We use cookies to give you the best personal experience on our website. If you continue to use our site without changing your cookie settings, you agree we may place these cookies on your device. You can change your cookie settings at any time but if you do , you may lose some functionality on our website . More information can be found in our privacy policy.
Please provide more information.
Stylus no longer supports Internet Explorer 7, 8 or 9. Please upgrade to IE 11, Chrome, Safari, Firefox or Edge. This will ensure you have the best possible experience on the site.
Brief Published: 16 May 2019

Pür Sets a New Standard for Shade Inclusivity


The Fenty effect – sparked by pop icon Rihanna’s eponymous beauty brand – has motivated cosmetics companies worldwide to reduce barriers for people of colour by creating shade-inclusive products. Pür has answered this call by expanding its foundation and concealer offerings to 100 hues.

The US brand has launched one of the most inclusive ranges on the market. The 4-in-1 Love Your Selfie foundation and concealer is separated into five shade families: light, medium, tan, dark and deep, with 20 options in each category. These are then broken down into three undertones: golden, pink and neutral.

To demystify the process of selecting the correct colour, Pür has created a customised tool called It’s a Match. It determines a suitable product via an online questionnaire, analysing factors such as skin colour, undertone and desired coverage. The brand has also partnered with foundation-matching platform Findation to help customers find the right shade by inputting a product from a competing brand.

As explored in our report Make-Up Projections 2019, smart brands are creating diverse ranges that are easier to navigate. Pür is a good example of this, as the numbering system helps consumers find their match. In addition, the brand’s Instagram page Pür Shade Finder features unretouched photos of 100 models wearing the shades, so customers can see how the formula will look on their skin tone.

Featuring the tag line ‘The complexion authority’, the brand’s 4-in-1 Love Your Selfie product also acts as a skincare hybrid. Hero ingredients, such as ginseng, green tea and vitamin B, help rejuvenate the skin’s appearance. Meanwhile, a patented Ceretin Complex helps smooth the skin and refine the texture, according to the brand.

For more on inclusive product ranges, see Revlon’s Inclusive Beauty Brand Targets Millennials and Kaja Brings Asian Beauty to Consumers of Colour.