Cute Press has launched the “Judge-Free Foundation Badge” in Thailand as part of its campaign to challenge beauty norms around foundation choices.
In Thailand, where diversity is widely embraced, bullying related to foundation shade selection still persists, often through phrases such as “Foundation failed, life ruined” or “Besties don’t let besties wear the wrong shade.”
According to the company, these reflect a long-standing belief that foundation must always match skin tone. “Today, Cute Press wants to set a new standard in the beauty industry, similar to Cruelty-Free, Alcohol-Free, or Coral-Safe, that builds consumer trust and confidence. Now, Cute Press introduces another standard for choosing foundation, where no one is judged, whether they choose a shade that matches their skin or not.”
With the new badge, Cute Press said it seeks to establish a standard similar to Cruelty-Free, Alcohol-Free, or Coral-Safe certifications. The Judge-Free Foundation Badge promotes the belief that no one should be judged for their foundation shade, whether lighter, darker, or matching their skin tone.
Designed with a finger-over-lips “shh” symbol, the badge appears on every bottle of My Match Foundation and in stores nationwide, where beauty advisors guide customers without judgment. Cute Press said the badge is also available for adoption by other brands, with the aim of creating broader industry impact.
The Judge-Free Foundation Badge is part of the company’s “End of the Skin-Tone Matching Foundation” movement, which began with the film Reborn. The campaign emphasizes foundation as a canvas for self-expression, encouraging consumers to explore colors beyond traditional shade-matching rules.
Credits
Brand: Cute Press
Agency: Wolf BKK, Thailand
Chief Creative Officer: Torsak Chuenprapar
Executive Creative Director: Pathida Akkarajindanon
Senior Art Director: Panupong Putong
Senior Copywriter: Pandarie Somjit
Art Director: Narada Kittikunokorn
Copywriter: Poomrapee Ongardvanish
General Manager: Natdhee Sopondhitipun
Group Communications Director: Sirapa Kanchanasuppawong
Communications Manager: Sawarin Juntaratip
Agency’s Producer: Wissuta Sukksawat
