As the 2022 of MakeUp in LosAngeles is opening doors today at the LA Convention Center on, together with sister fair Luxe Pack Los Angeles, Italian color cosmetics manufacturer Gotha presents “Unapologetic”, a new collection related to current consumer’s trends as well as needs and feelings.

is the spirit of a festive mood in color, from day to day minimalism to colorful boldness to celebrate a new aesthetic about self-expression and non-conformity.

"We transform creative ideas into beauty products. Gen Z is a generation of skin savvy consumers that approach beauty with knowledge and raising demand on actually improve their skin, protecting and caring. Yet, they love to play with their identities, with their social identities on tik tok and in the street. The generation of “Euphoria” looks wants product to be inclusive, caring, genderless as well as audacious in shifting colours, moods and identities," said Viviana Barker-Hemings Marketing Director at Gotha Cosmetics.

Genderless skin minimalism

For instance, Gotha Cosmetics is spilling the tea on the next step of flawless foundation with their Skin Perfector Foundcealer (IT Awards nominee), a 2-in-1 genderless face serum that creates a sophisticated flawless canvass while controlling the shine. Crossing the makeup and skincare categories, the new foundation offers a velvety and lightweight texture to even out the complexion while correcting the shine: texture. Based on a gender free approach, it is suitable for all skin types.

Also adding a new hybrid step to the beauty routine, Gotha launches More Dryness Skincare Essence that hydrates and primes the skin. The watery texture is fast absorbing. According to the company, the skin looks smoother, dewier, more radiant, and even toned after use. It leaves an invisible layer of moisture to ensure uniformity and wear.

Unapologetic trendy looks

Gotha’s new moisture-matte Cotton Candy Lipstick (IT Awards nominee) delivers a blurred pop of color with a silky soft finish. Its air-light formula glides over the lips and blurs naturally like a vintage effect filter, ensuring a blotted sheer-matte finish with an all-day comfortable wear.

The Whipped Cream Lip Color is a liquid lip color with a whipped, mousse-like texture that glides on and melts into lips with a soft-focus, blurred, powdery finish. The airy texture coats lips with a moisture velvety finish and long-wear color (test on going).

Eventually, the super-shimmer Dazzling Shifting Eyeshadow offers a long-lasting liquid shadow featuring a mix of multi-chrome particles that dances and shifts between two complementary shades when reflected under different lights.