Finally some good news: Foundation and concealer shade ranges have never been more inclusive. But whether or not you’re just now starting to see your skin tone reflected in the options available, figuring out precisely which shade will best flatter your skin and look most natural remains a challenge, particularly if you’re shopping on-screen. Ilia Cosmetics just came out with a tinted moisturizer that the company hopes offers a match for every skin tone; the focus is on helping people find their best shade: “There are thirty shades,” says founder Sasha Plavsic. “It’s easy to narrow it down to a smaller range, but for most people, it’s that moment where you’re deciding between the closest two or three that takes a little more attention.”
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