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Make Up
MAKE-UP: LIPS AND COMPLEXION, THE FINAL TOUCH TO THE LOOK
MAKE-UP HAS ITS PLACE ALONGSIDE SNEAKERS
A gloss chosen with the same care as a pair, a concealer that lasts through a day of shooting or queueing for a drop: make-up has entered the streetwear wardrobe through the same door as fragrance and skincare. It completes a silhouette, expresses an attitude, and is collected by shades the way colorways are collected. That is the purpose of this section at Wethenew — not a general beauty store, but a tight selection of products that have proven themselves with the generation that wears our sneakers.
KYLIE COSMETICS, THE BRAND THAT REINVENTED PRODUCT LAUNCHES
Kylie Cosmetics was born in 2015 with three Lip Kits sold online and sold out in less than a minute — a drop mechanic the sneakers world already knew, applied for the first time to a lipstick. Ten years later, Kylie Jenner's brand has been reformulated into a clean and vegan version, and lips remain its territory.
The section is structured around three textures. The Plumping Gloss — Curve Him, On Neutral, Rose and CH — adds volume with a slight tingling sensation and mirror-like shine. The High-Shine Gloss — Candy K, Yesss Girl, Partner in Crime, Damn Gina — plays on tinted transparency, the kind worn alone or over a lip liner. The Supple Lip Glaze, available from All Yours to Girl in Love, including Nude Kiss and Blooming Rose, is the compromise between the two: a melt-in, comfortable color without stickiness. For complexion, the Power Plush Concealer covers without creasing, in neutral shades 6N and 7N.
HOW TO CHOOSE AND COMBINE
The rule is contrast: a clean streetwear look — hoodie grey, joggers, white sneakers — can handle a colored lip; an outfit with logos and patterns calls for a transparent gloss or a nude. Power Plush is applied in touches under the eyes and around the sides of the nose, then blended with the finger — no brush needed. The glazes can be layered together to create your own shade; that's exactly the point of having two.
The entire section is sourced through official channels and checked before shipping. Make-up is the most counterfeited beauty product in the world, and a fake gloss sells online at the price of the original; with us, it gets the same level of inspection as a Jordan. The skincare section preps the skin, the niche fragrances define the exit, and the Wellness hub brings it all together.
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