LOVE YOUR SELFIE – Introducing PÜR’s new 100 shades collection

Any woman will know, finding your perfect foundation shade can be a NIGHTMARE. No matter the colour or area you test it, it always seems a shade too light or too dark, the undertones aren’t right or you have to mix different foundations to get the colour just right. Sound familiar? We thought so.

After a year of trying, testing and researching existing foundations and identifying different shades of skin tones, PÜR Cosmetics are delighted to finally be releasing their Love Your Selfie Foundation collection in (wait for it) 100 shades! Now, we know that being confronted to 100 different shades can be quite intimidating, where would you even start? Not to worry, we’ve put together the low-down of everything you need to know, with some expert tips from the PÜR Cosmetics team.

The new Love Your Selfie Foundation is a 4-in-1 product; a long wear foundation, concealer, SPF and setting powder. Additionally, it offers Blue Light Protection protecting your skin from the blue light emitted from your phone and computer screen. Of course, PÜR continues to be vegan friendly and cruelty free, but our favourite part about this product is that it not only features a traditional foundation pump, but it also has a doe foot to use it as a concealer!

A never before seen in the beauty industry, the 100 shades are separated in 5 different categories including Light, Medium, Tan, Dark and Deep and in 3 different undertone groups; Golden, Pink and Neutral. When it comes to finding YOUR right shade, PÜR have created a dedicated Instagram account to help you find your shade. The account includes an undertone finder tool, shade finder tool and before and after pictures of real people wearing the shades. Read below some tops tips as to how to get the best results with the 4-in-1 Love Your Selfie foundation.

Where is the best place to test a foundation to find your shade?
Shade matching can be tricky with foundation. We formulate our complexion products to resemble your natural skin. PÜR understands that consumers are more conscience and kind to their skin by choosing more natural, clean products that help to protect skin, while providing the coverage we want. We recommend swatching foundation shades on the collar bone / decolletage area and jawline to ensure that the foundation is the perfect match.

How do you find your undertone?
With 100 shades in the 4-in-1 Love Your Selfie range, our goal was to make it as inclusive and easy-to-navigate as possible. We formulated our foundation across five shade categories: Light, Medium, Tan, Dark and Deep. Within each category are three universal undertones: Golden (warm), Pink (cool) and Neutral. To identify your perfect undertone, we recommend the vein or jewellery test:

Vein test: take a look at your forearm near you wrist and analyse the colour of your veins. Golden undertones will tend to appear warm with hits of yellow or gold, so the veins may appear green or olive. Neutral undertones have a combination of cool and warm undertones, so the veins may appear blue-green. Pink undertones feature cool tones with pink, red or blue hints, so the veins may appear blue or purple.

Jewellery test: keep it simple and consider what jewelry tones you look best in! Golden undertones typically look best in gold jewelry or earth tones. Neutral undertones are the lucky ones, as they tend to look good in both gold ad silver jewelry. Lastly, those with pink undertones typically look best in silver jewelry and jewel tones.

How many shades would you need to increase from your base shade if you wanted to contour with Love Your Selfie?
After identifying your perfect Love Your Selfie match, use a shade 1-2 shades deeper for contouring and 1-2 shades lighter for highlighting. Keep in mind that your undertone will never change, regardless of how light or dark your skin is.

For any PR enquiries, please contact Kaitlin at

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