Brand History: Hourglass Cosmetics | X(elle)-Mas!

[@Poeticnsoul]

I wish they were more inclusive. Also can we talk about this look Miss Ma'am?! I'm getting old Hollywood vibes and I love it!

[@daisycate]

Right?! Agree with both comments, Poeticnsoul. I don’t see why it’s not a smart business decision to offer options, let alone the right and now normal thing to do...

[@cesca3968]

Ooh I really love these brand deep dives! Love how thorough you always are, I find it so interesting!

[@shadowsmoked88]

Thanks so much!

[@mymediocrelife3651]

I’d love to see a deep dive on Revolution Beauty to see when and how it all started and whether they always set out as a dupe brand. They’re UK based too so the information should be easier to come by (I’m in the UK if you ever need any help with things over here) ❤️❤️❤️

[@shadowsmoked88]

Oooh good idea! I feel like there will be a lot of things to uncover with Revolution. And thank you!!

[@knightbrucie]

Hourglass is one of the brands I'm on a break with until they are inclusive. I think they are generaly overrated anyway but I am babying the last of the loose powder I have left! Loving the brand deep dives.xx

[@g1ng3rsn4ps]

Same!! Their illuminating powders are so soft and natural for the tv/film work I do but I will not personally but from them until they are TRULY inclusive. It's not just about business for me, it's about ethics and values. Danessa Myricks' line blows them out of the water anyways and is CF, vegan, ultra inclusive, and Black owned by a boooomb photographer and mua. Highly recommend her products.

[@PujaWahi]

At one point, I thought that maybe the Hourglass powder blushes and bronzers take a long time to formulate and that's why it's taking them so long to come up with options for deeper skin tones. But then they launched their Illume Sheer Colour Trio in one shade and I think you're right, they just don't care. This makes me so sad because it has dented my love for the products I already own from them. And I won't be buying anymore in 2021.

[@g1ng3rsn4ps]

Thank you for taking a stand against brands that are not inclusive to people of color!! When many ripples come together, they make waves.

[@yendrika100]

I’ve always wanted one of their limited edition face palettes that they release during the holidays and at my Sephora it was at a discount and I had the opportunity to buy it but while I held it in my hand I remembered who they don’t cater to and put it back and I don’t regret it.

[@dainapolchow4177]

This hair makes me think glam Hollywood

[@christinaguilfoy100]

More brands: KVD beauty (I think that’s what it’s called now), Manic Panic, Anastasia Beverly Hills, Benefit, tarte, Smashbox, and MAC

[@tynnettam9636]

I’ve never purchased from them because they’ve never really been inclusive. I never felt this brand made products for me. Foundations and lipsticks are the bare minimum for inclusivity.

[@gailbook70]

You look sooo "sophisticated glam" and it suits you well. Your eyes look fabulous. Luvin these videos. Keep them coming. There has to be some really good information out there regarding Estee L. Not to mention all the inhouse fighting in the family. Just like the Gucci family. Unnecessary greed that destroys the family. Hourglass flies under my radar. I have not found a product that I like from their line yet. I really haven't looked either. Too many other companies to buy from. I would like to know about Maybelline and CoverGirl. I love hearing all about how any cosmetic company got their start and so forth.

[@yis.rainemiller]

Yay!!! I'm so excited for this series! It is so educational and informative. I find it so fascinating to learn about the history of these brands. Thank you for doing all this research! ❤ Am I the first to comment on this video? Score!

[@shadowsmoked88]

Thank you so much! I love the research!

[@katerynaplesiuk9113]

That highlighter you wearing! It’s gorgeous

[@Indiemakeuplover]

Just found your channel, happy i did you are a gem

[@shadowsmoked88]

Wow, thank you!

[@ashlynnebogema8021]

I found you from hanna’s channel and omg she did not disappoint with the people she had been collabing with. Keep serving looks and info queen

[@LiquidShivaz]

Ohnooosss I didn’t know it was Unilever now. 😕 not throwing my beloved powders away, but I’m a bit worried about the future 😉.

[@minooverdi5459]

I bought the stick foundation but it was too thick for me. I bought the powder highlight blush palette thinking it might work on my medium tan skin tone but the bronzer is useless. So the year after I looked for a darker version and nothing. Surely next year, but nope. So I gave up. My Money goes to Natasha Denona And Nars. Who have always been inclusive long before it became popular. Charlotte Tilbury has a long way to go too.

