FitMe—much-awaited makeup foundation arrives in PH

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There is neither one look nor one complexion that defines the Filipina. Because of the country’s history under different colonizers and with immigrants, there are mestizas and chinitas among the race, besides the morena beauty. This poses a problem when it comes to the beauty market, as there can be no one product suited to Filipina skin.

Take makeup for example. Even if research indicates that Filipinas are one of the top users of foundations in Asia, many still find it difficult to look for the right shade to match their specific skin tone. Their common grievance is that most cosmetic counters are filled foundations and powders only for lighter skin. As such, those who do not fall under the beauty industry’s limited color spectrum are simply left out.

Even if research indicates that Filipinas are one of the top users of foundations in Asia, many still find it difficult to look for the right shade to match their specific skin tone

But finally, Filipinas are sure to rejoice over the arrival of the much-talked about smart foundation developed by American cosmetics company Maybelline New York. Touted as the “most asked-for foundation in the world” today, it is aptly called FitMe! and delivers a “Matte + Poreless” line of wide ranging shades that go a step beyond matching one’s skin tone. It even addresses one’s skin texture.

“Most of the time, Filipinas only have four foundation shades to choose from in the market, which makes it a real challenge to find their perfect shade. As FitMe comes in 10 shades, it’s certain they will easily and finally find their fit. What is even more exciting is that the line that offers a matte and poreless finish, which is suitable for all types of Filipina skin,” Bianca Sing, Junior Product Manager for Maybelline, happily told The Manila Times.


“FitMe is also ideal for those who want a more natural finish because it gives a natural matte coverage, especially when you’re not used to liquid foundation yet. It’s a perfect product because it’s not heavy, it’s very lightweight, and you can really wear it everyday,” she added.

The said collection is available in four different formats—the liquid foundation, foundation Stick, pressed powder, and concealer.

The liquid foundation, which leaves a natural and seamless finish, is the certified US bestseller among the collection. It is a must-have as it blurs pores, controls shine, is easily blendable, and comes in 10 shades.

The stick foundation on the other hand is the brand’s first foundation in stick form. An oil-absorbing formulation, the stick is creamy but spreads onto the skin with a natural matte-looking finish. It also has an exclusive anti-shine powder core that instantly dissolves excess oil.

Meanwhile, the pressed powder is the brand’s first-ever mattifying powder that matches both skin tone and texture. Perfect for touch-ups, it offers a poreless-looking finish with shine control and blurring micro-powders for normal to oily skin.

Finally, the promises natural coverage for zero flaws and blemishes, erasing dark circles, pimples, and dark spots in an instant.

With four shade-fitting foundation formats targeting skin concerns from tone to texture, no wonder this beauty breakthrough has been long awaited by women everywhere, including the many faces of the Filipina.

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