With Fenty Beauty showing everybody how it’s done, the bar has definitely been raised when it comes to inclusivity in the complexion department. Brands like Huda Beauty, NYX Cosmetics have followed suit. But with every other brand launching foundations/concealers, there has been a LOT of backlash in terms of shade ranges. However, one brand wasn’t taking any risks.

Pür Cosmetics has left the universe shooketh with their upcoming Love Your Selfie complexion range. They brag 100 shades of their new foundation and concealer in one. ONE. FRIGGIN. HUNDRED. Now THAT’S a feat, if I’ve ever seen one.

“We wanted to send a message that’s much bigger than makeup,” says Tisha Thompson, VP of Marketing and Innovation at Pür. “Your complexion is something that everyone should feel confident about and this foundation gives everyone a chance to achieve the look — and feeling — that we all love.”

And boy, are they sending a strong message.


The formula is a full-coverage liquid texture with a natural looking finish. The packaging is pretty interesting – it has both a pump and a doe foot applicator! You can use the pump to dispense for the purpose of foundation. While the doe foot can be used for concealer. Or however your feel works for you.

Moreover, Love Your Selfie is loaded with fortifying ingredients like ginseng, green tea, lingonberry extract, and vitamin B to smooth and soothe your skin.

Pür Find Your Selfie
Source: Bustle
The Shade Range

Pür Cosmetics have divided the shades into 20 options within 5 different shade families.

  • Light
  • Medium
  • Tan
  • Dark
  • Deep

The options are categorized as Neutral (N), Golden (G), and Pink (P), and range from the numbers 1 to 7. This system makes it easier to figure out what your shade is, without being too overwhelmed.

Pür Find Your Selfie
Color Chart / Source: Brand

Pür also teamed up with Findation, a foundation-matching platform to help you find your shade. By asking your foundation shades in different makeup brands, the engine can find the most similar shade of Love Your Selfie. Additionally, the brand is also launching its own shade-finding resource on Instagram with @purshadefiner. The account will launch the same day as the foundation on April 19th.

All 100 shades of Pür 4-in-1 Love Your Selfie Longwear Foundation & Concealer ($36) will be available at purcosmetics.com.

Previous articleBling Thing : The Newest Additions To The MAC Collection
Next articleSkin Shield : Nykaa Beauty Drops Anti-Pollution Foundation
A voracious addict of everything beauty, little did I know I would be treading down this path. Started off as a dentist, occasionally dribbling in the arts. Now full time Instagram browser and money spender. They say money doesn't buy happiness. I disagree. They probably didn't know where to shop.