Are Bolt Beauty’s seaweed drop skincare serums worth the faff?

You can buy minis that are perfect for travelling (Picture: Bolt Beauty)

If you’re anything like me, you’ll have pots and jars of different skincare items littering your bathroom and bedroom.

They do all get used, but the pots end up in the recycling after they’re done for the most part, which makes me feel quite bad about my consumption.

I saw a TikTok recently about Bolt Beauty, who make little ampoules made of seaweed designed to reduce that problem.

Rather than buying new jars each time, you buy a jar first time around, then refill with bags of the drops when you’re done.

They got in touch with me asking if I’d like to try them out, so in the name of Is It Worth the Faff? I graciously accepted.

This way, I can let you guys know whether their skincare credentials measure up to their eco ones.

What are Bolt Beauty drops?

These little drops come in four varieties. The first is a cleanser, then there are two serums, and a moisturiser.

Serum-wise, you can choose between Vitamin A Game, which is full of retinol and great for anti-aging and skin suppleness, or Glow Don’t Shine, which has clary sage, peppermint, and other essential oils to mattify the skin and regulate oil production.

You can either buy the full-size jars, or mini stackable ones that you can travel with. As mentioned above, you then refill with a bag of drops rather than another jar.

The jars are designed to be refilled when they’re empty (Picture: Bolt Beauty)

Faff involved

When it comes to using the products, you simply twist the pointy-outy-bit (technical term) and squeeze out your cleanser or serum or moisturiser.

The recommended routine incorporates all four products, but you can mix and match to suit your needs.

It’s markedly less faff than pulling out numerous different droppers and tubs out. You have exactly what you need to use in the same place and format.

The seaweed drops themselves are ever-so-slightly more faffy. They dissolve in water, but I’d been absent-mindedly putting them in the bathroom bin.

A really fishy smell started emanating from the bathroom after a few days, and not knowing what it was I cleaned the bathroom so hard Mrs Hinch would be jealous – until I realised the source of the problem was the partly-degraded ampoules.

Since then, I’ve started dissolving them, and there have been no more problems.

The results

First let me say that I totally screwed up, and for weeks was using the Filthy Clean cleanser as a serum after cleansing. Note to self: got to start reading the instructions.

I ended up with a big spot on my cheek, which made me thank the lord for lockdown. However, that’s totally my own fault rather than anyone else’s. When I realised my mistake, it cleared up quickly and my skin feels great.

A downside is that the Filthy Clean cleanser drops don’t really contain enough product to take off much

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Ulta Beauty’s CMO Dishes on Partnership With Target

For Ulta Beauty, the opportunity to place shop-in-shops within Target locations means reaching a whole new audience while filling gaps in its existing store footprint, said Shelley Haus, the beauty purveyor’s CMO.

The marketing executive hopped on the phone with Adweek this week to expand upon Ulta Beauty’s rationale for entering into the partnership, which was announced on Nov. 10. The initial plan calls for installing some 100 in-store shops within the department store’s locations in 2021.

“We do know from analysis that this [partnership] will complement our footprint, which is fantastic,” Haus said. “This will give us the ability to have a presence in urban locations where we don’t currently have a store,” adding that the same thesis applies to some rural areas as well.

Haus said that the effort doesn’t reflect a change to its core business strategy. Instead, she characterized it as a seamless extension of Ulta’s omnichannel strategy, which revolves around providing more touch points for more guests.

In fact, Ulta Beauty still foresees having between 1,500 and 1,700 of its own locations in the U.S., separate from the shop-in-shops at Target, she said. She declined to say when the chain expects to achieve that number of stores. As of the beginning of August of this year, the retailer operated 1,264 locations nationwide.

Before the two parties nailed down the partnership, they were encouraged to find that nine out of 10 Target and Ulta Beauty guests were excited about the alliance. Target’s past experience with such collaborations was also a selling point for Ulta, Haus said. She specifically citied the department store’s ongoing joint efforts with Disney, Levi’s and now FAO Schwarz as examples.

