Beautyblender moves into make-up with foundation launch

Beautyblender moves into make-up with foundation launch

Make-up’s most notorious sponge, Beautyblender, is extending its range beyond the popular application tool to the product itself, according to a report published to WWD.

The company is set to launch a range of foundations, named Bounce, which boasts a ‘whipped liquid’ formula that lends a matt finish. The product is available in 32 shades and comes in ‘blender-compatible’ packaging designed to work with Beautyblender’s sponge applicator. It will launch in Sephora US stores on August 10 and is exclusive to the LVMH-owned retailer for one year in the US.  

Founder Rea Ann Silva revealed to WWD that she dreamt up the concept a decade ago but put it on the backburner in order to better focus on the sponge’s runaway success.

“I wanted to bring this concept of play and ease of experiment to the consumer so it made sense for me to turn the bottle sideways and make it a palette,” Silva told WWD.

Silva also revealed that the foundation range is the first of many launches in the make-up arena, with a full complexion line up planned by 2020 and the next launch slated for 2019.

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