如今，人们之所以看见雾，
并不是因为雾在那里，
而是因为诗人和画家教会了他们
发现其中神秘的美。
At present, people see fogs,
not because there are fogs,
but because poets and painters have taught them
the mysterious loveliness of such effects.
——王尔德《谎言的衰落》
Oscar Wilde, The Decay of Lying
这是一颗美妆蛋。
如今，它随处可见，几乎成了化妆爱好者化妆包里的常备工具。
21世纪初，化妆师 Rea Ann Silva 为了应对高清镜头对妆面细节的放大，开始改造传统三角海绵。她剪去容易留下妆痕的棱角，把海绵做成一端尖、一端圆的蛋形。无棱角的形状配合湿用方式，让底妆变得更加轻薄自然。
这块手工改造的海绵很快在影视片场流行开来。2003年，Beautyblender 开始面向市场销售。最初，它主要在专业美妆用品店里小规模出售，一些零售商无法理解：一块被剪去棱角的海绵，能有多大不同？为什么会有人愿意花20美元买它？
随后的几年里，专业化妆师的口碑逐渐传开，普通消费者也开始在专业门店购买它。Beautyblender 慢慢从专业圈层走向大众，也推动化妆海绵从廉价、一次性的附属品，发展为一个独立的美妆工具品类。
This is a makeup sponge. Today, it is everywhere—a staple in makeup bags around the world.
In the early 2000s, makeup artist Rea Ann Silva began adapting the traditional triangular wedge sponge to meet the demands of high-definition cameras, which magnified every detail of a makeup look. She removed the edges that could leave visible lines and shaped the sponge into an egg, with a pointed tip and a rounded base. Used damp, its edgeless form helped create a lighter, more natural-looking finish.
The hand-cut sponge soon caught on among makeup artists working in film and television. In 2003, Beautyblender began selling commercially. At first, it was available only in small quantities, mainly through professional beauty supply stores. Some retailers could not see the appeal: How much difference could a sponge with its edges cut away really make? Why would anyone pay $20 for one?
Over the next few years, word spread among professional makeup artists, and everyday consumers began seeking it out as well. Beautyblender gradually moved beyond the professional community and into the mainstream, helping turn the makeup sponge from a cheap, disposable add-on into a category in its own right.
图 / 化妆师Rea Ann Silva与Beautyblender
美业向前的每一步，往往始于这样一个个被忽略的细节，一种种未被满足的需求，一次次没有现成答案的尝试。
我们尚未看见什么？尚未理解什么？还有什么美，需要通过人的探索与创造才会发生？它们是问题，更是机遇。
The beauty industry’s next step often begins here: with a detail others have overlooked, a need still unmet, or an experiment with no ready-made answer.
What have we yet to see? What have we yet to understand? What forms of beauty will come into being only through human exploration and creation? These are questions—but they are also opportunities.
图 / 全球首款气垫粉底产品 Air Cushion Sunblock
它也许始于一次意外的联想：为了让人们带妆时也能方便补涂防晒，爱茉莉太平洋的研发团队从停车票印章中得到灵感，用海绵承载液态配方。2008年，IOPE Air Cushion问世，从粉盒里取出液态底妆、再轻拍上脸，从此成为许多人的上妆习惯。
也许始于一句“凭什么”：过去，深肤色消费者在柜台能试到的粉底色号往往有限。2017年，Fenty Beauty 首发40个粉底色号，细分肤色深浅与底调。多个深色号很快售罄，也让行业正视一个一直存在、却未被充分回应的需求。
也许始于一次反其道而行的尝试：从前，痘痘贴多做成透明或接近肤色的样子，目标是尽量隐形。2019年，Starface 推出醒目的黄色星形痘痘贴。有人贴着它出门、拍照。脸上原本想藏起来的地方，多了一颗可以大方露出来的星星。
It may begin with an unexpected connection. Seeking a way to make sunscreen easier to reapply over makeup, Amorepacific’s R&D team drew inspiration from a parking-validation stamp and used a sponge to hold a liquid formula. In 2008, IOPE Air Cushion was launched. Using a puff to pick up liquid makeup from a compact and pat it onto the skin would go on to become a familiar step in countless makeup routines.
Or it may begin with a simple challenge: “Why should it be this way?” For years, consumers with deeper skin tones found only a limited range of foundation shades at beauty counters. In 2017, Fenty Beauty launched its foundation in 40 shades, spanning a broader spectrum of skin tones and undertones. Several deeper shades quickly sold out, prompting the industry to take seriously a need that had long existed but remained underserved.
Or it may begin by doing the exact opposite. Pimple patches had traditionally been clear or skin-toned, designed to disappear. In 2019, Starface introduced its bright yellow, star-shaped patches. People began wearing them in public and sharing photos. A spot once meant to be hidden became a star worn proudly in plain sight.
图 / Starface推出的星形痘痘贴
美业始终贴近人的身体、情绪与日常生活。我们怎样照料自己，怎样打扮，又愿意让别人看见什么，都不是一成不变的答案。发现一种需求，理解一种经验，再把想法变成可以触摸、试用与讨论的产品——一次创造改变一个细小的动作，也可能由此打开一种从未想过的生活体验。
而更多美的体验，尚未发生，等待被创造。
The beauty industry is rooted in the body, our emotions, and everyday life. How we care for ourselves, how we present ourselves, and what we choose to let others see are never fixed. When a need is identified and an experience understood, an idea can be turned into something people can touch, try, and discuss. A single act of creation can change one small daily gesture—and open the door to a way of living no one had imagined before.
And many more ways of experiencing beauty have yet to exist. They are waiting to be created.
图 / Fenty Beauty 40色号粉底液
本届美美上海，我们将主题定为「未知之美 UNCHARTED」。
从「美的标准 Standards of Beauty」、「文化之美 Beauty of Culture」、「向上之美 Ascending Beauty」，到「未知之美 UNCHARTED」，我们不断把关于美的问题推向更深处：确立判断，理解来处，选择方向，探索可能。
未知里有迷茫，也有尚未被命名的需求、尚未被理解的创造，以及尚未被打开的市场。美美上海希望与品牌、创作者和行业同行者一起，向深海游去，向那些没有答案、甚至还没有被问起的领域出发，在交流与实践中，看见下一种可能。
期待这个春天，在美美上海与您见面。
For 2027SS, Beauty Shanghai presents its new theme: UNCHARTED.
From Standards of Beauty, Beauty of Culture, and Ascending Beauty to UNCHARTED, we continue to push our questions about beauty into deeper waters: to form a point of view, understand where we come from, choose a direction, and explore what might be possible.
The unknown brings uncertainty. But it also holds needs that have yet to be named, creations that have yet to be understood, and markets that have yet to be unlocked. Beauty Shanghai hopes to venture into deeper waters alongside brands, creators, and peers across the industry—to explore territories where answers do not yet exist, and where the questions themselves may not yet have been asked. Through dialogue and practice, we hope to glimpse what might come next.
We look forward to welcoming you to Beauty Shanghai this spring.
图 / 美美上海2026秋季展 Beauty Shanghai 2026AW
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