If we were to tell you that there’s one foundation that has been used on famous faces including Nicole Scherzinger, Reese Witherspoon, Chrissy Teigen, Priyanka Chopra and the Kardashians, you probably wouldn’t expect it to be an affordable product.
But that’s exactly the impressive track record that EX1’s Invisiwear Liquid Foundation has achieved, and it only costs £12.50 per bottle.
Emily Blunt wore it to the BAFTAs, Adele wore it to the Brits – in fact, we’ve lost count of the number of red carpet bases EX1’s Invisiwear foundation has covered. And now, as of this summer, you can get it at your local Superdrug store.
EX1’s range was born of a desire to create a formula that works for people with olive skin tones, who often find foundations either too pink or orange for their complexions – a dilemma faced personally by the brand’s founder, biochemist Farah Naz.
By rethinking the science behind traditional foundation pigments, in 2013 she managed to create an inexpensive but effective offering that’s vegan, cruelty-free, non-comedogenic, clinically and dermatologically tested, and it’s been the stashed in numerous celebrity make-up artists’ kits ever since.
‘My goal has always been to cater to the huge number of underserved women, who despite shade extensions, are still unable to find a foundation match,’ Farah explains.
‘I curated my own range of products by moving away from the typical orange and pink pigments found in foundation and created a unique blend of yellow and gold tones designed to be the most skin-like pigments on the market’.
The addition of the product to Superdrug’s shelves supports the store’s commitment to only stocking foundations that are inclusive, with a selection of shades to suit every skin type and tone.
Sarah Gardner, Head of Buying Cosmetics and Fragrance at Superdrug commented on the launch: ‘At Superdrug we want all our customers, no matter what gender, shade or skin type to be able to get their correct foundation.
‘We have been working hard to broaden our shade range and are delighted to be stocking EX1 which caters specifically to olive skin tones. EX1 is a revolutionary brand that is loved by celebrities and is founded by a biochemist who truly understands skin and undertones and how to create a perfect match for olive skin.’