Kat Von D Beauty taps Jhené Aiko for True Portrait Foundation campaign

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Kat Von D Beauty taps Jhené Aiko for True Portrait Foundation campaign

By Gisselle Gaitan - 09/03/2019
Kat Von D Beauty is introducing shoppers to its new vegan lightweight medium coverage foundation — True Portrait Foundation.

With a new formula and packaging for its first-ever medium coverage liquid to powder innovation, the San Francisco-based beauty brand also tapped singer Jhené Aiko to be the face of the product’s campaign.

"Jhené first caught our eye years ago when she showcased our Shade & Light Contour Palette in a Vogue video and then we saw her again in a PETA campaign. Jhené seamlessly aligns with our beauty brand ethos being an avid animal lover, vegan advocate, and an existing Kat Von D Beauty user," Kelly Coller, the Kat Von D Beauty global vice president of marketing and PR, said. "Plus, Jhené has the sweetest soul, stunning skin, and our entire team has been obsessed with her music and tattoos."

Housed in a bottle designed with functionality, the True Portrait Foundation’s bottle has been created for maximum usage and precision. It includes a skull detail and portrait window to reveal the shade, shaker beads to blend and break up the foundation, and the ability to dispense exact drops from its squeezable precision tip, the company said.

"The True Portrait campaign emphasizes three critical points of difference for our foundation as well as expressing some of the many sides we all have -- it stays with you (vegan, long wear), it moves with you (Elastic Essence Technology) and it's true to you (lightweight, airy matte)," Coller said. "When casting all of the 40 shade-matched "faces," we prioritized real people that could represent the many faces of Kat Von D Beauty. On set we shot everyone making faces to show movement; when you see laughing shots, they're authentic. Everything was perfectly captured by our amazing, all-female creative team, including our own Kat Von D Beauty global creative director as well as photographer Danielle St. Laurent."

Created for normal to oily skin, the foundation looks to ensure skin will not look shiny halfway through the day and will not clog pores either, the company said.

In addition, it moves and flexes with the skin due to its Elastic Essence Effect liquid-to-powder formula, which is a combination of spherical powders that have an elastic core that ensures the foundation does not settle into the skin.

True Portrait Foundation, which retails for $36, comes in 40 vegan shades in families to 10 — light, medium, tan and deep. It can currently be found on the Kat Von D Beauty website and will hit Sephora’s digital and physical stores, as well as Sephora Inside JCPenney on Sept. 20.