Just when we thought no one used face powder anymore, a powder came around to change our opinions on the whole deal. The substance in question is Hourglass Veil Translucent Setting Powder ($46)—a launch that sold out on Sephora.com within 24 hours of its debut. (Don't worry, it's since come back in stock.)
Sure, we're used to witnessing this kind of pandemonium when there's a YouTube star or an Urban Decay Palette involved, but a setting powder? Really? Clearly, there must be something spectacular involved. And after performing a quick, two-second Google search, we think we found the perp: diamond dust. Yep, this now-cult-favorite not only suits all skin tones and boasts a specialized "sifter" (interpret that however you wish) to dole out the perfect amount of product, it also allows you to frost yourself with highly refined diamond crystals. (We think Matthew McConaughey à la How to Lose a Guy in 10 Days would be psyched by the marketing angle, no?)
Don't get us wrong, we (and many a makeup artist) still love a good powder. But that's the thing—it has to be exactly that good. For instance, celebrity makeup artist Sir John (the man behind Queen Bey's epic makeup looks) told us late last year he actually swears by translucent powder to set makeup—especially a tricky concealer situation. "A good rule of thumb: If you can't blow on the powder without it going everywhere, don't use it."
And since the formulas that don't impart dreaded flashback or crease beneath our eyes or beside our nose are few and far between, many of us simply settle to go without. Or we're committed to cult favorites like Laura Mercier Invisible Loose Setting Powder ($38) and Make Up For Ever Ultra HD Microfinishing Loose Powder ($36). However, this seems to be a new cult favorite, passing even the most rigorous of testing.
So how does this coveted product from Hourglass actually stack up against the very exclusive clique of expert-approved powders? We actually think pretty well. The formula is fine, but not so close to nonexistent that it doesn't stay on a brush when you need it to. We absolutely love that it doesn't get everywhere, and the container makes sure a healthy amount is dispensed without becoming overwhelming. Not to mention that the finish it imparts is beautiful and doll-like—and almost more importantly doesn't mattify dewy makeup. To put it simply: it's earned a spot in the top powder rankings. The initial sellout, diamond dust, and other impressive perks like the vegan, talc-free formula are definitely flirting with success. And if you really feel like splurging, you can also buy the Veil Powder Brush ($64)—it's just as luxe as the powder itself. Curious to see for yourself? As we mentioned earlier, the long-wearing and virtually invisible powder is back in stock and officially waiting for you to test it out.