“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 Adam Minto, CEO and founder of Revolution Beauty. “Following our success of Conceal & Define and Fast Base collections, we worked to further develop a new inspiring collection with IRL Filter Foundation that will adhere to a variety of consumers.”
Formulated to diffuse pores and withstand a 16-hour wear, the foundation has a soft matte finish, is free of oil, provides up to 20% more pigment for easily buildable coverage and is infused with niacinamide to help diffuse pores and help conceal potential blemishes, the company said.
Developed to help consumers build confidence and refrain from using filters, IRL Filter Foundation’s launch will also support the #NoFilterRevolution. The brand has pledged 25,000 Euros to the 24-hour helpline, The Mix.