How a group of ‘imperfect’ models in Italy are redefining beauty

A project on Instagram to highlight ordinary women and their imperfections has transformed into a modeling agency that aims to redefine notions of beauty in Italy.

The L’Imperfetta (Imperfect) modeling agency, started in 2020 by Carlotta Giancane, has a casting book full of models who defy the industry’s pre-established standards of beauty.

They are of all sizes and ages, spanning the gender spectrum, some with disabilities or medical conditions like alopecia or vitiligo, visible scarring or who have lost limbs.

Such agencies have existed elsewhere in Europe and the US. This is the first in Italy though.

Sonia Sparta is one of the models. A 28-year-old from Sicily, she has heard adults whisper to children that she was from the circus when they saw the dark spots on her face and body, the result of a form of hyperpigmentation.

Read more: Is beauty a curse? Beautiful people are apparently aggrieved by their looks

While she once tried to conceal her condition, she now is conscious of her beauty.

“I changed things so that my weakness, or how I perceived a weakness, became my source of strength, my distinctiveness.” she said.

During a recent photo shoot in Rome, models of all shapes posed in underwear, wrapped in sheer organza.

“I feel like a revolutionary because I realise that around me all this did not exist before L’Imperfetta,” Giancane said. “It feels like a revolution, a battle to fight hard, because there are so many difficulties.”

L’Imperfetta counts more than 140 models. According to Giancane, they are both in Italy and abroad, but the agency is focused in Italy because that is where it wants to change things.

Claudia La Rosa who has a Nevus of Ota (a form of dermal melanocytosis) is one of the models featured by L'Imperfetta. Photo: APClaudia La Rosa who has a Nevus of Ota (a form of dermal melanocytosis) is one of the models featured by

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I Test Hundreds of Beauty Products a Month, and This Is Only the Second Concealer to Meet My Standards

Huda Beauty Faux Filter Concealer

Huda Beauty Faux Filter Concealer

Courtesy Huda Beauty

I stand by my proclamation that concealers are a good-in-theory, bad-in-practice bamboozle product. I also attest that there was previously only one exception for this, but in a shocking plot twist, a second concealer has entered the chat: Huda Beauty’s new #FauxFilter Luminous Matte Concealer.

It’s not that I am prejudiced against concealers — I have tried over 100 of them and their shortcomings follow similar patterns of chalkiness, thickness, and patchiness. But I persevered in my hunt for concealer greatness,  so when Huda Beauty’s #FauxFilter landed on my desk, I approached it with objective judgment and found that … I loved it.

Luminous Matte Buildable Coverage Crease Proof Concealer

Luminous Matte Buildable Coverage Crease Proof Concealer


Shop now: $29;

The concealer, which comes in 29 shades, is the third and latest launch in the #FauxFilter family, following a liquid and stick foundation. In all honesty, the foundations did not do it for me — the coverage and shade options  (39 to be exact) are impressive, but the thicker formula made  it more difficult to mix with my blush and highlighter. The concealer, on the other hand, caught me by surprise.

Here’s what it gets right: A diverse shade range should be expected in 2022, but Huda Beauty takes this a step further by making sure that you find beauty/makeup/how-choose-foundation” data-ylk=”slk:your undertone match, too” class=”link “your undertone match, too. The consistency of #FauxFilter is thin, silky, and deceptively moisturizing. When I first applied it to my face, I was worried that this was another chalky formula, but as I began to spread it with my fingers, it melted into my skin. The way it set after a minute was even more impressive — it looked like I had used a primer

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E.l.f. Beauty Benefits as Consumers Tighten Their Belts

E.l.f. Beauty shrugged off a growing number of headwinds, from technical recessions to record-high inflation to supply chain headaches to currency fluctuations, to clock in its 14th consecutive quarter of net sales growth.

It also beat Wall Street forecasts on both the top and bottom lines.

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“We’re always mindful and keeping our eyes open in terms of how the consumer is faring, but our business has actually done extremely well regardless of the environment,” Tarang Amin, E.l.f.’s chairman and chief executive officer, told WWD in an interview as the company reported its first-quarter fiscal 2023 results. “We were one of the few brands that really grew strongly through the pandemic when color cosmetics was impacted. We made it through different supply disruptions and lockdowns in China, so I would say what gives me confidence even in a recessionary environment is that value equation. When consumer wallets are getting pinched we have great propositions.”

