How a circular cloth is changing the way we tackle make-up removal
IT’S one of the more tedious parts of a woman’s skincare regimen.
Most of us know that taking off make-up before bed is an essential step in achieving a clear complexion.
But cue a late night and a few wines under your belt and the idea of scrubbing, scraping and exfoliating layers of makeup away is almost as painful as the impending hangover.
It takes time — and that time means women often simply break the rule, and wait until the morning.
But two Aussie mums, both guilty of going to bed with a full face, decided there must be an easier way to wash away the day — especially for those short on time.
Rebecca Williamson and Lizzy Pike have seven children between them — including a set of twins each - and first came together 20 years ago while living in Sydney.
Like many mums, the duo say they are time poor and always on the search for time-saving hacks.
Williamson and Pike also wanted a simple solution for removing makeup when on the run or after a night out that didn’t require too many steps, time, chemicals and waste.
“Taking make-up off is a bit of a chore,” Mrs Pike, who is based in Sydney, told news.com.au.
“I’d have to spend 15 minutes taking it off. We both have teenagers, and they are notorious for not properly taking off make-up at night.
“We thought there must be an easier way.”
Working with microfibre for more than 15 years in another business venture with her husband, Mrs Pike knew how well the fabric technology worked in cleaning.
Eco-friendly and chemical-free, the pair wanted to incorporate microfibre in a way that simplified the removal of make-up.
“We wanted something gentle on the skin, and that didn’t require chemicals,” Mrs Williamson, former wife of Prison Break star Dominic Purcell, told news.com.au
With that, the pair created the Face Halo — a plush, circular microfibre textured make-up removal pad, that only requires a splash of water to remove any type of cosmetic.
Launching three weeks ago, it’s been dubbed the ‘game changer’ in the removal of makeup.
From long wearing foundation to highly pigmented lipsticks, Mrs Pike said the Face Halo dislodges oil and trapped make-up with a gentle circular motion around the face.
“Microfibre isn’t new, and it is used in a tonne of different ways,” she said.
“But it is 100 times finer than human hair, and by mixing the Face Halo with water, the fibres get deep down in to the pores and lift out trapped makeup, dirt and oil off the skin.
“The water becomes the solvent, and without having to use any chemicals, it’s ideal for sensitive skin types.
Retailing at $22 for a set of three pads and able to withstand 200 machine washes, beauty blogger Chloe Morello is also on board as the “face and adviser” of the brand.
According to Mrs Williamson, the Face Halo’s biggest market is the U.S. (where they are registered as a business), as well as shipping to Australia and Hong Kong.
While only trading online in their first month of sales, the duo hope to expand in to the retail market to cater for Australia’s ever-growing beauty demand.
In a report released by Euromonitor, Australia’s strongest-performing categories include sun care, skin care and colour cosmetics.
Social media has had a strong influence on beauty and personal care in Australia, with consumers increasingly living their lives online.
“Social media acts as a cost-effective, brand-building tool for companies, allowing them to increase brand-awareness, share beauty tips and announce new product launches,” the Euromonitor summary read.
“Many companies have built a strong base of social media followers, supporting growth and encouraging brand loyalty. Social media is impacting consumer behaviour, with consumers frequently sharing their product experiences and looking to achieve the perfect and flawless look in images they share.
“An obsession with image and a desire to look photo-ready at all times has led to manufacturers launching products targeting this trend.”