I've had the opportunity to try out a new line of cosmetics that is interestingly geared towards the needs of the modern ethnic woman. Not every makeup brand in department stores caters to the rich skintones of women of color. Some of the well-known brands offer light, neutral colors that are not suited for darker skintones as these just disappear into the skin or make it look washed out. Women from various ethnic backgrounds have longed for a cosmetic line that caters exclusively to their needs, taking into consideration their deeper skintones and their desire for vibrant, rich hues that are long lasting but are gentle on the skin. These women are looking for a complete line of makeup that would enable them to experiment with strong, vivid shades that would complement the rich undertones of their heritage.
THE THEVI RESPONSE
Thevi Cosmetics is a unique line because it targets the New Ethnic Market - every light-to-dark skinned woman of Asian, South Asian, Hispanic, Middle Eastern and Meditteranean descent to whom color is important in all of her surroundings. Thevi Cosmetics is a sleek modern line in rich, vibrant shades celebtrating color in lifestyles and traditions.
Wife, mother and entrepreneur, Thevaki Thambirajah is both the beauty and the brains behind the Thevi Collection. With roots that reach deep into the Indian sub-continent, Thevi was born of Sri Lankan parents in New York State. She grew up as part of a vibrant, multi-ethnic community, whose diverse styles and cultures shared the common ties of strong family bonds, a love of color, a respect for traditions and a celebration of women as leaders, mothers, sensual beings.
As a young woman, beginning her career and enjoying a busy social life, Thevi could never find cosmetics in shades that suited her coloring.
Because she has always held that beauty is a way of empowerment, both at home and at work, she felt a keen need for a prestige makeup brand with colors that were rich and vibrant without being harsh. One with formulas that would complement her skin, and shades that were modern and sophisticated. In short, a collection of colorful, contemporary, no-gimmick makeup she could relate to.
"I know that there are many, many women like me. Women to whom ‘natural’ means ‘colorful.’ After all, what is more natural than a flower, a butterfly, a sunset? In our homes, in our dress, even in our foods and in our makeup, we are women who feel comfortable with color. In fact, we crave it. And while our skins come in a wide range of tones and shades, we all look best with a more intense makeup. Red lips. Strongly defined eyes. Visible cheek color. And of course, fresh, smooth complexions.
I tried the featured products from the Thevi collection. More detailed product descriptions of the above-shown products from their website and my thoughts on these are as follows:
Triple Split Eyeshadow: Color coordinated eye shadow, for a finished look, in shades that show up on darker skin. Rich, triple-milled colors with a velvety finish glide on smoothly, blend beautifully and cling for hours. Water-proof. Crease-resistant. Formulated with skin-conditioning Vitamins C and E. Hypoallergenic. Mineral oil-free.
My take: I am loving the Triple Split Eyeshadow in Venice that I tried as the colors are vibrant, long-lasting and came in a convenient pot for all three colors. The Venice trio is a pretty lavender-purple-pink combination with lots of plum and grey undertones, and these glide easily on the lids and can be a beautiful daytime neutral or a nice evening eye makeup, depending on your application. I like that it didn't crease or fade and it looked very smooth on the lids.
Sheer Matte Blush: The most amazing blush ever. Rich, vibrant color that looks totally natural. Micro-milled pigments glide on smooth, sheer color with a velvety soft finish that becomes one with your skin. Enriched with conditioning, protective Vitamins C and E. Hypoallergenic. Mineral oil-free.
My take: I was pleasantly surprised with this blush as this has an amazingly vibrant pigment that was pretty smooth in application and lasted quite well even under the scorching heat of the sun. I tried Whisper Apricot and I liked the fact that it had a rich, vibrant hue but didn't look clownish or garish on my cheeks. This is a winner for me.
High Impact Lipstick: Sensual lip color. Advanced formula lipstick with unique chroma-shine technology provides rich color intensity with a super glossy finish that’s virtually weightless, yet won’t wear off. Plus it’s packed with Vitamins A, E and C for anti-oxidant protection and conditioning. In an array of gloriously colorful shades. Hypoallergenic.
My take: I tried the lip color in Sequin and this is basically the lightest color from the Thevi line, but it is still a very vibrant hue. If you are a fan of rich lipsticks with deep hues and high-impact shine, this is for you. Ms. Thambirajah was not kidding when she said that her line is for women who love color. The lipsticks are saturated with pigment and the glide and slip are buttery smooth. I want to try the rest of the darker lipsticks.
Liquid Powder Mineral Foundation SPF 15 -Smooth start to a flawless finish. This creamy fluid, fortified with a multi-mineral complex, provides just enough coverage to even out your complexion, not cover it up, while a blend of natural light diffusers creates a soft, flawless finish. Enriched with vitamins E and C for anti-oxidant protection, and skin-conditioning Vitamin A. Hypoallergenic. Oil-free.
My take: I am not a fan of this one. I have said before that I love mineral foundation and I will never go back to liquid foundation. I used this under Thevi's Mineral Foundation Powder and, maybe I am no longer used to wearing liquid foundation, but I wanted to claw my face off the whole day because I didn't like the feel of liquid foundation on my face. It also broke me out. The color I got (Almond), even though it is the lightest available, was also quite dark on me. As you see in the pictures below, it has a nice, smooth, even finish but I am really not a fan of liquid foundations, so I am skipping this one.
Mineral Foundation Powder SPF 8: Pressed face powder with a unique blend of micro-minerals and skin nurturing vitamins A, E and C, offers skin perfection, protection and flexibility. Natural light diffusers blur away the look of little lines and uneven coloration. Buildable coverage makes it suitable for use as a finishing powder or powder foundation. Ideal for all skins, including sensitive or troubled. Hypoallergenic. Oil-free. Talc-free. Fragrance-free.
My take: I like this one a lot better than the liquid foundation. Too bad I got a shade that is a tad too dark on me (Sand). It doesn't look dark in the photos but oh boy, it sure was dark in real life. I love the smooth, even finish this gives, and I very much like the packaging: it comes in a sleek, chrome-like compact that looks very sophisticated. I will use this for touch ups and especially for photo shoots as it really gives a pretty finish.
All in all, I liked the Thevi line except for the liquid foundation. The Thevi brand has an entire gamut of products specifically geared towards the modern, sophisticated woman of ethnic roots. If you are one of the target consumers of this brand, I highly suggest you take time to check out its products. I'm sure there will be at least one of these that will pique your interest, especially if you love bold, rich colors that go well with your ethnic heritage.
In the following photos, I used all the products I have just reviewed from Thevi Cosmetics.