“We see it is as two powerhouse retailers coming together,” she added about the Target program. “We are two innovative companies who are always seeing around corners, looking ahead to what’s next.”

Haus described the shop-in-shop as an “elevated presentation.” The outlets will be staffed by a Target team member trained by the beauty purveyor. It hinges upon bringing an assortment of marquee and digitally-native brands to life. She said it’s Ulta Beauty’s relationships with brand partners (some of which are exclusive) and the variety of its products that differentiates it from competitors.

“Beauty is experiential, and we think about it as the physical, digital and emotional coming together,” she said. “This brings a truly authentic Ulta Beauty experience [to] within a Target store. It’s a really immersive, standalone experience.”

In addition, both brands share a similar approach to beauty. What Ulta brings to Target, however, is a more high-end product mix. The brand is known for coupling mass market goods with prestige merchandise—and has already proven the combination works. She feels confident the “masstige” formula, as she calls the product fusion, will find success at Target, too.

“Both Ulta Beauty and Target believe in the democratization of beauty,” said Haus. “Beauty lovers curate high and low and that’s reflected in our assortment.”

Haus went on to reiterate many of the other

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Ulta Beauty’s Black Friday 2020 Sales Include $10 Mascaras & $15 Cleansers

Ulta Beauty is the place to go when you want to get the best makeup products for a discount. With its semi-annual sales and day-to-day deals, you can score all your fave products without breaking the bank. But there’s even more saving in your future with Ulta Beauty’s Black Friday 2020 sales. Makeup, cleansers, gift sets, and more are going to be discounted by up to 50% off, meaning you can find must-haves for less than $10.

If you’re looking forward to planning your beauty haul, you’ll be able to preview the entire sale on Ulta Beauty’s website starting on Nov. 18. But in true Ulta Beauty style, the deals are staggered. The brand’s beauty sales start on Sunday, Nov. 22 and run until Saturday, Nov. 28, but even more discounts will be up for grabs starting on Tuesday, Nov. 24. Be aware that if you enjoy in-person shopping, Ulta Beauty stores nationwide will mostly be operating at their usual hours throughout the week of Black Friday, but the brand will be closed on Thanksgiving.

It’s not news that the beauty brand knows how to throw a good sale. But from Kylie Cosmetics to Anastasia Beverly Hills to Tarte Cosmetics, there are a ton of amazing products that’ll be discounted beyond belief, so you’ll want to bookmark your favorites to ensure you don’t miss out. Below, find some of the best steals to come from Ulta Beauty’s Black Friday 2020 sale. Remember, these are only a fraction of the deals available to Ulta shoppers for the savings event. You can sign up on the Ulta Beauty website to be among the first notified once the full Black Friday slate is revealed.

We only include products that have been independently selected by Elite Daily’s editorial team. However, we may receive a portion of sales if you purchase a product through a link in this article.

The Anastasia Beverly Hills Sultry Palette Vault hasn’t been released yet, but you’ll be able to shop it this Black Friday at Ulta Beauty. The palette includes 14 shades of vibrant pinks and matte golds, and the vault includes a liquid eyeliner and mascara to complete your eye look.

Kylie Cosmetics’ blushes, bronzers, Kylighters, and concealers are part of a group of many products that’ll be available for $10 or less starting on Nov. 22. I personally love the lightweight formula of Kylie Cosmetics’ Skin Concealer ($20, Ulta Beauty) and its satin-y finish. It comes in 30 shades so your odds of a good skin tone match are pretty decent.

For those who like to keep their skincare routines relatively simple, IT Cosmetics’ Confidence In A Cleanser ($28, Ulta Beauty) is a cleanser and a hydrating serum in one. It’s sulfate- and paraben-free to give your skin a super healthy, fresh glow. And it’s part of a huge group of cleansers that’ll retail for just $15 as part of Ulta’s sale.

