Huda Beauty Is Launching a New Foundation, and It Has a 30,000 Person Wait List
Huda Kattan is a makeup artist and blogger who sits at the helm of the Huda Beauty company. You're sure to recognise the name from smash-hit products like the Rose Gold Eyeshadow Palette ($95), which is as ubiquitous on Instagram as it is in makeup kits around the world. It's clear to see why; the palette includes a mixture of 3D metallic shades and matte and shimmer finishes in vibrant and fully opaque colours. In other words, it's amazing, and it unleashes a creativity that's only comparable to the kind you felt when you were gifted an art kit in elementary school. But I digress.
Her latest product is the brand's debut foundation. It's called the Faux Filter Foundation, and it's available now in a diverse and inclusive range of shades. Did I mention that it already had a wait list of 30,000 people? Keep reading to see the foundation tens of thousands of people are trying to get their hands on.
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Faux Filter Foundation comes in 30 different shades ranging from pale to deep. On her blog, Kattan wrote that it will "embrace and celebrate all skin tones — from the very fair to rich and deep skin tones, beiges, olives, and golden shades." We love this, as it's been historically difficult for people with darker skin tones to find variety in makeup shade variations. (Yay for the beauty industry's slow turn toward representation and inclusiveness!)
It also looks like a new foundation brush and makeup base are launching along with the foundation, which will make it easy to source all of your base products from the same place (i.e., the Huda Beauty website or Sephora).
Here you can see all 30 of the shades. Each chic square bottle will retail for $65 a piece, which isn't too steep considering that it's formulated without parabens or sulfates. Plus, it's high-coverage formula, meaning that you won't have to layer a ton of product on your skin to conceal discoloration, uneven skin tone, or blemishes. Less is more, right?
If the success of the rest of the Huda Beauty products is any indication, this foundation will be worth the hype. After all, 30,000 people can't be wrong.
Next, see a first look at Rihanna's Fenty Beauty Holiday collection.