NEW YORK, NEW YORK – SEPTEMBER 18: A view of True Portrait product from Kat Von D Beauty during Jhené Aiko Appearance at Sephora for Kat Von D Beauty True Portrait Foundation Launch on September 18, 2019 in New York City. (Photo by Cindy Ord/Getty Images for Kat Von D Beauty)

Kat Von D Beauty has launched their new foundation which is a vegan lightweight foundation with medium coverage. The foundation is called True Portrait Foundation. The new global campaign has singer Jhene Aiko as its face and is shaking things up for the brand’s first ever medium coverage liquid-to-powder innovation. The formula is fresh and unique and the packaging is sexy.

“Jhene first caught our eye years ago when she showcased our Shade & Light Contour Palette in a Vogue video and then we saw her again in a PETA campaign. Jhene seamlessly aligns with our beauty brand ethos being an avid animal lover, vegan advocate, and an existing Kat Von D Beauty user,” explains Kelly Coller, Kat Von D Beauty Global Vice President of Marketing and PR. “Plus, Jhene has the sweetest soul, stunning skin, and our entire team has been obsessed with her music and tattoos.”

NEW YORK, NEW YORK – SEPTEMBER 18: Jhené Aiko visits Sephora for Kat Von D Beauty True Portrait Foundation Launch on September 18, 2019 in New York City. (Photo by Cindy Ord/Getty Images for Kat Von D Beuaty)

“I am so excited to be partnering with Kat Von D Beauty for this launch and to be working with a brand that shares so many of my same passions. I love this foundation because it feels like I have nothing on – it’s like vegan silk! It’s the perfect all-day coverage with an airy lightweight finish whether I’m on-stage or at home,” says Jhene Aiko.

“The True Portrait campaign emphasizes three critical points of difference for our foundation as well as expressing some of the many sides we all have – it stays with you (vegan, long wear), it moves with you (Elastic Essence Technology), and it’s true to you (lightweight, air matte),” states Coller. “When casting all of the 40 shade-matched “faces,” we prioritized real people that could represent the many faces of Kat Von D Beauty. On set, we shot everyone making faces to show movement; when you see laughing shots, they’re authentic. Everything was perfectly captured by our amazing, all-female creative team, including our own Kat Von D Beauty Global Creative Director as well as photographer Danielle St. Laurent.”

True Portrait Foundation is housed in a completely new innovative bottle from the design to the unique functionality – unlike any other product released from the brand. The formula is packaged in a sleek matte white bottle uniquely engineered for maximum usage and precision with intricate ornamentation including skull detail and a portrait window to reveal the shade. Pushing the standards of high-performance formulations and pigments, the bottle incorporates shaker beads to easily blend and break up the foundation along with dispensing extract drops from the squeezable precision tip.

NEW YORK, NEW YORK – SEPTEMBER 18: A view of True Portrait product from Kat Von D Beauty during Jhené Aiko Appearance at Sephora for Kat Von D Beauty True Portrait Foundation Launch on September 18, 2019 in New York City. (Photo by Cindy Ord/Getty Images for Kat Von D Beauty)

True Portrait Foundation stays with you and sets to a long-wear, airy matte finish. Created for normal to oily skin, this unique formulation balances sheer and opacity ensuring your skin will not look shiny halfway through the day and won’t clog pores. It moves with you and flexes with your skin through its Elastic Essence Effect liquid-to-powder formula: a combination of spherical powders, which have an elastic core that ensures the foundation never settles into skin, will not clog pores, and self-sets to a long-wear, airy matte finish that flexes with each expression. Recognizing that there is no “typical individual,” the brand developed a medium coverage formula that matches all tones and undertones across 40 evenly distributed vegan shades in 4 families of 10: Light, Medium, Tan, and Deep.

True Portrait is a lightweight next generation foundation that has true medium coverage for that perfect-skin look that is selfie approved and an unbelievably soft texture that you have to feel to believe!

Kat Von D Beauty True Portrait Foundation ($36) is available both on KatVonDBeauty.com and Sephora.com as well as at Sephora stores and Sephora inside JCPenney.

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Have you purchased the True Portrait Foundation yet? What shade do you wear?

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– Dawn Santamarina, Managing Editor

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