The Magic Any Cushion, which comes in three shades, are more akin to primers or colour correctors than they are to BB creams or BB cushions. In this respect, Etude House is the first K-beauty brand to launch such a product. I was told that when it launched in Korea, there were 200,000 Magic Any Cushions sold within the first few days of its launch. So the product comes with a lot of expectations!
Etude House Magic Any Cushion: The three shades to be launched!
The three shades of Magic Any Cushion are Magic Mint, which is a pale green shade to hide blemishes and reduce redness, Magic Peach, a pale peach which is meant to brighten up dull skin, and Magic Pink, a pale pink which adds vibrancy to pale skin. These are all very fair shades (like pastel-like and nearly white), but go on sheer. These cushions come with SPF 34 PA++ sun protection, and are touted as having anti-wrinkle and whitening properties in addition to their sunscreen protection. When I played with the Magic Any Cushion shades, it seemed like all three shades had some form of shimmer. Not big specks of glitter, but some shimmer to give a glowy look. Like most BB cushions, this one comes a polyurethane puff. Etude House has managed to dye their puffs pink.
Etude House Magic Any Cushion: Comes with anti-wrinkle and whitening properties, and SPF34/PA++
I was on hand to watch Korean makeup artist Woo Hyun Jeung give a demonstration, applying one of the shades of Magic Any Cushion (I couldn't really see which, but I think it was Magic Pink), to a model. In the photo below, the right half of the model's face has the Magic Any Cushion applied, and the left half is still bare. You can see the difference in the photo (one half looks a bit fairer and shinier).
Makeup artist Woo Hyun Jeung demonstrating the Magic Any Cushion
During the demonstration, Hyun Jeung shared that part of the appeal of the Magic Any Cushion was the fact that it had a very thin, lightweiht, almost-watery consistency, so no matter how much you layer, you don't run the risk of over-applying. In her demonstration she used this product alone, but you can also use it under a BB cream or foundation or whatever other base product you have. The goal of the Magic Any Cushion is to make your skin look better naturally, even before you put on your foundation. I'll admit, it looked really good on the model!
Myself and Makeup artist Woo Hyun Jeung at the Magic Any Cushion event - she is super slim!
Anyway, now you know what the hype is all about. I'll be reviewing the Etude House Magic Any Cushion soon, with swatches of the three colours (they are all really pale, like almost-white kind of pale, but they are quite sheer, so you'll want to check those out if you don't have access to a physical store), so stay tuned!