By Devon Abelman. Photos: Courtesy of Instagram.
The Toronto-based The Ordinary's new foundation is, well, anything but ordinary. The two new formulations haven't even launched yet, but the waiting list is already massive — and it's still growing. Refinery29 reports that a remarkable 25,000 people are anxiously waiting to incorporate The Ordinary Colours foundations into their beauty routines.
So, why does the equivalent of a small suburban town's population want to slather their faces with the newest base makeup so damn badly? The Ordinary Colour foundations are the brand's first foray into color cosmetics. Over the last couple years, The Ordinary has built up a pretty serious cult following for its clinical-grade (yet incredibly affordable) skin-care products. Its minimalist retinoids and acids in sleek droppers are The Ordinary's particular claim to fame, and the new foundations won't be straying too far from that skin-loving ethos.
As for the foundations themselves, everyone is excited about the two coverage options. The Serum Foundation is true to its name with a lightweight, serum-like texture. It will give skin just the right amount of coverage to neutralize any redness and blemishes but still let your freckles and natural glow shine through.
If you need a little something extra, the Coverage Foundation packs more pigment. Because of this, it has more of a creamy texture, yet it won't feel or look cakey on your skin. In fact, it promises to look just as dewy and natural as the Serum Foundation, but with a smooth, full-coverage finish. Both foundations will feature SPF 15 and come in 21 different shades across the complexion spectrum.
Another big draw: the price. The Serum Foundation is $6.70 while the Coverage Foundation is just a couple cents more at $6.90. Convinced you need to add your name to the list now? You can sign up at theordinary.com. Once The Ordinary Colours foundations are in stock sometime in mid-April, you'll receive an email to alert you.
This story originally appeared on Allure.
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