Every few years, a beauty product comes along that works so damn well, it achieves cult status.
YSL's Touché Éclat concealer is still so popular that one is purchased every 10 seconds somewhere around the world. And who could forget Maybelline's Great Lash - easily the recognisable mascara that has been endorsed by makeup artists and celebrities since 1971.
But the latest product to capture the hearts (and wallets) of the beauty obsessed? A foundation that racked up a 25,000-person waiting list before it was even released - developed by Canadian brand: 'The Ordinary'.
In fact, it seems they're anything but ordinary. While the brand has only been around for two years, it reportedly sells one unit every five and a half seconds! Their goal is simple; they bring expensive medical-grade skincare formulas to the general public, at half the price tag.
Fans of The Ordinary’s signature skin-loving products, like the Advanced Retinoid 2% and Glycolic Acid 7% Toning Solution, will be able to get their hands on the brand’s two new foundations.
The first is the lightweight, medium coverage Serum Foundation with SPF 15, and the other is a creamy, natural-looking Coverage Foundation packed with pigment. Both foundations are available in 21 complexion-perfecting hues, so you're sure to find a shade to suit.
The reason for the extraordinarily long wait-list you ask? Well, these foundations contains ingredients normally only found in super-expensive brands, which accounts for its reportedly long-lasting, silky texture. Oh, and it's ridiculously cheap.
While we're crossing fingers these babies will hit Kiwi stockists sometime soon, we'll be joining we ASOS's own hefty waiting list in the interim.
The Ordinary Colours foundations retail for around $13NZD — which is, in true The Ordinary fashion, a mind-bogglingly affordable price to pay for excellent formulas that are seriously effective. As they say, the best things in life are worth the wait...right?!
Photo credits: Fleur De Force, Byrdie UK