The Iconic Trench Coat Is The Muse Behind Burberry’s Relaunched Makeup Collection
For over a century, the Burberry trench coat has been one of the most iconic pieces in fashion. Popularized during World War I for military use, it was worn by British officers in the trenches because it was waterproof, lighter and more functional than the long, heavy wool overcoats they had worn in the past.
It’s been immensely influential ever since and most recently served as the muse for Burberry Beauty’s new makeup collection, the Beyond Wear line. “Whenever there is something that's synonymous with a brand, it can very easily become the starting point for everything else,” says Lauren Parsons, US Burberry Beauty Brand Advocate and celebrity makeup artist.
"The trench coat was established [over a century ago], so fast forward to 2025 and all those things that were so innovative then, like the gabardine, the fact that it was long wearing, the fact that it was weather-resistant—because, of course, it had to be—and also, it's incredibly breathable,” Parsons explains.
"When you look at the Beyond Wear Perfecting Matte Foundation, it's incredible because it has that same breathability. But the breathability comes into the fact that it's also long-wearing. You can wear it for up to 24 hours, and it's still comfortable.”
Burberry Beyond Wear Perfecting Matte Foundation features Trench Protect Technology, which is made up of antioxidant and anti-pollution ingredients that protect skin while still being breathable. This technology is inspired by the iconic trench coat, which was designed to withstand the rigors of war.
"That iconic trench coat muse works very well when putting it into beauty,” Parsons says. “I love how they've taken those same principles and translated them into a foundation that not only looks great but also feels great on the skin.”
The Products
Parsons enjoys playing with the products in unexpected ways, using hacks such as applying primer to create a glowy skin tint or wearing lipstick as a stain.
"You can hack things,” she says. “You don't have to use the Beyond Radiance Primer as an all over primer. For example, I've got a slightly combination T-zone, so I would never put the radiance primer in my T-zone because I don't need any other glow there.”
"But what I might do is use it as a base and then build up coverage from there,” Parsons explains. "It's all about finding that perfect balance between glow and coverage.”
Kisses Lipstick Matte
Parsons also loves the Kisses Lipstick Matte, which features a range of shades including Burnished Red, her favorite.
"I love this bricky red color with a little bit more oomph in it,” she says. “You don't even have to be exact—just put on a couple of swipes and you can either rub it from each side or push it into your lip line.”
The Britishness of Burberry
For Parsons, the heritage of Burberry is an important part of its appeal. “I love the fact that there’s a little bit of British sophistication,” she says.
"It's quite tonal, and it's quite ready for work. When these things link together, it's like that melting pot, and that sums up London to me.”
Overall, Parsons is thrilled with the new makeup collection from Burberry, which she believes captures the essence of the iconic brand.
"I love how they've taken those same principles and translated them into a range of products that are not only beautiful but also effective,” she says. “It's a true reflection of the Burberry spirit.”