By Erin Brady

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In January of 2010, one of the worst things that can happen to a woman happened to thousands (180,000 to be exact!) worldwide. This particular situation makes women crazy, disrupts their daily routine, turns them into hoarders and makes them furiously search for answers… or eBay and Amazon for stock! What, you may ask, happened just at the start of 2010 that caused all of these above symptoms and more? It was the news that an amazing, specialized cosmetic line would be ceasing production in late 2010: the end of Prescriptives cosmetics!

For Prescriptives, it all started in 1979 when the brand was introduced as a progressive and individualized cosmetic line, yet due to Estee Lauder wanting to focus their attention on other brands, this line decided to cease production, disappointing many women. What the company learned in the years that the brand was discontinued, was that their fans are true loyalists — die-hards in fact– that would do anything to get back their perfect match foundation, tried-and-true wrinkle serum and amazing, falsifying mascara. So, what happened next is a true testament to a company listening to their fans: in late 2011 the brand re-launched as an online-only destination for these cult beauty products. It’s the digital era and Prescriptives as a brand is embracing that reality by occupying online counter space, so to speak!

When Prescriptives “refreshed” in 2011, they launched a series of videos of their female fans, deemed “Passionistas,” on their web site and Facebook page that help tell this new chapter in their story. They talk about what Prescriptives means to them, their beauty routines and what products they are so happy to have back in their lives. The only drawback we’ve seen with the brand only being available online is if you are a new user, like me, it can be hard to find the right shade online. They do, however, have very helpful online Beauty Experts you can live chat with to get their take on the best match for you. For example, I told the experts a shade of foundation I used in another department store makeup brand and she was able to help me pick the right shade of Virtual Skin foundation for me (my absolute new favorite foundation!) You can also email or call Prescriptives to ask questions about the products.

The Prescriptives website also contains common Q&A’s about the products and application, and if you are still unsure about the right shade, you can always buy a few bottles/tubes and mix at home. It could be fun to experiment, and from what I can tell from the products I’ve tried and the countless reviews on the Prescriptives Facebook page, you will not be disappointed. Prescriptives also plans to involve the community in the future of the brand online, by continuing to feature new PX Passionistas on the site as well as Ratings and Reviews, Polls and Consumer Forums. The Prescriptives site re-launched with 45 of Prescriptives top products that were the most requested by their loyal consumers and over time, they will likely add additional products if the demand warrants.

Here are some of the cult, and my favorite, Prescriptives products:

False Eyelashes Plush Mascara ($21): This plush mascara creates incredible volume, length and curl for a smooth, velvety finish. I don’t know if it’s the brush, formula or maybe both, but this makes your eyelashes look ridiculously, crazy long, yet still natural and healthy. An everyday must!
Virtual Skin Super-Natural Finish SPF 10 ($35): This smooth foundation erases the line between makeup and skin. It’s natural, weightless and provides sheer to medium coverage. For me this is perfect because it conceals any uneven skin tone, blemishes and dark circles, yet looks like you aren’t wearing a thing. It’s also oil-free and has SPF 10…pretty perfect!
Super Line Preventor Xtreme ($78): A super cocktail of targeted antioxidants that diminishes the look of lines and wrinkles (by up to 54% if you like the technical lingo.) This super light serum goes on before moisturizer (or in place of it), and before makeup, to fight free radicals and environmental stressors that can cause aging. It yields smooth, more radiant skin and also helps keep your makeup/foundation last all day (and night!)
“magic Liquid Powder ($37.50): This powder instantly cools and diffuses light to minimize the look of lines, pores, and wrinkles. This is seriously the coolest powder I’ve ever used. Swipe your brush in the powder and simply dust across your face (no your makeup brush is not wet), the powder dusts on like a mist to set and enhance foundation (so it will feel a tad dewy going on, but it dries!). It is oil-free, non-acnegenic and therefore an ideal finishing touch for all skin types.

To learn more about Prescriptives comeback and purchase new or old favorites for yourself, visit, the products can be shipped to all locations in the United States.

Originally published February 2012



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