I mentioned in my Part 2 of my Makeup Show post that Make Up For Ever is releasing their a new formulation of their best-selling HD liquid foundation. I was pretty excited to see that! Unfortunately, they did not have my shade at the show. So, I decided to “come back” to this foundation at a later time since I had other foundations! I began to see a couple of more announcements and reviews and the interest came right back!
So yes, there’s a new formulation! The question would be…what’s the difference? What IS this foundation, exactly? Well, according to Sephora’s site:
What it is:
A bestselling HD foundation that appears more invisible, comfortable, and natural-looking than ever.
What it does:
Developed specifically for the film and TV industry’s most advanced technology, Ultra HD Liquid Foundation creates a naturally flawless complexion—on and off camera. Completely invisible under the latest, super-focused 4k lens, this revolutionary foundation features uniquely-coated pigments that provide medium coverage with a lightweight texture that looks just like skin. Long-lasting with a natural-looking finish, Ultra HD Liquid Foundation is formulated with hyaluronic spheres for time-released hydration that ensures comfortable wear on all skin types. Now available in an expanded range of 40 shades to match all skintones, Ultra HD is the perfect everyday foundation for a flawless complexion—and an unretouched life.
What else you need to know:
MAKE UP FOR EVER is once again leading the beauty industry into the next era of makeup innovation and technology. As the original pioneer of the HD makeup category, it continues to redefine and elevate beauty standards with the launch of its new Ultra HD Foundation, the first and only foundation designed for 4k technology. With 4k technology, the next generation of digital devices will display images with unbelievable detail, stunning clarity, and heightened color than existing HD technology. Completely invisible under the latest, ultra-magnified resolution, these innovative foundation formulas look completely natural on camera—and to the naked eye.
“My goal was to cope with the new 4k technology while keeping the main benefits of HD Foundation. Ultra HD Foundation had to meet the perfection needs of pros as well as the everyday needs of all women.”—Dany Sanz, MAKE UP FOR EVER Founder and Creative Director
Convert your HD Liquid Foundation shade to Ultra HD Liquid Foundation using the “Ultra HD Shade Conversion Chart” in the Articles section below.
So basically, this is the selfie taker’s dream foundation! LOL! But seriously, this is a dream for taking amazing photos and for film and TV…which is a big plus for makeup artists!
Did y’all catch that this foundation comes in forty shades?! That is amazing! The numbers have changed, but the colors haven’t changed. If you are a 173 in the original formulation then it will be a Y445 instead. As I stated, it’s the same color. So don’t worry!
Don’t believe me? See it for yourself! Check out this chart:
They also made it easier in terms of dividing the shades into undertones. Yellow (Y) and Red (R). If your skin color is warm or has more yellow undertones, then always stick with the Y shades…same for R shades. Here is another chart showing the shades (courtesy of Bodacious). That chart may be more helpful.
As you can see by these photos:
…I already have the foundation! I picked it up a few weeks ago at the boutique in the Union Square area! My shade is Y425. I will post my thoughts on this foundation, so stay tuned! 🙂
I’ve already seen this foundation at a Sephora in JC Penney, so I imagine that other Sephora’s are beginning to stock this new formulation. It is set to be released this month, so be on the lookout! It’s not available for sale yet, but Sephora’s website has it as well.
So…are you interested in this foundation? Will you be purchasing it? What shade do you think you’ll be?