There’s Already a 25,000 Person Waiting List for This Under $10 Foundation
By Elise Minton Tabin , Executive Beauty Editor |
Update: We just got word that there's a sneak around tactic so that you don't have to wait forever on the waiting list. In order to get the foundation sooner than anticipated just sign up on the brand's priority list and select the specific shade that you want for either the Coverage Foundation or the Serum Foundation. There's even a color matching guide to help you pick out the best shade for your skin tone.
We get that there are some things in life—like a Hermes Birkin bag—that necessitate waiting patiently for. But a foundation that costs around $7, well that’s just a bit crazy if you ask us.
The Ordinary—it’s anything but—is a line of budget-conscious yet science-heavy skin care products that combine beauty and functionality in an accessible format. And with plans to release a foundation, which happens to be the first makeup product in the collection, this foundation just shot to cult-classic status thanks to a waiting list that tops more than 25,000 people.
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Available in two formulations—there’s a serum version for light-to-medium coverage and a full-coverage foundation—the brand promises you’ll never get a cakey look or heavy feel with the products. A special pigment suspension technology allows for both foundations to look and feel good on skin. According to the brand, “The pigments used in both formats are treated for a rich, highly saturated effect. These pigments are suspended in our proprietary spreadability system that allows pigments to look natural on the skin, resist collecting within fine lines, and stay on for longer."
And, as if that wasn’t enough, there will be 21 different shades to choose from, of course with SPF 15.
Colours has (or debatably have) arrived! All 42 of them! Colours is an evolving collection of colour formulations from The Ordinary. The offering begins with lightweight Serum Foundations and highly-pigmented Coverage Foundations with each form available in a comprehensive shade range across 21 shades. Serum Foundations are very low in viscosity and offer moderate coverage that looks natural with a very lightweight serum feel. Coverage Foundations contain higher pigment levels in a non-oily cream texture but still offer a smooth finish that avoids the heavy makeup look that can make skin appear more aged. The pigments used in both formats are treated for a rich, highly-saturated effect. These pigments are suspended in our proprietary spreadability system that allows pigments to look natural on the skin, resist collecting within fine lines and stay on for longer. Both formulations offer SPF 15 protection that's mineral-based and avoid the use of chemical sunscreens entirely. The formulations are and will be the same in all markets but the packaging will claim SPF 15 only in the European Union initially while regulatory processes for claiming SPF in other markets are carried out individually. Serum Foundations: £5.70 (UK)/$6.70 (US/CA); Coverage Foundations: £5.90 (UK)/$6.90 (US/CA). (Hint 1: it's April 1st. Hint 2: Monkeys are always late. Hint 3: It's all coming mid April because everyone wanted pumps instead of droppers and caps 🙈) 🐒❤️
While the foundation won’t be available until at least mid-April, you can head over to The Ordinary’s website and sign up so that you’re notified when it launches. If 25,000 people want it, then it must be something good!