Is Charlotte Tilbury’s new Airbrush Flawless Foundation campaign the most inclusive yet?

It follows then, that the campaign, much like the foundation, is just about as inclusive as you can get. “Everyone from 18-80 wants a foundation that stretches and blends with their natural skin tone and type,” Tilbury says of the collection, which is fronted by 86-year-old Dame Joan Collins, Charlotte’s own mother, Patsy, drag queen, Miss Fame, model Chey Maya Carty and blogger Em Ford who’s open account of her struggle with acne went viral, among others. The theme? Flawless is a Feeling.

Yet if you look at the foundation, the campaign, the images on the website , it feels clear that at every step of the way, the aim has been to give everyone a tool to help them feel more confident in their own skin, should they want it. Sure, she’s flogging us a foundation , but this truly is a formula that’s been created for everyone, everywhere. While Charlotte’s open-door policy of showcasing older faces, Asian faces, gender-defying faces and all faces in between should be standard practice by now, this is one more celebratory step in the right direction.

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