Maybelline New York’s most popular foundation range, Fit Me Foundation, is now more accessible than ever to Australian consumers, with all 40 shades of its Fit Me Matte & Poreless Foundation available at Woolworths and Coles.
To ensure inclusivity and representation of diversity of its cosmetics category, Coles and Woolworths are conducting trials to offer more foundation shades for its customers, starting with Maybelline New York’s Fit Me Foundation.
Developed for oily-prone skin, the Fit Me Matte & Poreless Foundation has been stocked in Australian retailers since 2018, with nine of its most popular shades. The Fit Me Dewy & Smooth Foundation for dry, dehydrated skin has previously been available in eight shades.
Woolworths beauty category manager, Georgie Inch, said Woolworths is currently stocking the full range of Maybelline New York’s Fit Me Foundation shades on its online store as part of a trial available to customers in 500 suburbs across greater Sydney and greater Melbourne.
Coles is also dedicated to trialling a more diverse offering, with the full 40 shades of Maybelline’s Fit Me Matte & Poreless Foundation available both online and in select stores across Australia.
Maybelline New York marketing director, Alexandra Shadbolt, is excited about the official launch of the foundation expansion project into grocery, which coupled with its ‘Fit Me Finder’ to help customers determine their best shade based on their skin type and tone, will make its inclusive and affordable offerings more readily accessible.
“We have been working with Coles and Woolworths throughout 2021 to make a wider range of foundation shades available to their shoppers, helping to deliver on Maybelline’s commitment to offering makeup options for all of our customers,” she said.
“They have previously been limited to expensive, luxury foundation offerings for a diverse shade breadth so we are excited to be able to provide affordable and accessible solutions. We are also looking forward to doubling our Fit Me Dewy & Smooth Foundation range in Australia from 12 to 24 shades in early 2022, which we are hoping will also be available on the shelves at both Coles and Woolworths.”
Maybelline’s Fit Me Matte & Poreless Foundation can be found at Coles stores across Australia in Victoria (Berwick, Braybook Ballarat Road and Burwood East), New South Wales (Kirrawee and Willowdale), Queensland (Aspley Hypermarket), South Australia (Churchill Centre) and Australian National Territory (Gungahlin).
You can see the full range online at Woolworths here, and the full range at Coles here: You can also discover the perfect Fit Me Foundation shade fit here.