[@Biogrrrl]

YES

[@sc1592]

These are the coolest videos! I’d love to hear your take on the downfall of Anastasia

[@irisl7817]

I will always say yes to more brand history videos. They aren't so much documentary as they are expose sometimes. Like this one.

[@Slendergirl89]

Woohoo looking forward to watching :D

[@Kimbyroseh]

You have such interesting ideas, and the best makeup looks ever

[@MiaRBeauty]

I'm sad that hourglass insists on not being inclusive, at this point it feels intentional and it leaves a really bad taste in my mouth. A pity because the brand is so aesthetic, but being pretty is nothing if you're also not kind, and it's clear they're not kind to anyone with a skintone darker than a light medium.

[@g1ng3rsn4ps]

Your deep dive videos be hittin different!! Love them so much💖 They're relaxing, informative...and ever so sliiightly paired with a little Tea, or 'hmm🤔...'s rather lol. But yo frfr, f*ck Hourglass. Racism and colorism. Plain and simple. My brown behind will never give them a cent, especially since if they change, it'll be disingenuous and only because they're losing money. I'm Cruelty-Free and *inclusivity* only. AND OMG I HAD SUGAR LIPGLOSSES WHEN I WAS A LIL KID! Daaaannngggg....taking me WAY back haha!!

[@k.huelle]

Love these brand history videos! As a vegan, cruelty free purchaser, and someone who participates in animal activism, I want to support brands that are CF and vegan but this seems so perfomative and I can't stomach a brand that has the resources to be inclusive but flat out refuses to do so!

[@Hippidippimahm]

There’s virtually no cruelty-free makeup in existence. Leaping Bunny and PETA sell the use of their logos, there’s no legal inspection/verification process for ‘cruelty free’ status, so consumers just have to trust brands, which we can’t do in a capitalist society. Unless you *personally* watched the product being made, you don’t know what’s in it. You can’t.

[@TypicalTorres]

Omg I just had a recovered memory, I used to have some sugar shoes that were these black floral tie up boots that I LOVED. Terrible quality but I loved them

[@coralaila]

Me too, I don’t think I owed something. But I remember that logo from somewhere. Wow how time goes by. 😁

[@gwendolyncampbell7932]

What’s crazy is they still exist but they are pretty dull. I looked for the brand after watching this. LOL seeing this brand made me also think of JNCO for some reason.

[@smileyshani2252]

New subscriber here!!! I really appreciate your research into hourglass. I finally realized this year that I needed to stop wishing hourglass would expand their shade range. It just finally clicked that they give no fs about inclusivity. I’ll gladly give my money to a brand who at least attempts it. Furthermore, there is so much research and so many stats that show the huge purchasing power of folks of color (especially black women purchasing beauty/cosmetics and hair care). I’d prefer if they just outright said “hey, we don’t wanna do it and have no plans to be inclusive.” Id respect that more, honestly. Really enjoying your channel! ❤️❤️

[@shadowsmoked88]

Hey! Thank you! Honestly, it's so disappointing. The fact that Hourglass has been silent on the issue speaks volumes.

[@smileyshani2252]

@@shadowsmoked88 yyyeesss! Silence communicates so much! ❤️

[@dawno5656]

I really appreciate all of the brand information in your videos. It is definitely interesting

[@TishDeLano]

That was super interesting! I didn't realize that my fear of horses could have been holding me back in my career all these years... 😂 Also, your hair is 🔥🔥🔥! Digging the side bangs.

[@shadowsmoked88]

All you need is money and a love for horses apparently, haha. Thank you!

[@amberrhoades4247]

I ABSOLUTELY love this series. In most cases, my makeup purchases are based on the products themselves vs the company/company owner(s)/etc. Hourglass does have some amazing products that I love; vanish seamless foundation stick, Ambient lighting palettes (which contain their powder blushes & finishing powders which I enjoy). Bc I enjoy their powder products & foundation stick so much (which is in my top 3 favorite foundations, along with the ABH hydrating liquid foundation & the it cosmetics cc+ cream in both the original formula & the illuminating formula), I want to try more of their products. Particularly the caution Mascara & their loose setting powder for starters. Because I base my makeup purchases solely on the products themselves instead of others opinions on the brand/brand owner (ie cancel culture), I have many favorite products from a variety of different brands. Some brands can seem to do no wrong (like Fenty, Natasha denona & pat McGrath labs), some brands that are/were canceled (like the former Kat Von D beauty, now KVD Vegan beauty), some brands that are middle of the road (like benefit) & some seem to be on their way out(like Urband Decay, TooFaced, Tarte, mac & more) Though I prefer high end products, I do love a good affordable option like Juvias Place & colourpop just to name a few.

