2023.10.19 | Europe | Beauty & Personal Care | Press Release

Artistry launches the new Go Vibrant Eye Collection and the Future Glow Serum Foundation

The new products are the result of high technologies implemented by Artistry’s skincare experts who have identified the solution for bringing traditional skincare benefits in makeup products, in order to improve eyes’ and skin’s appearance.

xx October 2023 – ARTISTRY™, a premium skincare and make-up brand distributed exclusively by Amway, introduces two new collections: Artistry Go Vibrant™ Eye and Artistry Future Glow™ Serum Foundation.

The two lines are all infused with clean, plant-based ingredients to help style and nourish the lashes and skin, paying attention to the people needs. The consumer, indeed, is always looking more for beauty routine benefits in the makeup, desiring for traditional skincare benefits to be included in makeup products. This new trend is called “skinification”, which is a hybrid approach that combines skincare and make-up. Moreover all the products are vegan and realized thanks to ARTISTRY advanced technology. The vegan formula meets the Artistry™ Clean standards, a rigorous set of guidelines that ensures ARTISTRY products are pure, safe and effective; the products contain no animal-derived ingredients, and the brand is registered with The Vegan Society and avoids animal testing.

These new collections encompass the long experience of two Amway brands: ARTISTRY, with more than 60 years in the field of beauty and skincare innovation, and Nutrilite™, the world’s No. 1 brand in the sale of vitamins and nutritional supplements^[1], with more than 85 years in the field of nutrition and wellness. Each product includes one or more phytonutrients, including Nutrilite White Chia Seed Extract or Nutrilite Pomegranate Extract, a custom Vitamin Complex, a curated blend of plant-derived extracts (such as botanical oils and phyto-proteins).

Artistry Future Glow Serum Foundation

The Serum Foundation shade range is composed by 17 different nuances and it is both exceptionally accommodating, as it is designed to fit the vast majority of customers, and also tightly curated, to minimize confusion.

Artistry Future Glow Serum Foundation includes skin-caring skincare ingredients to target the two main issues that trouble customers most: the look of skin imperfections like premature signs of aging, and complexion concerns about skin tone and radiance. Indeed, the new foundation consumer is always looking more for skincare benefits in the makeup and this has become a trend known as the “skinification” of makeup, that is the desire for traditional skincare benefits to be included in makeup products.

Artistry Custom Match Technology determined the exact proportions of pigments designed to ensure virtually any skin tone and undertone are beautifully flattered. The shades are arranged by level and undertone for easy and accurate shade selection.

The texture of the Artistry Future Glow™ Serum Foundation is weightless on the skin, comfortable to wear and leaves skin feeling hydrated^[2].

Artistry Future Glow Serum Foundation is ARTISTRY first makeup formula ever to use liposome technology (the exclusive Phyto-L Complex that makes it easy to deliver within skin’s surface) to deliver these plant-based skincare ingredients; this is the perfect pairing of makeup and skincare in one and it is an extraordinary step forward for ARTISTRY foundation products.

Moreover the Artistry Future Glow Serum Foundation provides SPF 35 PA++   sunscreen protection, pollution protection and antioxidant benefits to help protect skin from external aggressors. Furthermore the Formula with Hyaluronic Acid Complex helps improve skin moisture.

Artistry Go Vibrant Eye Collection

Artistry Go Vibrant^™ Eye Collection delivers the best of nature and color science for eyes, adds confidence in how you look and is the perfect mix for your unique eye style and clean-seeking lifestyle.

The formulas include plant-based ingredients and deliver “wow” performance and ease of application. They are clean and vegan and meet the Artistry™ Clean standards, a rigorous set of guidelines that ensures Artistry™ products are pure, safe and effective.

