EX1 Cosmetics Launches in Superdrug

Happy Friday ladies! Today I want to discuss a fabulous makeup brand I have mentioned a few times before on my social channels – EX1.

I first discovered EX1 cosmetics around 2-3 years ago, when they launched onto online beauty retailer LookFantastic. I was astounded that the already raved about makeup brand in the US had came over to the UK, offering long wearing, full coverage foundations for just £12.50.

As many of you may know, I’m a bridal makeup artist as well as running the What Emma Did brand. I’m always filling up my pro kit with long wearing foundations that have a large array of shades, durability, and a blendable consistency. Of course, this is to make my job as easy as possible, but also so that I have makeup clients who are genuinely happy with the result.

I started using EX1 foundations and bringing them into my kit around 2 years ago, but that’s the furthest I ever got. Then, I recently heard the exciting news that EX1 cosmetics have just launched across Superdrug stores last week, making them much more accessible to not only me, but to my keen clients who always walk away pleased with the foundation I have used.

Its great that I can now tell people they are expanding their UK bricks and mortar presence with an exciting new retail partnership, with one of the UK’s leading beauty retailers, Superdrug.

Because they have so many amazing shades, the launch into Superdrug now lets people explore the full range of EX1’s Invisiwear Liquid Foundation and Delete Fluide Concealer in-stores to check the shades out themselves. Result!

To celebrate the launch into Superdrug stores, I was lucky enough to try out their Delete Fluide Concealer priced at £10.50 and their Pretty in Peach Blusher too (£9.50), alongside the Invisiwear Foundation in shade 3.0 (the blusher was very well matched to me as I always prefer a peachy blusher shade on the apples of my cheeks, so I was super happy to see this is one of their key shades!).

If you didn’t already know, EX1 is the first affordable, high street brand which offers olive skinned women the chance to buy make up without the premium price tag. None of the foundations have pinky tones, which is actually my bugbear even though I don’t have olive toned skin.

And just to prove to you how pretty damn amazing the coverage of the Invisiwear Foundations are, I’ve included a brutally honest and bare faced before and after for you.

Now please note (as I always feel extra awkward with no make up selfies when my skin is bad), the before photo was taken on holiday as the sun brought out my terrible pigmentation and marks.

The after photo features just two pumps of the foundation on the back of my hand and applied with a brush. I’ve used the concealer in a lighter shade applied under my eyes which gives that nice touch of contouring effects too, brightening and concealing my upper cheeks.

I speak to so many makeup enthusiasts who all say they long to find creamy, good coverage and long wearing foundation, concealer and powders which aren’t too orange or too pink, and are made from quality raw materials. That was exactly my aim too, in which believe me when I say it: EX1 delivers!

The foundations and concealers feature a completely unique blend of yellow/golden undertones that are designed to seamlessly blend into olive skin, yet work wonders on my porcelain complexion too (not quite porcelain at the moment with all my sun pigmentation though!

Shop the brand at Superdrug, or on Amazon, whichever you feel best with.

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What Emma Did

What Emma Did