Kylie Cosmetics has launched its first foundation which claims to deliver a “flawless airbrushed finish”.
Power Plush Longwear Foundation is the beauty brand’s first base product, offering a medium buildable coverage that claims to last 12 hours.
It comes in 40 shades and will debut alongside a new foundation brush and matte setting spray.
The foundation’s ingredient list has not been revealed yet.
“Our first-ever foundation,” Kylie Cosmetics founder Kylie Jenner posted on Instagram.
“Our hydrating formula instantly blurs skin to leave you with a flawless airbrushed finish.”
The brand’s campaign imagery shows women of different skin types pictured holding the foundation.
Power Plush Longwear Foundation will be available to buy at kyliecosmetics.com on 17 January.
Beauty retailers Boots, Douglas Cosmetics, Harrods, Macy’s and Selfridges will also stock the product.
Kylie Cosmetics was established in 2014 when influencer Jenner was 17 years old.
The brand is co-owned by beauty giant Coty.
Kylie Cosmetics is not the only beauty brand innovating in the foundation arena.
Glossier launched its first foundation late last year – Stretch Fluid Foundation.
It is inspired by the brand’s Stretch Balm Concealer, providing a natural, dewy coverage.
Ariana Grande's R.e.m. Beauty unveiled its debut foundation too, with a focus on utilising ingredients traditionally found in skin care, such as niacinamide and hyaluronic acid, in the formula.
MAC Cosmetics even launched its first liquid foundation in a decade, which is marketed as a skin care serum and foundation in one.
Lead image credit: Instagram/@kyliecosmetics
