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Beautyblender is launching its first foundation

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Beautyblender, the company that a decade ago introduced us to a teardrop-shaped makeup application sponge, is launching a new product.

Bounce Foundation is a whipped liquid formula that has a matte finish and is touted as lasting 24 hours. Velveteen is how founder and professional makeup artist Rea Ann Silver describes the finish.

“When you look at velvet straight on, it’s matte — you don’t see any shine — but as soon as you start turning that velvet into the light, you can see highlights and movement,” Silva told WWD. “There [is] enough powder in the product to conceal, but enough luster in it to make it look very natural.”


Bounce will be available in 32 shades from light to dark. Its packaging is unique, with one side of the bottle a plastic palette where product is dispensed. Blenders can be used to pick up product for easy application.

“You have more control when you put it in that dish; you can bounce it away without overapplying,” Silva said. “I wanted to bring this concept of play and ease of experiment to the consumer so it made sense for me to turn the bottle sideways and make it a palette.”

And, yes, more makeup products are in the works.

Bounce Liquid Whip Long Wear Foundation, $40, will be available July 24 at Sephora.com and in Sephora stores Aug. 10.  A waitlist is available on the website.

Related Photos
Bounce Liquid Whip Long Wear Foundation is available in 32 different shades.

Bounce Liquid Whip Long Wear Foundation is available in 32 different shades.

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Linda Miller

Linda Miller always has loved makeup and fashion, especially shoes and handbags. She admits to owning more lipsticks and glosses than many makeup artists, but she's not giving up a single tube. When she got the opportunity to move from... Read more ›

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