From Fenty's instantly iconic forty shades to ColourPop's latest launches, finding a signature foundation can feel like a beauty lover's white whale. But if you are the type to voraciously read Amazon reviews and buy any product your favorite vlogger swears by, we have something even more official: Nielsen data.
According to NewBeauty, Nielsen has revealed the top-selling drugstore foundation of the moment. The winner is Maybelline New York SuperStay Full Coverage Foundation. The line apparently sold the most unit sales of foundations in "food, drug, and major discount retailers" from November 2017 to April 2018 — which is impressive considering it first launched just last year. If you place beauty trust in the masses, this full-coverage foundation is worth adding to your beauty cabinet.
The foundation has 16 shades from "fair porcelain" to "truffle," and will reportedly be launching eight more shades this summer. And it's clear to see why consumers flock to buy it: It's noncomedogenic, so it won't clog pores; the shades are super saturated for days when the no-makeup makeup look is not your friend; it's also apparently formulated for 24-hour wear. (We hope you're not actually wearing foundation all day, but if you're attending some sort of all-night beauty convention, Maybelline has you covered — literally.) Even better, it's only $12.
Earlier this year, Nielsen reported that the "Rihanna effect" — aka additional shade offerings to meet every customer's needs — is one of the biggest trends in makeup as a whole. According to the report, "the number of unique colors of foundation sold has grown three times as fast as the rate of general new product development across foundations. Across all makeup categories, color is the new product, with color ranges growing seven times as fast as product lines as a whole." Expect to see a lot more foundation shades in the drugstore aisles — and if you trust our pal Nielsen, grab a bottle of Maybelline.