Makeup for All Flesh

A brand-new makeup line created by Linda Wells, the former editor of Allure magazine, debuts today.

Photo by Slavin Vlasic; Linda Wells and Ashley Graham, N.Y.C.

There’s a new makeup label in town, and it’s called Flesh. When Linda Wells, the former editor-in-chief and founder of Allure magazine who is now Revlon’s chief creative officer, was approached to create a brand-new makeup line from scratch, she got giddy. “I knew that we’re all in a near-constant search for some new promise of a foundation or a lipstick or a highlighter that brings out an essential quality in ourselves. Something better, something true,” she said. And with Flesh, she did just that.

True to one’s own flesh, the Firm Flesh Thickstick Foundation comes in 40 inclusive shades from Froth to Espresso, with every possible warm-to-cool option in-between. And the price point is so good, at $18 each, one wouldn’t feel guilty to buy at least two sticks to conceal and to contour with its alternatives. And it doesn’t stop there. It’s a pretty impressive lineup that’s portable and multi-purpose, from Touch Flesh Highlighting Balm to Ripe Flesh Glisten Drops to Flesh Highlighting Powder down to Fleshcolor Eye Shadow Palette to Lip Swipe. Oh, and there’s Fresh Flesh Illuminating Primer, too, with photo-reflecting agents that will brighten any dull skin. Every product is fragrance, parabens, and talc-free.

In keeping with its brand aesthetics, the logo’s serif typeface is plump and fun, along with the campaign that feels fresh but with an edge. It’s millennial-esque in attitude, but Flesh is not just for kids; it’s for all women. “Allure showed that a woman could be intelligent, powerful, and confident, and still care about scoring the perfect red lipstick. That’s the thinking behind Flesh,” said Wells. And to drive that attitude all the way into one’s spirit and makeup bag, Wells tapped longtime artistic visionary Ruba Abu-Nimah, formerly of Bobbi Brown and Shiseido, to assist in the brand’s narrative and to help realize Well’s conception.

Placed at a slightly higher price point than its mother brand, Revlon, all of its Flesh debuts today, June 24, on Ulta.com.