Benefit plans to add its first liquid foundation, Hello Flawless Oxygen Wow, this spring. WWD reports that the line will feature nine shades ranging from ivory to deep nutmeg and retailing for $34 for 1 oz.
What makes this foundation so promising? Julie Bell, executive vice president of global marketing for Benefit, explains, “We’re famous for complexion perfection, but didn’t have a liquid foundation,” states Bell. “We started brainstorming three years ago, and knew that we wanted something that brightened and hydrated skin, left it luminous, but also natural looking. We also wanted an SPF. We decided that because oxygen is what naturally breathes life into the skin, it would be amazing if we could come up with an oxygen complex. This is a game changer.”
After trying and loving Benefit’s POREfessional, I can’t wait to give this foundation a whirl.
Those looking to get an early jump on the foundation can purchase online Feb. 15.
photo credit: WWD/Thomas Iannaccone