for full coverage, while the velvety side is used for medium coverage. When the applicator is dampened, it turns the foundation into a sheer coverage finish.

Since 2006, a number of Double Wear products have been introduced, including mascara, lip liners and concealers.

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