The wait is finally over, babes. Huda Beauty’s highly-anticipated Faux Filter foundation launches today. Yes, you read that correctly. Her full coverage foundation is hitting the online shelves at Sephora and on the Shop Huda Beauty website.
And Huda is knocking it out of the park by releasing 30 foundation shades. While that’s 10 fewer shades than Fenty Beauty’s foundation launch, it’s amazing to see that new beauty brands are thinking about inclusivity right out of the gate — which should honestly be a priority for every cosmetics company.
In the video clip below, which was shared exclusively with HelloGiggles, Huda talks about inclusivity being a major part of her new product. She actually pulled people from hotels and restaurants, and used her friends to try to match every single person she and her team could find to test out her new product.
The beauty mogul also explains that she struggles with hyperpigmentation, breakouts, and scarring, so she wanted to create something that had full coverage but that also looked like your skin. We can get behind that.
The Huda Beauty Faux Filter Foundation is available now for $40.
The best part about Huda’s new launch is that she really thought about complexion as a whole. The brand is not only coming out with a primer that works perfectly with the foundation, but she dropped a foundation brush as well, so you can scoop everything up in one stop.
Huda spoke with HelloGiggles about what makes her foundation different from the rest and why it was important for her to be inclusive.
HelloGiggles: What makes your new foundation different from other foundations on the market?
Huda Kattan: We spent nearly two years perfecting our foundation formula because it was hugely important for me to develop a foundation with full coverage, but still had a skin-like finish. I have always struggled with my skin, and I know how much skin flaws can affect your confidence, so I really wanted to create a formula that offered maximum coverage and minimum visibility. This foundation is so much bigger than makeup; it allows you to be the most confident version of you. It’s about embracing your skin tone, not hiding it. It’s about enhancing all your natural assets so that you can love the skin you’re in.
HG: Why was it important for you to come out with 30 foundation shades?
HK: This was the most important factor for me. I always struggled to find a shade that worked for me and didn’t mask my skin, so I was constantly having to mix different foundations to get the right shade. If I was frustrated by the current market offering then I knew others would be too, and I had to do something about it. We were looking at it from the perspective of everyone who was at the light and dark side of the spectrum; people with very fair and very rich skin tones don’t have as many choices, so I really wanted to create a foundation that was inclusive for everyone. So when we were developing the shades, we went lighter and darker than any foundation range had gone at the time. And right now, we are the only indie brand with a 30-shade range foundation. As a small, family-run business, I am super proud of that!
HG: With brands being more mindful of inclusivity, do you plan to expand your foundation range even more?
HK: Absolutely, we have already started creating more shades.
HG: Since your new foundation is all about replicating your skin, were there any beauty icons or fictional characters you love who have impeccable skin that inspired your new foundation?
HK: The inspiration for the foundation wasn’t a single person, but it came from all of the people on Snapchat and Instagram who I was seeing and thinking, “Oh my gosh, how are they so perfect? Do I need to drink more water? Do I need to start using different oils?” So the inspiration was the filters I was seeing across social channels, and I really just wanted to create something that would be a real-life smoothing filter.
HG: What is your number one tip for covering up under-eye circles and blemishes?
HK: Honestly, using the right color corrector to cancel out the wrong tones will change your life. You’ll use less makeup to cover the blemish or hyper-pigmentation, and it won’t look cakey. I have a bit of darkness around my mouth, which I cover with a matte orange color corrector (sometimes I use lipstick), and it makes such a difference. I am obsessed with Clé de Peau Beauté Concealer — it brightens and blends so beautifully! I usually swatch it on my skin and then blend it with my fingers for the best coverage.
HG: Because you travel so often, what beauty products do you always pack?
HK: My skin tends to dry out quite a bit on planes, so I always pack products that will hydrate my skin. I recently discovered Alpha H Daily Essential Vitamin Mist and fell in love with it immediately. I am also obsessed with the Charlotte Tilbury Dry Sheet Masks! This mask is so luxurious, and it instantly hydrates my skin and gives me a really gorgeous glow. Again, an essential for flying. My ride-or-die makeup is our #FauxFilter foundation in Brown Sugar. Benefit Ka Brow is another must-have for me — I use it every single day. And I always have my Huda Beauty Lip Contour Pencil in Trendsetter — I couldn’t leave the house without it. My travel bag always has a bottle of OUAI Dry Shampoo Foam. Seriously, I don’t know what I’d do without dry shampoo.