Even if you're not really into foundation, the latest innovation from Marc Jacobs Beauty — the new Shameless Youthful Look 24-H Longwear Foundation ($46) — might make a believer out of you. It's an innovative formula that promises to make your selfie game stellar. Here's what we know so far.
It's a medium-coverage liquid that has a setting powder mixed right into it (bye bye baking!). The built-in setter is what will make it last for an entire day. It supposedly lasts 24 hours, but we'll have to test it out to see how it holds up to those claims. There's also an SPF 25 in the formula. Great, because we should all be wearing sunscreen every day anyway, right? Right. The sunscreen is encapsulated, so it doesn't show up ashy or chalky on skin. It also makes it "flashback-free," which basically means that what you see in the mirror after putting your makeup on is what will show up in photos — even if you snap with the flash on.
Shameless Youthful Look will come in 29 shades. It's oil-free, but has moisturizing ingredients like snow mushroom and blue daisy extract to hydrate. So even if your skin is dry, oily, or somewhere in the middle, it should work with your skin type.
The campaign for this new launch will also be the first for Marc Jacob Beauty's newest brand ambassador and forever cool girl, Adwoa Aboah. The ad image, which you can see below, is stunning. Aboah was glammed by an all-star team of beauty vets including Diane Kendal, Guido Palau, and Jin Soon Choi. And in case you're curious, Aboah's Shameless Youthful shade is Y-400.
The foundation will hit marcjacobs.com in February.