A happy meal box arrived on my desk yesterday. It was pink with a heart-eyes face in silver. But, that wasn’t the shocking bit. Inside were 12 handbag-sized Benefit foundations called ‘Hello Happy’.
In a world where Rihanna’s inclusive Fenty make-up line sent shockwaves through the industry, launching just 12 shades is a risky move. The launch of Riri’s beauty collection was like a nuclear bomb, it changed everything and we could never go back to the way things were. It inspired many brands (from MDM Flow to CoverGirl) to release new foundations with a wider selection of shades. With the launch of their new Soft Blur Foundation in June, Benefit is the latest label to cash in on this underserved market.
I must admit when I think of Benefit the image of coy mid-century graphics and Lichtenstein fonts come to mind. The packaging of this new light-to-medium coverage liquid foundation couldn’t be further from this. It’s slick and minimal (like the product itself) with silver and metallic pink foil accents.
If the feeling of a full-face of make-up makes you feel suffocated we don’t blame you. And yet, going nude isn’t always an option when your complexion is patchy. The Hello Happy foundation is infused with smooth spherical beads that softly diffuse to create a blurring effect on the skin, which evens out tones and notes imperfections. While it may feel featherweight it’s pigment and radiant finish will settle your skin. As tinted moisturizers and light foundations already exist, these qualities aren’t what sets it apart. While the breadth of colours seems limited, they in fact cater to a wide selection of skin tones. We tested this theory out on human skin to prove our point:
Benefit Hello Happy foundation will be in stores in June.