Replying to @mocca_theminipoodle As a product developer, the moment I saw @e.l.f. Cosmetics’s new Halo Glow Skin Tint with an SPF claim this high, I flipped to the back and confirmed it: mineral sunscreen, zinc oxide. Zinc Oxide It’s notoriously hard to formulate with, especially for deeper skin tones. It’s literally a white paste, so to make it wearable, you’ve really got to balance it with pigment. And the more pigment you need (i.e., the deeper the shade), the harder it is to maintain that same SPF claim across the board. Most brands either compromise on shade or lower the SPF in deeper tones. Elf didn’t—They kept the SPF consistent across all shades, which from a manufacturing standpoint is impressive. But from a user standpoint? Not so much. In deeper shades, this formula lays down dark at first but immediately blends out way lighter. That shift is disappointing, but not surprising. It’s a recurring issue with mineral formulas that hasn’t been solved at scale yet in the industry b...