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maybelline new york 
fit me 


The foundation category was in decline, fueled by myths and fears about it harming the skin or looking unnatural and fake.   


Wearing foundation felt like wearing a mask. Gen Z was redefining beauty from “being your best self” to “being yourself”, so hiding pores, texture, blemishes, and beauty marks, went against their desire for authenticity & individuality. 


Fail-proof foundation fit for all. 

When a foundation fits right, it won’t mask you, it’ll enhance the real you.  


Maintained our position as the #1 foundation in the world 

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