Anastasia Beverly Hills Just Launched Its First Ever Foundation And We're Already Sold
It's been a busy year over at Anastasia Beverly Hills. Not content with launching its new Dipbrow Gel, Loose Highlighter and Dewy Set Setting Spray, the make-up maestros slayed the tanning game in June with the launch of its shimmering body oil.
But we have some more fabulous news - the brand is launching its first ever liquid foundation, and it hits stores in just over TWO WEEKS!
Taking to Twitter to tease the launch back in April, ABH's president Claudia Soare (Norvina) sent fans into a frenzy when she wrote: "This is where all my weekends have gone lately, set life get thread for these foundations."
She also posted a video that showcases a wall of models with skin tones ranging from very fair to dark, with whom the brand is working to help achieve the right shade range.
But as the day is almost upon us, we have some more info on what you can expect from the biggest beauty launch of the season.
Up until now, the brand has only created a stick foundation that can be a bit fiddly to apply all over the face, so this latest launch is set to be a game-changer.
The Luminous Foundation is divided into five shade categories - fair, light, medium, tan and deep - with 50 shades in total and three undertones (neutral, cool and warm) meaning it shouldn't be too hard to find your perfect colour match.
Described as a "featherlight liquid formula that offers medium to full coverage for everyday use", the foundation promises to leave your skin with a luminous glow without looking cakey thanks to its unique formula that doesn't include oil.
"The best way to describe this formula, it's as if you have flawless skin but you sill look glowy and natural. The coverage is there but it seems like you don't have much on, and I will not pretend that was easy. This was the hardest product I have ever worked on, but the countless hours were with it, I'm so proud of it," said Claudia in a recent Instagram post.
View this post on InstagramThe secret is finally out. This foundation has sent a new record even for me on time spent in the lab and production. I have spent 2 months in person watching production to make sure it goes smoothly, its still happening now, so don't expect PR for another week, our forecasting doubled and well you know how it goes. Let me talk about what matters, the products. I love asking you guys questions about products to gauge how in line your wishes are with what I am working on. I am not always working on everything you request, but was so excited when I read multiple comments a while back asking for a true medium coverage dewy foundation. Its here!!! The best way to describe this formula its as if you have flawless skin, but you still look glowy and natural. The coverage is there but it seems like you don't have much on, and I will not pretend that was easy. This was the hardest product I have ever worked on, but the countless hours were worth it, I'm so proud of it. If you have followed me for a while you will know my friendships run deep and i always work with Mua's I love as friends, and admire as artists. these shades had to be on point, the finish had to be perfect and it had to cover everyone that we saw. And boy did we see people, 400 people to be exact multiple castings and countless shoots days from photo to video. There are so many tutorials coming for you to see both products in action, there is a model for every shade, that collage is coming today we are rushing now, my apologies we weren't prepared to announce this for a few days, but the internet happens. Scroll through these pics, I have more BTS which I hope you won't mind me sharing. I want to thank my friends for helping me with the beauty journey, this campaign is everything and more @kingmalimagic @anthonymerante @alyssamarieartistry @rokaelbeauty PS: I was sending videos to my mom on set lol. In Nicole's video (shade 140) you will hear the Vanilla powder being referenced as #3 because we give our products #'s on shoots to prevent leaks, the foundations were not coded as we made the decision to share BTS ahead of time. Also the sponges are launching but they are late and I want to cry :sob:
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"After seeing this foundation on hundreds of people, I can confirm that it looks incredible," she added in a statement.
"Luminous Foundation leaves everyone looking fresh and radiant with a luminous, natural finish. It goes on feeling so light - like a second-skin feeling - yet provides the complexion with medium coverage. The best thing about this foundation is the instant fix to discoloration while giving you a healthy-looking, flawless skin."
Ideal for all faces, not only is the new foundation vegan, gluten and alcohol-free, it's also clinically, dermatologist and ophthalmologist-tested. It's non-comedogenic properties make it perfect for sensitive skin too, so don't worry if you're prone to breakouts every time you change foundations.
View this post on InstagramThese are just swatches on my arm that I did for our education video. Obviously we are going to post professional swatches on multiple skin tones as my skin tone will show my own range accurately. This is just from me personally as I'm excited to share the range. The largest shade range is medium, it has the most shades. As you can tell we designate our shade variance by increments of 10, which leaves room to add additional shades, that are within close range in the future. And, this actually happened in the 300 range which is the medium category. 50 was an absolute shade range that we needed and felt strongly about, but the world is large and time is long so we will see, just know that there's room. It's refreshing to finally get to reveal all of this and talk about it with you guys PS: Currently I'm shade 260 & in the winter, if I don't see the sun I'm a 230 :purple_heart: #abhfoundation #anastasiabeverlyhills
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In other words, its an absolute dreaaaaam.
Luminous Foundation is set to retail at £43 and will be available at both Selfridges and Selfridges.com from the 15th August.
Given the amount of hype the product announcements have already racked up online, we imagine the first drop will be an absolute sellout, so you'd better be quick!
Featured Image Credit: Anastasia Beverly Hills