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Anastasia Beverly Hills Just Launched Its First Ever Foundation And We're Already Sold

Naomi Chadderton

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Anastasia Beverly Hills Just Launched Its First Ever Foundation And We're Already Sold

Featured Image Credit: Anastasia Beverly Hills

It's been a busy year over at Anastasia Beverly Hills. Not content with launching its new Dipbrow Gel, Loose Highlighter and Dewy Set Setting Spray, the make-up maestros slayed the tanning game in June with the launch of its shimmering body oil.

But we have some more fabulous news - the brand is launching its first ever liquid foundation, and it hits stores in just over TWO WEEKS!

Credit: Anastasia Beverly Hills
Credit: Anastasia Beverly Hills

Taking to Twitter to tease the launch back in April, ABH's president Claudia Soare (Norvina) sent fans into a frenzy when she wrote: "This is where all my weekends have gone lately, set life get thread for these foundations."

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She also posted a video that showcases a wall of models with skin tones ranging from very fair to dark, with whom the brand is working to help achieve the right shade range.

But as the day is almost upon us, we have some more info on what you can expect from the biggest beauty launch of the season.

Credit: Anastasia Beverly Hills
Credit: Anastasia Beverly Hills

Up until now, the brand has only created a stick foundation that can be a bit fiddly to apply all over the face, so this latest launch is set to be a game-changer.

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The Luminous Foundation is divided into five shade categories - fair, light, medium, tan and deep - with 50 shades in total and three undertones (neutral, cool and warm) meaning it shouldn't be too hard to find your perfect colour match.

Described as a "featherlight liquid formula that offers medium to full coverage for everyday use", the foundation promises to leave your skin with a luminous glow without looking cakey thanks to its unique formula that doesn't include oil.

Credit: Anastasia Beverly Hills
Credit: Anastasia Beverly Hills

"The best way to describe this formula, it's as if you have flawless skin but you sill look glowy and natural. The coverage is there but it seems like you don't have much on, and I will not pretend that was easy. This was the hardest product I have ever worked on, but the countless hours were with it, I'm so proud of it," said Claudia in a recent Instagram post.

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"After seeing this foundation on hundreds of people, I can confirm that it looks incredible," she added in a statement.

"Luminous Foundation leaves everyone looking fresh and radiant with a luminous, natural finish. It goes on feeling so light - like a second-skin feeling - yet provides the complexion with medium coverage. The best thing about this foundation is the instant fix to discoloration while giving you a healthy-looking, flawless skin."

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Ideal for all faces, not only is the new foundation vegan, gluten and alcohol-free, it's also clinically, dermatologist and ophthalmologist-tested. It's non-comedogenic properties make it perfect for sensitive skin too, so don't worry if you're prone to breakouts every time you change foundations.

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In other words, its an absolute dreaaaaam.

Luminous Foundation is set to retail at £43 and will be available at both Selfridges and Selfridges.com from the 15th August.

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Given the amount of hype the product announcements have already racked up online, we imagine the first drop will be an absolute sellout, so you'd better be quick!

Topics: Hair and Beauty

Naomi Chadderton
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