Firsts: bareMinerals & The F Word

bareMinerals READY™ SPF 20 Foundation will launch this month in North America. The first solid, mineral foundation offered by the brand stays true to the bareMinerals brand philosophy and offers a flawless look with out pore clogging ingredients. The foundation is equipped with a "time release hydration system" that promises to increase skin hydration by 106%. Here's a statement from Leslie Blodgett on how the campaign for the foundation echoes bareMinerals philosophy. “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.”