Linda Wells, aka the founding editor of beauty magazine Allure, has launched a beauty line that’s helping turn the industry on its head. Aptly named Flesh Beauty, the brand includes absolutely everything needed for a full face—from primer to blush—with quite an inclusive shade range. I mean, it wouldn’t be a true 2018 makeup launch if there wasn’t a foundation with at least 40 shades, right? (Thanks, Rihanna!)
The foundation, called Firm Flesh, comes in the form of a chubby stick—making it super-portable and easy-to-apply. According to Ulta (that carries the brand), the product offers medium coverage with a dewy finish, making it the perfect choice for summer. The sticks can also be used to contour and conceal (just pick shades that are darker or lighter than your skin tone respectively).
Wells’ goal to be more inclusive is what inspired the name. “It’s really focused on the idea of flesh being all flesh colors—we’re redefining the notion of what flesh color really is and having it be inclusive on every level,” she told WWD.
Not only does Flesh offer an inclusive lineup of products for every skin tone, it’s also original in its product formulations. There are three types of highlighters—a highlighting powder, a balm, and “glisten drops” for extra shine. The same is seen with the lip products—in addition to two traditional bullet lipsticks and a matte liquid lipstick, there’s also a lip compact for those who prefer using their fingers. Additionally, the offering includes a powder blush, an eyeshadow palette, and an eye and cheek gloss.
The best part of all? Every product is under 40 bucks and can be found at your neighborhood Ulta starting July 8. Of course, if you can’t wait, you can snag the full collection now at Ulta.com now. Take a closer look at the collection, below.