On social media, influencers are talking about nothing else: the new Huda Beauty foundation, which perfectly imitates the smoothing effect of filters.
In 2021, Huda Kattan—better known by her brand name Huda Beauty—decided to give up filters on social media. Tired of the dictates of her own environment, the entrepreneur wanted to free herself from these dictates and encourage her community to follow suit. However, she is fully aware of the concerns and expectations of her followers. For several years, the American has been designing beauty products that perfectly imitate the filter effect. For example, the #FauxFilter foundation with a matte finish, a bestseller since its launch in 2017.
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But the world of beauty is constantly evolving, and Huda Kattan has understood this well. In the era of the “clean look”, lightweight formulas are now in vogue. But how can you successfully camouflage your imperfections? For the makeup artist, the answer is called “Easy Blur” and is already available at Sephora. After more than 100 versions, the brand unveils its new foundation available in 29 shades. A product that promises a lightweight formula without compromising on coverage. On the Internet, especially on TikTok, the excitement is already palpable.
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