We live in a world where everything is instant, we have everything at our fingertips to make our lives easier, more efficient and tailor-made to suit us perfectly. There are many devices and services specialising in personalisation available to us now, simply ranging from personalised coffee cups in Starbucks, to more quirky devices such as apps that can check that you locked the house before you left for work this morning. This new custom-made lifestyle is about to extend to our faces. We are already well aware of the many cosmetic and surgical procedures available to us in which to create a new face – the invasive needle-jabbing, slicing, dicing, nipping and tucking that all occurs on an operating table. But now there are services available to us that allow for a completely personalised visage without the intrusion, pain, recovery or expense of invasive cosmetic procedures.
Two years ago, Boots announced a service offering a foundation colour-matching service, exclusively associated with their No7 range of products (they have since extended this service to lipsticks). It was a huge phenomenon on the high street at the time it was launched, however this colour-matching device miss-matched many customers, myself included. This particular colour-matching service only matches customers to products readily available in the No7 range (as a free service this is, of course, to be expected) so wouldn’t it be great if such a service was available that custom blended foundation to your skin’s own requirements?
Lucy McRae, a ‘body architect’ from Australia says, “there are no boundaries with technology relating to the human body, the future is completely wide open and unknown”. Right now, there are companies that strive to create the ultimate bespoke makeup experience. A La Carte London, based in Knightsbridge, offer custom-blended products such as lipsticks, foundations and concealers from £250. This service allows you go back and re-order your exact shade for a further £50. A small price to pay for a truly tailor-made experience. Beauty blogger Thea Malone likes the idea of a customized shade of lipstick, “That’s such a good idea, because if you want a red, it’s quite hard to find one that suits your skin tone so if you can have one specially made then you know it’s definitely going to work for you”. Fellow beauty blogger Katie Brooks agrees, “The lipstick is a great idea – especially as brands are now bringing out more limited editions. With this you can be reassured that you’ll be able to have it again. It’s heartbreaking when your old faithful has been discontinued.”
Bite Beauty are another company, based in NYC, that have expanded their makeup brand into customisable lipstick shades, launching the Bite Lip Lab in SoHo. Beauty blogger and vlogger Amelia Liana has tried and tested the service with glowing positivity, writing on her blog: “Coming in at around £22 a lipstick in total I would say it’s definitely an experience to try. Simply awesome.” The Bathory is a company that offer a personalised bathing experience with a concoction of your chosen salt mix and oils. I have personally used The Bathory to create my own bath salts, I chose the “Detox” salt with oils of eucalyptus, grapefruit and ylang ylang which were supposed to make me feel “revived, inspired and sexy”. I’m not quite sure how much I would vouch for any of those qualities, I personally just smelt nice. But I’m always down for a gimmick (or four).
A recent beauty release is Charlotte Tilbury’s Supermodel range of products, boxes with a full face inside that also provides a handy tutorial video that begins playing as the box is opened. With a choice of “supermodel” looks, Tilbury shows us how simple it really is to create a better version of our faces. And who wouldn’t want to look like a supermodel?
With technology evolving faster than some of us can apply mascara on the way to work in the car whilst eating breakfast (it’s true, some of us can do that…), it’s no wonder that revolutionary services in the beauty industry are being brought to our attention. Experts say that in the not-so-distant future we will have fully customised hair care, skin care and makeup regimes. Now if that is not an example of a 21st century face, then I don’t know what is.