WATERTONE or sustainable beauty by MAKE UP FOR EVER

Perfumes & Cosmetics


Committed to sustainable beauty that does not compromise on the quality or performance of its products, MAKE UP FOR EVER presents WATERTONE, its new skin-perfecting foundation. The launch is accompanied by the campaign BE FEARLESS, filmed and directed by the photographer Charlotte WALES, acclaimed for her ability to capture emotions through faces and bodies.

Co-created with the Maison’s professional makeup artists, WATERTONE foundation suits all skin types, while its range of 23 shades adapts to all skin tones.

Designed for fans of natural beauty, WATERTONE is formulated without animal-derived ingredients, parabens, silicones, PEG, EDTA, mineral oil and phenoxyethanol, and with less than 1% fragrance. It comprises 78% water-based and 94% nature-derived ingredients. Its 100% recyclable glass bottle has a removable cap which can be used as a palette, while its paper packaging is sourced from sustainably managed forests.

Two innovative accessories have also been created with an objective of sustainability. They were developed in collaboration with MAKE UP FOR EVER’s professional makeup artists in order to optimize the performance of the foundation. The WATERTONE SPONGE, which is latex-free and sold in a recyclable plastic box, is produced with water-activated materials which enable it to transform into a supple tool that blends and smooths foundation for a flawless finish. Meanwhile, the ARTISAN BRUSH #116 consists of synthetic bristles with a beech-wood handle.

The creative mission of MAKE UP FOR EVER is to inspire everyone to show who they really are and what makes them unique.