[@ayyaz.4864]

I just discovered your channel and am so glad! Wow you are so thorough and funnily, much like Carissa claimed, you too are filling up the gap in the beauty community! Thank you, looking forward to the next brand!

[@PujaWahi]

The new Sugar Cosmetics is an Indian company and they make really lovely lip products. Not sugar flavoured or scented. This was such an interesting video.

[@lakemi]

OMG I had a Sugar glitter palette. It was like these really wet glitter gels. I totally forgot that even existed!

[@beccathenoodle]

I love your deep dives! Also loving the hair and eye look! Your skin always looks so flawless!! ❤️

[@peony70]

I love this type of video thanks for putting this out there. I would absolutely love to see one on Estee Lauder I have many feelings about this brand both love and hate.

[@annielovesstamping]

Binging these videos, super interesting!

[@leslievanhouten]

Body & Soul! That’s a deep cut. They sold that at Sephora in SF. Such cute products. This was popular when people were still into swing dancing

[@PersonalBeautyLab]

Fascinating information. Great work. 👍🏼

[@shadowsmoked88]

Thank you!

[@janelles5444]

Yes to the research into these companies. If you love it, I'll watch it for sure!

[@wesgerrr5835]

Love these so much

[@akbflo]

I love your research videos!! You are doing so great with X(Elle)Mas!

[@loufox4954]

Honestly I’ll still use some of hourglass products but that’s because its one of the few brands that’s actually offers olive undertones in the fair section which is incredible tough to find in western makeup brands. I can find these undertones in Asian brands but very little western brands

[@amypanddirtytoo1926]

Yup. I gave up on Hourglass when they released their holiday palette this year. I kept on waiting for them to come out with inclusive products (and their foundation range isn't really all that either, no matter what they try to say), and kept on waiting, and kept on waiting, and kept on waiting.............................and then the holiday palette this year? THIS year especially?!?!? Bye Hourglass. And honestly, even if they do decide to become inclusive I will never buy from them again because they obviously don't give AF about including POC and will only expand if they lose money. Not because they care or because they believe POC deserve to buy makeup too.

[@gabrielanoll9078]

I really appreciate these videos...super interesting. Thank You💗

[@canta_toca_2023]

Very interesting and exciting yet again! The point about being "cruelty free" and vegan, and pushing that fact in social media after the brand was sold to Unilever does make a lot of sense.

[@joannemccormick5730]

Angelina Jolie vibes! Looking forward to this video.

[@Kittichanlove]

Can you do chantecaille as well? The appealing to emotions sticks out as a similar marketing ploy. Great video btw 🥰

[@shadowsmoked88]

Absolutely! Thank you!

[@breathless_siren]

I was about to buy some stuff from them justifying that most of the price was going to something good but fortunately never did. I do see it as a marketing ploy but most people who will get it can afford those ridiculous prices. If someone really wants to donate they're better off donating anyway. But I can't wait to see their story if she does it.

[@jillyfish72]

This is soo interesting 🧐 I love finding out about “parent” companies, I had no idea that most of the beauty ‘real estate’ in Debenhams a U.K. department store, was Estée Lauder, so many brands! Real eye opener. More please ☺️

[@ralphandleosmom9075]

I’d love Hourglass to be more inclusive. I have found my shades in their lightest colors so they’ve covered the fair/light people. But they’re really targeting the rich white women who tan crowd in my opinion. That’s not “never had a tan even when I lived in Miami” me. And it’s not people of color.

[@daisycate]

Right; they are def WAY late to the be-normal-and-make cosmetics-for-everyone party. Are they waiting for an invitation? Did they get lost en route? Where the hell are they?

[@melinabromsoe7908]

i've been obsessed with your videos, you're amazing at research and explaining. you've got yourself a fan here!!

