Deciem-owned skin care brand The Ordinary is set to move into the color cosmetics sphere this month. The brand’s hotly anticipated launch has attracted a waitlist that would make the average luxury brand green with envy. Some 25,000 people have put their names down for the Canadian brand’s hotly anticipated foundation line, according to a report published by Refinery 29.

The range comprises two bases – one a medium coverage Serum Foundation with SPF15; the other a pigment-packed Coverage Foundation. The former will retail at £5.70, the latter at £5.90.

The line, which is billed on The Ordinary’s website as ‘Colour Formulations with Mindfulness’ is due to hit shelves in mid-April.