A Foundation You’ve Never Heard of Before Is Selling Out Like Crazy

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There are many factors that make up a perfect foundation. If you have oily skin, it keeps your complexion matte with the right amount of dew; if you have drier skin, it hydrates without going overboard; but no matter how perfect the formula looks on paper, none of it matters if the shade doesn’t match your skin tone when it comes time to apply it. A makeup brand you probably haven’t heard of yet has finally bottled up everything a good foundation needs, and the internet is noticing.

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An under-the-radar brand named A.P.D.G. is getting major attention for its Longwear Liquid Foundation + Concealer ($18)—its complete makeup collection, really—because of its diverse range of hues, along with its full-coverage, oil-, fragrance- and paraben-free formula that’s still super pigmented and resistant to water, sweat and any kind of transferring. In fact, it can be used as foundation, concealer or even body makeup to cover up a tattoo. The color range includes 33 different hues, including 16 just for darker skin tones and plenty of options for light and medium shades, too. Oh, and did we mention the brand is cruelty-free and vegan?

While its sampler sets are sold out (can you blame them?), Refinery29 reports they’ll be back in stock on August 11. Mark your calendars!

A.P.D.G concealer swatches: I don’t think I’ve seen a shade range this great in years. from MakeupAddiction

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