bareMinerals Does Not Like Using the F-Word

Leslie Blodgett has never liked using the f-word. Foundation. It has become a dirty word thanks to cakey, pore-clogging formulas out there. But we see beauty differently. It's not about covering up. It's about being YOU.

Launching this August, bareMinerals ( unveils a conversation-starting campaign to champion its award-winning foundation franchise and the highly-anticipated launch of its first-ever solid bareMinerals READY™ SPF 20 Foundation.

The campaign is supported by the fact that bareMinerals READY SPF 20 Foundation doesn’t look or feel like a foundation. With serious skincare benefits—a 108% increase in skin hydration after 12 hours of wear—and invisible long-wearing coverage that will have others complimenting your skin (not your makeup), the word ‘foundation’ does not do this latest innovation justice. ‘We Don’t Like Using the F-Word’ aligns with the brand’s innate desire to challenge the status quo while offering a unique perspective on what bareMinerals READY SPF 20 Foundation can do for the skin. No visible trace of makeup, no parabens or harsh chemicals, no dreaded line of demarcation—simply smooth, fresh, younger-looking skin.

“From the moment I launched bareMinerals, I’ve always struggled using the word ‘foundation,’ it never felt right,” explains Leslie Blodgett, Creator of bareMinerals. “Our formulas do so much more—actually improving the appearance of skin over time and giving women their most beautiful skin ever without looking like they’re wearing makeup at all. So, while it’s technically a foundation, we knew we had to speak to it in a different way…so we did it on our terms. This campaign really sums up our philosophy on this product category—there’s no mistaking what we stand for.”

Confidence is beautiful. And every bareMinerals product is designed to bring out your true beauty—because bareMinerals believes that beauty can change the world.

The brand is available in 31 countries, with over 6,500 points of distribution, including over 200 company-owned boutiques. For further information please visit: