ColourPop is underlining its promotion of inclusivity, as it will soon launch 42 shades of foundation from the No Filter line, coming in hot on June 14.
This budget-friendly brand is following suit to Rihanna's Fenty Beauty, which aims to cater to all beautiful women. ColourPop has been known for its concealer under No Filter too, which definitely became a favorite because of its price and the impressive formula as well.
"Full coverage, lightweight, longwearing formula with soft blur technology for a natural matte finish!" the company said of its newest creation.
The No Filter Foundation will be sold for just $12, cheaper than most foundations in the market that boast the same promises as the ColourPop's yet-to-be-released product. That said, the brand has a lot of expectations to meet after its initial release of concealers became a hit.
To give light on the ColourPop's No Filter Concealer, it has 30 shades that only cost $6 each. So technically, the price point ultimately steals customers, but the quality speaks more about the product.
The No Filter Foundation shades are classified into six categories, fair, light, medium, medium dark, dark, and deep dark. Clearly, ColourPop is setting up to be a contender in the world of cosmetics that are trying to push for more ways to champion inclusivity.
ColourPop's No Filter Foundation is a long time coming and is serving as the first one for the famous makeup company. While the shades come in an affordable price, the quality seemed not to suffer, as the company had been working for the products for a year.
"Foundation was one of the most highly requested products from our customers, so it was vital we get this launch right and offer an expansive range of 42 shades. As our customer base is world wide an extremely diverse shade range was one of our top priorities," Laura Nelson, ColourPop cofounder, explained. Meanwhile, fans of the brand are certainly making it loud and clear that they are beyond happy and excited of the upcoming No Filter Foundation.
"This is why I love them! Inexpensive but great quality. I'm going to try it!" user @pvargas902 commented on the brand's Instagram post.
Another one, @marissalorraine, aired one legit concern that probably may be the biggest one right now among ColourPop's consumers. She revealed that she was having a hard time choosing the right shade for her, and it's understandable because she has 42 shades to compare and that all she can do now is to find the perfect tone for her online.
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