M.A.C Goes Mineral

M.A.C To Launch ‘In The Groove’ Mineral Make-up Range

Utter the words “mineral make-up” and you’ll be hard pushed to find a woman who hasn’t had a bad experience. Yet with more and more luxury brands dipping their brushes in the mineral pool, the days of patchy coverage and suspect staying power are gradually becoming a thing of the past. One brand we can rely on to get it right every time is M.A.C. With their new ‘In The Groove‘ collection, high fashion meets quality mineral formulas that are ideal for creating the tie-dye effect eyes at the Mary Katranzou (right) and Mark Fast SS10 shows.

To get the kind of sheer luminosity most of us can only dream of, the Mineralize Skin Finishes (£28) come in everything from By Candlelight (a golden pink) to Comfort (Golden Bronze) – and are nicely complemented by the Mineralize Blush Duos (£24.50). Play it safe with the satiny caramel shades or get into the latest trend in cheeks: lilac. The new Hang Loose blusher comes in a duo of bright pink and a pearly lavender that looks terrifying in the compact – but when washed subtly beneath cheekbones, gives the kind of strobe-lit iridescent contouring that literally seems to light the complexion from within.

The star of the Groove show however has to be the Mineralize Eyeshadow Trios (£15) that cover everything from beige to deep burgundies, greys and teals. The effect? A suede-like texture that M.A.C Senior Artist, Terry Barber is tipping as the trend to take us forward into AW10.

“We’re starting to see make-up that has more of an affinity with the skin,” says Terry. “Mineral make-up creates a kind of smooth softness that makes eyes and skin look beautiful- but also really well conditioned.”

Application though, is the key. Backstage at the shows, make-up artists were filling in lids with eye pencils then tapping frosted mineral shadows over the top with the fingertips to give a kind of suede-like texture. Work it now – before everyone else does come autumn.

M.A.C In The Groove Collection, available from July.