Sephora Accelerate Winner Sees Success With Liquid Foundation Stick

Basma Hameed, co-founder of Basma Beauty and 2022 Sephora Accelerate Founders of Color winner, has created The Foundation Stick ($40) which is quickly becoming one of the store’s most buzzworthy products of the new year. 

 

Wrapped in bold, dark pink packaging, it comes in 40 colors, inclusive of four shade ranges and three undertone ranges. Described by the maker himself as “liquid foundation in a stick,” the breathable, creamy and penetrable formula goes from sheer to full coverage. It will not cake and melts into the skin, Hameed says.

 

Designed for all skin types and tones, users can choose their skin tone and undertone on BasmaBeauty.com to obtain their perfect shade. From skin tones deep, tan, medium, light to undertone ranges of cool, neutral, warm, the non-greasy, cruelty-free and dermatologist-tested formula is ultra-hydrating, smooths out skin textures and blurs the appearance of blemishes, providing an all-day glow. 

 

Hameed knows a thing or two about the life-changing magic of a good foundation. The entrepreneur endured a severe facial burn when she was very young, and spent years searching for makeup solutions that would provide optimal coverage to boost her confidence. Following over 100 surgeries, she pursued a career as a paramedical scar camouflage artist and developed a technique utilizing pigments that matched skin tones and corrected unsightly skin discoloration and scars. The next step was to create a product that would make the skin to look flawless. The Foundation Stick was spawned from four years of research and development, according to the indie beauty company.