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Full Coverage Liquid Foundation
Shade #110
$55 USD
For very dark complexions, with a strong, cool, pinkish undertone
Full coverage foundation for combination skin types. Each shade comes in a 20ml bottle, exquisitely packaged for safe and secure delivery.
Ingredients/Ingrédients: aqua, ethylhexyl palmitate, glycerin, propylene glycol, isononyl isononanoate, titanium dioxide, dimethicone, triphenyl trimethicone, trehalose, cetyl PEG/PPG-10/1 dimethicone, polyglyceryl-3 diisostearate, cyclomethicone, dimethicone crosspolymer, bentonite, nylon-11, silica, magnesium stearate, magnesium sulfate, disteardimonium hectorite, polymethylsilsesquioxane, phenoxyethanol, cera alba, tocopheryl acetate, alumina, triethoxycaprylylsilane, perfluorohexylethyl triethoxysilane, parfum, methylparaben, propylparaben, ethylhexylglycerin, may contain/peut contenir: CI 77492, CI 77499, CI 77491.
Discovery Pack
What's a Discovery Pack?
To welcome everyone into our eco-system, and to recognize our customers' loyalty, we've put together a flexible bundling option to make finding your favourite shades easier. Simply add up to 5 bottles (per order) of any shade into your cart and automatically have a tiered multi-buy discount of up to 40% applied automatically; that's equivalent to $22 off per bottle!
Why are we offering this?
Picking your unique shade from our complete collection can be challenging. Use our Discovery Pack to hone in to your perfect shade for every season. Or, explore our range with family and friends! Whatever the reason, we are proud of our Full Cover Foundation formula, and we want everybody to feel included.
How does the Shade Navigator work?
The colour grid highlights the product shade that you are currently viewing. Click on adjacent tiles to visit the product page for neighbouring shades for closer inspection. Toggle hearts on and off to add and remove shades from your favourites list. The shades then become available to you as a shortcut in your shopping cart so you can easily customize your very own Discovery Pack.
Favorite at least one shade
to start creating your
discovery pack
to start creating your
discovery pack
Your skin IN NATURAL LIGHT
Your skin IN NATURAL LIGHT
Favorite at least one shade
to start creating your
discovery pack
to start creating your
discovery pack
110 Shades Rabi Jabbar from Whitchurch-Stouffville, ON –
Okay, yes, it is my company, so you may consider this review to be a little biased. Nonetheless, I am proud of the liquid foundation that we’ve engineered, as well as the value proposition that the industry space badly needed. I’m really just posting this message to test our website review system, but it’s filled with good information, so feel free to interpret my review at your discretion.
First of all, it should be noted that our foundation is Silicone based. This means that it is best paired with a Silicone based Primer for the results you’re looking for, if you use one.
Also, our formulation is Non-SPF. We found that including sun protection in our foundation made the product stickier and less reliable. Plus, SPF is not additive. This means that SPF15 + SPF30 does NOT equal to SPF45. All that we would have been doing is making a worse foundation product without meeting the needs of those who would prefer anything other than the level of sun protection we would have to select in order to include it. Sun protection, however, is important. So, a better approach is to apply the correct level of SPF as per your needs, prior to makeup application, leaving enough time for the moisture to absorb.
Our formula is Full Cover, yet Light and Buildable. We have Every Human Skin Tone charted in our collection of Non-Oxidising formulae, suitable for Combination Skin. We are cruelty-free. We’ve collaborated with makeup artists and beauty influencers from around the World to Finally Fix Foundation!
We’ve wear-tested our products ourselves, on our own skin, which lasted perfectly for 10+ hours. In all honesty, we didn’t test for much longer, since skin needs to breathe, and we feel that it would be irresponsible for us to not encourage better practices.
Our foundation comes in luxurious 20ml glass bottles, which we estimate should last for about 6 weeks. Our formula is thick, and we top it off with a little more for darker shades as they are denser, so 20ml is technically the minimum you’ll receive. That said, it’s plenty to keep fresh open product in use, and conveniently sized to carry with you as well. Further, it gives a lot of sense to our Discovery Pack and Instant Loyalty Rewarding mechanisms… The more you buy, the less we have to spend on shipping and advertising, and hence we pass on the benefits to you. We already include FREE 3-6 Business Day Shipping and Tax is absorbed as standard in our pricing, on any orders made through 110shades.com. But, when you buy up to 5 bottles at a time from our website, you can can also get up to 60% OFF (that’s USD110 for 100ml of foundation), and an additional 10% SUBSCRIBERS discount is automatically applied if you are purchasing again within 3 months. It’s that simple. Whether you’re passionate about make-up, or a makeup artists looking to put together a kit bag, or even a group of family and friends purchasing together, it’s easy to get great value with us, so be sure to have a play around and see how much you mean to us as a customer.
Anyway, as I mentioned earlier… It’s my company, so feel free to take this review with a pinch of salt. Seeing is believing, so take a shot with us and find out what your perfect shade really is, while checking out the quality of our formula. Even if you do get it wrong the first time, your buying strategy should let you know exactly what your shade is for the next time – we have all of them, remember? Your Shade in Every Season! And if you really, really miss… Well, get in touch with us with your order details, and we’ll see if we can make it right.
