Photo courtesy of CoverGirl.
The drugstore beauty aisle is going to need to make more room on its shelves for CoverGirl this summer, as the brand is the latest to launch an inclusive shade range of foundations.
After last year’s Fenty Foundation Frenzy sent a shockwave in the industry, CoverGirl sought to create a complexion cosmetic that would meet the needs of makeup mavens of all shades by connecting with them directly through interviews as well as on every social media platform. The result is the upcoming TruBlend Matte Made Foundation, which is slated to hit shelves in June for $8.49. It boasts medium to full coverage, a long-wearing matte finish, and 40 shades made to match 99% of skin tones. And the brand has made discovering your perfect shade a breeze by labeling the bottle with four numbered ranges, Light (L), Medium (M), Tan (T) and Deep (D), as well as warm, cool, and neutral undertone call-outs.
The fresh formula also checks off every box that beauty buffs have for their dream foundation. That includes flexi-hold technology that responds to your facial movements but doesn’t budge an inch, so there’s no transfer or awkward patches of melted makeup. There’s also an oil-absorbing powder that holds 2x its weight as well as light scattering technology whose powers combine to ensure your skin stays picture perfect and shine-free throughout the day — all without weighing it down.
While we still have a month to wait to actually get our hands on it to the dismay of many fans who were excited to test-drive the fresh formula as soon as possible. But we’ve already seen the formula in action. It had a star-studded debut earlier this week as both Issa Rae and Katy Perry rocked the coverup on the red carpet of the 2018 Met Gala where both looked utterly ethereal.
CoverGirl’s latest launch is another ripple in the recent wave of change to the industry, which has been in the midst of a major makeover after ignoring the needs of consumers of color for years. But it has been making strides to offer inclusive options for every budget. While listening to the concerns of consumers of all backgrounds should be the priority of any brand, it seems the industry is trying to turn the corner towards a future where everyone can have fun with cosmetics.