Huda Beauty founder Huda Kattan is on her way to (beauty) world domination: She's already made us fall in love with false lashes again; her Lip Strobe glosses (£17) haven't just taken up permanent residence on our lips, but they've garnered a cult following to rival even Kylie's Lip Kits; and her eyeshadow palettes—a checkerboard of the most high-pigment, flattering and fun shades—have made us all once again realise that makeup is there to be played with.
Now, she's set to stake her claim on our complexion too, with the launch of her new #FauxFilter Foundation (£32). You might remember she teased us with mini hints over Instagram earlier this year but finally the product has hit shelves. As stock is selling fast, getting hold of a bottle isn't all that easy, but if her impressive back catalogue is anything to go by, it's definitely worth a shot. Keep scrolling to hear everything we know about the foundation.
Set to do the work of all your Instagram filters at once, the formula contains blurring pigments that promise to fade uneven skin tone, hyper-pigmentation and blemishes into oblivion. The finish is matte but not chalky, in part thanks to a healthy hit of argan oil that provides a protective, nourishing veil over the skin. As you'd probably expect, the coverage is on the heavier side, but that does mean that rather than slipping and sliding down cheeks, this foundation has the weight to cling on for dear life, and it won't budge without the firm persuasion of makeup remover.
What we're most excited about, however, is the shade range. Yes, it stands at 30 shades, which is 10 fewer shades than the Fenty Foundation, but as you can see from the swatches above, it still offers a skin tone spectrum far wider than most high-street and high-end beauty giants. Together, both Huda and Rihanna are raising the bar for the rest of the beauty industry to finally step up to the inclusivity plate. And that has got to be a good thing, right? We'll see you at the Cult Beauty checkout.
Up next, from one exciting launch to another, we've tried the entire Fenty Beauty range, and here is everything you need to know.