Morphe has announced the launch of a new range of foundations called Fluidity, which has 60 shades, offering a hue for every skin tone, according to a report by WWD.com.
The brand has also added primers, concealer and powder to the range, with the launches being Morphe’s first entry into the complexion market. The range will launch into Morphe stores, online and into 600 Ulta stores, rolling out in all Ulta stores in due course.
Founder Linda Tawil said, “Fluidity means its for everybody…it’s inclusive, and that’s what Morphe’s all about.”
The Fluidity range is evenly divided into five skin tones, with 12 shades in each.
Myles McCormick, Chief Executive Officer of Morphe and its majority Owner, Elevate Brandpartners said, “The 60 shades was really the manifestation of a lot of work from the consumer perspective to understand the needs of our customer base,” McCormick said. “Our team must have met and tested our product on hundreds of consumers to get down to the nuances that underpin the 60 shades we finally landed on.”