For beauty brands launching new shade ranges, inclusivity is a must; step up to the plate with a diverse, extensive selection of shades or risk getting slammed on social media. Cover FX is continuing to champion diversity with its fourth foundation offering, which features a 40-shade range.
Cover FX isn't exactly new to shade inclusivity. Power Play Foundation ($44), a "modern matte" foundation, is the brand's fourth product that has launched with an impressive 40 shades. The vegan and cruelty-free launch adds more skin type diversity to the mix with a formula that's specifically tailored to those with oily skin. "We hadn't really reached that normal to oily consumer that doesn't really want shine," Cover FX's CEO Sharon Collier said in an interview with WWD.
Power Play Foundation is what Collier calls a modern matte. "It doesn't look flat, it has a luminosity behind it," she said. The secret to the buildable matte finish is a trio of ultra-fine powders, which help to create a blurring effect while controlling shine without the oft-unfortunate side effect of dryness. According to the brand, the formula is sweatproof, waterproof, and transfer-proof — in other words, it's designed to stay on all damn day.
Like Cover FX's other shades, Power Play uses the brand's universal shade matching system instead of confusing, food-themed names like "almond" or "mocha." Cover FX's shades are coded with letters and numbers. Light shades are 0-20, medium shades are 25-40, medium deep shades are 50-85, and the deepest shades are 90-125. Next, each shade is given a letter: P for pink and rosy shades with cooler undertones; N for neutral undertones; and G for skin tones with more yellow, golden hues. So, G110 would be a dark golden brown and P30 would be a medium shade of pink. The best part? Cover FX has a shade match guarantee — if you don't love the shade on your skin you can return or exchange for free.
Power Play Foundation is already available online at coverfx.com and goes for $44. According to WWD, it will be rolling out in Sephora stores across the country by the end of March. Let the swatching begin.
For more inclusive shade ranges:
2017's Best of Beauty winners for base makeup:
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