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.
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.
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