Kruidvat & L’Oréal Expand Foundation Color Range

Congratulations to Kruidvat as the very first Dutch retailer to launch an inclusive range of foundation colors. The driving forces behind this initiative are the L’Oréal Diversity Board and the Kruidvat Inclusion Council where diversity, inclusion, and equality are key. A council I am proud and honored to be part of. We still have a long way to go, but I am truly happy with the progress we’re making. 

Chapeau to Angela Onuoha and Natasja Harlequin for initiating this project. Find your match with the extended range of 45 “True Match” foundations by L’Oréal Paris and 39 Maybelline “Fit Me” foundations in 43 shops in NL & BE from July 2023. More Kruidvat stores will follow later where you can buy this wide range, which ensures a foundation party for everyone: the ideal match and desired coverage within reach where you can test your shade in the store.

L’Oréal Paris True Match Foundation 

L’Oréal Paris True Match is the #1 Foundation in the Netherlands, with an updated formula that contains up to 6 different pigments for a better match with your skin tone. The foundation is known for its caring ingredients so that it not only gives a beautiful natural result but also moisturizes the skin. (€18.99)

Maybelline Fit Me Matte + Poreless Foundation

Maybelline Fit Me Matte + Poreless Foundation has a formula enriched with mattifying clay with medium coverage. Suitable for normal to oily skin, this foundation reduces shine and blurs pores for a natural matte finish. (€11,99)

Angela about this initiative: “We have been speaking out about inclusivity in the beauty industry and beyond for some time now and are therefore very happy that this new foundation offer is now here!

Kruidvat and L’Oréal were inspired by the stories of people who walked into a store and couldn’t find a suitable foundation shade. This had to change, so they joined forces to realize this new foundation. Kruidvat is for everyone 🙌🏽🙌🏽🙌🏽

#Loréal #DiversityBoard #Kruidvat #InclusionCouncil #diversity #inclusion #equality


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