The Ordinary foundation is coming. And it already has a 25,000 waiting list

This Foundation Has a 25,000 Waitlist – and it’s under $10

Every now and again, a beauty brand comes along that exceeds all your expectations – and judging by the internet hype, Canadian label The Ordinary is one of them.

Their so-affordable-we-can’t-quite-believe-it range of products is beloved for its efficacious, cruelty-free formulas, which include a 100% organic cold-pressed virgin marula oil (the same ingredient used in cult-fave Drunk Elephant skincare) for $18.30 and an Advanced Retinoid 2% for $18 ($18!! Still getting over it).

But now, The Ordinary’s first foray into foundation is set to blow their other products out of the water. Since they announced the launch back in December 2016, they’ve amassed a 25,000-strong waitlist for their Colours collection, according to Stylist, which will include a Serum Foundation and Coverage Foundation.

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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 🙈) 🐒❤️

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Why the hype? Beyond the fact that the Colours foundations are just $US6.70 (roughly $AUD8.8) each, they offer SPF 15 mineral protection, are designed to look natural and offer a light, serum-like feel. They also come in 21 different shades each.

The Ordinary’s website ships to Australia (hoorah!) and the brand is also available on ASOS – in fact, it’s in the e-tailer’s top 10 brands (including clothing) globally. They're planning on stocking the new foundations from May this year - but by the looks of things, you'll have to get in quick.