Pür, a makeup brand known for its skin-perfecting products, just launched a game-changing foundation-concealer hybrid in a record 100 shades!
Love Your Selfie is a 4-in-1 foundation, concealer, skincare and long-wear product that launched on April 19 in the most extensive skincare range ever.
The anticipated product is full-coverage and creates a natural-looking finish. Wear it one of two ways: pump it and blend all over like a foundation or twist the top to reveal a doe-foot applicator that can be used on the spot like a concealer.
The line breaks down to five shade groups—light, medium, tan, dark, and deep—with 20 options within each. The range addresses a variety of undertones: golden, pink and neutral, numbered 1-7.
With 100 shades, it’s likely that you won’t know your exact one (or, more likely, it hasn’t even existed before). Pür has a solution for that; with the help of foundation-matching platform Findation, they’ve launched a tool that allows you to find your shade by typing in your foundation shades in different makeup brands.
The Instagram account Pur Shade Finder shows unretouched photos of real women wearing all 100 shades. The account offers additional information on each shade, and Pur also responds to questions about shade-finding in the comments. Yes, this was a big investment for the brand–but brava for making foundations for all a priority!
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