Pür Cosmetics Is Launching A Foundation With 100 Shades, The Most Robust Range Yet

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For far too long foundations came in limited shades, most of which were tailored to lighter skin tones. Thankfully, these days, companies are challenging industry norms and proving that when you offer a more diverse range of shades, people will buy them.

In 2017, APDG nearly broke the internet with its ultra-inclusive Longwear Liquid Pigments. Of the 33 shades it launched, half were specifically formulated for deeper skin tones. Fenty Beauty by Rihanna later debuted its Pro Filt'r Foundation with 40 shades, and social media-born Morphe introduced its first line of full-coverage foundation in 60 different colors.

Fast forward and Pür Cosmetics has just announced the largest foundation shade range yet. Launching tomorrow, April 19, PÜR Love Your Selfie Foundation and Concealer will come in a record-breaking 100 shades. Yes, that's correct. 100. The shades will be broken down into five color families (light, medium, tan, dark, and deep), each further divided into undertones (golden, pink, and neutral).

Love Your Selfie Foundation
Pur Cosmetics

If that all sounds a bit overwhelming, don't worry — Pür partnered with Findation for a handy dandy shade finder that offers suggestions based on your go-to foundations from other brands. You'll also be able to find assistance on social media. The brand created @purshadefinder, an Instagram account dedicated to shade matching. It features unretouched images of women matched with each shade in the collection to help you locate your perfect match.

Pür, which first launched in 2002, is known for its “4-in-1” products. As the name suggests, Love Your Selfie Foundation and Concealer can be applied allover as a foundation or used as a concealer to spot treat any blemishes or discoloration. (It has both a pump dispenser and doe-foot applicator.) Taking it even further, the formula also contains good-for-your-skin antioxidants and vitamins, as well as anti-aging ingredients like polysaccharides.

“For years, we’ve worked really hard behind-the-scenes to perfect our proprietary formulas that give both the immediate and long-term results we all want from our beauty products. Complexion is our forte, so after establishing the primary skincare benefits that this product would include, we went through a really strict development phase of finding the perfect shade range,” said Tisha Thompson, Vice President of Marketing and Innovation at PÜR.

And as Thompson explained to Allure, the brand was very thoughtful about building out this range. “We wanted to send a message that’s much bigger than makeup,” she said. “Your complexion is something that everyone should feel confident about and this foundation gives everyone a chance to achieve the look — and feeling — that we all love.”

Love Your Selfie Longwear Foundation & Concealer ($36) will be available at purcosmetics.com and kohls.com. Select shades will be available at Ulta and on ulta.com.

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