Makeup Revolution Introduces IRL Filter Foundation

IRL Filter Foundation

Makeup Revolution, the ever-popular British beloved makeup brand launches today, IRL Filter Foundation, an all-new foundation line available exclusively at ULTA Beauty stores nationwide, on and With 30 inclusive and skin-loving shades, the breathable foundation supports your skin’s true beauty leaving beauty filters behind. IRL Foundation serves as confidence in a bottle and is formulated to diffuse pores and withstands a 16-hour wear – No touch ups needed!

Makeup Revolution launches IRL Filter Foundation to their coveted makeup portfolio with a campaign aiming to inspire consumers to feel confident with the comfortable long wear formula.

The soft matte and breathable foundation is oil-free, provides 20% more pigment for easy buildable coverage and is infused with Niacinamide for diffusing pores and concealing potential blemishes. With 30 shades ranging from fair to deep that are vegan and cruelty-free, Makeup Revolution continues to embrace a diverse breadth of consumers.

“With IRL Filter Foundation being one of our biggest launches to date, we are so eager to introduce this campaign to Gen Z and Young Millennials that have shown to be influential and supportive in finding real beauty within, a message that resonates with everyone here at Makeup Revolution,” states Adam Minto, CEO and Founder of Revolution Beauty. “Following our success of Conceal & Define and Fast Base collections, we worked to further develop a new inspiring collection with IRL Filter Foundation that will adhere to a variety of consumers.”

As the makeup brand behind viral TikTok’s stemming from Gen Z and Young Millennials, Revolution Beauty addressed their combined social and retail audience of 8 million to take part in a survey surrounding filter use within their demographic. Results show that 40% of young people distort their appearance on every image they share, 80% of 13–34-year-olds suffer self-esteem issues based on their appearance and 1 in 2 girls dislike the way they look without filter. With Revolution Beauty conducting their own research, IRL Filter Foundation was born to help consumers build confidence and refrain from using filters on social media. In support of #NoFilterRevolution, Makeup Revolution has pledged £25,000 to The Mix, UK’s leading support service for those under 25 years of age. Through a 24-hour helpline, The Mix takes on the coming-of-age questions that people under 25 have in order to give them the best support and assure all young people are able to make informed choices about their physical and mental wellbeing. Together, Makeup Revolution and The Mix are providing tools for the next generation to embrace true beauty.

The Makeup Revolution IRL Filter Foundation ($13) is available exclusively at ULTA stores nationwide, on and

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