Anastasia Beverly Hills is one of the biggest names in the beauty industry and it just keeps getting better. The brand, which is best known for cult-classics like Brow Wiz, Contour Kit, and Dipbrow, is set to release a new liquid foundation this August. The best news? It’ll be available in 50 inclusive shades, ensuring a perfect match for all skin tones.
Anastasia Beverly Hills’ brand president, Claudia Soare (aka Norvina), first announced the news on social media by sharing a video of photos of over 50 models representing a diverse range of skin tones, followed with a series of tweets detailing the upcoming launch.
Based on what Soare shared so far on Instagram and Twitter, the foundation is sure to shake things up. “It’s liquid and dewy. It’s the most skin-like foundation and it doesn’t even need to be set,” she tweeted about the formula. For beauty lovers who prefer coverage without the need for setting spray or powders, this is very exciting news.
Also would be great if you guys could support me by telling these retailers that I really do need all 50 shades in the store cause I’m getting some pushback 🙈from some and I don’t want to give in
— norvina (@norvina1) April 23, 2019
Soare also urged fans to reach out to beauty retailers expressing the need for inclusivity, as she’d been experiencing push-back for wanting all 50 shades to be carried and available in store. In true 2019 fashion, the internet heard the call and took action. “Already received calls from some retailers about taking the full range,” Soare tweeted as follow up. “You guys did big things today!”
The foundation is also gluten-free, vegan, long-wearing, suitable for all skin types, and won’t cause flashback in photos, proving that it’s not only inclusive but ethical. While the exact date of the launch has yet to be released, keeping an eye on ABH’s social media accounts is your best bet for being the first to know.
While you’re counting down the days to August, get your hands on these Anastasia Beverly Hills cult faves if they’re not already in your makeup bag:
Anastasia Beverly Hills Contour Cream Kit ($20, down from $40)
SheFinds receives commissions for purchases made through the links in this post.