This New Foundation Has a 25,000-Person Wait List

We love a good Canadian beauty brand success story, so you can imagine our excitement when we learned that a foundation from a Toronto-based (!!!) company has a whopping 25,000-person wait list worldwide. Whoa.

The product comes from The Ordinary, a beauty brand developed by umbrella company Deciem a.k.a. the “abnormal beauty company.” Founded by Brandon Truaxe, Deciem owns and operates more than 10 brands, most of which are manufactured in Toronto’s east end. The foundation comes in two iterations: a Serum Foundation and a Coverage Foundation, both of which will be available in 21 shades and will fall under the name Colours by The Ordinary.

According to Deciem, the Serum Foundation is low in viscosity and lightweight, offering moderate, natural coverage. As for the Coverage Foundation, it has a higher pigment level, but thanks to its non-oily cream texture it won’t appear cakey on your skin. Both formulas have mineral-based SPF 15, though the claim will only appear on packaging in the European Union due to regulatory processes.

But the best part? Both cost under $7, with the Serum Foundation clocking in at $6.70 and the Coverage Foundation at $6.90, which is pretty impressive for what’s anticipated to be such a great product (The Ordinary and Deciem, after all, are known for their medical-grade formulas with potent, active ingredients at a very low price).

Colours by The Ordinary is set to launch mid-April, though the wait list isn’t available to Canadians as of yet (how rude!). However, considering Deciem included Canadian pricing in their Instagram post on the products, we can expect to have it available here at some point (hopefully soon).