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Beauty News: COVERGIRL Launches their Most Inclusive Foundation Ever

Beauty News: COVERGIRL Launches their Most Inclusive Foundation Ever

Today we launched the much anticipated TruBlend Matte Made Foundation – our most inclusive foundation ever. Going beyond an extensive shade range (it will incorporate 40 shades that match over 99% of skin tones), COVERGIRL went a step further and created a formula that was inspired entirely by the specific skin needs of their consumers. What does that mean? COVERGIRL conducted countless interviews and social media listening research to find out what they need and want from their foundation, and created a formula that delivers exactly that. COVERGIRL knows that your skin is SO much more than just a shade – and while TruBlend Matte Made will definitely have the perfect shade match for you – its formulation was inspired by your unique skin needs, as well.


COVERGIRL’s TruBlend Matte Made Foundation’s 40 shade-range delivers a long-wearing matte finish while delivering the key factors most asked for by consumers:

  • Flexible wear and comfort feel – a flexi-hold technology creates a strong, yet flexible film that’s comfortable on skin. It responds to facial movements and is lightweight on the skin.
  • Transfer-Proof – Flexible film helps formula stay in place all day – will not transfer
  • Pore-Blurring – Light-scattering technology blurs pores and minimizes imperfections on skin
  • Oil-Absorption – Oil-absorbing powders can hold 2X their weight in oils
  • $9.99 


This foundation range was truly inspired by an infinite number of consumers, which will be a reoccurring theme throughout their upcoming campaign. To further highlight that this product was created for you, by you, COVERGIRL invited their fans to participate in their upcoming brand film through an open casting call. They want the true faces of this product – the COVERGIRL consumer – to be represented in their upcoming film.


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