Far away from the days of 50 shades of white when it comes to foundation, dare we say, the beauty industry is *finally* becoming more inclusive.
Morphe, NYX and Fenty Beauty have all seen huge success in their more inclusive ranges, containing between 40 and 60 shades of all skin tones, but now cosmetics brand Pür has officially trumped them all with a whopping 100 shades.
The 4-in-1 Love Your Selfie foundation will seriously be raising the bar with five shade families: light, medium, tan, dark and deep, which each have 20 options for each golden, pink and neutral undertone.
Ok, we know what you’re thinking. This is great, but how the hell am I supposed to find the right shade for me when there are SO MANY OPTIONS?
You didn’t really think a brand smart enough to release 100 SHADES would forget to help you find the perfect shade, right?
Pür has launched Instagram account, @PurShadeFinder, which posts IRL pictures of ordinary people of every shade wearing them so you can get more of a feel of which one is for you. As well as this handy little tool, Pür has also joined forces with colour matching service, Findation, which finds your perfect shades based on the foundations you’re already using.
Speaking to Bustle, Tisha Thompson, vice president of marketing and innovation at Pür spoke of her own struggles finding the right foundation being the inspiration behind the innovative product: “As a woman of colour, I’ve experienced major gaps in the market when it comes to complexion representation, so formulating in our set skin tone categories and undertones made it easier for us to focus on creating a really inclusive range,” she said. “Luckily, our team in the office is super diverse, so we were able to experiment with the shades and give our direct feedback to the lab.”
The formula itself is four-in-one: skincare, concealer, foundation and long-wearing – providing a full coverage foundation with a skin-like feel. It comes with its own little blender for concealing smaller areas, or of course, you can just grab your favourite Beauty Blender and go to town.
Unfortunately for us UK lot, the foundation isn’t being released here just yet, but will be out in the US from 19th April for $36 (approx £27) – here’s to hoping it heads overseas soon, and paves the way for other major beauty brands to follow suit.
In the meantime, here are our favourite foundations that are definitely worth your investment…
