Trend alert – Private label beauty

 The EDGE Beauty Iconic Gloss

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Recently, I have noticed an upswing in private label  beauty lines from department stores and boutiques. It’s not a new idea. High-end shops have offered their brands of soaps and creams for decades.  But these new beauty lines are much more sophisticated..


The EDGE Beauty Collection, the first-ever private label beauty brand available at Dillard’s Department stores has appealing, mirrored packaging


The EDGE Beauty Iconic Gloss  is described as “soft as a bomb and pigmented like a lacquer”. It is a nice gloss – not too sticky or too shiny. There are 6 shades from a Sheer red and berry tones to sheer peach and pink tones. The coverage is nice – you get colour and translucency that lasts.EdgeBeautyIconiclipstickstarlet


is described as  “single-stroke coverage lipstick with intense coverage.” There are 8 pigmented shades including reds, wines, and nudes. The lipstick feels light and moist. It didn’t cake but it does settle a little. I liked better with the  gloss over it even though it is shiny.


The glosses are $18 and the lipsticks are $20.


The Edge Beauty Collection also includes lip liners, eyeliners, mascara, 2 eye shadow palettes as well as broker and blush in flattering, easy-to-wear shades. It is available at select Dillard stores.