If tasked with naming a beauty brand, chances are “Flesh” wouldn’t be the word that instantly pops to mind. Revlon and their creative director Linda Wells want to change your mind by launching a prestige Revlon brand named exactly that. Flesh — which will have 40 different foundation shades — is focused on complementing many skin tones, rather than just the ones beauty brands have traditionally catered to over the years (read: white). The Fenty effect is real, people.
“It’s really focused on the idea of flesh being all flesh colors — we’re redefining the notion of what flesh color really is and having it be inclusive on every level,” Wells told WWD. According to The Cut, Flesh will also be gracing us with 4 highlighters, 13 lipsticks, and 8 shades of blush too. Whether they come in the shades ‘Zombie,’ ‘Cannibal,’ ‘Blood’ and ‘Brains’ is yet to be known.
Wells, who is also the founding editor of Allure (and was there for 25 years), clearly knows a thing or two about beauty, so you can expect the brand to be thoroughly developed. Unfortunately, though packaging is designed in millennial pink, budget-wise, Flesh isn’t quite as millennial-friendly. The brand will be priced for the prestige market (think YSL, Urban Decay, Kat Von D, Bobbi Brown, Nars), but that probably won’t stop us from opening up our purses.
How else can we pretend to be in a sci-fi film about a dystopian future where the beautiful skin of willing volunteers was used to create our perfect complexions?
Flesh launches June 24th on Ulta.com.