Maybelline New York’s most popular foundation range, Fit Me Foundation, is now more accessible than ever to Australian consumers with all 40 shades of its Fit Me Matte & Poreless foundation available at Woolworths and Coles.

To ensure inclusivity and representation of diversity of its cosmetics category, Coles and Woolworths are conducting trials to offer more foundation shades for its customers, starting with Maybelline New York’s Fit Me Foundation. Developed for oily-prone skin, the Fit Me Matte & Poreless foundation has been stocked in Australian retailers since 2018 with nine of its most popular shades, while the Fit Me
Dewy & Smooth foundation for dry, dehydrated skin has previously been available in eight shades.

Alexandra Shadbolt, Maybelline New York’s Marketing Director is excited about the official launch of the foundation expansion project into grocery, which coupled with its ‘Fit Me Finder’ to help customers determine their best shade based on their skin type and tone, will make its inclusive and affordable offerings more readily accessible.

“We have been working with Coles and Woolworths throughout 2021 to make a wider range of foundation shades available to their shoppers, helping to deliver on Maybelline’s commitment to offering make up options for all of our customers. They have previously been limited to expensive, luxury foundation offerings for a diverse shade breadth so we are excited to be able to provide affordable and
accessible solutions. We are also looking forward to doubling our Fit Me Dewy & Smooth foundation range in Australia from 12 to 24 shades in early 2022, which we are hoping will also be available on the shelves at both Coles and Woolworths,” said Ms Shadbolt.

Maybelline’s Fit Me Matte & Poreless foundation can be found at Coles stores across Australia at Victoria (Berwick, Braybook Ballarat Road, Burwood East), New South Wales (Kirraee, Willowdale), Queensland (Aspley Hypermarket), South Australia (Churchill Centre) and Australian National Territory (Gungahlin).

To view the full range online at Woolworths, please visit and to see the range online at Coles  please visit   To discover the perfect Fit Me Foundation shade fit, visit:

About The Author

Katherine Ng

Katherine is not your typical Beauty Editor. Finance consultant by day and beauty and fashion addict at all other times, Katherine spends her hard-earned money helping the Australian and international economy with her never ending pursuit of everything pretty. A keen traveller, Katherine still holds dear her Melbourne roots with an overflowing wardrobe filled with black clothes, shoes and handbags. Katherine also has a deep love of food and wine, and you can find those adventures on instagram at @thegreedykat Email: Twitter: @kath_couturing Instagram: @kath_ng

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