[@shadowsmoked88]

Wow, thank you so much!

[@jayharker]

I was so curious to try Hourglass for the longest time but the prices just hurt to look at so I never did, and this year I looked at the holiday release and the re-release and thought it was a good thing I didn't get into it. What also annoys me is that for all that money, you still get light plastic packaging and very little actual product.

[@violetgoggles3272]

The light plastic packaging doesn’t feel luxurious at all, not to mention that last year’s face palette looked even cheaper than usual

[@Goldie9899]

Very informative video!! I remember when they launched and I was working in the beauty industry doing product development and I was really impressed/drawn to the brand. Over the years, I haven’t been as interested in them or anything they’ve launched...and now hearing the whole back story about the brand...I’m happy I wasn’t purchasing their products and will continue not to!! Please keep these videos coming!! Merry Christmas also!!

[@vshaffer257]

I forgot about Body and Soul. I used to have some of those products!

[@alecia5447]

This is one of my favorite series on youtube it’s so fascinating the history behind these brands... you should do a rise and fall of Too Faced cosmetics next they used to be my favorite brand but due to problematic business practices and owners I don’t buy from them any longer.

[@shadowsmoked88]

Too Faced will be coming the end of the month!

[@alecia5447]

@@shadowsmoked88 can’t wait 💛!

[@JustSheilz]

I love this! I love Hourglas and I wish they wre inclusive.

[@SylYasha]

I’m always impressed with these research driven videos you do! I’ve been wanting to buy something from Hourglass for years, but I decided that it just isn’t worth it until (if?) they become more inclusive.

[@shadowsmoked88]

Thank you!

[@MonicaAdrianna]

This was fascinating! I too have decided to no longer support hourglass due to their horrible shade ranges. Did you see the new palette they just released for "deeper skin tones"? They aren't that deep and already existed in their powder range >.< I have used some of those shades and I am a pale hispanic girl. Disappointing

[@shadowsmoked88]

Yes! I feel like they did this just to pat themselves on the back. I'm honestly so disappointed they won't ACTUALLY address the issues people are bringing forward.

[@heididautrich4548]

I really found this fascinating!

[@shadowsmoked88]

Thank you!

[@genevieve4202]

Loving this series!!

[@shadowsmoked88]

Thank you!

[@justnana13-klj40]

Your whole look today is STUNNING! Again, thanks for another interesting video. Happy holidays!⛄

[@shadowsmoked88]

Happy holidays! Thank you!

[@Soleils]

yay.

[@LucindaR]

Great job with the research 👏🏾👏🏾👏🏾

[@shadowsmoked88]

Thank you!

[@doctorajaguar]

I brought my coffee, looooove this videos, this is truly super interesting and eye opening!! And also, you look fire Elle 🔥

[@shadowsmoked88]

Yay! Thank you!

[@stampinprn]

Love these videos! Totally fascinated by these brand histories!

[@shadowsmoked88]

Glad you like them!

[@gor-jess]

This wig suits you so well!

[@shadowsmoked88]

Thank you!

[@yahainHotPink]

Enjoyed the video, and loving your makeup so much!

[@drishikachhabra]

Hourglass did reached back to Samantha via an email (she discussed it in a KZbin live) and had certain parts under non-disclosure. But all in all they said that the illume sheer trio has a sMaLl CuLt following and so they basically don't see the point in expanding their shade range. Anyways, it's a good video. I really like all the deep-dives you've been doing! 👍🏻

[@shadowsmoked88]

What a cop out for a response! It's a shame that they seem not be listening to the community! Thank you for letting me know!

[@drishikachhabra]

@@shadowsmoked88 yeah exactly. Their reply doesn't make sense. Cause 1. Why would they release something in their permanent line if they don't intend for it to sell (which is another reason that they gave) and reformulate it recently to make it vegan. Like why? If they don't wanted it to be a part of their line up, they could've just left it at sold out / discontinue it instead of making the formulation vegan. 2. They say that the illume sheer trio has a small cult following (which in itself is an oxymoron) but that's because it literally comes in 1 shade and can't cater to other skin tones. If they had expanded the shade range, as they should, it would have been a fan fav and have even much larger following than now because it'd be more accessible to larger no. Of skin tones which in turn would mean more profits for them. And isn't that every business model is all about at the end - profits? It just doesn't make sense except for the fact that they're completely oblivious to skin tones other than fair and Max medium. And I say this with experience because I'm from India and most of the beauty brands (along with many other industries) are under Hindustan Unilever Limited which is a subsidiary of Unilever. And we still don't see any complexion products from South Asian beauty brands (especially the one's HUL) even though India in itself has a full range of skin complexion going from super fair to super deep deep dark. It's just so sad. Anyways, happy new year 🎈 (I forgot to wish you in my OG comment)

