The Newest Foundation Launch and their Controversy: Our Top 5 Picks

It seems like there is a new foundation release every day. And with so many brands trying to compete with the likes of Fenty and MAKE UP FOR EVER, it is a competitive space. So what brands are doing it right? And what brands are doing it wrong? Are the shade ranges varied enough? Is the price right? Let’s see…

1. Beauty Blender Bounce

Photo via  Beauty Blender

Photo via Beauty Blender

You must have heard about the new Beauty Blender Bounce Liquid Whip Long Wear Foundation. If not for the excitement about the launch, you may have heard about the critiques of the shade range. At first, you think 32 shades sounds decent. I mean Fenty has 40, it is pretty close. But when you actually look at the collection of shades offered, it is quite a lot of beige. Not that light and medium skinned women don’t struggle to find their undertone, but with only about fours deep shades it is disappointing. The Beauty Blender brand revamped the world of makeup application with their sponge, so it makes sense that this foundation launch was intriguing, but for $40 I think we all expected a bit more. With that being said, the brand did respond to the backlash by saying that their founder, Rea Ann Silva is not only Latina, but also a professional makeup artist, who saw a gap in the foundation industry for people of multicultural background. So it is up to you to take what you wish from this foundation and its controversy, but I have to add that the formula is Jeffree Star approved. It is said to be full coverage, have amazing staying power (even in the most humid of conditions), and blend into perfection with the Beauty Blender. So I am certainly tempted.

2. Becca Skin Love

Photo via  Becca Cosmetics

Photo via Becca Cosmetics

Another bit of drama for the makeup industry recently came from Becca. The Becca Skin Love Weightless Blur Foundation recently launched with much anticipation. The outrage was not so much regarding the shade range, as it was a photo of arm swatches. It seemed that rather than hiring women of color to model the shades, they used a white woman’s arm, and adjusted the tone digitally. People were disgusted and rightfully so. The brand jumped to apologize for their “oversight” by deleting the image, and replacing it with true swatches on a diverse range of women from their offices (the photo above). However, this did not offer the brand the response they hoped for, as many people questioned why this wasn’t the original choice for the promotional image and wondered if the women from the office were properly compensated. With that said, the range has 24 shades and has medium buildable coverage. It is also supposed to be self-setting; say bye-bye powder. A breathable foundation in a squeezy tube is just what we need, but for $44 I’ll wait for more reviews to surface before investing.

3. NYX Can’t Stop Won’t Stop

Photo via  NYX Cosmetics

Photo via NYX Cosmetics

Looking for a more affordable foundation that is cruelty-free? Well, the NYX Can’t Stop Won’t Stop Foundation comes in a diverse range of 45 Shades. It is full coverage, transfer-proof, waterproof, and even has a pump for us messy gals. This range goes from delightfully light to appropriately dark, so much so in fact, there may be more than one shade that will match you. So far, I have heard this foundation stays freakishly fresh throughout the day, even without powder. And at only $14.99 it is a steal.

4. Natasha Denona Transformatte

Photo via  Natasha Denona

Photo via Natasha Denona

The Natasha Denona eyeshadows palettes are unmatched with their pigment and high price tags. But there is a reason they can charge so much. The quality is truly there. But recently the Natasha Denona Transformatte Pore Vanishing Matte Foundation launched, and it is surprisingly on par price-wise with the rest of Sephora. At $45 and with 35 shades with a range of undertones, this foundation was created to blur the skin like no other. It is cruelty-free and ideal for women that don’t like the extra step of a pore filling primer, but love the effect of one. And it is not just made to blur the appearance of big pores, it softens the look of lines, wrinkles, and any other uneven texture without that cakey settling aspect.

5. IT Cosmetics Your Skin But Better

Photo via  IT Cosmetics

Photo via IT Cosmetics

Another product that so many oily-skinned makeup lovers have dreamed of for years is the IT Cosmetics Your Skin But Better CC+ Oil-Free Matte with SPF 40. IT Cosmetics launched their original CC+ cream years ago. They then launched a bronze version and an illumination version. Finally, there is a version that stays matte. It has a high price tag ($48), but I can tell you these tubes last ages. Now there are only 12 sad shades in the line, and the brand has gotten a tone of flack for that. I am not one to defend a pathetic shade range, but this is not a full coverage foundation, which gives the shades a better chance of blending into your skin tone. Yes, the tube claims full coverage, but just like the OG, this is full coverage on the spectrum of CC, BB, and tinted moisturizer products. So although it is decent coverage, the shades are much more forgiving than some of the other foundations that have recently launched. I do think this IT Cosmetics could and should expand the shades, but I also think this type of product does not have to be as exact as some others. As for the formula, I have heard amazing things. When I first tried the original IT Cosmetics CC+ Cream, it was far too oily for me, but now as I have such dry skin that it is perfect. So even though this would have been ideal for me 5 or so years ago, as someone with dry skin, I will probably pass, unless of course, I get a free sample. I mean, how could I resist?

Cover via Adore Beauty

BeautySamantha AnnComment