PÜR BEAUTY "THE COMPLEXION AUTHORITY"

More than 50 Shades you say? Well enter the beauty industry's best known secret. With a shade range beyond 30 it snuggles into the inclusive market of beyond "Mocha or Nutmeg".

Say hello to PÜR breaking away from the once perceived beauty narrative and entering the blended world of variation with Love Your Selfie, this four- in- one longwear foundation and concealer comes in100 shades. The formula has a liquid type texture and with a flawless finish. It can be applied using your fingers or using the PÜR Dual-Action Complexion Applicator. The concealer can be used with a slight twist of the dispenser to reveal a doe- foot applicator (much like the Superdrug's makeup revolution concealer) and applied to the skin to mask skin imperfections.

PÜR really wanted to express their flare of individuality in this product and felt dedicated to help their consumers find their shade. There are five complexion categories each offering 20 different foundation shades- light, medium, tan, dark and deep -with undertones ranging from golden, pink and nuetral. If you need help selecting your shade. PÜR have created a dedicated Instagram account  @purshadefinder to assist with finding your shade using their shade finder tool which also features before and after pictures of consumers wearing Love Your Selfie foundation. If you're a makeup junkie and a foundation match novice then check out PÜR colour chart below and happy selecting!

Lynnette Cole global director of PÜR cosmetics stated  her first experience of shopping for foundation as a woman of colour during her early teens was a "daunting experience". That left her returning home with two foundations to create her exact blend. This lack of diversity and with no desire for a more inclusion within the beauty industry, encouraged her to create an ultimate product that could be used by all woman and men.    

Love Your Selfie isn't just about laying claim to over 100 shades, this foundation is also an active skin care protector. Formulated with SPF, Environmental Protection Shield- a protective film to shield you skin and Lingonberry Extracts ( a blue light protection) that offers protection form High Energy Visible Blue Lights emitted through phones and computer screens. PÜR has managed to combine staple skincare formula and foundation to ensure your skin is getting the best of both worlds.



And thats not it Love Your Selfie contains PÜR two proprietary complexes: Ceretin Complex to smooth and refine skin texture and reduce fine line and wrinkles and Energy complex with vitamin B, Green Tea and Ginseng to boost the skin and rejuvenate the skin appearance.

PÜR THE COMPLEXION AUTHORITY is vegan friendly and cruelty free. All PÜR products are also free from parabens, gluten, talc, petrolatum, mineral oil and SLS. All shades of PÜR Love Your Selfie Longwear Foundation and Concealer stockists can be found on www.purcosmetics.com, Marks and Spence's, Look Fantastic and Feel Unique RRP £32

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