IMATS LA Preview: Mehron

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Mehron, known for their theatrical makeup, arrived at IMATS with ONLY their beauty line this year.

They wanted to display makeup for the everyday user, instead of makeup for the professional stage, film, or theater.

Their new Celebre HD foundation is made with Aloe Vera and Vitamin E, and is made to start sheer but be buildable.  They wanted girls who are anticipating in living in an HD world (even if it's just getting your picture taken on an iPhone for Facebook!) to look flawless, without looking ashy or "flash"ed out.

They are also introducing their Intense line - Highly Pigmented Pressed Matte powder with a built in primer.  You can apply this to bare skin and you get intense, bold color, without needing to layer and layer to build the color.  I saw a lady test the old black and the Intense black, and it was amazing the amount of difference you could see.  The original black looked okay but next to Intense black, the original black immediately looked faded and blended in.

 

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