ColourPop has confirmed that a “No Filter” foundation is on its way. The complexion-evening formula is set to arrive in 42 shades to pair with the 30 concealer options in the collection. What’s even better is the foundation will retail for an affordable $12 USD.
ColourPop co-founder and president Laura Nelson shares the process behind developing the product with PopSugar:
“We’ve worked on these formulas for over a year, continuing to shift the paradigm on what luxury looks like by offering value and product that is unrivaled. 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.”
Initially the No Filter concealer was debuted in 15 shades and later more shades were added to fit a wider range of skin tones. Nelson explains that inclusivity was one of the brand’s main goals for this launch:
“We wanted to create a shade range that was inclusive of all women and men, from extremely fair to deep dark and everything in between. Following the success of our concealer shade range, we wanted to go out the gate with 42 shades distributed evenly in six categories: fair, light, medium, dark, medium dark, and deep dark. From there, we have both neutral cool and neutral warm undertones.”
A release date has yet to be confirmed but it’s expect to release later this month exclusively on the ColourPop website. Take a sneak preview at what’s to come above and stay tuned for more information.
UPDATE: Colourpop has confirmed that its “No Filter” foundation will be launching on June 14 at 10 a.m. PST. Shoppers will be able to pick up shades directly from the site.
42 shades of #NoFilter Foundation available June 14th at 10 AM PST! ✨ $12 Full coverage, lightweight, longwearing formula with soft blur technology for a natural matte finish! #NOFILTERFACE pic.twitter.com/dXWwSsVazo
— ColourPop Cosmetics (@ColourPopCo) June 8, 2018
- Pop Sugar