If you like a deep clean, Tula’s Purifying Face Cleanser ($15, Ulta Beauty) sinks deep

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Score 30% off Fenty Beauty’s holiday beauty kits with this exclusive code

Our editors independently selected these items because we think you will enjoy them and might like them at these prices. If you purchase something through our links, we may earn a commission. Pricing and availability are accurate as of publish time. Learn more about Shop TODAY.

Calling all beauty lovers to “shine bright like a diamond” this holiday season!

Whether you want to upgrade your own makeup bag or treat the special beauty lover in your life, Rihanna’s Fenty Beauty Holo’daze collection of makeup kits is the answer.

As I began my holiday shopping, I tried each of the four holiday makeup kits in Rihanna’s beauty line. The best part? Each gift set is under $30 when you use the TODAY-exclusive promo code “TODAYSHOW” at checkout.

Fenty Glow Trio Set


Fenty Glow Trio Set $29.40 at Fenty Beauty

My personal favorite kit was the Fenty Glow Trio. I am all about a glowy complexion, especially during the holiday season. The trio has a universal lip luminizer gloss which I paired over all of my favorite lip colors for an extra shine.

It also comes with a warm-toned cream blush and an all-over diamond veil. Prior to discovering the body veil, I never really used body makeup, but this veil changed my mindset and is my new obsession! It took me only a few moments to brush my décolleté area with a few swipes and I was transformed into a glowing goddess. This kit is a must-have.

Two Lil Stunnas Lip Duo


Two Lil Stunnas Lip Duo $17.50 at Fenty Beauty

For all the lip color lovers out there (including me) you can’t go wrong with the mini lip color set.

The formula yields more of a matte finish which gave me a long-lasting stain, perfect for holiday parties (even if they are virtual). My lips are naturally dry so using a product like this usually amplifies and makes the dryness worse. So like me, be sure to use a hydrating mask or gloss in conjunction with these for a beautiful finish.

Casey DelBasso
Casey DelBasso

Glossy Posse: Holo’daze Mini Lip Gloss Set


Glossy Posse: Holo’daze Mini Lip Gloss Set $25.20 at Fenty Beauty

The four beautiful glosses featured in the Glossy Posse left my lips plump, hydrated, and luscious. This is a luxurious stocking stuffer and the cute packaging makes it a nice gift to send via mail if you’re not celebrating in-person with family and friends.

Full Snap Eyeshadow and Mini Mascara Set


Full Snap Eyeshadow and Mini Mascara Set $20.30 at Fenty Beauty

Last but certainly not least, I tried the Full Snap eyeshadow and mini mascara set! This little set is perfect for on-the-go makeup, whether you pop it in your purse or have it on stanby near your computer for video calls.

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Legendary Brand STETSON to Join EDGE BEAUTY’s Family of Iconic Brands

In keeping with its curation of culture-defining brands, both iconic and iconoclastic, EDGE BEAUTY, Inc. has announced a partnership with STETSON, an emblem of American individuality and independence for more than 150 years.

Built upon shared values of craftsmanship, individualism, and innovation, the partnership represents a meeting of forward-thinking minds: STETSON, whose recent rebranding hones its quintessentially American identity for the evolving American experience; and EDGE BEAUTY, whose experiential redefinition of scent marked a turning point in the world of fragrance.

“As an iconic brand that reflects the adventure, authenticity and independence of the American West, STETSON will be a pillar of our portfolio,” says EDGE BEAUTY’s CEO, Steve Mormoris. “We are thrilled to have the opportunity to build STETSON into a powerhouse lifestyle Brand crossing from fragrance into grooming and skincare, across generations.”

Effective January 1, 2021, the partnership will create a platform for development within the exploding categories of cologne, natural scent, men’s grooming, and men’s skincare. STETSON will soon offer this expanded range to new, bespoke outlets to reach a broader swath of consumers.

