INC.redible Makeup

INC.redible_Model shot_Group with Thea.jpg

(Manicured) hands up who ISN’T a fan of Nails Inc? Thought so. Not a hand in sight.

So you’ll want to know that Nails Inc’s very clever founder, Thea Green (centre, above), has now created a very affordable and innovative range of make-up, called INC.redible.

At first glance, you might think it’s a bit scary. Lots of glimmer, shimmer. Textures that (mostly) look like jelly, rather than creams or powders. The fact that the publicity campaign harnessed the social media power of too-cool-for-school ‘influencers’ could also put off women of ‘a certain age’ (and we know you make up the majority of our audience).

But if we can find things to love here, so can you. And here’s what’s caught our fancy.

Jelly Shot Lip Quencher/£8 – a completely see-thru lip product formulated with avocado, vitamin E and rice bran oils, which slick comfily onto lips to deliver a sheer wash of colour. (Flush of Blush is probably your most flattering bet.)

Well Lit/£10 – in two shades, ‘Whooooop!’ (rose gold) and ‘Yesss’ (a silvery white, these Highlighting Drops can be used to add a touch of highlight cheekbones, cupid’s bow or (our safe choice) the brow-bone. It dots on with a brush and you need to blend fast, but it’s a great way to add a little lift to a dull face. (If we may be so bold.) Use with the lightest touch.

You Glow Girl/£10 – again, in a golden (–show glow) or a platinum (–cosmic blur) option, these are shot through with incredible iridescent pigments, reminiscent of nothing so much as butterfly wings. Forget about the face (unless you’re off to an Abba revival party); what we really like to do with this is blend it into well-moisturised forearms and shoulders, where the teeny glitter particles gleam gorgeously. (Obviously not if your shoulders and forearms are hidden beneath several layers of vests and cardigans, but we live in hope we’ll be getting our body parts out soon.) Again, go lightly.

And if for whatever reason you don’t love INC.redible when you try it? We promise you will make any young woman very, very happy by passing it on to her.

 £8-10 – buy here