ColourPop has been pretty good at selling makeup on the Internet.
The brand’s colorful, trend-oriented, value-priced products have gained a cult following over the past few years, and the company has done it primarily through online sales. But ColourPop’s launch of complexion — a decidedly untrendy, mainstay category largely dependent on shade matching — has brought the brand into whole new territory.
The thought process was, “Let’s try to really make it so buying foundation and complexion products is easier and more intuitive,” said Laura Nelson, president and founder of Seed Beauty, which makes and owns ColourPop. The result of that exercise was a full complexion range: 42 shades of No Filter Natural Matte Foundation, $12; three shades of No Filter Loose Setting Powder, $9; six shades of No Filter Sheer Matte Pressed Powder, $9, and 30 shades of No Filter Concealer, $6.
ColourPop’s foundation range has 42 shades.
So far the range, which is only available online, has done well, Nelson said. “Early indications from the reaction and sellthrough and things like that … I do think complexion is going to ultimately make up a substantial part of our business,” Nelson said.
Part of that success is attributable to ColourPop’s online shade matching tool, which takes shoppers through