The powder or compact format is not adapted to all women. According to a usage and attitude study we conducted in the United States, 66% of women who wear foundation are liquid enthusiasts,” explains Sophie Ifrah, Marketing Manager for France. “We had no solution to offer until now, and we wanted to provide an alternative with what makes us strong and legitimate”.

Here again, the new liquid formula of bareSkin™ is composed of mineral pigments coated with jojoba, the whole being in suspension in a base derived from coconut. It combines its coverage effect and brightening power in a mixture enriched with vitamin C and lilac stem cells.

We really devoted ourselves to the formula to obtain a serum foundation with skincare and makeup properties available in 20 shades,” Sophie Ifrah continues. BareSkin™ already seems to have convinced American consumers, who discovered the product in the first semester, as the first statistics “clearly highlight the development of the complexion category”, according to the brand.

BareSkin™ was launched in Europe in early September. It is sold alongside a patented applicator brush specially developed for this product in collaboration with Anisa International, the American company specialized in makeup brushes. It is fitted with a container which can collect a few drops of foundation for an even application and adjustable coverage. “This way, customers can make this reassuring professional gesture and have the right tool for an optimum application,” Sophie Ifrah confirms.

BareMinerals has benefitted from an exclusive European partnership with Sephora since 2006, and intends to reinforce its presence both on the network and via its online store, the brand’s showcase of expression.