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In 2018 the company released the Power Play Foundation, [15] a forty color line of semi-matte foundation for oily skin types, [10] as well as a concealer. [16] The company also runs a shade matcher on its website for those looking to match colors to their skin shade. [17] In 2020, it added a virtual try-on aspect to its website.
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Thanks to the Maybelline New York Fit Me Matte + Poreless Foundation, the search for the perfect foundation is finally over. This $6 foundation has over 2,100 awesome reviews at Walmart Skip to ...
Cover FX, founded in 1999 and primarily known for its complexion products, has been backed by L Catterton since 2011. The company explored a sale process shortly after makeup’s boom started to ...
Their makeup is also cruelty-free (meaning without the testing of animals.) The company also has a skincare brand under the name Fourth Ray Beauty and a sister brand focused on body makeup called Sol Body. ColourPop has won make up beauty awards from Glamour (2020), Allure (2019), Influenster (2018), Temptalia (2018, 2019), and OK! (2018). [4]
The "Ultima" name was originally coined by Bea Castle, the highest placed female executive working for Revlon at the time, for a new moisturising cream - "ULTIMA, The Precious Cream". [2]
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