The Artistry Go Vibrant Eye Collection is composed by:

• Artistry Go Vibrant Waterproof Length Serum Mascara – it provides longer looking lashes while giving a natural defined look all day long (10 hours). This mascara with plant-derived Phyto-Proof Complex, an innovative combination including a plant-derived fiber and a botanical setting agent, is clump-proof, flake-proof, smudgeproof and waterproof standing up rain, sweat and tears without smearing thanks to the waterproof matrix on the surface of each lash. It is formulated with No Carbon Black, a significant achievement for Amway as it really sets this product apart from mascaras that use Carbon Black. The crescent brush is designed to let you customize the application for any eye look. This formula includes a series of key ingredients, such as Nutrilite™ White Chia Seed Extract, known for its calming, soothing benefits, Vitamin Complex with Vitamins E, F and C, curated Botanical Seed Oils including Jojoba Seed Oil, Grape Seed Oil and Macadamia Ternifolia Seed Oil.

• Artistry Go Vibrant Waterproof Pencil Eyeliner – a waterproof, smudge-proof and transfer-proof product, provides high intensity, high impact color that lasts 10 hours. The Waterproof Pencil Eyeliner is designed with a thin profile for precision application (twist up to reveal the slender 2mm tip!), has a buttery, super smooth formula making it glide on effortlessly, and is infused with lid-loving ingredients that support the eyes’ healthy look as it sets off the eye style.  The formula includes a series of key ingredients, such as Nutrilite White Chia Seed Extract, known for its calming, soothing benefits, Vitamin Complex with Vitamin E mixed with a pro-moisture blend including Sodium Hyaluronate and Glycerin, curated Botanical Oils including Shea Butter oil, Avocado oil and Sunflower Seed oil and Phyto-Proof Complex, for plant-powered waterproofing. 

• Artistry Go Vibrant Waterproof Brow Pencil + Tinted Gel – have it all in just one product. It is smudge-proof, transfer-proof and waterproof and helps create defined brow look that lasts 10 hours. This product, with a creamy formula strokes on easily, is designed with multiple angles to fill or finesse as needed. On the other side, the short brush on the gel end is angled for better precision when applying and the gel formula dries quickly, leaving a natural, healthy looking tint and setting brows in place. The formula of this product includes a series of key ingredients, such as Nutrilite™ Pomegranate Extract, to help provide antioxidant benefits, Vitamin Complex with Vitamins E and C, plus Biotin (Vitamin H), enhanced with a pro-moisture blend including Hyaluronic Acid and Ceramide and naturally derived botanical oil and Carnauba Wax form a waterproof film that sets color and moisture within each stand of brow (in the Pencil only).

About the Artistry Brand

Artistry is the only beauty brand backed by the world’s number 1 brand of plant-based vitamins and dietary supplements (Source: GlobalData Retail 2020). Building on a combined 145 years of experience in nutrition, wellness, and beauty, Artistry™ products are powered by cutting-edge skin science and plant-based phytonutrients to target every person’s unique needs. Healthy Beauty is also Clean Beauty with a goal to formulate all future Artistry™ products according to the Artistry™ Clean Guidelines with Vegan* formulas, pure, safe ingredients, better manufacturing processes, and more. With Artistry™ products, beauty no longer has to be a choice or a compromise. Artistry™ products are sold through Amway Business Owners in more than 50 countries and territories worldwide.

*Refers to the global Artistry Skin Nutrition™ formulations.

About Amway

Amway is an entrepreneur-led health and wellness company based in Ada, Michigan. It is committed to helping people liive better, healthier lives – across more than 100 markets worldwide. According to Fortune magazine, it is among the Top 50 privately held, family-owned companies in the United States. Top-selling brands for Amway are Nutrilite™, Artistry™ and XS™ energy drinks – all sold exclusively by entrepreneurs who are known as Amway Business Owners. Global sales of $7.9 billion made Amway the No. 1 direct selling business in the world, according to the 2020 Direct Selling News Global 100. For company news, visit www.amwayglobal.com/newsroom.

^[1] Source: Euromonitor International Ltd; Vitamins and Dietary Supplements category, % retail value share, 2020 data.

^[2] After 1 week, in a consumer test of 109 women (88% said it feels weightless on the skin, 90% said it is comfortable to wear, 81% said it leaves skin feeling hydrated).

All references to SPF 35 PA++ and all claims based on sunscreen protection should be removed for markets not claiming SPF. It is the local market’s responsibility to localize this manual and submit to local Legal/Tech Reg review.