Morphe's New Foundation Promises a Filter Effect—and Is Only $20

It's a collaboration with Danessa Myricks and MakeupShayla.

Morphe Filter Effect Foundation


Whenever we find out a brand is launching a new foundation, we're intrigued. But, when we hear that makeup expert Danessa Myricks and beauty content creator MakeupShayla had a hand in bringing the foundation to life, we pay extra attention. This month, powerhouse cosmetics brand Morphe partnered with the two mega beauty influencers to help roll out its new Filter Effect Foundation ($20), which is available in 40 long-wearing shades.

"We chose to work with Danessa and Shayla because they are amazingly talented women and beautiful, both inside and out," Vice President of Merchandising Eden Palmer says. "We thought of Danessa immediately to creative direct the Filter Effect’s campaign because she is a master of light and skin and has a gift for bringing that magical, lit-from-within glow to everything she touches. We tapped Shayla to be the face of the campaign because she is a stunning beauty, both aspirational and relatable at the same time. Together these two powerful beauty experts created a campaign that feels intimate and elevated and perfectly conveys the natural effortlessness of our Filter Effect Soft-Focus Foundation."

For Morphe, MakeupShayla, and Danessa Myricks, this campaign serves as an important effort to continue to champion diversity in beauty. "I love the message Morphe is sending by collaborating with two Black content creators in the beauty space for the launch of Filter Effect Foundation," MakeupShayla says. "This is such a huge statement for Morphe, and it shows me they care about Black women being represented in their brand."



Besides being shaped by two of the most dynamic Black beauty creators, there are a few reasons why the brand's newest prestige formula complexion product has us buzzing. The Italian-crafted foundation contains pore-blurring pigments that leave your skin with a natural, filter-like finish. When you apply the product to your skin, you're able to easily achieve a medium to full coverage look that is sweat-proof, won't transfer, and lasts for up to 12 hours. The reason the foundation is able to leave your skin with a long-lasting healthy glow is thanks to its ultra-hydrating formula. The Filter Effect Foundation is infused with hyaluronic acid with a small molecular structure that allows it to draw in moisture to the skin easily. The presence of vitamin E in the foundation also works to protect and deeply nourish your skin. If that wasn't enough, it's also free of oils, fragrances, and parabens. 

To help you achieve your best application, MakeupShayla provided us with some of her go-to tips. "I love applying a thin layer of foundation all over my face with a flat foundation brush and then blending it in with the Microfiber Beauty Sponge ($10)," she says. "This will give you an even finish that you can build upon for more coverage if needed. This foundation is so easy to work with and incredibly versatile. You can even apply it with your fingers for a 'no makeup' look."

The Filter Effect Foundation will launch initially in ULTA on January 31 with a follow-up release in Morphe stores and on on February 16.

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