This is Not a Drill! PÜR Cosmetics’ New Foundation Has More Than 100 Different Shades

by Daniela Galvez

This is Not a Drill! PÜR Cosmetics’ New Foundation Has More Than 100 Different Shades

The cult favorite beauty company is redefining inclusivity by launching 100 foundation shades in five skin tone categories and three universal undertones.

When Rihanna launched Fenty Beauty back in 2017, she triggered the beauty industry to evolve into a more inclusive community. With her groundbreaking 40-shade foundation launch, the Barbadian songstress aimed to create a product that covered the full skin tone spectrum — including the deeper shades they were so often absent from mainstream beauty brands. Setting a new standard of inclusivity, Fenty Beauty inspired brands like Make Up For Ever and ColourPop to follow suit with their own line of diverse complexion products.

Now, PÜR Cosmetics is breaking shade range boundaries by launching a jaw-dropping 100 different hues for its brand new 4-in-1 Love Your Selfie Longwear Foundation & Concealer. Further closing the shade gap, this vegan-friendly foundation helps conceal and correct for a flawless complexion that’ll have you going filter-free.

In addition to the impressive shade range, the 4-in-1 foundation, which retails for $36, is infused with skin-loving ingredients that are meant to improve the skin’s appearance. Treat your skin to a blend of green tea, ginseng, and Vitamin B, which all help soothe, smoothe, and rejuvenate your complexion. To protect against environmental stressors and filter out the blue light emitted from your computer and smartphone, the foundation relies on polysaccharide film and lingonberry extract, which also help prevent premature aging.



To sort through all 100 shades, PÜR Cosmetics broke down the foundation into two categories: skin tones and undertones. The five shade categories — light, medium, tan, dark and deep — describe the skin tone that best matches your complexion. Then, the foundation is broken down even further into three subcategories according to undertones: gold (G), pink (P) and neutral (N).

“The process of creating 100 shades is no easy task, especially when ensuring each skin tone category and undertone is equally represented,” Tisha Thompson, VP of marketing and product innovation at PUR, told Bustle in a recent interview. “Once we settled on the five categories and undertone selection, we went through hundreds of samples to test the shades to see how they adjust with the skin and landed on the perfect lineup for this launch.”

Still don’t know which undertone or color best suits you? To help you discover your PÜR-fect match, PÜR Cosmetics is teaming up with Findation, a virtual foundation-matcher site, to make the selection process as easy as possible. Simply input the foundation brand and shade you’re currently wearing and it will select one shade from its 4-in-1 Love Your Selfie Longwear Foundation & Concealer that closest matches your skin tone. Because the perfect match is only one right swipe (or in this case one click) away.


Get It! PÜR Cosmetics 4-in-1 Love Your Selfie Longwear Foundation & Concealer, $36

The good news is you can pick up your PÜR Cosmetics 4-in-1 Love Your Selfie Longwear Foundation & Concealer shade staring today. While all 100 shades are available on PÜR’s website and kohls.com, you can also shop 22 shades in stores at Ulta and 40 shades on Ulta’s website.