“We believe that you shouldn’t have to choose between your contour and your cappuccino.”
Thus reads part of the Wander Beauty mission. Founded by Divya Gugnani, a mom of two and busy entrepreneur, and Lindsay Ellingson, former Victoria’s Secret angel, this cruelty-free makeup line is all about multi-tasking products to serve busy beauties on-the-go.
Lindsay Ellingson wearing Wander Beauty.
More than ever, I’m in the mood for makeup like this. Embarrassingly, I once believed that in order to be my most beautiful, I needed a veritable library of products. During this phase, I was gearing up to do my own wedding makeup, and the pressure to be the perfect subject of perfect wedding photos gave me major anxiety! So I turned to Youtube tutorial after tutorial and always found the MUAs swearing by xyz $$$ product—and it was so easy to feel like my makeup kit (and somehow I myself) lacked because I didn’t have an insanely huge arsenal. No one should believe that!
Thankfully, a few moves and some traveling have shown me the beauty of a streamlined, lightweight kit, and this annoying phase couldn’t be more over, phew! A simplified makeup bag takes some of the stress of decision making and actually allows you to be more creative (like, ooooh this eyeshadow can double as a highlighter!). Also, you become the master of those products to the point where you can use them like a pro.
Perhaps my favorite part is that when you narrow down your makeup staples, you ultimately create your signature collection, which can help take the guesswork out of what to buy when it comes time to replace products. Plus, it also reduces waste—we all know what it’s like to take a chance on something new and then have it not work out (like 95% of mascaras for me!)–or realize that you had too much makeup to use up before the products expired (nooooo!).
While a lip crayon that doubles as a cream blush isn’t a new concept, Wander Beauty has updated the idea with contemporary formulas (with just the right amount of glow) and shades that give you a natural, lit-from-within radiance. Also, the majority of the makeup comes in a tube or stick, making application on-the-go super simple. [Cue visualization of Ellingson chicly dabbing on her stick highlighter in a cab.]
As my skin has started to crave more moisture, I’m moving away from powder formulas, and I just feel tired of fussing with powder blush (it’s so easy to put too much!). Last December I bought Wander Beauty Carryon Lip and Cheek Gel, and powder blush is now a distant memory.
Wearing “Island Hop” on my cheeks (not lips). This formula blends like a soft cream but sets like a gel stain and lasts all day long. I’m guessing that much of the Wander Beauty line would perfectly suit combination skin that’s a bit too oily to handle true cream formulas but may also look papery under oil-absorbing powder.
Of course, you don’t have to be a devotee of Wander Beauty to cultivate a multi-tasking signature makeup collection. Next time you’re about to make a makeup purchase, ask yourself: Do I already have something that accomplishes the same purpose? Can this product be used for multiple purposes? Is it user-friendly? And finally, will it fit into my lifestyle—whether that involves jet-setting or rushed mornings—will it make me choose between my contour and my cappuccino?!
What are your favorite multitasking beauty products? Do you have a signature makeup collection?
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Photos: Wander Beauty, Mary Hood Luttrell