And if you’re a returning customer and wish to leave a helpful review for others, here are some things to help get you started:
A) Share a little about yourself
1. Do you have dry, oily or combination skin?
2. How frequently do you wear make-up, and how long do you typically keep makeup on before removing?
3. What other products do you use in your typical morning/evening “routine”?
4. If you feel comfortable to do so, please share with us what 110shades.com could mean for you, if there’s a way for us to get our messaging right (and let us know how – I can at least make a commitment to consider constructive feedback)
B) Tell us what you thought of our foundation
5. Did you find your perfect match, and did you find it on the first go? If not, has our range of shades become clearer and easier to explore?
6. Did you find any other shades with different undertones that worked as well?
7. Did you like the feel, fragrance, flexibility, and full coverage of our foundation?
8. Did our foundation apply easily? Did it blend and build well to give you better control over the coverage you need?
9. Did it hold up well for as long as you needed it to?
10. Did you find any oxidation occurring? While we tried our best to ensure the stability of our formula, we want to make sure that you receive our product in its best condition as well.
11. How did our foundation play with the other products you may use? Did our foundation do what it is supposed to do?
C) What do you think of our company?
12. Was our attempt to innovate with 110 shades, and dispel “industry myths” confusing?
13. What did you like, and what do you think we could have done better (and how)?
For example, did you like our advertising, or could we have inadvertently overlooked a more serious issue? We want to know; we want to always challenge ourselves to become more ethical, every day, in every way.
14. How did you hone in on the shade that you purchased? Can you offer any advice for others with skin that’s similar to your skin type and tone?
15. In hindsight, what would have been your Discovery Pack strategy?
16. Did you manage to find helpful support and material that may have influenced your decision?
We use Instagram to connect with our communities, so please check us out @110_shades, and Follow Us to join in the discussion! There are so many other things that our customers would love to know about our products, so if you can post photos/video reviews and leave comments on the things that mean the most to you, then overall we can all share the bigger picture! But, if there’s one more question we’d like you to comment on:
…
110. How did we compare to alternatives in the market, and who do you think would love our products the most?
We’re a small, independent and innovative Canadian brand (working with the most excellent close-knit team of people), in an exceedingly competitive landscape, with a huge value proposition and big vision, and we hope to earn your support in the future as we embark on this journey. If you have any questions, don’t hesitate to reach out. My recommendation would be to connect with us on Instagram (@110_shades) where we have loads of content like arm swatches, wear-tests from our early customers and supporters, and where we engage with many other make up artists from the communities we are involved with. My only request is for everyone to be polite, and kind, and for us all to just enjoy great makeup together!
Oh, and before I forget! I’ll be looking to put together a fully funded charitable “110 Shades Ambassador” program in the near future, to help recognize the people that support us and to enable communities to work together, lending only time, knowledge and compassion to make a real difference in the World, wherever it is needed. By having each skin tone represented in panels of people who can come together with good insight, opinions and intentions, I believe we can all have fun over makeup and conduct a productive goal-oriented discussion on current issues. With a diverse perspective and plan developed by communities together (i.e. with prejudice self-moderated for want of the greater good), I feel that I can make a corporate commitment to lend my strengths and automate the roll-out of direct unadulterated charity… The potential for good outcomes is boundless. Anyway, please watch this space for some really good news to come; we all need a little hope sometimes! All I need is your awareness, and kindness.
Anyway, if you made it this far, thanks for reading, and I’m looking forward to connecting with you! Here’s a photo of me testing our darkest shades for you to enjoy, so you know it’s all real… I apologise in advance for looking so tired and disheveled; it was a really long day of testing and I hadn’t had a haircut in months due to COVID! But, here’s to the innovative and entrepreneurial spirit! 🙂
DISCLAIMER (EDIT):
My business partner is particularly concerned about the current race-angst occurring in the World today, and is worried that my photo may inadvertently offend people. While it is true that we are concerned for the plights that people face, and are careful not to create “distraction media” and exploit a cause to garner sales as a principle, we are still in the business of selling cosmetic foundation, and the photo simply marks the end of our successful product quality testing efforts, the result of which I am very proud of.
I have an exceptionally diverse background, and a deep understanding of Data Analytics and Business Performance Management, which I developed while consulting for many multi-billion dollar organizations across the globe and industries, architecting and implementing software solutions that enhance the collaboration of better Financial Projection and Planning within an organization. I, myself, have faced racial discrimination in my lifetime, but have chosen my own methods to address the problem, and would seek no pity; others who face similar plights have been less privileged, and so I would rather direct my support towards the under-served.
And so, I’m not afraid of spin-media, as I’m confident that my perspectives are based on knowledge, compassion and truth (this “review” will always be here as reference of my genuineness). I am also confident that any additional publicity would ultimately benefit our sales, but I’d rather not make such a big deal over makeup at the expense of potentially eroding a liberation movement with the challenging aim of re-aligning our value systems, for everyone. That said, if you are feeling angry, do reach out and ask me questions (I am a person too, after all), and I would be happy to share my current perspective on how we can all make a real difference for each other – I am also ready to be influenced by compassionate people, with a thoughtful plan.
Anyway, I believe that my photo is harmless, but I’m including this disclaimer as I wouldn’t want you to feel that I am underestimating the gravity of the political discourse that we are facing today, as the human race, and to let you know that we’re willing to try our best for you, given what we are able to. Please be kind! 🙂
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