Makeup Revolution is introducing its new IRL Filter Foundation—launching exclusively at Ulta Beauty stores nationwide. It’s also available on Ulta’s website and on Makeup Revolution’s website. 

The breathable foundation is a long-wearing formula that comes in 30 inclusive shades. It is oil-free, leaving a soft matte finish on the skin.

It is formulated to deliver 20% more pigment for easy buildable coverage. It is infused with Niacinamide for diffuse pores and conceal potential blemishes. It’s also vegan and cruelty-free. 

Adam Minto, CEO and Founder of Revolution Beauty, says, “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.”

Minto adds, “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.