“STETSON Original has been an American icon since 1981. EDGE BEAUTY’s dynamic and proven team embrace our brand DNA, and together we are poised to evolve the STETSON line to reach new audiences,” says Xiao Li Tan, President of Stetson Worldwide. “We are confident that this partnership marks a new chapter for both Companies


Edge Beauty, Inc. is the world’s first multi-brand omnichannel platform for bespoke beauty brands. Edge Beauty launches its brands on as a portal for education, discovery and product trial. redefines consumers understanding of fragrance, home scenting, cosmetics and skincare for consumers worldwide with curated editorial, discovery shopping and concierge service.

EDGE BEAUTY’s portfolio currently includes CHER, Scent-Organix, The PHLUID Project and now STETSON. EDGE BEAUTY will continue to launch new innovative brands to the market that showcase its belief in sustainability, giving back to charity, inclusivity and diversity


As it has since 1865, Stetson is an iconic brand that embodies the resourceful, authentic, adaptable and diverse core of the American spirit. A global leader in authentic American lifestyle products, Stetson is committed to a heritage of craftmanship and quality that communicates individuality and freedom. John B. Stetson’s story of perseverance continues today, over 150 years later in step with the journey of America—ever evolving, yet timeless.

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3 Takeaways From e.l.f. Beauty’s Q2 Earnings Report

Last week, e.l.f. Beauty (NYSE:ELF) reported fiscal 2021 second-quarter earnings per share of $0.16 on revenue of $72.4 million, topping above consensus estimates of $0.13 on $68.5 million. Revenue in the quarter increased 7% year over year, boosted by digital and international growth. The cosmetics company is seeing success around brand-building, and its upcoming December launch of new lifestyle beauty brand Keys Soulcare is expected to contribute to future growth.

Those top-level numbers suggest e.l.f. Beauty is maintaining its growth trajectory, even in what has been a rough year for retail. But, digging further into the numbers reveals some additional indicators of where the company is headed. Let’s take a deeper dive into three important takeaways from e.l.f. Beauty’s latest earnings release.

Numerous shades of lipstick are lined up in rows.

Image source: Getty Images.

1. The digital segment was strong

e.l.f. Beauty’s digital segment remained strong during the second quarter, growing to 13% of total revenue in the quarter, compared with 7% a year ago. Digital revenue grew by triple digits year over year during the second quarter.

“, the No. 1 mass cosmetics e-commerce site, powers our digital ecosystem,” CEO Tarang Amin said on the earnings call. “We also saw strength in our retailer dot-coms, and on Amazon, in particular, as we launched our new beauty store. Our digital channels expanded to 13% of our total business this quarter, up from 7% a year ago.”

Customer acquisition is expected to drive e-commerce revenue. The number of new customers rose 60% year over year in the quarter, with many making repeat purchases. e.l.f. Beauty is seeing high participation in its Beauty Squad loyalty program, which added nearly 40% new members year over year to reach 2.1 million. Growth in the loyalty program has been crucial to the success of the website since loyalty members make up almost 70% of all sales on

2. The brand and growth story is still intact

Q2 2021 marked e.l.f. Beauty’s seventh consecutive quarter of net sales growth. Of the top five U.S. color cosmetics brands, e.l.f. was the only one to show growth in the quarter and expand market share, according to research group Nielsen.

e.l.f. Beauty’s brand-building efforts are strong, coming in as the No. 2 preferred makeup brand for all teens in Piper Sandler’s semiannual Taking Stock With Teens Survey. That’s up from fourth place last year, and it’s the company’s highest ranking ever in the survey. The brand is resonating with teens on social media, with over 9 million followers across various social media platforms.

One way the consumer discretionary company invests in its brand is with events and influencers. For example, e.l.f. Beauty recently held its fifth annual Beautyscape, and this year’s virtual event saw a 90% leap in participation. Another example of e.l.f.’s success in building community and branding is the launch of Keys Soulcare, its lifestyle beauty brand partnering with musician Alicia Keys. While the launch is scheduled for Dec. 3, the brand has already received more than 6.5 million press impressions. Instagram

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Is ‘Made To Order’ Skincare The Answer To Beauty’s Sustainability Problem?

