This new foundation has a 25,000 waiting list
When it comes to foundation, finding the one is about as easy as finding your one true love on Tinder.
There's just so much choice, from coverage, to finish, to lasting power and don't even get us started on the struggle of finding your matching shade...'true ivory' my arse.
So when we heard there was a new foundation launching that already had a 25,000 waiting list we were like...
Despite only launching in August 2016, The Ordinary has quickly become one of our favourite skincare brands.
Developed by Canadian beauty brand Deciem, The Ordinary is a line of affordable skincare (every product costs less than £10) using effective ingredients like vitamin C, niacinimide and retinoid.
Founded by Brandon Truaxe, The Ordinary proud itself on its honesty and integrity, producing effective skincare products without the expensive price tags and claims of other more expensive beauty brands.
After the huge success of their skincare line, The Ordinary have announced they are launching foundations and judging by the length of that wait list we're not the only ones buzzing about this news.
The brand are launching both a Serum Foundation and a Coverage Foundation, both of which will be available in 21 shades (take that 'True Ivory').
The Serum Foundation offers a medium coverage which appears very natural and lightweight on the skin, whilst the Coverage Foundation offers a heavier coverage finish, with a smooth finish to avoid that dreaded cakey look.
And it looks like this is just the start of The Ordinary's makeup line as the brand have plans to launch individual enhancers and highlighters in the future to further customise your foundation.
The foundation of dreams will launch mid April, but you can join the waitlist here.
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H/T Stylist.
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