BANGKOK, THAILAND – Cute Press, in partnership with Wolf BKK, is breaking barriers in the beauty industry with the launch of the Judge-Free Foundation Badge, a first-of-its-kind standard that empowers consumers to choose any foundation shade — lighter, darker, or matching without fear of criticism.
In Thailand, where diversity is celebrated yet societal expectations around beauty persist, women often face ridicule for wearing the “wrong” foundation shade, with phrases like “Foundation failed, life ruined” still circulating. Recognizing this, Cute Press is redefining beauty norms by advocating for freedom of expression in makeup choices.
The Judge-Free Foundation Badge, designed with a “finger-over-lips” symbol to silence judgment, appears prominently on every bottle of My Match Foundation across stores nationwide. Beauty advisors are trained to guide customers without bias, reinforcing a more inclusive shopping experience. Importantly, this initiative is not limited to Cute Press alone — the badge is open for adoption by other brands, signaling a movement towards industry-wide change.
This initiative forms part of the broader “End of the Skin-Tone Matching Foundation” movement, which began with the thought-provoking film “Reborn.” More than a marketing statement, the campaign represents a tangible shift: positioning foundation not as a rigid rule but as a blank canvas for creativity, diversity, and self-expression.
