blonde woman holding Emani 12 hour hydrawear liquid foundation

A Strong Foundation

If it’s part of your morning routine, you can probably apply your foundation on auto-pilot – whether it’s a dusting of loose powder, or gently sponging and blending a liquid or crème. But have you ever stopped to think about just how this makeup staple came to be?


The Foundation of Ancient History

Back in 200 BC, the Ancient Greeks and Romans liked to wear a white chalk mixture on their faces, as pale skin was a sign of affluence. Tanned skin was seen as “common”, and signified somebody who worked outdoors. Both men and women aspired to have their skin look as pale as possible, and they went to incredible lengths to achieve it!

marble statue depicting beauty in ancient times

As pale skin rose in popularity, a dangerous combination of white lead and vinegar became the foundation of choice. There were numerous disastrous side effects caused by this concoction – ranging from hair loss, rotten teeth, skin discolouration and in some cases death!

During the Elizabethan era there is documentation that in the pursuit of getting the right “pale look”, women would bleed themselves, while others would eat chalk and drink iodine to achieve skin whiteness – yuk! Egg whites were another substance used as an ingredient for foundations.

In the 18th century theatrical make up emerged, along with the beginnings of facial contouring as a technique.

However, the use of foundation and the like were frowned upon for most women, right up until the beginning of the 20th century.

The first modern day foundation was invented by German actor Carl Baudin, when he created a skin-coloured greasepaint to disguise the joint between his wig and forehead.


The Father of Makeup

Max Factor is credited with introducing the term we know and love today: “makeup”. It was around the time of the First World War that he launched a product line which made the foundation, eye shadow and other cosmetics previously only used by stars of stage and screen, something that every woman could enjoy.

While we have certainly come a long way from the days of foundation made of white lead and tin oxide, unfortunately there are still many cosmetics made of suspect ingredients, especially if you are purchasing online from overseas.

Hydrawear liquid vegan foundation in Oyster Beige
Hydrawear Liquid vegan foundation in fairly light

Vegan and Cruelty-Free Foundation

Here at Emani, our clean makeup range harnesses the power of natural ingredients, such as extracts from grape seed and avocado oil, sage, chamomile and cucumber, to care for your skin even while it helps you present your best face to the world.

Whatever your age or skin type, Emani has a foundation to suit you: 

  • Flawless Matte Foundation – a pressed powder best suited to normal, combination and oily skin.
  • Hydrawear 12 Hour Foundation – a liquid which gives a semi-dewy finish. While it’s ideal for all skin types, it’s particularly popular with the more mature as it reduces the appearance of pores and wrinkles.
  • Deluxe Crème Foundation – moisturises normal to dry skin, while providing a smooth, satiny finish.
  • Perfecting Crushed Foundation – like all Emani products, this loose powder is suitable for even the most sensitive of skin; and because it’s both vegan AND cruelty-free, gentle souls can relax, knowing that no animals have been harmed to create their makeup.



best organic concealer


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