In particular, he cited E.l.f.’s $10 Power Grip Primer — its bestselling product — as benefiting from consumer trade down from a prestige $34 primer sold by another brand that he did not name, adding that the company is also “picking up a ton of share in the mass arena as well.”

All of this comes despite the fact that E.l.f. increased prices on about two-thirds of its stockkeeping units in May in response to rising transportation costs.

“We’ve actually seen better elasticity that what we had modeled and I think part of it is while we took prices up, we still ensured that we had an incredible value equation,” continued Amin.

On Keys Soulcare, the E.l.f.-owned beauty brand launched in partnership with Alicia Keys 15 months ago, he stressed that it was making “real progress” in terms of building brand awareness in a

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WATCH NOW: In N Out Beauty celebrates second year with grand re-opening | Business

In N Out Beauty Supply, 2324 18th St., a local beauty business that opened early in the pandemic, marked its second year with a grand re-opening Friday.

The event invited local business leaders and customers Friday afternoon to celebrate and featured formal ribbon cutting ceremonies.

Owner Lakisha Mitchell said it was just a way to show her appreciation to everyone who have helped her, as well as continue to get the business’ name out. Representatives from the Kenosha Area Chamber of Commerce, including President Dave Strash, gathered to cut the ribbon and congratulate Mitchell on the milestone.

“We’re just appreciating everybody that comes out and supports us,” Mitchell said. “I want the business to be somewhere where everyone can come and get what they need.”

After her first year faced with the pandemic, Mitchell said she was mostly thrilled to still be open. Now she’s hoping to continue to grow, and looks forward to the day when she moves into an even larger space.

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“With two years, it feels like I just opened. I’m still trying to learn, but I have mentors. I’m looking to the future become bigger,” Mitchell said.

In N Out Beauty offers a wide variety of hair and beauty products and services, with a unique focus on Black hair. Mitchell, who is Black, said she initially got the idea for the business after struggling to find products and services for her daughters.

“What really gets me is when people come in and we can help them with their hair care needs,” Mitchell said. “I just want to continue to help people that need it.”

Beyond the usual challenges of starting a new business, Mitchell shared some of the struggles she had to face as a Black business owner.

“It’s always difficult. You

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Bankrupt beauty: Lessons from Revlon’s supply chain failures

zable, indeed, dominant market share.  

For Revlon, some key mistakes in their supply chain have created a domino-effect, costing the company many of its suppliers, customers and creditors. Growing pressure from incumbent brands has heightened competition for materials, as those with healthy liquidity can pre-pay creditors and benefit from large orders and scaled economies. 

For Revlon, cumulative debt has meant some of their raw material suppliers are no longer sending shipments, cutting production and leaving the company only able to fulfil 70 per cent of orders, against an industry standard of around 95 per cent. 

Also, labour shortages due to the Covid-19 pandemic has slowed manufacturing, resulting in late product shipments and fines from retailers, as well as mismanaged inventory and failed forecasting.

What went wrong?

Known as a trailblazer, Revlon was once the most radical company in its space. 

In 1970, it was the first American cosmetics company to feature an African American model, icon Naomi Sims, in their advertising. In the 1980s, its progress campaigns featured diverse, not yet famous, new models like Claudia Schiffer, Cindy Crawford, and Christy Turlington, who would later become synonymous with the highest of high-end fashion. 

In the 1990s, the company’s Colorstay range of makeup gained notoriety for its patented formula which promised to remain fresh all day: a new frontier in cosmetics. 

When business was booming, Revlon’s strategy was to expand sales through mass market department stores, as well as buying expensive advertising. Like other legacy brands, they invested in magazine editorials which drove shoppers into stores, where sales would be converted through personal selling and glossy displays. As a strategy, this worked well into the 2000s, but failed dismally thereafter. 

The democratisation of beauty

In the 2010s, the narrative around beauty shifted dramatically, beauty became celebratory, more diverse and more

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