It may be best known for its glorious makeup brushes, but cult beauty brand Zoeva just launched its own foundation range. What’s more, the brand made its debut into the world of foundation with an inspiring and unconventional beauty campaign. Instead of opting for professional makeup artists for its campaign titled Authentik Skin Foundation, Zoeva chose to feature a diverse range of models who did their own makeup for the shoot. Of course, there were still a production team involved to get the pictures looking slick but the Zoeva team were keen to get across real-life approach to beauty, particularly through the 44 women showcased – each representing a different shade of the new product. Zoe Boikou, Zoeva’s founder and CEO, said: ‘Zoeva was built on celebrating individual, authentic beauty. It’s in our heart to help women celebrate this too. ‘What better way to bring this to life than for each of the 44 women featured to create their look themselves during the video shoot.’
As well as showing diversity in its shades, the new Zoeva foundation promises a ‘natural luminous’ finish with its lightweight formula.
Each bottle is priced at £25 and every colour is named after an empowering adjective in alphabetical order, with shades going from lightest to darkest.
Beautiful, Gifted, Kind, Legendary, Magical, and Soulful are just a few names to make an appearance in the brilliant collection.
The brand says its dedicated to helping ‘women discover and celebrate their individual beauty’ and its new foundation range certainly reflects that.