PENANG, Dec 17 — One cushion is sold every second worldwide. No, not the kind of cushion that sits on your couch. This cushion is a makeup item that has revolutionised the beauty routines of women around the world.

Invented by South Korean cosmetic company Amorepacific, which owns brands such as Sulwhasoo, Laneige, Innisfree, Etude House and Mamonde, this liquid foundation-compact hybrid also possesses skincare and sun-protection benefits. According to the company, it has sold more than 100 million cushions globally since it launched in 2008.

The cushion, with its light, natural-looking coverage, was a tipping point for Amorepacific’s business. It is widely regarded as the leading K-beauty product and has cemented the company’s status as a market leader in cosmetics.

"Before the cushion, we were more known for our skincare; we were not strong in the makeup segment,” said Robin Na, Amorepacific Asean Regional HQ Head. "But the cushion has established us as a leader in cosmetics.”

As a result, Na said, millennials are now more attracted to the brands from the group and are more willing to try other product lines.

Since Amorepacific’s product hit the market, brands such as Clinique, Dior, Lancome and L’Oreal have also launched their own versions of it. "I’m pleased that our competitors are also selling the cushion because it proves that the product has transformed the cosmetics landscape,” said Na.

Cutting-edge beauty

The cushion is made with a patented urethane foam saturated with a liquid that provides skin with coverage, sun protection and skincare.

In creating the cushion, there were three key considerations: the formulation of the makeup itself, how the liquid product is contained within the sponge, and how the puff applies the makeup to skin.

Now in its fourth generation, the cushion has been upgraded to the 3D Sponge and Ultra-fine Dispersion cushion. The former consistently releases the same amount of formula until the very last drop, while the latter refines the particle size in the formula by more than 30 per cent for a lighter and improved natural-looking coverage.

According to Kyungho Choi, creator of the cushion, who now heads the R&D unit Cushion Lab, each brand’s cushion has something different to offer. "How the formulation, the sponge and the puff are made and put together will deliver a variety of results,” said Choi.

Amorepacific has also used its cushion technology in other makeup products under its cosmetic brands, such as an eyebrow kit and a concealer pen for Laneige, and an Etude House cushion with colour-correcting abilities.

Na said: "We are committed to putting the best technologies into our cushions, making them different from the others. We are also transplanting the cushion technology into other makeup products so as to strengthen our quest in becoming the market leader.”

In South Korea, the company is also working on getting men to use the cushion. "We are testing the response in Seoul. If it works, we may introduce the cushion for men in other markets,” Choi revealed.

What better way to test and promote the product than to use it himself? Choi said he applies the cushion when he heads outdoors to exercise. "The cushion is a skincare product because your complexion improves the more you wear it,” he claimed.

The fifth generation of its cushion is due to be launched in April next year, and Choi revealed that it will be slimmer and have even more benefits. 

Here's a crash course on picking the right cushion for yourself:

Sulwhasoo Perfecting Cushion Brightening, S$74 (RM229) with one refill. — Photo by Amore Pacific

1. Sulwhasoo

South Korea’s top luxury cosmetics brand, Sulwhasoo, bases its products on traditional Korean medicinal wisdom, and contains ingredients meant to balance yin and yang to achieve optimal beauty.

2. Laneige

Best known for its "Water Science” technology, Laneige products are about helping women achieve supple and well-hydrated skin. This product features the 3D Skin Fit Cushion technology, which allows the product to be applied evenly with the puff.

Mamonde Cover Powder Cushion, price unavailable.

3. Mamonde

This soon-to-be-launched brand uses flowers as its main ingredients. From the roots to the stems, Mamonde condenses nutrition found in every part of the flower for powerful products with a contemporary feminine touch.

4. Innisfree

Amorepacific’s first naturalism beauty brand, Innisfree’s products contain ingredients from South Korea’s Jeju Island, and feature eco-friendly packaging. The brand has pledged to stay environmentally sustainable.

5. Etude House

Touted as South Korea’s first colour-make-up brand, Etude House leads in makeup trends and is known for its high-quality products with diverse colours at reasonable prices. — TODAY