The popular minerals foundation company Bare Escentuals has just launched its first solid foundation. For those of you who aren’t enamored with messy mineral powders, READY SPF 20 Foundation might be for you. Bare Escentuals created this light, long wearing foundation for those who hate some of the issues you get with heavy liquids. READY has no demarcation line or visible traces of makeup, in fact they hate to call it the f-word.
“From the moment I launched bareMinerals, I’ve always struggled using the word ‘foundation,’ it never felt right,” explains Leslie Blodgett, Creator of bareMinerals. “Our formulas do so much more—actually improving the appearance of skin over time and giving women their most beautiful skin ever without looking like they’re wearing makeup at all. So, while it’s technically a foundation, we knew we had to speak to it in a different way…so we did it on our terms. This campaign really sums up our philosophy on this product category—there’s no mistaking what we stand for.”
READY SPF 20 Foundation is clinically proven to increase skin hydration by 108% after 12 hours of wear. The formula also utilizes a proprietary SeaNutritive Mineral™ Complex coupled with antioxidants and rose hip seed oil, a cold-pressed seed oil, to help accelerate cell turnover for firmer-looking skin and Vitamins C and E for a healthy-looking complexion. It is made without parabens, binders, fillers or harsh chemicals. Available in 20 shades on August 30, 2012 on bareescentuals.com and Sephora on September 1st, $29.