Brand Focus | Sonia Kashuk


Ever since I saw Estée from Essie Button do a Brand Focus video on Tarte, I have been wanting to do one of my own. If you’re not familiar with Brand Focus posts/videos here’s the rundown: I focus on one brand and talk briefly about the brand’s background and history. I’ll then cover some of my favourite products by the brand that I have tried.

I have a small handful of brands that I genuinely adore and one of those brands is Sonia Kashuk. I forget where I first saw Sonia Kashuk (I’m guessing in a magazine), but I was super intrigued by the brand as it had good reviews and the packaging looked high end, despite the wallet friendly prices. Loe and behold when the news was brought to Canada that Target was making their way north, as a longtime Target lover, I was beyond ecstatic to shop there regularly and to finally get my hands on some of the Sonia Kashuk products.

If you haven’t heard the news, Target announced on January 15th that they plan to close all 133 of their Canadian stores after only 2 measly years of being here. I’m not going to get too much into that topic as it would be an incredibly long rant and this post is about my love for Sonia Kashuk; not Target. However, as Target is the exclusive retailer for Sonia Kashuk this means I will soon no longer be able to purchase Sonia Kashuk products regularly. I had planned to do this post at a later date, but I decided to do it now so that my fellow Canadians have a chance to grab some of these products if they’ve yet to try them.


Who is Sonia Kashuk?

Sonia Kashuk, the lovely face behind the brand, is a makeup artist from the Midwest, who works and lives in New York City. She has worked with many prestigious companies and brands; Vogue, Harper’s Bazaar and Marc Jacobs, just to name a few. When she decided to create her own makeup line, she wanted to create something high-end and luxurious whilst still being affordable. In 1998, Sonia partnered up with Target, making it the exclusive retailer, which is how she keeps the costs down for her products. In 2013, Sonia Kashuk expanded from makeup and extended the brand to bath and body as well and on August 4, 2014 Sonia Kashuk celebrated 15 years with Target.

Sonia Kashuk does not test on animals and ensure that their manufacturers and suppliers do not test on animals either.

This Brand Focus will solely cover the makeup as I have not tried any of the bath and body products and as I only own one of their makeup brushes, I cannot offer a solid review on them.




L to R – Lipstick in ‘Nude Pink’, Eyeshadow Duo in ‘Leather and Lace’ and Blush in ‘Pink’

The Makeup:

One of the first products I tried was the Perfecting Vitamin-Rich Primer ($18.89). It is one of the more pricier products in the line, but it works incredibly well. It feels like silk on the skin and is the perfect base for foundation and concealer and makes my makeup last literally all day. The Perfecting Luminous Foundation ($10.99) is a less is more product that helps achieve a natural finish and gives my skin a healthy glow. This product is infused with a moisturizing complex which contains amino acids and sugar derivatives. This helps nourish the skin and give your complexion an illuminating glow. The only thing I will say about this product is I wish it was fragrance-free. The Liquid Light Concealer ($8.99) is amazing for concealing dark circles and lasts all day without creasing. It contains hyaluronic acid and black tea extract which helps promote radiance and keep the skin hydrated. Unfortunately, this concealer only comes in two shades so this product won’t be right for every skin tone.

The Hidden Agenda Concealer Palette in ‘Light’ ($10.99) is a holy grail product for me. It is a little too thick for under my eyes, but is incredible for concealing any pesky blemishes and discolouration. This palette contains two concealers which you can mix together, a corrector and a pressed powder to set it. This product is full of skin friendly ingredients including jojoba oil, chestnut extract and apricot oil, as well as vitamins A, C and E. Like the concealer, this product only comes in two shades which is a downside. The Undetectable Pressed Powder ($9.99) has been my everyday setting powder and I have lost count how many of these powders I have gone through. I just apply a light dusting of this translucent powder to set my foundation and/or concealer and helps keep my skin matte and shine-free. The Beautifying Blush in ‘Pink’ ($8.99) is a great, easy to wear everyday blush. It looks incredibly natural and can be built up for greater intensity. This product is paraben-free and contains brown seaweed extract.

I’m currently on the hunt for a great, affordable tinted brow gel and was hesitant to try the Tinted Brow Gel ($5.99), as it only comes in one shade. However, for the incredible price I decided to give this a try and I am impressed. The formula applies easy, dries well and lasts all day. This product contains marine botanicals, which claims to stimulate growth (which my sad, pathetic brows definitely need). I do wish they had a greater colour range and that the brush was a bit smaller, but for the price, this is a pretty good tinted brow gel.

Tati from GlamLifeGuru has raved numerous times about Sonia Kashuk eyeshadows, so I obviously had to try some for myself. I went with the Eyeshadow Duo in ‘Leather and Lace’ ($7.29) and love the neutral, slightly purple hue of these eyeshadows. Like the blush, this is a build able product so I can apply it sheer and minimal (like in the pictures below) or build it up to greater intensity for a night out. I also love the subtle shimmer.

Satin Luxe Lip Colour in ‘Nude Pink’ ($9.99) is one of the newer products I have tried from the line and so far I am incredibly impressed. It feels really creamy on and does not dry out my lips. It isn’t long lasting, so you will have to reapply throughout the day, but this shade particularly makes it extremely easy to reapply on the go. This product is paraben and fragrance-free and contains brown seaweed extract (rich in fatty acids), ceramide 2 and palmitoyl peptide (reduces appearance of wrinkles) and SPF 16.

The Look:



Other products used:

Benefit They’re Real! Mascara (surprisingly, Sonia Kashuk does not make mascara)

Rimmel Scandaleyes Waterproof Kohl Kajal eye liner in ‘Nude’

Rimmel Lasting Finish lip liner in ‘Drive Me Nude’

This is a natural, daytime look using all the Sonia Kashuk products mentioned above. I use natural light so, unfortunately, the blush and eyeshadow don’t show up as well in pictures, but as you can see the face products used create an incredibly natural, flawless finish (I have my share of acne scars and redness).

So, overall I think Sonia Kashuk is a fantastic brand. I adore the packaging and like the fact they do not test on animals. They are affordable and everything I have tried I have been impressed by. The one downside is that they do not have a great colour selection with some products, so I would love to see them expand their range in concealer and brow shades.

If you haven’t seen Estée’s Brand Focus videos definitely give them a watch!


Bobbi Brown


Soap & Glory

Have you tried Sonia Kashuk products before? What are your favourite products?


3 Comments Add yours

  1. dolledupbyj says:

    I love the idea of a brand focus! It needs to happen more often in the blogging world 🙂 I haven’t seen where to buy this brand but thanks for sharing! I’ll have to check out Target before they close :s

    xo J


    1. ellerow says:

      I agree! Thanks so much for reading my post and I highly recommend grabbing some of these products at your nearest Target! 🙂 xo

      Liked by 1 person

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s