Beautyblender is making its first foray into the makeup industry. The brand, which is famous for its cult-status sponge makeup applicators, has announced the launch of a 32-piece foundation line titled ‘Bounce’. The series will make its debut on July 24 at Sephora.
According to the brand, the new foundation is cruelty-free and formulated without the use of parabens, phthalates, sulfates, and oils. It is infused with hyaluronic acid and birch extract, and has been designed to offer a “velveteen matte finish” and 24-hour coverage. It will come packaged in a pump bottle that, when flipped sideways, transforms into a handy makeup dish for an easier application process.
Actually, foundation is just the beginning, the brand intends to expand into other makeup categories in the near future. A full-fledged line from complexion to eyes, lip, cheek would be planned already.
However, in opting for foundation as its first makeup launch, Beautyblender is bang on trend. The product has become the focal point of the industry over the past few months, with bands such as NYX, TooFaced, Fenty Beauty by Rihanna, Huda Beauty, Maybelline and Neutrogena battling it out to offer shoppers more diversity when it comes to shade ranges, ingredients or cruelty-free formulas.