When you hear the phrase “clean beauty“ as it relates to makeup, you may envision bunny rabbits, eco-friendly packaging, or watered-down products that aren’t formulated for women with deep skin tones. And that’s because few clean makeup products are.
So, when Credo told me they were launching exa, a clean makeup brand with 43 shades of foundation that surpasses the performance of top-selling conventional formulas, I took them up on their offer to check it out before it’s August debut.
To make an ardent love story short, I’m head-over-heels for the brand’s High Fidelity Foundation ($38), and here’s why.
exa High Fidelity Foundation in shade 150, $38Photo: Courtesy of exa
To start, the cushiony formula is lacking nothing except the ingredients that aren’t so good for your skin.
Out of a genuine concern for skin health, exa formulated the foundation with antioxidants, potent plants, and skin-loving ingredients that make the skin look better as you wear it—unlike the foundations of yesteryear that just sit on your face.
And what I love most about the semi-matte foundation is it’s buildable and breathable coverage that makes the skin look supple and fresh (think post lymphatic facial). And exa’s virtual shade finder made it easy for me to pick the perfect shade from 43 options, which is double the average clean range.
Up until now, there’s been a problem with complexion products in the clean beauty category.
Considering we’re in the middle of a pandemic, the brand made it convenient for consumers to shade match from the comfort of their home and they’re also offering sample packs as a contract-free alternative to shade matching in stores.
Up until now, there’s been a problem with complexion products in the clean beauty category. And exa is taking the reins in bringing the diversity that we’ve all been longing for.
According to the brand’s mission to live in a world where every person is valued and included, the brand is embracing “all colors and shades of the human experience” and they hope to make “everyone feels seen, heard and understood.”
The brand is committed to providing every person with a perfect shade match, and to accompany their foundation, the brand also launched the Jump Start Smoothing Primer ($34), a silky blurring primer for all skin types and skin tones.
To shop exa, visit exabeauty.com or credobeauty.com.
Jennifer Ford is an associate beauty editor at ESSENCE.
The post This New Foundation Is Good For Your Skin And It Comes In 43 Shades appeared first on Essence.
