Award-winning vegan and cruelty-free beauty brand ColourPop has launched a new line of foundation that caters to a diverse spectrum of complexions. Called “No Filter Foundation,” the line features 42 shades intended to match all skin tones and an oil-free formula that provides a natural, matte finish and long-lasting wear.

Customers can choose foundation shades in warm, cool, and neutral undertones that range from “Fair” to “Deep Dark.” Additionally, each shade offers several colors to choose from in order to ensure that anyone, no matter what skin tone, can find their match. Along with the new foundations, ColourPop also offers matching concealer, loose powder, and pressed powder that was created to be worn with the No Filter Foundation.

Makeup aficionados at The Glow Up, a People of Color-focused beauty subsection of online magazine The Root, notes that ColourPop’s newest range is part of a larger trend within the beauty industry, where “inclusive foundation options for women of all shades are quickly becoming the norm.” Until recently, many beauty brands failed to cater to darker skin tones, only creating products predominantly for light-skinned and Caucasian customers.

While mainstream beauty shifts toward more inclusivity in makeup, a growing consciousness surrounding animal ingredients and animal testing in the industry have led to more choices for vegan and cruelty-free makeup. Kat Von D Beauty continues to expand its all-vegan range and Crayola Beauty just released its first products, all of which are vegan. One cruelty-free beauty brand, Milk Makeup, pledged in March to begin using only vegan ingredients, and cosmetics giant MAC replaced the animal hair in its makeup brushes with a vegan alternative.

In June, market research firm Grand View Research reported that the global vegan cosmetics market is set to reach $20.8 billion by 2025.

ColourPop’s new collection is available through its website. True to the brand’s commitment to providing luxury makeup at an affordable price, one bottle of foundation will set you back US $12.


Image Credit: ColourPop