Makeup companies have pivoted from tools that cover up freckles to tools that create them.
and can last up to three years before fading. This summer, Buchanan has done the procedure — which can take more than an hour and costs up to $225 — for about two clients every week.started to pop up on Snapchat and Instagram around 2019, adding the tiny sun-dappled dots to a photo subject’s image with the help of machine learning. Since then, technology
aimed at adding faux freckles on the actual face has proliferated, in both studios like Buchanan’s and in American beauty-retail chains. When you search “freckle” on Ulta’s website, the results are a surreal mix of “dark spot clearing” serums and freckle-creation tools. And Freck, the self-identified original freckle-pen product introduced in 2017, has become the best-known name in the faux-freckle game, arriving in Sephora stores in 2021.
In a relatively short time, in other words, freckles have transformed from an imperfection to an acceptable trait to, now, a booming cosmetic industry. In part, that’s because attitudes — toward bodies, toward skin, toward certain so-called “flaws” — have changed. It’s also because, despite all that, beauty as a businesschanged; it continues to decide and decree what is beautiful then profit from consumers’ desire to have it.
Freckles have had a bad reputation for pretty much ever, according to Susan Stewart, a Scottish librarian and the author of “Painted Faces: A Colourful History of Cosmetics.” In the 17th century, she notes, “they were considered the mark of the devil.” On a more practical level, too, freckles— suggestive of working outside. “If you had a pale face, you were probably upper class, elite,” Stewart says, “so that’s where makeup came in.
Two hundred and six years later, actress Megan Fox posed in a bikini on a sandy island for the cover of Sports Illustrated’s 2023 swimsuit issue, released in May, her usually uniform complexion dusted with a smattering of light brown freckles. Immediately, “Glamour” published a guide on
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