Maybelline’s cult makeup line is now in the Philippines

THE FIT ME line from US drugstore makeup brand, Maybelline, has finally landed in the Philippines.

Known for having a cult following due to its lightweight coverage and a multitude of shades for varying skin tones, the line which includes base makeup — liquid foundation, pressed powder, concealer and stick foundation — was something Maybelline Philippines wanted to bring to the Philippines since its launch in the US a few years ago.

“It was hard to convince the HQ to bring the line here,” Cary Co, marketing director of Maybelline Philippines, told reporters during the launch on June 7 in Makati City.

She said it took the team two years before Maybelline headquarters allowed them to bring the Fit Me line to the country because the line was only available in the US catalog while the Philippines has been using the Asian catalog which is curated specifically for the Asian market.

Still, the concealer has been in the local market even before the launch of the rest of the line.

“But we have convinced management that we really need Fit Me here because it’s perfect for Filipinas,” Ms. Co said, adding that Filipinas come in a range of skin tones, from “chinitas” ( lighter skin tones) to the different kinds of “morenas” (darker skin tones).

Fit Me promises to provide matte and poreless coverage, making it perfect for those with oily or combination skin.

Makeup users will be able to choose from 10 shades, from Classic Ivory to Toffee for liquid foundation, pressed powder, and stick foundation, and four shades of concealers from Sand to Deep.

“We’ll see how the market responds and if we need more shades, we can still bring in more,” said Ms. Co.

In the US market, the Fit Me line has 33 available shades.

The entire line is currently on sale for P299 ( liquid foundation, pressed powder, and foundation stick) from June 19 to 23 at Lazada. com. The regular price is P399. It is also available (though not on sale) at Maybelline counters nationwide. —