The beauty industry has a lot to answer for. From excessive packaging, which contributes largely to landfill waste, to a focus on natural, organic ingredients which are potentially harmful to ecological communities, the burden on the environment can’t be ignored. Yet, our beauty obsession, specifically skincare, shows no sign of slowing down.

In 2020, one thing in particular could be seen to exacerbate beauty’s sustainability problem: The shelfie. Head to Instagram and you’d be hard pressed not to spot at least one snap of a cabinet filled to bursting with row upon row of apothecary-style dropper bottles and pretty pastel pots, all boasting delectable names and buzzy skincare ingredients. Nowadays, is your skincare routine even considered a routine if it doesn’t contain a serum, toner, essence, exfoliator and at least two cleansers?

“As a practicing clinician as well as avid Instagram user, it never ceases to amaze me how popular shelfie culture is and how many products people are being told they need to layer into a morning and evening routine,” agrees consultant dermatologist, Dr Anjali Mahto. But while collecting skincare in this way may seem frivolous and excessive, not all of us are buying mindlessly. “2020 has been a difficult year for so many of us,” says Dr Mahto. “Among furlough, job losses, uncertainty and Covid-19, self-care has been extremely important and spending long periods of time on Zoom has heightened many people’s awareness of their own skin. As a result, buying skincare has become a popular way of looking after oneself.”

Lately, though, personalised skincare has grown in popularity among beauty lovers and skin experts who are dismissing beauty’s one-size-fits-all approach, and are looking for products which are tailored specifically to their skin’s needs. It makes sense to invest in targeted skincare which really makes a difference, especially as Coronavirus-induced stress and anxiety has worsened skin issues, with experts reporting that patients are experiencing everything from breakouts to eczema and increased sensitivity.

Alongside promises of great results, many of these brands have eco-friendly credentials at their heart. Not only are brands stepping up the science, but they are actively looking to benefit the environment, too. “Brands are experimenting with the traditional made-to-order system to bolster their sustainability credentials,” says Livvy Houghton, creative researcher at strategic foresight consultancy, The Future Laboratory. “Though it started in couture fashion, it is now making its way through various lifestyle industries, for example beauty. It is no longer viewed as a luxury but more so as a custom solution.”

Take Function of Beauty, which is one of the most Googled beauty brands at the moment. They serve up customisable hair, skin and body products specific to your needs. Just take the detailed quiz, and the website will match you with relevant beauty buys and reduce the amount of products you use on a daily basis. Sustainability is important to the brand, too. “As part of our mission to become more earth-friendly, we recently transitioned our boxes to 100% recyclable kraft packaging made with

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e.l.f. Beauty’s (ELF) CEO Tarang Amin on Q2 2021 Results – Earnings Call Transcript

e.l.f. Beauty’s (NYSE:ELF) Q2 2021 Earnings Conference Call November 4, 2020 4:30 PM ET

Company Participants

KC Katten – Vice President, Investor Relations

Tarang Amin – Chairman & Chief Executive Officer

Mandy Fields – Senior Vice President & Chief Financial Officer

Conference Call Participants

Erinn Murphy – Piper Sandler

Linda Bolton-Weiser – D.A. Davidson

Dara Mohsenian – Morgan Stanley

Steph Wissink – Jefferies

Andrea Teixeira – JPMorgan

Oliver Chen – Cowen

Bill Chappell – Truist Securities

Jon Andersen – William Blair

Rupesh Parikh – Oppenheimer

KC Katten

Thank you for joining us today to discuss e.l.f. Beauty’s Second Quarter Fiscal 2021 Results. I’m KC Katten, Vice President of Investor Relations. With me today are Tarang Amin, Chairman and Chief Executive Officer; and Mandy Fields, Senior Vice President and Chief Financial Officer. We encourage you to tune into our webcast presentation for the best viewing experience on the content we’re presenting which you can access on our website at

Please note after the presentation, there’s a separate dial-in for the Q&A session also noted in the press release. Since many of our remarks today contain forward-looking statements, please refer to our earnings release and reports filed with the SEC where you’ll find factors that could cause actual results to differ materially from these forward-looking statements.

