PHOTO: Instagram / @hudabeauty
More than crazy eyebrow trends, more than mind-blowing highlighters, the one thing you can always expect from Instagram is flawless skin. If you’re following celebrities, it’s usually thanks to makeup artists doing their thing (and, let’s be real, photo editing apps also come into play). Regardless, it’s clear a lot of effort goes into getting that airbrushed finish, and when makeup artists explain their crazy-detailed foundation routines, those ideas are confirmed. Which is what makes the thought behind Huda Kattan’s Faux Filter foundation so on the mark: it delivers a fine-tuned formula for filtered-looking skin in real life, without the makeup artist know-how. It’s so good, Sephora is already selling out.
After launching all of three days ago, nine of the foundation’s 30 shades are already out of stock. If you’re one of Kattan’s 21.9 million followers, you get the appeal: with a track record of coming up with some of the best, most creative makeup tutorials on the internet, Kattan is obviously keyed into what makes and breaks an incredible formula. That experience comes through in the Faux Filter, which dries to a velvety, soft finish that sinks into your skin.
The shade range is also worth mentioning—Kattan says that after always having to mix her own shade, she went in with an eye on fitting undertones across the board. “There’s so much more to your skin tone than meets the eye. I would hand-mix the formulas myself, make the shade elaboration, and call them back in to test,” says Kattan. “And that’s why I’m so pleased we’ve created a really representative 30-shade offering. We shade-matched hundreds of people to ensure that our final selection would be all-inclusive.”
Also excellent: Kattan included men in the Faux Filter campaign lineup to subtly help break down the norm that makeup is inherently feminine. Priced at $40 each, the last time we saw sell-outs like this was with the Fenty foundation. Given that craze still hasn’t died down, we’d say it’s probably best to make up your mind on the Huda’s shades sooner rather than later.
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