I’m loving the recent focus on makeup brands being all inclusive and extending their makeup lines, with shades to match more women of color. As a Black woman, I have to say it’s been a long time coming, and I am definitely very happy to be alive during this movement. Though there were some makeup lines that were already on the forefront of multicultural beauty, we do have Fenty and Rihanna to thank for her use of star power to drive this issue.
COVERGIRL, a brand that I have grown up seeing in drugstores, but whose foundation I’ve never used before now, has recently launched a new foundation line, TruBlend Matte Made Foundation. Their much anticipated foundation line is their most inclusive foundation ever. It will incorporate 40 shades that match over 99% of skin tones. COVERGIRL even went a step further and created a formula that is addresses the specific skin needs of their consumers.
TruBlend Matte Made Foundation
COVERGIRL conducted countless interviews and social media listening research to find out what consumers want and need from a foundation. This resulted in the creation of a formula that delivers exactly what they asked for. COVERGIRL understands that both the shade and the formulation of a foundation are important to consumers and their skin needs. I received 5 of these shades.
COVERGIRL’s TruBlend Matte Made Foundation’s 40 shade-range delivers a long-wearing matte finish while delivering the key factors most asked for by consumers:
- Flexible wear and comfort feel – a flexi-hold technology creates a strong, yet flexible film that’s comfortable on skin. It responds to facial movements and is lightweight on the skin.
- Transfer-Proof – Flexible film helps formula stay in place all day – will not transfer
- Pore-Blurring – Light-scattering technology blurs pores and minimizes imperfections on skin
- Oil-Absorption – Oil-absorbing powders can hold 2X their weight in oils
- Available at drugstores nationwide for $9.99
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