In addition the company’s presentation today includes information presented on a non-GAAP basis. We refer you to today’s press release for a reconciliation of the differences between the non-GAAP presentation and the most directly comparable GAAP measure.

With that, let me turn the webcast over to Tarang.

Tarang Amin

Thank you, KC and good afternoon everyone. I hope that you’re staying safe and well. Today, I will talk about the fundamental drivers behind our second quarter results, our growth opportunities, and the overall strategic framework for our company. I am so proud of our e.l.f. Beauty team for delivering strong results in the second quarter as we continue to navigate major category headwinds as a result of COVID-19. This is our seventh consecutive quarter of net sales growth with Q2 net sales of $72 million, up 7% versus a year ago.

We expanded gross margin to 65%, up approximately 100 basis points versus last year and delivered adjusted EBITDA of $14 million, while increasing our investment in marketing and digital.

We continue to grow share in the quarter with 5.5% of the color cosmetics market, up 100 basis points versus a year ago. We also took important next steps in our transformation to a multi-brand portfolio with the unveiling of Keys Soulcare, our groundbreaking new lifestyle Beauty brand with Alicia Keys and the launch of our recharged W3ll PEOPLE plant-powered Clean Beauty brand.

Before Mandy goes into more detail on our results, I want to share the key pillars underpinning our performance and talk about why I’m optimistic about the future of our brand portfolio.

Our strategy is working. We came into this volatile period from a position of strength. Our superpowers that center on

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YSL Beauty’s Latest Collaboration Celebrates Black Expression

Mashonda et al. posing for the camera: Mashonda Tifrere teamed up with Amani Lewis, Melissa Kolby, and Uzo Njoko to reimagine the Libre Eau de Parfum.

© YSL Beauty
Mashonda Tifrere teamed up with Amani Lewis, Melissa Kolby, and Uzo Njoko to reimagine the Libre Eau de Parfum.


© YSL Beauty


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Freedom is a means of expression, and YSL Beauty knows there’s no better way to express ourselves than through beauty and art. One year after the launch of Libre Eau de Parfum, the brand is celebrating with a special collaboration featuring four influential artists.

For the project, YSL Beauty enlisted singer and artist Mashonda Tifrere, who founded the advocacy platform ArtLeadHER in 2016 to empower female creators in the male-dominated art world. Tifrere selected three rising Black artists, Amani Lewis, Melissa Kolby, and Uzo Njoku, to reimagine the Libre Eau de Parfum with a commissioned artwork series.

Mashonda et al. posing for the camera: Mashonda Tifrere, Amani Lewis, Uzo Njoku, Melissa Koby

© YSL Beauty
Mashonda Tifrere, Amani Lewis, Uzo Njoku, Melissa Koby

Based in Baltimore, Amani Lewis captures their city and its inhabitants. “[Lewis] has one goal for their works: to reimagine the mechanisms used by media, to deepen their subjects’ perspectives of themselves, their power, and the relationship to their surroundings,” a press release stated.

Amani Lewi’s artwork for YSL Beauty.

© YSL Beauty
Amani Lewi’s artwork for YSL Beauty.

Working out of Tampa, Melissa Koby addresses social justice and racism in her artwork.”[Koby’s] ability to create art is her way of expressing when there are no words to express,” the release adds.

Melissa Koby’s artwork for YSL Beauty.

© YSL Beauty
Melissa Koby’s artwork for YSL Beauty.

Lastly, Nigerian artist Uzo Njoku, known on Instagram as “UzoArt,” creates contemporary African art with Black women as its center. Njoku finds inspiration by viewing the world “through the lens of her culture.”

a person wearing a costume: Uzo Njoku’s artwork for YSL Beauty.