[@kasa5792]

i love these so much! i hope you keep this series going 🥰

[@shadowsmoked88]

Thank you! That's the plan!

[@vanessathammarath3119]

Love this look ❤ What lipstick are you wearing?

[@bemmiebemmerich]

Thank you Elle, once again I learned so much new information.

[@shadowsmoked88]

You are so welcome!

[@destinyfrost8975]

Love these vids! Always interested in more and always appreciative of the way you present the information ^·^

[@jeanronin3543]

I would love to see a brand history video about Kat Von D Beauty (without the drama) ! I know it is a controversial brand (the owner) but I'm really interested about the history etc

[@venetiabaker9861]

Thank you! I love these deep dives x

[@shadowsmoked88]

Glad you like them!

[@yahainHotPink]

Actually, Samantha Ravndahl made a video in the last few weeks addressing her no longer supporting HOURGLASS due to the lack of shades. Her video brought up multiple subjects, if I remember correctly, so one would have to watch it to know. I was surprised by her statement because even though I love her videos, I hadn't connected that she was once affiliated with them.

[@shadowsmoked88]

Oh yes, I think it was a Q&A maybe? I can't remember the exact video. But she was an Hourglass ambassador and had a year-long financial partnership with them last year (I believe, 2019).

[@tinythingy4]

You did a great job with this video, it was very interesting!

[@shadowsmoked88]

Thank you so much!

[@anaerobic]

👍

[@SaucerJess]

Love these videos! 💜

[@shadowsmoked88]

Thank you!!

[@jw1422]

I 100% subscribe to the horse connection theory 😂

[@SaucerJess]

💜💜💜

[@honeybellE24]

I’ve already stopped purchasing from hourglass just based on their colour choices.

[@RachelJayne92]

I have a handful of Hourglass products, and I feel like they’re overrated, and overpriced. I don’t think I’ll buy anymore, anytime soon.

[@bronniem5884]

Totally agree

[@lanaesworld6976]

Hour glass is one of my favorites but I'm not going to buy anymore until they are more inclusive to people of color.

[@shadowsmoked88]

I really hope they address it SOON

[@justsiobhan1658]

I have the Veil powder and the Hourglass Holiday palette (Sculpture) from this year...they are lovely products and very aesthethically pleasing....BUT...there are other products out there wiith great formulations, that don't cost an arm and a leg, that are cruelty free, that are inclusive....and they listen to the wants and needs of the consumer! There is so much uproar over their lack of inclusivity and they arent even bothering to address that publicly. And yet the owner claims she looks to see if there are gaps in the market, and what they can better formulate or improve....she has taken her finger off the pulse. I really wanted that Illume sheer trio...but then they rereleased it with the same shade range, that is to say...none...no range whatsoever. Hourglass and I are on a break. I hope they get it together soon. Im pretty sure sales are taking a hit because Samantha has a huge loyal fan base...she pretty much brought in the dewy skin movement 2 years ago when matt full coverage was the norm...now look at the market...dewy / illuminating base products, sheer products and skin tints, cream cheek products, etc. She is a force in the beauty community...Hourglass could really suffer with her actively calling them out. Sorry for the essay! Have a nice day all, and stay safe!

[@Hippidippimahm]

Can you do a deep-dive on the fact that “cruelty-free” doesn’t really exist? There’s no legal parameters, and PETA &Leaping Bunny are known for selling their logos to any company who will pay up. It’s like ‘natural’ which has NO legal definition in the US, whereas Organics are strictly enforced by the FDA for example.

