PUR Cosmetics Launches 100 Shade Foundation To Include ALL Skin Tones In The Beauty Conversation

Even in 2019, inclusive makeup shades are still seriously lacking- especially when it comes to foundation shades. Who doesn’t want a foundation that vibes perfectly with their skin? Most product lines put out a few shades, leading us to feel like our skin isn’t being represented in the beauty world. 

Pür Cosmetics is setting out to change that. The brand just launched their ‘4-in-1 Love Your Selfie™ Longwear Foundation & Concealer.’ This foundation doesn’t only assist in combating the lack of inclusivity in the foundation game, but works to “conceal, correct and improve skin’s appearance with flawless looking coverage.”

via PUR $36

via Bustle

Oh, and did we mention there are 100 shades available?! Pür Cosmetics has the shades broken down into 5 families - light, medium, tan, dark and deep. This foundation is about embracing your individuality, enhancing your natural look and made to make you feel comfortable in your own skin. 

Tisha Thompson, VP of marketing and product innovation at PUR said that “rather than focusing on 100 shades, we focused on equal representation.” This formula prioritizes people first versus the product. The creation of this foundation line was a huge undertaking for the company, but they were excited to take on the project because they knew what they were creating mattered.

Pür Cosmetics even launched their own online shade finder to help you find your ideal shade. Their Instagram account features everyday people wearing their foundation shade with untouched photos. These photos are posted to help you to identify a complexion similar to yours, so you know which foundation is for you!

The formula is gluten-free, fragrance-free, paraben-free and vegan. 

Cover image via Bustle