Milk Makeup fans, you're about to have another obsession to add to your cosmetics kit. The inclusive makeup line for time-crunched cool kids, beauty startup to watch, Sephora shopper infatuation and rapidly growing business is poised to one-up itself with its latest launch: On Monday, the company will introduce its first full-coverage matte foundation, Blur Liquid Matte Foundation. An extension of the brand's immensely popular Blur line (which currently includes a makeup setting spray and mattifying stick), the formula offers fully opaque coverage in a lightweight liquid formula.
Milk has been teasing its latest launch via Instagram, hinting that fans could expect something they'd been clamoring for on social media for some time:
This launch is a logical extension for the Milk Makeup brand, which has been known to respond to consumer feedback. Where a recent trend in foundations has been toward sheer coverage and tinted moisturizers — essentially "no-makeup makeup" for those with near-perfect skin, à la Glossier Skin Tint or even Milk's own Sunshine Skin Tint — this product is an acknowledgement that not everyone has perfect skin, and many people do want a bit more help in the camouflage department.
The oil-free, paraben-free liquid, like Milk's entire lineup, is vegan and cruelty free. It's also silicone-free, which is fairly unique when it comes to mattefying products — and preferable to those who may already be struggling with breakouts and clogged pores. Even the packaging is an innovation all on its own: The slim tube features a super-narrow airless tip, which the brand claims helps to keep the foundation fresh and the color true while also helping to control the product dosage to minimize waste. And a little goes a long way; this is truly a full-coverage product, so just a few drops are enough to blend over the entire face.
As impressive as the formula and packaging may be, the real kicker is the shade range. True to Milk's commitment to diversity and inclusivity, the new foundation will be available in a whopping 16 shades, ranging from "Ivory" to "Deep" and encompassing a range of undertones. With a full-coverage product, shade matching is especially important — the margin for error is especially slim — so Milk did its homework to deliver options that cater to a large group of its fans.
Milk Blur Liquid Matte Foundation will retail for $40 and is available beginning Monday on milkmakeup.com, sephora.com and urbanoutfitters.com.
Click through the gallery below to see the beautiful (and, yes, diverse!) campaign for Milk's new Blur Liquid Matte Foundation.
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