This New Foundation Has a 25,000-Person Wait List

by Madelyn Chung April 4, 2017

We love a good Canadian beauty brand success story, so you can imagine our excitement when we learned that a foundation from a Toronto-based (!!!) company has a whopping 25,000-person wait list worldwide. Whoa.

The product comes from The Ordinary, a beauty brand developed by umbrella company Deciem a.k.a. the “abnormal beauty company.” Founded by Brandon Truaxe, Deciem owns and operates more than 10 brands, most of which are manufactured in Toronto’s east end. The foundation comes in two iterations: a Serum Foundation and a Coverage Foundation, both of which will be available in 21 shades and will fall under the name Colours by The Ordinary.

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 ?) ?️

A post shared by THE ABNORMAL BEAUTY COMPANY (@deciem) on Apr 1, 2017 at 5:58am PDT

According to Deciem, the Serum Foundation is low in viscosity and lightweight, offering moderate, natural coverage. As for the Coverage Foundation, it has a higher pigment level, but thanks to its non-oily cream texture it won’t appear cakey on your skin. Both formulas have mineral-based SPF 15, though the claim will only appear on packaging in the European Union due to regulatory processes.

But the best part? Both cost under $7, with the Serum Foundation clocking in at $6.70 and the Coverage Foundation at $6.90, which is pretty impressive for what’s anticipated to be such a great product (The Ordinary and Deciem, after all, are known for their medical-grade formulas with potent, active ingredients at a very low price).

The light at the end of this tunnel is very bright. And only a few miles away (monkey hint: coming in March). ?????????

A post shared by THE ABNORMAL BEAUTY COMPANY (@deciem) on Mar 2, 2017 at 12:30pm PST

Colours by The Ordinary is set to launch mid-April, though the wait list isn’t available to Canadians as of yet (how rude!). However, considering Deciem included Canadian pricing in their Instagram post on the products, we can expect to have it available here at some point (hopefully soon).

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