Milk Makeup is stepping up its foundation game with a slew of new shades. The vegan beauty brand has announced via its Instagram Stories that it is adding eight new hues to its ‘Blur Foundation’ series, as well as eight new shades of its ‘Flex Concealer’. The move will bring the total number of foundation shades in the range to 24.
Yes flex zone 💪🏽 - Let #flexconcealer do the heavy lifting - now in ❗️8❗️ new shades ✔️No caking or creasing thanks to elastic marshmallow root powder ✔️Long wearing, medium to full coverage ✔️Blue lotus to moisturize and chamomile to calm the skin - Available at sephora.com and milkmakeup.com for $28
The new shades range from the very pale ‘Porcelain’ through to the very deep ‘Espresso,’ with plenty of fair, medium and dark hues in between. The new concealer shades will also correspond to the foundation colors. The new additions launch online at milkmakeup.com and sephora.com Tuesday, and will be available in-store at Sephora from August 15.
Foundation is having a major beauty moment, as brands battle it out to prove that they offer the most diverse range of shades needed to find the perfect match. Labels such as TooFaced, Fenty Beauty by Rihanna, Huda Beauty, Maybelline and Neutrogena are just some of the companies that have risen to the challenge of offering shoppers more diversity when it comes to shade ranges, ingredients or cruelty-free formulas over the past year. Earlier this month, prestige brand Estée Lauder revealed that it would be expanding its ’Double Wear Stay-In-Place Makeup’ line from 42 to 56 different hues, while NYX Cosmetics announced the imminent release of a new foundation series dubbed ‘Can’t Stop Won’t Stop,’ in an extensive 45 shades.