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10.24.12

ZOOM IN: COVER FX PRESSED MINERAL FOUNDATION

ZOOM IN: COVER FX PRESSED MINERAL FOUNDATION

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.

TRY IT FOR YOURSELF