Beauty consumers are not happy about Beauty Blender’s new foundation

“Whoever made this has obviously never seen people of colour because this is a joke“


t’s been over a decade since the original Beautyblender first launched, forever changing how we applied foundation (racking up eight Best of Beauty Awards in the process). Since then the revolutionary pink, egg-shaped sponge has spawned countless knock-offs, not to mention, it now comes in all different sizes and colors.

But the brand’s latest, launching today, marks its first foray away from tools and into color cosmetics. Meet Bounce Liquid Whip Long Wear Foundation ($40), a formula as unique as its sponge predecessor.

It’s really a huge move for the brand that’s currently only known to sell foamy applicators and their appropriate cleansers and travel cases.

Instagram makeup account TrendMood1, were the first to post a picture of the full shade range and commenters were quick to notice that despite there being 32 shades, there appeared to be a distinct lack of darker shades.

“Whoever made this has obviously never seen people of colour because this is a joke

“I’m embarrassed for @beautyblender the shade range is TERRIBLE! 50 shades of white and 7 for WOC – stick to beauty blenders”

“50 shades of white”

“So embarrassing! They clearly only care about white people!

“Your 7 deep and 7 medium/deep shades doesn’t compare to the astonishing amount of shades for white folks. This is in no way inclusive.

So you can make 100 different colours of beauty blenders but you can’t make shades for my darker ladies?” were some of the comments under the post.



Officially launching on July 24, the revolutionary foundation is worth checking out just for its unique packaging alone. But if the novelty of it all doesn’t strike you as amazing, deets on Bounce’s formula may perk up your ears.


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