When ‘BB’ Claims Went Too Far

When BB Creams launched in the UK, there was justifyably a big buzz in the beauty industry about this new concept. Although well established in Asian markets, the BB Cream (or Beauty Balm Cream) claimed to offer multiple benefits in one formula – it works not only as a foundation and moisturiser, but as a concealer, highlighter, primer and brightening treatment. I love a good BB Cream, using my Dr Jart formula on days when I just don’t have the patience (or need) to spend a significant amount of time preparing my face. However, as with anything in the beauty industry, as BB became the buzz word there started to be all kinds of BB products popping up and making nonsense claims. BB lipgloss, BB foot cream, BB nail varnish… And now a BB Powder from GOSH adding to the mixing pot. Is this when BB claims went too far?

By it’s nature, a BB product needs to be a liquid balm formula in order to help create a beautiful glow on skin. Although the GOSH BB Powder is a very lovely powder indeeed, it does anger me the fact that they’re jumping on a rather flimsy bandwagon and hoping consumers are not well informed enough to really notice. Like the mineral makeup trend before it, the BB buzz seems to shift product no matter what’s actually inside. This BB Powder is extremely finely ground, providing an exceptionally light finish on the skin that’s perfect for powder-phobes who would do anything to avoid a matte cakey look. However, it won’t provide you with the skincare benefits of a BB Cream, nor does it contain any radiance-enhancing properties. Putting a ‘BB’ label on the packaging simply doesn’t take it to the next level of performance. Are consumers gullable enough to buy something just because it’s the hot new trend? Has GOSH taken this too far? I’d love to know your thoughts.

The GOSH BB Powder is available in Superdrug for £8.99 (and it is actually rather good!)



  1. britishbeautyblogger
    August 11, 2013 / 7:22 pm

    I think people take the letters BB (or CC) and just make them mean whatever they want! Most are nowhere near the origins of a BB.

  2. Emily Knott
    August 11, 2013 / 8:37 pm

    This looks really interesting! May have to have a snoop in Superdrug!BritishBeautyAddict

  3. chloe logan
    August 11, 2013 / 9:11 pm

    I want to try this, but I agree that it has been taken a bit far calling it a BB cream.xx Chloechloe-logan.blogspot.co.uk

  4. Emma
    August 12, 2013 / 1:56 am

    Maybe its because I've only tried rubbishy high street brands, but I just don't 'get' BB and what it's supposed to do?? It just makes my skin look oily and the rest of my makeup slide off me face….xxx

  5. Terri Lowe
    August 12, 2013 / 8:51 am

    Does Gosh tell us anywhere what their idea of BB is? I do notice a few Western brands spin it in different ways. Blemish Balm, Beauty Balm, Blemish Base, Beautiful Base… It's silly, they should of trade marked 'BB' really to stop the confusion and ridiculously vague connection haha.

  6. Dotty789
    October 22, 2013 / 3:14 pm

    Hi there! I bought Gosh BB powder in its deepest shade (08 -Chestnut) last week. Apart from Sleek, they are the only company on the high street producing BB products for black skin tones. I found the BB powder to be like Max Factor's Cream Puff compact makeup in terms of coverage, and as for blurring imperfections – I was pleasantly surprised. While it did not erase them completely, my skin looked a lot more even. So maybe it doesn't give as much as a BB cream does, but I think it does enough to warrant some of its claims.

  7. Anonymous
    October 26, 2013 / 12:56 am

    It irritated my skin!

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