This $7 Foundation Already Has a 25,000 Person Waitlist


Finding the perfect shade of foundation can make any of us go crazy. Depending on the color, finish, and coverage you want, you can end up spending hours at Sephora or CVS. So when buzz builds around a new foundation,

There are literally hundreds (probably more) of different foundation brands on the market, making it hard for new products to stand out. So when buzz builds around something new, us makeup lovers can’t help but take notice. Like when we learned that there’s a waitlist of over 25,000 people for a new foundation, we had to learn everything about it.

The product is Colours by The Ordinary, a brand developed by Canadian-based company Deciem. Two types of foundations will be offered with this release, a lightweight serum and highly-pigmented coverage foundations. Something we love? From the looks of it, the products will also cater to women of different skin tones. 21 colors will be available for purchase.

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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 🙈) 🐒❤️

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But the absolute best part about Colours (as far as we can tell), the sticker price. Both foundations will be available for under $7.00, once the product is made available, mid-April.

While some of our brains may immediately start to think that such an inexpensive product can’t truly be effective, but this low-cost model has helped The Ordinary make its mark. The brand started in August 2016, selling high-quality, effective products for under $10 and already has a loyal following. (Hello, that 25,000 person waitlist speaks volumes – literally).

When asked about why and how they can keep their price-point so low, The Ordinary founder Brandon Truaxe said, “The reason we price our brand like we do is because we’re targeting a more educated audience that doesn’t require a tremendous amount of brand marketing to make them buy into the product.” Meaning, they’re less likely to pay an A-list celebrity to push their products, resulting in a greater savings for you and me. I dig it!

Stay up to date about when the product will be in stock, here.

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