Ginny & Georgia actress Sara Waisglass stars in new e.l.f.’s satin foundation satin campaign
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The affordable base has 36 shades and a finish that sits between matte and dewy.
Finding the right foundation can feel like a beauty horror story, and e.l.f. Cosmetics has decided to lean into that idea with its latest campaign. Ginny & Georgia actress Sara Waisglass stars in “Unglammy Valley”, a tongue-in-cheek take on the nightmare of getting your foundation shade, finish or coverage completely wrong.
The campaign plays on the idea of the “uncanny valley”, turning a bad foundation match into something far more dramatic. Waisglass finds herself dealing with a series of increasingly strange makeup mishaps before discovering e.l.f.’s Soft Glam Satin Foundation.
The Soft Glam Satin Foundation offers medium, buildable coverage, so you can keep things relatively light or add more where you want extra coverage. It has a satin finish too, sitting somewhere between a flat matte base and a very dewy finish. That makes sense if you want your skin to look fresh rather than completely shine-free.
It is suitable for dry, oily and combination skin, while the non-comedogenic formula is designed not to clog pores. There are 36 shades across fair, light, medium, tan, deep and rich tones, with cool, neutral and warm undertones to help make finding a closer match a little less of a guessing game.
And that is really the point behind the “Unglammy Valley” campaign. Foundation is one of those products that can look completely different when the shade or finish is wrong. Too orange, too pale, too matte or simply too heavy and the rest of your makeup can suddenly feel off.
Sara Waisglass has even spoken about having her own foundation matching disaster, she accidentally wore a shade that was eight shades too light and only realised when she saw photographs afterwards. Speaking to People Magazine Sara explained: “I have introduced that (e.l.f Soft Glam Satin Foundation) into my routine and my face is dewy and perfect, and so it’s amazing. I can get ready in 10 minutes flat, which is such a flex for me.”
At just £9 it is also the kind of foundation that feels relatively easy to try without committing to a high-end price tag. The campaign might be a bit dramatic, but the e.l.f foundation behind it is actually quite straightforward: an affordable base with buildable coverage, a satin finish and a formula designed to feel lightweight rather than cakey.
Natalie Dixon is our Lifestyle reporter, if you liked this article and want to read more about fashion, beauty and lifestyle you can follow Natalie Dixon on X here
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