How skincare-infused makeup can help grow your beauty business

Updated on 01st Mar 2025

The skinification of makeup has been a hot topic in recent months and you can see the best products to help you tap into the trend at Professional Beauty London on March 2–3. 

Powered by over 30 years of skin health expertise, Et Al is the makeup that does more for your clients’ skin and the planet. 
Merging the joy of makeup with the science of skincare, the range is 100% vegan and cruelty-free. 

A makeup first and foremost, it delivers a healthy glow to the skin while hydrating and protecting against blue light, UVA and UVB rays and more. Responsibly produced, every product can be recycled or reused to negate its impact on the planet.

See and try the Et Al range for yourself on the IIAA stand at Professional Beauty London on March 2–3 at ExCeL London

Makeup powered by skincare

Et Al makeup can be used in post-treatment care. The range includes a host of skin-loving actives at functional levels that will support clients’ long-term skin health and won’t undo results delivered during treatment.

“We‘ve chosen the best possible actives at the highest functional levels to support long-lasting, healthy skin,” says Dr Gaby Prinsloo, medical director at IIAA.

The skincare professionals’ makeup of choice, Et Al make up is formulated with skincare actives to protect, hydrate and nourish skin.

The range includes three foundation finishes to suit all skin types, tones and concerns. It also encompasses a variety of multi-use Blush and Healthy Glow palettes, a full collection of brushes and a 3-in-1 Face Mist.

Makeup in the spa, salon or clinic

Stocking a skin-friendly makeup range such as Et Al provides an additional consistent revenue stream for your business.
Et Al allows you to offer an easy upsell opportunity for clients post treatment that will allow them to leave feeling confident while still protecting their skin.

Discover Et Al, the makeup that does more, on stand G6 at Professional Beauty London on March 2–3 at ExCeL London, or visit the IIAA website.

Eve Oxberry

Eve Oxberry

Published 28th Feb 2025

Eve Oxberry is head of editorial for Professional Beauty and Aesthetic Medicine magazines and editor on PB. She oversees the company's print, web and social media content and writes reviews, news, features and more.

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