At last week’s MakeUp in Paris fair, the Italian contract manufacturer introduced its latest innovation: the Playful Muse collection — a line of color cosmetics designed with high-naturalness ingredients for “a clean, conscious beauty experience.”
Rooted in sensoriality and spontaneity, Playful Muse features 15 vegan textures that blur the line between skincare and makeup. The collection emphasizes lightness, intuitiveness, and tactile appeal, with jelly- and jam-like textures at its core. These fresh, cushiony formulas melt effortlessly into the skin, encouraging playful, hands-on application and delivering breathable, radiant finishes.
Designed to enrich every product category, the collection includes base products like primers and foundations, highlighters, blushes, eye makeup, brow products, and an extensive lip care range.
Among the standout launches within the new collection:
– Wink Wave Mascara. Made with 100% natural-origin ingredients, this mascara offers bold volume, deep black color, and lash nourishment thanks to castor oil, arginine, and a sustainably sourced gelling agent;
– Sugar Muse. This multi-use, jelly-textured lip treatment — with 97.4% natural-origin ingredients — provides deep hydration;
– Muse Melt + Twist & Shine, a dual-ended stick combining a high-coverage foundation with a radiant highlighter or blush. Both ends are 100% natural-origin and designed for easy, on-the-go use.
MPlus Cosmetics further underscored its commitment to sustainable development by opting for mono-material packaging (PP or PET) that is easier to recycle, while minimizing the number of components wherever possible. The company also prioritized packaging solutions containing a high percentage of recycled plastic.
“This collection blurs the boundaries between skincare and makeup, offering high-performing natural formulas with a sensorial twist,” said Michela De Frenza, Marketing & Innovation Manager at MPlus Cosmetics.
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