It’s skin tones: plural.
Inclusion, in fact, is the idea on which the beauty brand Flesh is based: a beauty that should embrace darker and fairer skin tones equally, not settling for the traditional (and paradigmatic) peach-rose-beige color to define “nude.”
Because “nude” is not one single shade, and it’s definitely not possible to box it into a few labeled, geographically divided areas of the world without considering the different undertones and shades that, together, compose the rainbow that shines inside word “nude.” Flesh chose to describe itself through a product range that enhances natural beauty and with three words that put forward a message that is certainly powerful:
Uncensored. Unfiltered. Unapologetic.
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Pills of History
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Today we discover a brand that values personal choices (both in products and colors) and natural beauty, encouraging its customers to enhance what they have through a range of ever-growing products.
Born from the mind of Linda Wells, founder editor in chief of “Allure” and chief creative officer for Revlon, Flesh is not just the average copycat of the other brands already owned by the American cosmetic group. Flesh is, in fact, the first prestige brand of Revlon, and Wells (who came up with the idea in July 2017) refers as it as an “indie brand within the company,” putting Flesh on a level, also with communication and Social Media-wise, that is completely different than the other names that belong to the Company.
Also, the brand is based on a positive and powerful message that wants to encourage millennials (but not necessarily limiting the audience to the young generation) to be more “themselves” in an unfiltered and non-guilty way. The hope is to free people from the chains of what beauty is supposed to be and to encourage them to focus more on what it represents for each of us. Because let’s face it, beauty is not a paradigm. So, despite being initially labeled as “gross” by Instagrammers because of its unusual name, Flesh beauty turned it a powerful tool to deliver an equally powerful message, communicating through a vast range of beauty products, from foundation to concealers to eye palettes, for all tastes and necessities (and flattering for all skin tones). Two years after its release in September 2017, Flesh is still currently available only in the USA.
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The Mission of the Brand
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“When you were little, you probably reached into a box of crayons and found a peach one labeled ‘flesh.’,” says Linda Wells regarding the name of the brand. Being a former editor herself, Wells knows the power of a single wrong but generally accepted definition, and the problems it is likely to stir. In the modern world, when we speak of flesh or nude nuance, the first thing that comes to mind is a peachy-beige that sure defines flesh…well, at least, one shade of it.
The problem is that is not really only one color. It’s a big pocket that groups up a lot of different shades, from beige to tan to dark and deep tones with different undertones: uniqueness is a thing, and it matters. And this is exactly the problem that the brand tackles head-first, taking the name of something that is on everyone, something that is always different, and yet so often uninformed and flattened. Thus, the flagship product of Flesh couldn’t be but its foundation: starting from the stick foundation, available a range of 40 shades, Flesh has since then grown into a full-round brand that embraces colors, textures, and products that promote not only beauty and inclusion, but self-expression.
Besides the honorable ideology of the brand (which is pivotal in the era of Beauty 2.0), however, the products play a part that is just as important as delivering the right message. With a thorough research and an exciting signature packaging (minimal, with the “Flesh” trademark written in millennial pink, while often the plastic packaging of the foundations and concealers mimics the shade of the product itself) the brand keeps prices low and quality high, with products that have a great delivery – like the Lip&Cheek gloss Fleshpot – and a wide range of shades.
Slowly but steadily, Flesh Beauty is checking all the boxes to become a Must-Have brand in the near future (and we hope that 2019 will make it available worldwide).
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Our Favorite Flesh Products: The Shining Stars
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Firm Flesh
The signature product of the brand, each one of the 40 chubby sticks is multi-purpose and easy to carry around. The feeling is soft, not hiding the texture of the skin, and you can choose a darker or lighter shade to use it as a contour stick or a concealer: it’s really up to you!
FleshPot
This product is a peach gloss with a lightweight, non-sticky formula, enriched with pink and gold pigments. It gives eyelids, cheeks, and lips that sheer extra kick of shimmer when you wear it above makeup.
Flipbook
All glow, no mess? The Flipbook is precisely one of the groundbreaking products that make us love the concept of this brand.
The sheets in this book are permeated with bronzer, blush or highlighter: just apply it where needed for instant radiance without the fuss.
Proud Flesh
Available in 8 shades and flattering for every skincare, this luscious liquid lipstick has a matte finish and an almost weightless formula that makes it super-comfortable to wear.
Hide the Evidence
This double-ended concealer (in 11 shades) has a slightly different tone and texture at each end. The built-in brushes and light formula are perfect for hiding everything, from under-eye circles, blemishes, brown spots and scars. A hero product that combines two concealers in one.
Touch Flesh
It’s a practical, luminous highlighting stick in four shades for a sheer radiance. The creamy and soft stick is easy to layer, and the shade is an easy choice with the different colors on the packaging matching the color of the products inside.
Tender Flesh
Soft, lush powder blushes designed for every skin color and undertone: the formula is velvety and pigmented, while the nuances range from brownish pink to hot fuchsia, for every girl’s favorite touch of color.
Fresh Flesh
This lightweight primer serum boosts the radiance of the skin. Thanks to the ProVitamin B5 and glycerin in the formula, the skin feels smooth and relieved, making it look almost “as if you’ve gotten eight hours of sleep on a tropical island.”
