Makeup brand PUR is launching 100 shades of foundation and concealer with the release of the brand’s 4-in-1 Love Your Selfie Foundation & Concealer. The launch represents the largest mainstream foundation launch ever, eclipsing other wide-range brands like Fenty and Morphe with up to 40 additional shades. The PUR team’s internal diversity helped in developing the shade range, further proving the value of racial diversity at beauty companies. PUR’s 4-In-1 Love Your Selfie Foundation & Concealer is fragrance-free and made using a vegan formula with skin care ingredients to help maintain skin health even while wearing makeup. The formula — and the groundbreaking shade range — retails for $36 and is in stores now.
