By  on April 25, 2014

Bare Escentuals is making friends with its biggest enemy, liquid foundation.

When creator and executive chairman Leslie Blodgett introduced bareMinerals almost 20 years ago, her mission was to convince women to leave behind liquid foundation, a makeup format she felt was a chemical-filled, cakey mess that — antithetical to bareMinerals’ healthy brand proposition — was bad for the skin. Millions of women did switch, but millions of liquid loyalists didn’t.

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