Anastasia Beverly Hills Is Launching Its First-Ever Foundation With a Whopping 50 Shades
For the past two decades, Anastasia Beverly Hills has been the brand responsible for bestowing upon the world beautifully arched and filled-in brows. (The brand launched its first products in 1998.) And now, ABH is soon to be responsible for giving us the luminous complexions of our wildest beauty dreams. That's right: the brand famous for its brow pencils and powders is launching its first-ever liquid foundation formula, the Anastasia Beverly Hills Luminous Foundation.
We're just as excited as you are, so let's delve straight into the details. The first foundation release — according to Claudia Norvina Soare, daughter of Anastasia and president of the company — is a liquid formula with a dewy finish. It's waterproof and oil free, but that's not all: the formula is also free of alcohol, fragrance, gluten, and talc, and is both dermatologist and ophthalmologist tested. And because it's oil free, that means it's also noncomedegenic, so it won't gunk up your pores; not to mention it won't cause any annoying flashback in your photos.
The Luminous Foundation will come in 50 shades (although, Soare said there's room for expansion) ranging from fair, light, medium, tan, and deep with three different undertones (cool, neutral, and warm).
"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," Soare explained on her Instagram feed. Judging from the behind-the-scenes videos, the foundation looks like it blends beautifully and is buildable, so you can customize the amount of coverage you want. And if that wasn't enough, ABH is also coming out with makeup sponges, however Soare revealed that these are coming later. Also coming later? More details and tutorials will be released in the lead up to the launch. Consider us hyped. We hope to get our hands on some samples so we can get you an early review of the much-anticipated formula.
Anastasia Beverly Hills Luminous Foundation launches Aug. 4 on Ulta.