[@riaz.khan2404]

That’s so true! not even accounting for the exploitation of human beings that occur by many supposed “cruelty free” companies, cruelty free can be such a sham sometimes

[@stephanieden4]

🌲☃️

[@clidrevandijk]

Is this a wig? If so, can you provide a link? I’ve been wanting something like this but it’s difficult to buy online

[@shadowsmoked88]

I found it on Amazon for $30CAD! "Esmee 24"Women Synthetic Wigs"

[@clidrevandijk]

Oh thank you so much!! Just ordered it!!! 😘

[@breathless_siren]

@@shadowsmoked88 That's almost my name, mine is 1 less E. I was thinking about bangs. I should get it!

[@daisycate]

Fantastic video, and I’m mystified that HG refuses to make options for all of us! I love horses and other critters, too, but not at the expense of cruelty to humankind. Hourglass, how about consideration for our darker sisters and brothers? Maybe they need to reread Animal Farm. #checkyourprivilege

[@dobcsek]

I know it’s very trendy to sh*t on Hourglass for lack of inclusivity while conveniently ignoring other luxury brands doing the exact same (looking at you By Terry, Chantecaille, Chanel, etc). I think nowadays it’s more important to come out with PC narrative to a mediocre brand (such as Auric - launched with copycat products, but hey, they are inclusive (even though their lightest shade is not light enough for lot of people) ) than to be innovative. Although I have no clue why Hourglass doesn’t come out with a better range to include more skin tones, especially with having Unilever’s money behind them, but their complexion products are great - I yet to find another powder that has the same effect. I don’t agree with them on not being inclusive but why don’t we call out other luxury brands? 90% of them are doing the same. What I would like to see from influencers is to do a deep dive on why brands don’t cater for darker skins. I believe it’s because it’s not always commercially viable for them - I thought of this when I noticed at the SpaceNK sales that all the products that were on sales were for dark skin tones. I guess no one will do a deep dive on this topic because influencers are so scared of being cancelled, it’s just more convenient to say that brands are racist.

[@andieho6200]

Jessica Rabbit hair, anybody? 🤩

[@sammysoppy3361]

the only hourglass product I really like (tho I haven’t tried that many) are the lip stylos. I love the formula and packaging on those. But can I live without them? yes. And I think their ambient light powders are overrated and kiiinda samey same and waaaaaaay overpriced

[@donnagholar9695]

I no longer purchase HG as they are not inclusive. It’s unfortunate that her advocacy for animals is not far reaching enough to include humans at large and just those who look like her. For me, it’s not enough if I can use their product but my best friend, who loves animals, cannot. Great content!

[@missyd3377]

I refuse to give my money to Hourglass. I want to try their formula so bad but I just can't knowing they are so tone-deaf. I have seen so many "influencers" who try to act like they understand and support people of color but when directly asked about how they can still support HourGlass they completely ignore the question and it infuriates me.

[@shadowsmoked88]

It really grinds my gears when people dismiss legitimate questions! Hourglass needs to be held accountable, imo.

[@KCallia]

The amount of times I see brands bank on the cruelty-free demographic is infuriating. They know CF folks are incredibly loyal and vocal. It's annoying, they can be toxic people, almost a superiority complex because _they care about animals_ yet treat people horribly that don't share their values.

[@shadowsmoked88]

Yeah, I hate when it comes off as disingenuous. And you can care about the treatment about animals AND people.

[@TipTheScales27]

I adore every single hourglass product but it sucks that they’re not inclusive 😔

[@oravenheart]

a mac brand history

[@unio06]

This is what happend to Liz Earl when she sold her skin care

[@elisebrisson]

My thing with the cruelty free/ vegan stuff is that if you care so much about animals, why don’t you care about humans?!

[@MsAlyssaJM]

So much shady stuff on their side

[@Peaches_H_Nyce]

In my humble opinion HG is overpriced and underperformed. Integrity? Hmmmm....now it makes sense they financially impose their philanthropic beliefs unto the consumer. Officially turned off.

[@Ieat2much]

Kat V D and now KVD vegan beauty. I used to watch LA? /Miami Ink and was so surprised when i moved to the US that Kat V D was selling makeup too

[@chopperballs85]

Good work!x

[@shadowsmoked88]

Thank you! Cheers!

[@Ieat2much]

Investigation Beauty - Netflix I hope you are watching this! (Elle don’t ignore me when you are rich and famous😍)

[@shadowsmoked88]

You are too kind, Tina!