How the latest matte foundation came to be.
THE PRODUCT: New Cover FX Pressed Mineral Foundation
THE INSPIRATION: “Back in the ’80s, it was impossible to develop a matte product that didn’t look flat and chalky, because matte was a brand-new trend and talc was used to give the effect,” says Cover FX Chief Innovation Officer Vic Casale, who has developed some of the top-selling foundations in the world over his illustrious career. “This new product has a luminous, natural finish. It’s not heavy looking. During the process, the samples on my desk at the lab had wings and feet—everyone wanted to try it!”
THE INGREDIENTS: Amazonian clay absorbs excess oil, essential amino acids moisturize, and vitamins C and E and green tea extract soothe.
THE COVERAGE: Buildable–from sheer to full. Formulated with 17.5% pigment, which provides full coverage for even problem skin. Available in 24 shades.
THE FINISH: Matte but not flat, all day long (thanks to the binding system).
THE TIP-OFF: For a sheerer finish, apply with a powder brush.