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Pür Cosmetics Launches Foundation With 100 Shades

“We wanted to send a message that’s much bigger than makeup.”

Fenty Beauty shook the beauty industry in 2017 with the release of Pro Filt’R foundation, originally available in 40 shades. The line has added 10 more shades over the past year.

Brands such as NYX and Morphe have since upped the ante with even more diverse options, with Pür Cosmetics stepping up to the plate with a whopping 100 choices for women of various shades, undertones and skin types.


Tisha Thompson, vice president of marketing and innovation at Pür, told Allure it is important for the brand to promote confidence in its clients of all skin tones.

“We wanted to send a message that’s much bigger than makeup,” Thompson said. “Your complexion is something that everyone should feel confident about, and this foundation gives everyone a chance to achieve the look—and feeling—that we all love.”

Thompson’s own struggle to find a matching foundation greatly influenced the development process.

“As a woman of color, 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 told Bustle “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.”

Check out beauty blogger Jackie Aina’s review of the foundation below.


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