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Water-Based Foundation, Glow Makeup Lead Cosmetic Trends in US

Spate reveals what beauty shoppers are seeking for the holiday season.

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By: Lianna Albrizio

Associate Editor

With skin type and vibe dictating consumers’ foundation choices, the skin perfector resonates with all types of beauty lovers.     For one, there’s the makeup minimalists with the mantra “a little bit goes a long way” with skin tints and serum foundations. And there are those makeup aficionados who opt for heavier coverage and matte formulations.    This holiday season 2023, analysts at Spate found that searches for foundation are spreading, particularly water-based and glow foun...

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