Exa is introducing a brand-new buildable and clean foundation in an expansive 43 shade range—which is about double the number offered by the average clean beauty range. Exa is on a mission to "bring more color to clean beauty so everyone can play," and it gets its name from the largest unit of measure.
The beauty brand's debut High Fidelity Foundation boasts a blend of microalgae, maqui berry and hyaluronic acid that nourish the skin and leave it with a semi-satin finish. The ingredients of the clean foundation formula are said to be useful for shielding the skin from free radicals and pollution, all the while offering long-lasting pigments that won't oxidize. Exa's High Fidelity Foundation is offered in shades that range from deep dark and fair to medium deep, medium light and plenty of options in between.
Image Credit: Exa
Why This Trend Is Growing
- Inclusive Clean Beauty
- An emerging trend of clean beauty brands expanding shade ranges to promote inclusivity and accessibility.
- Innovative Foundation Formulas
- A trend of introducing unique ingredients in foundation formulas to enhance skin health and combat environmental stressors.
- Buildable Coverage
- A trend of offering buildable coverage in foundation formulas to allow for customizable coverage.
Industries Being Reshaped
- Beauty and Cosmetics
- Exa's High Fidelity Foundation highlights the ongoing trend of innovation in the clean beauty industry.
- Skincare
- The ingredients in the foundation formula showcase potential opportunities for the skincare industry to utilize microalgae and maqui berry in their products.
- Environmental Protection
- The trend of incorporating ingredients that safeguard against environmental stressors presents potential opportunities for the environmental protection industry.
