Beautyblender is launching its first-ever foundation

Image via WWD
Words by Tara Smith

Changing the game, again.

After reigning supreme over the beauty tool industry for a decade, Beautyblender is finally launching into makeup.

The brand is set to release its first-ever foundation at US Sephora July 24.

Beautyblender’s Bounce Liquid Whip Long Wear Foundation will debut in 32 shades, aiming to reach all skin tones and undertones. It arrives in sleek packaging complete with its own plastic palette, where product can be dispensed before application. Revolutionary.

In an interview with WWD, founder Rea Ann Silva spoke about the product’s velveteen formula: “When you look at velvet straight on, it’s matte — you don’t see any shine — but as soon as you start turning that velvet into the light, you can see highlights and movement.

There [is] enough powder in the product to conceal, but enough lustre in it to make it look very natural.”

While the launch is exclusive to US Sephora for one year, it’s also due to roll out in Sephora stores across Canada and the Middle East. We have high hopes of a global expansion after that.

On top of that, the brand is planning an entire makeup line to follow.

“We have planned for a full-fledged line from complexion to eyes, lip, cheek — all of that,” Silva said.

The next product in Beautyblender’s makeup line is expected to drop in 2019. Until then, check out a teaser for the Bounce foundation below.


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