In Pennsylvania, a blockbuster beauty product for applying flawless foundation is set to launch a plant-based version. Beautyblender, a now-ubiquitous egg-shaped sponge introduced by makeup artist Rea Ann Silva in 2003 and popularized by the Kardashians and other makeup gurus, will soon introduce a Bio Pure version made with 60% plant-based materials. The switch is particularly significant because Beautyblender’s popularity is based on its material, which allows the user to apply foundation more evenly than brushes or other sponges while at the same time using less of the pricey liquid.
“This allows us to lessen our CO2 emission and put less strain on the limited supply of fossil fuels,” Silva tells New Beauty. “I worked really hard to make sure it is the exact same texture, payoff, and density. Although our process has been made greener by leveraging renewable resources, it has not changed the quality.”
Bio Pure will be available February 1 at Sephora and online at beautyblender.com. It will remain at the price of the original—$20.