During their 11-year run, Beautyblender has arguably become a household name that encompass all make up sponge applicators. The iconic hot pink, egg-shaped Beautyblender sponges go for USD 20 and about 17 sponges are sold every minute. On July 24th, Beautyblender is launching their first ever make-up product, a whipped liquid foundation that has a velvet matte finish. The new Bounce Liquid Whip Long-Wear Foundation boasts a velveteen matte finish, full coverage and is vegan, cruelty-free, paraben-free, sulfate-free among other specs. It is also infused with Hyaluronic Acid and Birch Extract, the former of which is a moisture-binding ingredient that keeps skin hydrated. The foundation is packaged in an innovative pump bottle with an egg-shaped reservoir to be used as a make up palette. The built-in plastic tray fits a Beautyblender perfectly and acts like a palette, allowing the foundation to be mixed with a drop of oil or moisturizer. Beautyblender founder, Rea Ann Silva, said the purpose of this is so people can “stop using the back of their hands and making their hands dirty with their makeup”.
The foundation will be released in 32 shades. Since the FENTY Beauty Pro Filt’r Soft Matte Longwear Foundation launched last year, it set a new standard for the range of tones that should be provided to consumers. There was controversy over the new Bounce foundation on social media, where people were disappointed with the shade options for women of color, with some calling the range “50 shades of white.” Beautyblender was quick to respond saying that the problem was due to a “wacky filter” that does not truly represent the range of shades. In fact, Silva said they put special consideration into providing a variety of shades in the darker end of the spectrum since she herself had personal experience regarding the difficulties of finding a perfect shade of foundation. In response to the criticisms, a representative of the Company said, “Our founder, Rea Ann Silva, is not only Latina, but a professional makeup artist working primarily with women of color, so she is an expert in this color range. Those with tan, deep, and dark skin tones understand that finding the right color foundation is all about matching your undertone and this is where Rea Ann saw the biggest hole in the market — for women like herself and her multicultural family.”
Bounce will be available for USD 40 on the Sephora website on July 24th with pre-orders starting July 19th. The new foundation will not be available in stores until August and is expected to be a Sephora exclusive for a year.