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Brief Published: 11 Nov 2021

The Unseen Beauty’s Phygital Make-Up Move

The Unseen Beauty

Experimental UK-based material and design alchemist The Unseen has launched into beauty with Spectra – a light-reflective and colour-transforming eyeshadow that blurs the lines between digital and physical realities.

Available in two shades – 4.10 (black) and 8.0 (light grey), the cream eye product plays with reality by reacting to bright light, such as a phone camera’s flash, and transforming into a highly reflective molten silver pigment.

The idea was initially inspired by founder Lauren Bowker’s experience at a music event, after noticing most of the audience was watching the concert through their phones. “I realised that there’s a whole generation that lives and consumes through a screen,” she said. “That is their reality.”

Aiming to “reveal to the world what it cannot see for itself”, Spectra was designed during Covid-19 lockdowns – a time which forced the world to increasingly navigate the boundaries between physical and digital realms. “I have always explored realities that exist beyond the senses,” said Bowker. “During lockdown, like many of us, I questioned my own human reality whilst observing the digital [and] physical boundaries upon us.”

Previous innovative beauty concepts from The Unseen, such as hair dye Fire – which changes colour based on fluctuations in temperature and light – are stepping stones to this more commercial, yet equally exciting venture. 

Shrewd brands like The Unseen Beauty will entice consumers with products that adapt to offer different experiences in physical and digital worlds. For more otherworldly beauty projects exploring digital and physical realities, see Beauty Directions S/S 23: Trip. For more phygital aesthetics, see Colour & Materials A/W 23/24: Beyond.

The Unseen Beauty
The Unseen Beauty