Glossier Champions Inclusivity With Its New Foundation Launch

UPDATE (August 22, 2023): Glossier's new Stretch Fluid Foundation has officially launched.

The new complexion range across seven shade categories and give undertone groups features an expansion update of the brand's cult-loved Stretch Balm Concealer with 32 shades and 32 of the new Stretch Fluid Foundation. Stretch Fluid Foundation is formulated with a gel-cream emulsion and plant-derived squalane that helps nourish skin and restore suppleness. The added pigments with an amino acid blend effortlessly into the skin for flexible coverage that lives on the skin, not in the skin.

Stretch Fluid Foundation retails for $34 USD and Stretch Balm Concealer for $22 USD and are up for grabs now via Glossier's website.

ORIGINAL STORY (August 2, 2023): Glossier is adding a new product to its complexion line, Stretch Fluid Foundation.

The millennial pink branded brand is expanding off its cult-loved Stretch Balm Concealer, released in 2016. Keeping in line with Glossier's brand DNA, which celebrates skin first, this foundation is designed with an 89% skincare base. It's a moisturizing, gel-cream formula that contains plant-derived ingredients such as squalane and glycerin to nourish the skin's moisture barrier. Stretch Fluid Foundation will be available in 32 hues across seven shade categories and five undertone groups. The brand also expanded its range of the Stretch Balm Concealer to 32 shades as an added complement.

Further highlighting the deal with the WNBA that Glossier inked in 2020, the campaign will feature players Ariel Atkins, Diamond Miller, Nyara Sabally, Izzy Harrison, Stephanie Soares and Brea Beal playing basketball in Tompkins Square Park in New York City.

Stretch Fluid Foundation will retail for $34 USD and Stretch Balm Concealer for $22 USD. Both will be up for grabs via Glossier's website and stores at the end of August and in Sephora in September.