The drugstore make-up brand follows Fenty Beauty's diversity initiative
CoverGirl is the latest make-up brand to diversify its foundation range.
TruBlend Matte Made Foundation ($9.99), dubbed CoverGirl’s ‘most inclusive foundation ever’, is available in 40 shades and is designed to match more than 99% of skin tones.
To promote the launch in June, the Coty-owned brand’s upcoming campaign video features women from an open casting call in a bid to represent everyday consumers.
Since Rihanna’s Fenty Beauty launched in September with 40 foundation shades, a number of brands have taken steps to extend their colour portfolio.
In April, US retailer Target unveiled 60 foundation shades as part of its 150-sku collection for medium to dark skin tones.
Meanwhile, Estée Lauder is adding more shades to its flagship Double Wear foundation and Huda Beauty is following suit with a 30-shade range.
Last year CoverGirl ditched its 60-year-old slogan ‘Easy, Breezy, Beautiful CoverGirl’ for a more inclusive ‘I Am What I Make Up’ along with an influencer campaign starring mature models, sportswomen and musicians.