For years, Anastasia Beverly Hills has been the industry leader in brows and has since slowly but surely been venturing into and mastering eye shadows, highlighters, and a slew of other must-have makeup products. Now the brand is coming for the necks of all other complexion formulas out there because it's launching its long-awaited liquid foundation and setting powders with a shade range that has everyone buzzing.
Ahead, check out the much-anticipated rollout, and when you can get your hands on it. Trust us, this is the ABH release nobody will want to miss.
The time has finally come.
The long-awaited complexion launch from the brow experts at Anastasia Beverly Hills is finally here, and we can barely contain our excitement.
"We are so excited to announce the launch of our Luminous Foundation: Medium coverage, Natural finish that looks and feels like glowing gorgeous skin, 50 shades, Vegan, Gluten-free, Cruelty Free, Fragrance Free, Alcohol-Free, Clinically tested, Dermatologist tested, Ophthalmologist tested, Non-comedogenic, Suitable for sensitive skin and Long-wearing," the brand said on its Instagram page.
But the $38 foundation isn't the only thing coming; setting powders for $36 will also be here!
"We couldn’t launch foundation without some setting powders. ABH is launching 5 essential setting powders to set fair to deep skin tones. Butter smooth controls oil but doesn’t dry under eyes. Translucent (everyone), Vanilla (fair – light), Banana (medium to deep), Deep Peach (medium to deep), and Golden Orange (deep). 5 shades, Formulated without gluten and oil, Clinically tested, dermatologist tested and noncomedogenic, Cruelty-free and vegan," ABH wrote.
Women of all skin tones are impressed by the range.
The 50 shades, ranging from 100N to 590C, come in a variety of undertones to ensure that everyone can find their perfect match.
"This is the shade range i was hoping for," someone commented on the photo of the variety of models wearing the foundation.
And Norvina, president of Anastasia Beverly Hills and the daughter of the brand's founder, swatched all 50 shades for everyone to see.
"These are just swatches on my arm that I did for our education video. Obviously we are going to post professional swatches on multiple skin tones as my skin tone will show my own range accurately. This is just from me personally as I’m excited to share the range," she wrote on her personal Instagram. "The largest shade range is medium, it has the most shades. As you can tell we designate our shade variance by increments of 10, which leaves room to add additional shades, that are within close range in the future. And, this actually happened in the 300 range which is the medium category. 50 was an absolute shade range that we needed and felt strongly about, but the world is large and time is long so we will see, just know that there’s room. It’s refreshing to finally get to reveal all of this and talk about it with you guys."
And we must say, the formula looks amazing on her skin.
"Filming today all about our new foundation," she wrote. "Having a soft glam makeup moment
On ???? and for Highlight Sand Loose Pigment. Soft Glam Palette, Rich Amber Bronzer always, Dusty Rose Liquid Lipstick, Shimmer Body Oil & ABH foundation. #anastasiabeverlyhills
We need a good hash tag for the foundation," she told her fans.
The launch took more time than any other ABH launch in history.
"The secret is finally out. This foundation has sent a new record even for me on time spent in the lab and production. I have spent 2 months in person watching production to make sure it goes smoothly, its still happening now, so don’t expect PR for another week, our forecasting doubled and well you know how it goes," Norvina wrote in a heartfelt post.
"Let me talk about what matters, the products. I love asking you guys questions about products to gauge how in line your wishes are with what I am working on. I am not always working on everything you request, but was so excited when I read multiple comments a while back asking for a true medium coverage dewy foundation. Its here!!! The best way to describe this formula its as if you have flawless skin, but you still 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 worth it, I’m so proud of it."
Yasssss, Norvina!
We can't wait to get our hands on the upcoming release, and see if all this buzz is really worth it! The two products will be available on Sunday, August 4 on AnastasiaBeverlyHills.com and early preview for Ulta. Domestic online and in-store retailers will stock the foundation starting Thursday, August 15.
