BB cushions once seemed like just another Korean beauty fad. But far from being a passing trend, they have resulted in a seismic shift within the beauty industry.
BB cushions once seemed like just another Korean beauty fad. But far from being a passing trend, they have resulted in a seismic shift within the beauty industry.
Trends tend to go as quickly as they come, especially in the beauty arena. An impeccably made up face is the look du jour one day, only to be replaced with au naturel the next. So for a trend to carve out a spot for itself in the beauty industry is no mean feat—and this is where the BB cushion comes in.
Walk through any beauty hall, and you’ll notice that virtually every brand has its own BB cushion line. Before the release of Korean beauty brand IOPE’s AIR CUSHION Sunblock in 2008, the cushion technology was unheard of. The mechanism eventually evolved into the creation of BB cushions, expanding beyond Korean shores and quickly earning a spot as a makeup staple for women around the world. And rightly so. BB cushions can combine a sunscreen, serum, moisturiser and foundation into one convenient compact that fits in any handbag, so why wouldn’t it be?
Beyond mere convenience, using BB cushions gives you lasting coverage, with an effortlessly dewy and radiant finish. This distinctive sheen—you know, that ultra-hydrated complexion you see on leading ladies on Korean dramas— is a far cry from the matte complexion that was the ideal standard of beauty for decades. To Koreans, however, it is a mark of lasting youth. For some, using a BB cushion may be to emulate these Korean celebrities’ flawless complexions. Others might be looking for something to work for their naturally oily skin type. But just where did the idea for this groundbreaking product stem from?
At a recent press conference with Amore Pacific—the company that pioneered BB cushions—it was revealed that it all began with a seemingly innocent question from a staff member: “Do sunscreens always have to come from tubes?” Though it is a vital step in skincare, the extra step of applying sunscreen may pose as an inconvenience for those who are always on the go. Her question probably stemmed from the fact that she, like any other person on the street, was simply looking for a beauty hack to make her morning routine that much easier.
And with that, a domino effect ensued. Experts from Amore Pacific’s R&D team took her Eureka moment into consideration and searched everywhere for inspiration. In fact, Choi Kyungho, Amore Pacific’s Head of Cushion Laboratory, shared that the cushion’s no-leakage Cell-trap Technology was inspired by an ink pad’s “pat and stamp” mechanism. Looking to industrial factories also proved to be fruitful—polyurethane foam was moulded into the cushion’s famously feather-light 3D puff applicator, allowing the cushion structure to achieve a triple whammy of equal product dispersion, even application and optimum coverage.
By 2010, sales for Amore Pacific branded cushions had reached half a million units since their introduction in 2008. The Asian region wasn’t the only territory influenced by the K-wave— their Western counterparts took notice and eventually created BB cushions of their own. Not to be outdone, Amore Pacific looked to its Korean roots and left no stone unturned when it came to producing the best version of what it had spearheaded. In the third quarter of 2016, the cosmetics behemoth reached a sales point of 100 million units and raked up a whopping 81 percent in repurchasing rates.
Many of my friends who hopped on the cushion bandwagon have now become cushion converts. Countless reviews of BB cushions have come my way, but Laneige’s BB Cushion_Pore Control and Sulwhasoo’s Perfecting Cushion have made the best impression, thanks to their skin-enhancing properties and the natural glow they impart. Others, like Mamonde’s Cover Powder Cushion, innisfree’s My Cushion and Etude House’s Precious Mineral Any Cushion are more suited for oil control on balmy days.
As a cushion advocate, I now understand why the cushion technology has taken the beauty industry by storm. The numbers are a testament to its success, so kudos to the unsung heroine, whose moment of wonder brought Asian beauty into the limelight. Without her, we would all still be struggling in front of our vanity tables in a race against time.
