Huda Beauty launches first social media-sourced formula


#FauxFilter Luminous Matte Foundation offers long lasting, natural-looking coverage

Huda Beauty has introduced its first ever formula inspired by feedback from social media.

#FauxFilter Luminous Matte Foundation (US$40) is the latest addition to the brand’s #FauxFilter franchise, which began with a stick formula – launched in 2020 – and continued with #FauxFilter Liquid Foundation.

When developing #FauxFilter Luminous Matte Foundation, Huda Beauty took all the feedback from the previously-launched #FauxFilter liquid foundation that founder Huda Kattan received from her 48.1m community of followers.

#FauxFilter Luminous Matte Foundation is a ‘life-proof’, 24-hour wear formula, which is said to offer full coverage combined with a lasting luminous matte effect that “gives skin a natural-looking dimension”. It is also fragrance free.

The formula uses polymers with a high refractive index together with ultra-soft translucent spherical powders that provide a light-scattering effect, while blurring fine lines and pores. They also enhance the formula’s movement, providing a soft and silky feel to the skin.

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Available in 39 shades, the product launches on 25 January in Sephora and at