It is no secret that TikTok has now become the go to app when it comes to finding new make-up and beauty products to get into. To this day, the #makeup hashtag counts 232 billion (!) views on the app, with users making products such as purple blush grow in popularity. The recent beauty item to go viral is Basma Beauty’s foundation stick. Sold in a shiny, hot pink tube, the foundation comes in 40 shades. The product was designed to include all skin types, as well as all skin tones. There are four shade ranges to choose from – deep, tan, medium and light – as well as three undertone ranges available – cool, neutral, warm – guaranteeing you to find the perfect shade.
“By choosing your skin tone and your undertone on our site, you’re able to get the perfect shade,” Basma Hameed, the brand’s founder, said in a press release.
Hameed’s goal was to create a product that would look good on everyone.
Recently, she was included in Sephora’s Accelerate Incubation Program of 2022. The program, which highlights founders of color, was launched to adhere to Sephora’s 15% pledge. Started by Aurora James, the 15% pledge is a program asking businesses to dedicate 15% of their shelf space to Black-owned brands.
After suffering from severe facial burns at a young age, Hameed says she spent years searching for the perfect makeup solution that would help her boost her confidence. Her experience working as a paramedical scar camouflage artist helped her develop a technique that both matched skin tones and corrected skin discoloration and scars. “My experience has taught me the importance of being unapologetically true to yourself,” says Hameed. “And that’s what this brand is all about. It doesn’t matter how much or how little makeup you wear. Beauty on your own terms is what it’s about.”
Hameed says the product was designed to essentially be “liquid foundation in a stick.” She adds that the formula is “incredibly breathable and buildable, it goes from sheer to full coverage, this creamy formula will not cake, and simply melts into skin.”
Basma Beauty’s foundation stick promises an easy application that nourishes the skin and won’t make your skin greasy. Ingredients such as aloe vera, Vitamin E, and apricot butter were added to help the stick glide over the skin. Not only that, the foundation stick is guaranteed to blur the appearance of blemishes, as well as conceal sunspots, hyperpigmentation, melasma and rosacea.
The foundation’s popularity is also due to its versatility. You can use it to contour, highlight and can apply it as a cream bronzer, depending on what shades you choose to use.
The Basma Beauty foundation stick is dermatologist-tested, hypoallergic, non-irritant, sulfate-free, fragrance-free, paraben-free, cruelty-free, and vegan. It is being sold for $40 on Basma Beauty’s website.