To help point the brand to a more fashion forward direction, the French beauty guru will be replacing the neutral-based color range with heavily pigmented, vibrant hues. “Makeup is such a fashion accessory – I’d like to highlight that part of the brand, and also bring a playful touch to the franchise,” explained Pecheux.
The new revamped Pure Color line will consist of 34 new Pure Color Glosses and 48 new Pure Color Eyeshadows. The glosses will debut in June and come in shine, shimmer and metallic formulas. The eyeshadows, on the other hand, will launch this Fall and come in four different finishes – matte, satin, luminous and metallic.