It can be a chore trying to find the right foundation shade. If you are an African American women, like myself, it can be really hard. Many brands do not cover a wide range of shades to appeal to darker skin tones. So, you end up looking too light, too dark, or too ashy. I have heard of Black Up Cosmetics as a brand that is devoted to helping dark skin women find the perfect makeup shades. Black Up‘s new Matifying Fluid Foundation, $41.50 is nothing short of amazing. What I loved and found extremely helpful was the feature on the site that helps you pick your Black Up shade based on what other brand you are currently using. For example, I had been using MAC Studio Fix Fluid in NW47, and Black Up computed that I would match their NFL13 or NFL14 shade. Once I applied the foundation, it appeared a little too orange, but after a few minutes, it looked so close to my skin tone. Finally, the search for the perfect shade is over!

Black Up is revamping its iconic Fluid Foundation which becomes the Matifying Fluid Foundation. Historical reference of the brand, it keeps all its benefits: a fluid texture that stretches easily, a medium coverage that adapts to skin with blemishes and a very natural finish!

Moreover, this new formula ensures an immediate matte effect. Enriched with sebum-regulating and astringent active ingredients it re-balances combination to oily skins, smooths and provides more comfort to the skin. Long lasting, the make-up remains bright and homogeneous all day long.

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Preview, Ingredients: Estee Lauder Double Wear Makeup To Go Liquid Compact Foundation in 20 Shades

See the packaging and shades up-close in the video below: