Issa Rae Wants You To Know CoverGirl's New Foundation Line Is Checking For Your Complexion
A year ago, you'd be hard-pressed to see so much inclusion in the makeup industry. Rihanna and Fenty Beauty proved with their 40 different foundation shades that everyone in every shade deserves to find their perfect makeup match, and the industry took major notice. So when CoverGirl announced last October that our girl Issa Rae is one of the newest faces of the brand, deeper shades just had to follow.
Other high-end brands like Lancôme and Dior have either featured women of color as faces of their brand (i.e. Lupita Nyong'o), or have introduced their own line of 40 shades entirely. But not everyone has Lancôme or Dior money. CoverGirl's TruBlend Matte Made Foundation not only has Issa as its official "CoverGirl", but the price point is well, on point. At $9, you can find a longwear foundation true to color AND true to your budget.
As a member of #teamdarkskin, I've run through the gamut of drugstore foundation shades.
Related: 7 Brands That Offer Foundation Shades For Darker Skin
After a lot of disappointment and outright embarrassment, I previously had been forced to shell out major dough just for the right color match. By embarrassment, as women of color many of us can relate to what Issa told InStyle Magazine about her frustration in the drugstore makeup aisles:
"The most frustrating thing is going to a store in a pinch and trying to get your shade and finding that no one is checking for you. It's such a gut punch to be like, 'Oh, no one even thought of me. No one is even checking for my skin tone.'"
No longer will you have to leave the drugstore empty-handed and barefaced. According to InStyle, the CoverGirl TruBlend Matte Made foundation will be one of the most inclusive and diverse collections found in major drugstores. "The medium-to-full coverage formula is transfer-proof for up to 12 hours and gives your skin an airbrushed-like appearance in a matte finish."
The new range of foundations are "transfer resistant and pore-minimizing, with 12-hour comfort matte and oil control." And at only $9, there are no more excuses for mismatched makeup messes.
CoverGirl unveiled a new campaign today entitled "By the Infinite", and the video features Rae and a ton of other women of various skin tones. CoverGirl states that the collection was "Inspired by the infinite, made for you." To highlight the demand that exists for these types of products, the video ends with a list of women they say inspired the new collection—and this part of the video is over 12 minutes long.
And while this development is not only revolutionary in the makeup aisle, in a sense, it is also a call to other drugstore brands to step it up and give everyone a chance to try their products. Since not every product will work for everyone, it's important that other brands throw their hats in the game and allow the market to prove to them that inclusiveness indeed sells.
Related: Target Is Representing For Every Hue By Adding These 8 Woman-Owned Beauty Brands To Their Shelves
Rae also shared her excitement about the product offering and also a behind-the-scenes scoop of the Insecure makeup trailer:
"It feels exciting to partner up with a brand that gets it….I am D50, deep golden. We started using it on the show when you don't have time to constantly reapply and make sure your makeup is still on."
Since I'm a bargain hunter, I'll definitely give the new CoverGirl foundation a try this summer. I've been spending a lot of time outdoors, so I'm due for a darker shade of foundation that will also withstand my combination skin and propensity to sweat my makeup off. Can I also get an affordable contour palette that will actually work for me while we're at it?
The CoverGirl TruBlend Matte Made foundation is available online and in your local drugstore (and also hopefully in your shade). Are you guys willing to try this affordable new foundation?
Featured image by Getty Images
Michelle Schmitz is a writer and editor based in Washington, DC originally from Ft Lauderdale, FL. A self-described ambivert, you can find her figuring out ways to read more than her monthly limit of The New York Times, attending concerts, and being a badass, multi-tasking supermom. She also runs her own blog MichelleSasha.com. Keep up with her latest moves on IG: @michellesashawrites and Twitter: @michellesashas
ItGirl 100 Honors Black Women Who Create Culture & Put On For Their Cities
As they say, create the change you want to see in this world, besties. That’s why xoNecole linked up with Hyundai for the inaugural ItGirl 100 List, a celebration of 100 Genzennial women who aren’t afraid to pull up their own seats to the table. Across regions and industries, these women embody the essence of discovering self-value through purpose, honey! They're fierce, they’re ultra-creative, and we know they make their cities proud.
VIEW THE FULL ITGIRL 100 LIST HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
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Curate The Vibes With These Black-Owned Candles For Every Mood
Black women of the 90s and early 2000s had incense, and Black women of today are fully embracing our luxury candle era. Candles have become just as important as our perfume selections, and as a luxury candle connoisseur, I keep all of my favorites in stock in my storage closet.
Whether you’re moving out for the first time and want to try new scents or looking to set the mood for a self-care day or sexy evening, consider these Black-owned candle brands to curate the vibe you’re looking for.
If You’re Feeling Bad & Bougie
The Original Candle
If you’re the bougie friend of the group, this candle is for you. Hanifa has become a staple luxury brand; with celebs like Tracee Ellis Ross, Jennifer Hudson, Naomi Campbell, and Danielle Brooks seen in her designs, they have become everyone's favorite brand. They recently launched their first candle, The Original. The candle is infused with notes of mandarin, orange blossom, caramel, sandalwood, jasmine sambac, and vanilla.
When Wash Day Comes...
"Wash Day" Candle
Cavo
Need some inspiration to get up and section that hair so you can get to washing? Not to worry. This pineapple, mango coconut milk, and sugar candle will have your house smelling as good as your favorite conditioner.
Wellness Girl Necessity
Sunday in Brooklyn Candle
If you’re a girl who loves clean scents that clear the energy in your home and feel like the best Sunday you ever had, you need this candle. Infused with wild basil and lemongrass, it’s guaranteed to help you find your zen.
For Sunday Brunch If You’re Hosting
Champagne Showers
Champagne Showers is the perfect candle for a birthday celebration, Sunday brunch night in, or toast to your next big win! The candle includes a blend of bright bergamot, peach fizz, and creamy woods. It’s a bubbly fragrance that’s as sophisticated as our girl, Jackie Aina.
After You Listen To SZA
"After A Good Cry" Candle
Cavo
Let the tears flow, and let the healing begin. This rainwater, lavender, vanilla, and bean and bourbon candle is just what the doctor ordered if you’re getting over a breakup. But once you’re done crying, just remember you're worthy of much more, okay?
For The Lover Girl Era
"Love" Luxury Candle
If you’re done crying and have found the one you’ve been waiting for, let this candle burn as warm as your love for your new boo. Harlem Candle Co.'s "Love" fragrance represents a dramatic, romantic theme with both masculine and feminine accords melding beautifully together, infused with crisp apple and watery green notes.
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Featured image by Maskot/Getty Images