© YSL Beauty
Uzo Njoku’s artwork for YSL Beauty.

All three artists embody the spirit of Libre Eau de Parfum, which is rooted in freedom and individuality. “Libre is an important pillar for the brand, but moreover, it’s a representation of freedom,” says Ali Ivanoff, YSL Beauty’s Director of Social Media Strategy. “These four women openly and authentically share their individual messages of freedom and gender expression through their art. We hope that this empowers women from varying communities to see themselves through this collaboration, while highlighting the need for equality of women in the arts.”

Libre Eau de Parfum and the commissioned artwork.

© YSL Beauty
Libre Eau de Parfum and the commissioned artwork.

Featuring notes of orange blossom, lavender essence, and musk accord, Libre Eau de Parfum is undefinable, working the balance between masculine and feminine. The commissioned artwork will be showcased on YSL Beauty’s website and social media platforms, and featured in a perfume mailer to YSL Beauty loyalty customers.

With each purchase of Libre Eau de Parfum, consumers will be able to donate to the artists, as well as redirected to the ArtLeadHER website for more ways to support the BIPOC artist community.

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Huda Beauty’s new foundation stick works like a real-life Instagram filter

Our editors independently selected these items because we think you will enjoy them and might like them at these prices. If you purchase something through our links, we may earn a commission. Pricing and availability are accurate as of publish time. Learn more about Shop TODAY.

Imagine combining your favorite foundation stick and a beautifying Instagram filter all in one product? Well, lucky for me, I was able to try out the new Huda Beauty #fauxfilter Skin Finish Foundation Stick that does just that!

#FauxFilter Skin Finish Buildable Coverage Foundation Stick

  • #FauxFilter Skin Finish Buildable Coverage Foundation Stick $39.00 at Sephora

  • #FauxFilter Skin Finish Buildable Coverage Foundation Stick $39.00 at Huda Beauty

  • #FauxFilter Skin Finish Buildable Coverage Foundation Stick $39.00 at JCPenney

This gem is most likely the beauty product you have always been dreaming about. Huda Kattan, founder and CEO of Huda Beauty named as one of the 25 most influential people on the internet by TIME Magazine, has created a foundation that has buildable coverage while also leaving your skin with a natural-looking glow. As for its finish, I like my foundation to be at full coverage. Kattan promises the foundation gives 10 hours of smooth skin with sheer coverage that can be built up to your liking.

It’s suitable for every skin tone and type

The stick foundation comes in 39 shades with a range of tones and undertones making it easier to find your perfect match. Shades range from vanilla and milkshake all the way to toasted coconut and lava cake. (My shade match was #210B Chai.)

Casey DelBasso / TODAY
Casey DelBasso / TODAY

The foundation also contains vitamin E which is a powerful antioxidant that is nourishing for the skin. Kattan shared, “With the launch of WISHFUL, my new skincare line, I gained a new sense of confidence in my skin, making it the perfect time to finally launch a lighter coverage foundation for Huda Beauty.”

The formula is light and long-lasting

Though Kattan suggests being able to use the stick as a lighter coverage, I built up my coverage to full and felt like my skin looked flawless and airbrushed! After trying a ton of different full coverage foundations, I found the formula to be top-notch. I usually have a few blemishes around my chin area, and the creamy formula covers them up without looking cakey. You can adjust the coverage with the diamond-shaped bullet for precision and blend it all out depending on your needs.

Casey DelBasso / TODAY
Casey DelBasso / TODAY

Even while wearing a mask, my foundation stayed in place all day long! I asked Kattan for some tips around wearing foundation in the era of mask-wearing. She suggested, “Buy a foundation primer and/or setting spray! Our Water Jelly creates a serious makeup grip that will keep your foundation looking flawless! Setting sprays also help to really lock in your foundation after application, so I would definitely suggest that as well.”

I am new to the foundation brush world. (I usually just apply it with

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