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This foundation has a 25,000 waiting list (and it's not even out yet)


It’s proven that when it comes to choosing beauty products, we have a natural bias towards higher priced brands. We’re all suckers for what it looks like on the shelf and fancy fragrances. But there’s a new product with an affordable price tag which has managed to escape stereotypes and garner a cult following - before it’s even hit shelves.

Canadian brand The Ordinary makes no-frills, affordable skincare, and its first-ever foundations (out in April) already have a 25,000-strong waiting list.

Read more: The psychology behind the price of beauty products

Finding the perfect foundation – one that’s easily absorbed, provides the right amount of coverage and colour matches your complexion perfectly – is the holy grail. But, The Ordinary has seemingly done just that.

Or so the 25,000 people are convinced who have signed up to the waiting list since the colour launch was announced 16 weeks ago.

So what exactly is it that makes it so special? The Ordinary are beloved by beauty experts for their use of high-tech ingredients, and cruelty-free production process. Plus, all of the products are trailed and tested by industry pros.

Read more: This is the new lipstick shade we’re all obsessed with

There’s two new bases: the Serum Foundation (£5.70) and Coverage Foundation (£5.90) which both offer medium coverage and have an SPF of 15. It comes in 21 shades, giving popular formulas like NARS’ All Day Luminous Foundation and Illamasqua’s Skin Base a run for their money.

If you want to put it to the test for yourself you can join the waiting list at The Ordinary.

Image: Rex Features




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