It’s hardly a secret that more so now than possibly ever before, consumers are holding makeup brands accountable when it comes to releasing complexion products with a shade range that goes beyond fifty shades of beige. And while the topic of inclusivity in beauty isn’t in and of itself a novel concept, there are still brands that, frustratingly so, don’t formulate darker than a vaguely tan “mocha.”
Enter, Pür, a brand that is shattering those standards with Love Your Selfie, a four-in-one foundation, concealer, skin-care, and long-wear product that boasts a staggering 100-shade range. (Yes, you read that right.) The formula is a full-coverage liquid texture with a natural-looking finish. It can be dotted and blended all over the face, as you would apply a foundation, or to spot conceal, simply twist off the pump dispenser cap to reveal an oversized doe-foot applicator, which can be applied directly to skin to mask any discoloration. As the name suggests, the product’s M.O. is all about embracing individuality and having a complexion product that matches the skin you‘re in.
The shade distribution offers 20 options within five shade families — light, medium, tan, dark, and deep — with options for golden (G), pink (P), and neutral (N) undertones, and depth of shade notated by a number from one to seven. With 100 shades, you’d definitely need a thorough organization system, otherwise we’d all run out of flesh-toned food items to name them.
To get past the overwhelming nature of trying to find your shade amongst 100 of them, Pür teamed up with Findation, a foundation-matching platform to help you find your shade by typing in your foundation shades in different makeup brands, so the engine can find the most similar shade of Love Your Selfie. Pür is also launching its own shade-finding resource on Instagram with @purshadefiner, which will feature unretouched photos of people wearing the shades, so you can see what they look like. That account will launch the same day as the foundation does on April 19.
While we would never advise going to bed in your makeup on, a product like Love Your Selfie will help cut your (breakout) losses with fortifying ingredients like ginseng, green tea, lingonberry extract, and vitamin B to smooth and soothe your skin. “Complexion is our forte, so after establishing the primary skin-care benefits that this product would include, we went through a really strict development phase of finding the perfect shade range,” Tisha Thompson, vice president of marketing and innovation at Pür, tells Allure. “We were extremely thoughtful and strategic about building out this range, which meant finding the proper surface colors and undertones that meet the needs of our diverse consumer base.” This is something that Thompson, a woman of color herself, understands on a personal level. “It was important for me to offer hands-on guidance throughout this entire process to better serve the different skin tones and textures out there.”
A full 100 shades might be a lot to take in at once, but the brand is treating its latest launch as an opportunity to educate its consumers on things like determining your skin undertones and how to customize coverage levels with one product. And as it turns out, multi-use products are quite literally in the brand’s DNA; Pür’s inaugural launch back in 2002 was the Best of Beauty-winning 4-in-1 Pressed Mineral Powder Foundation, which offered lightweight mineral coverage in one easy compact.
All 100 shades of Pür 4-in-1 Love Your Selfie Longwear Foundation & Concealer ($36) launch April 19 at purcosmetics.com and kohls.com. You can also find 22 shades at Kohls and Ulta stores, and 40 shades on Ulta.com.