Makeup Revolution has launched its IRL Filter Foundation and a complementary marketing campaign to help consumers build confidence and refrain from using filters on social media, according to the British brand.
The IRL Filter Foundation consists of a comfortable, breathable formula that delivers a soft matte finish. It is enriched with niacinamide for diffusing pores and concealing blemishes. Available in 30 shades, the foundation provides 20% more pigment for easy buildable coverage and 16-hour wear. It is also oil free, vegan and cruelty free.
Makeup Revolution says it developed the IRL Filter Foundation after it found research showing that 40% of young people distort their appearances on images they share, 80% of 13- to 34-year-olds suffer from self-esteem issues based on their appearances, and 1 in 2 girls dislike the way they look without filters.
As a result, the company created the IRL Filter Foundation and its #NoFilterRevolution campaign to inspire consumers to build confidence and refrain from using filters on social media.
The marketing campaign includes Makeup Revolution donating £25,000 to the Mix, a U.K. social services agency that helps people 25 years old and younger make informed choices about their mental and physical well-being.
“With IRL Filter Foundation being one of our biggest launches to date, we are so eager to introduce this campaign to Gen Z and young Millennials that have shown to be influential and supportive in finding real beauty within, a message that resonates with everyone here at Makeup Revolution,” said CEO and founder Adam Minto.
The IRL Filter Foundation is available exclusively at Ulta Beauty stores, Ulta.com and RevolutionBeauty.com.
Ingredients: Water (Aqua), Isododecane, Cyclopentasiloxane, Dimethicone, Silica, Isobutylmethacrylate/Bis-Hydroxypropyl Dimethicone Acrylate Copolymer, Butylene Glycol, Ethylhexyl Palmitate, Cetyl Peg-PPG/1 Dimethicone, Isohexadecane, Isononyl Isononanoate, Quaternium-90 Bentonite, Dimethicone Crosspolymer, Sorbitan Sesquioleate, C30-45 Alkyl Dimethicone, Sodium Chloride, Phenoxyethanol, Propylene Carbonate, Tocopheryl Acetate, Caprylyl Glycol, Methicone, Lecithin, Polyhydroxystearic Acid, Pentaerythrityl Tetra-Di-T-Butyl Hydroxyhydrocinnamate, Isopropyl Myristate, Isostearic Acid, Polyglyceryl-3 Polyricinoleate, Niacinamide. [+/- May Contain (Peut Contenir): CI 77891 (Titanium Dioxide), CI 77499 (Iron Oxides), CI 77491 (Iron Oxides), CI 77492 (Iron Oxides)]