We recently made an Instagram reel about brush-on builder colour separation. We first became aware of this issue when one of our colleagues showed us a sample she received in a PR package from another brand, which had serious color separation. Initially, our team disregarded it as a product past its PAO (Period After Opening), assuming it was just an older batch they tried to use up, since it was sent as PR.

However, we decided to gather more information on this matter and were surprised by how many of you have reported the same issue with products from brands in both the UK and the USA, made with both local and imported ingredients. Don't be alarmed by the "imported" part; it is a common practice across all industries to import ingredients, as it's not always possible to find all parts and chemicals in one country.

Regardless of how and where your product is made, there are two main criteria that are non-negotiable: the product must be stable, and it must be "safe for human health", as per Cosmetic Regulations. While the latter may evolve overtime in the form of new and adjusted Cosmetic Regulations , the former is set in stone.

A cosmetic product should remain stable for the duration of its PAO to ensure it can be used successfully. Unless the product has been exposed to severe temperature fluctuations, you should be able to use it.

If you're interested in learning why we believe that the argument of pigment separation due to lack of product use, etc., is not very valid, please check out the caption under the Instagram video we referred to at the beginning.

Do you know what we do with products that do not pass our stability tests or random product inspections? We discard them. If a product can't be used, it's not suitable for its intended purpose and in our opinion should not be sold.

VELOUR - £16.50

The #1 selling shade this month has been Velour, closely followed by Cotton. Colours pictures on the image at the top of the page are all the classic nudes in the Apex Build collection: Terry, Satin, Velour, Cotton, Silk and Georgette.


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