This New Foundation Already Has 25,000 Person Waiting List

BY Laura Capon / Apr 4 2017 / 21:12 PM

Make that 25,001

This New Foundation Already Has 25,000 Person Waiting List
Imax Tree

Despite only launching in 2016, The Ordinary has quickly become a skincare favourite with beauty editors and now they are launching their very own foundation which already has a waiting list of 25,000 people.

The Ordinary is an evolving collection of treatments offering familiar, effective clinical technologies positioned to raise pricing and communication integrity in skincare. The brand was created to celebrate integrity in its most humble and true form. Its offering is pioneering, not in the familiar technologies it uses, but in its honesty and integrity. The Ordinary is born to disallow commodity to be disguised as ingenuity. The Ordinary is "Clinical formulations with integrity". The Ordinary range includes clinical products such as Vitamin C 23% Suspension + HA Spheres 2% ($5.80, £4.90), Niacinamide 10% + Zinc 1%($5.90, £5.00) and Advanced Retinoid 2% ($9.80, £8.00). The full range is available through @victoriahealth and www.ordinaries.com.

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Developed by Canadian beauty brand Deciem, The Ordinary is a line of affordable skincare (every product costs less than £10) using effective ingredients like vitamin C, niacinimide and retinoid.

Founded by Brandon Truaxe, The Ordinary prides itself on its honesty and integrity, producing effective skincare products without the expensive price tags and claims of other more expensive beauty brands.

The brand are launching both a Serum Foundation and a Coverage Foundation, both of which will be available in 21 shades.

Colours has (or debatably have) arrived! All 42 of them! Colours is an evolving collection of colour formulations from The Ordinary. The offering begins with lightweight Serum Foundations and highly-pigmented Coverage Foundations with each form available in a comprehensive shade range across 21 shades. Serum Foundations are very low in viscosity and offer moderate coverage that looks natural with a very lightweight serum feel. Coverage Foundations contain higher pigment levels in a non-oily cream texture but still offer a smooth finish that avoids the heavy makeup look that can make skin appear more aged. The pigments used in both formats are treated for a rich, highly-saturated effect. These pigments are suspended in our proprietary spreadability system that allows pigments to look natural on the skin, resist collecting within fine lines and stay on for longer. Both formulations offer SPF 15 protection that's mineral-based and avoid the use of chemical sunscreens entirely. The formulations are and will be the same in all markets but the packaging will claim SPF 15 only in the European Union initially while regulatory processes for claiming SPF in other markets are carried out individually. Serum Foundations: £5.70 (UK)/$6.70 (US/CA); Coverage Foundations: £5.90 (UK)/$6.90 (US/CA). (Hint 1: it's April 1st. Hint 2: Monkeys are always late. Hint 3: It's all coming mid April because everyone wanted pumps instead of droppers and caps )

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The Serum Foundation offers a medium coverage which appears very natural and lightweight on the skin, whilst the Coverage Foundation offers a heavier coverage finish, with a smooth finish to avoid that dreaded cakey look.

And it looks like this is just the start of The Ordinary's make-up line as the brand have plans to launch individual enhancers and highlighters in the future to further customise your foundation.

The foundation will launch mid-April, but you can join the waitlist here.

Via Harper's Bazaar UK