Covergirl has been buzzing on our radar for a while now—ever since it completely rebranded itself last year. Rebranding involved the unveiling of a new slogan—"I am what I make up"—an updated minimalist aesthetic to its formerly colorful packaging, and a fresh new set of diverse celeb ambassadors. Including stars like actress, producer, and writer Issa Rae, 69-year-old model Maye Musk; and Food Network star Ayesha Curry.
Only days ago, the brand revealed its latest endeavor. It's a brand-new makeup line called Full Spectrum, and it's made specifically with women of color in mind. Keep scrolling to learn exclusive information about Covergirl's Full Spectrum collection, straight from the chief marketing officer of Coty consumer beauty, Ukonwa Ojo.
1. The Collection Took Almost 2 Years to Complete
According to Ojo, the brand started researching this collection long before it hit store shelves. "Our team spent almost two years measuring the skin tones of various people of color, and through that research, they were able to get a better understanding of the undertones of dark skin—not only to deliver on shades but on the finish, too," she explains.
"Most women of color are put into the same category, but everyone is very different—with different undertones and overall complexions, and our makeup offerings need to reflect that."
2. It Addresses More Than Just Foundation Shades
Foundation is usually the product that receives the most attention when it comes to judging inclusivity. As we all know, a so-called nude shade goes far beyond simple beige. Skin tones are unique and diverse, and foundation and concealer need to cater to that fact. Covergirl knows this, but it was hoping to take this collection even further, also catering to the finish, performance, and color payoff that women of color desire.
"We created the line to cater to the needs of multicultural women from all angles—from vast shade ranges to pigments that pop against darker skin tones," Ojo explains. "Covergirl is committed to inclusivity and works to incorporate a vast shade range and products that work for everyone within all of our products. However, Covergirl also understands that part of being inclusive is recognizing that we all have our own different needs, and from this understanding, Full Spectrum was born. It was more than just shade range but an expanded range of products that are catered to the unique color, skin, and shade needs of WOC."
3. The Collection Reflects the Wants and Needs of Real Women
Since this collection was created specifically for women of color, the brand set out to discover the main makeup desires of the demographic. "We've surveyed and researched WOC to uncover what a majority are looking for in their skin, shade, and coverage products," Ojo says. "We found that many WOC prefer a matte finish with pore-blurring properties and oil control. We also found that they are striving for bold pigments that truly pop against their skin tones and stand out—so Covergirl created bold, richly pigmented shades that are meant to stand out against deeper skin tones."
As such, this makeup collection is bright and colorful. There are rich midnight-blue shades, opalescent neon green, and juicy reds. Essentially, it was thoughtfully composed to provide rich color payoff, which is something that drugstore makeup has historically lacked.
The basis of this collection is the belief that no matter what a person's unique skin tone, beauty style, or makeup needs might be, they should be able to find products that work, especially at an affordable price point. It's clear and simple.
"We want each and every person who walks through our aisles to find a product that is 100% perfect for them, no matter what their needs are."
How beautiful is this rich merlot shade of lip gloss from the Full Spectrum collection? It has a comfortable moisturizing formula.
The brightening pigments in this concealer disguise dark circles, blemishes, and hyperpigmentation. It has an oil-free formula that dries down to a matte finish.
This face palette isn't available quite yet, but we're assuming it will be soon since it's listed on Ulta's website. It contains shades to highlight, contour, and color-correct.
This foundation is transfer-resistant, oil-free, and full of shine-absorbing powders for a long-lasting matte finish.
For shadow that provides serious color payoff, reach for one of the Full Spectrum palettes. This one, which is called On Ice, has the prettiest frosty blue and terra-cotta orange.
We also like this palette full of neutral, shimmery shades. The color combination is gorgeous. Gold, champagne, light yellow, and brown will make for the prettiest smoky eye.
This primer keeps oil at bay, giving the skin a velvety texture. It also provides SPF 20 to protect against sun damage.
While there are many dreamy shades of this satin lipstick, we have an eye on this bright red-orange shade. It's bold, pigmented, and flattering.
Next, check out nine new beauty products we predict will be best sellers in 2019.