In a effort to promote multicultural beauty, Revlon will launch Flesh, a new prestige makeup line, exclusively at Ulta Beauty. Designed with Revlon Chief Creative Officer (and former Allure editor), Linda Wells, Flesh strives compete with full-range brands, Fenty and Make Up For Ever, and feature 40 shades of foundation. Initially the line will debut 12 products on June 24th, including foundation, primer, highlighters, lipsticks, eye and cheek glosses, blushes, and shadow palettes. Coincidentally, this is the same number of products Fenty debuted last year.
Speaking with WWD, Wells shared, “It’s really focused on the idea of flesh being all flesh colors — we’re redefining the notion of what flesh color really is and having it be inclusive on every level. Now, 40 foundations has almost become the industry standard, but it’s really broadening that conversation and proposition out to other products as well.” Flesh will appear in 575 Ulta stores by the end of 2018. According to Tara Simon, Vice President of Merchandising for Prestige at Ulta, “The brand itself is very fresh and really timely with being inclusive and diverse,” adding that Wells has “created vibrant pops of color and the terminology is smart and cool — it really doesn’t have an age, and it’s very inclusive.”