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    Hourglass

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    Hourglass

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    api-453291817
    62 views1 page

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    hourglass

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    62 views1 page

    Hourglass

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    of 1

    FOR IMMEDIATE RELEASE CONTACTS: Charlotte W.

    , Chief Marketing Officer


    [email protected]; (xxx) xxx-xxxx

    Hourglass Releases Expanded and Rebranded Vanish™ Seamless Finish


    Liquid Foundation Line with Twenty New Shades on XX XX

    Los Angelos, CA (XX XX, 202X) – Hourglass Cosmetics, an LA-based, luxury beauty brand, will release twenty
    new shades of its infamous Vanish™ Seamless Finish Liquid Foundation. The foundation line will also include a
    new numeric naming system for the fifty shades. Of the new launch, Hourglass CEO Carisa Janes notes,
    “Hourglass’s goal is to make the beauty community an inclusive space for everyone and by adding more shades to
    our already expansive and beloved foundation line we hope to allow for more makeup users to feel beautiful in
    their own skin when using our products.”

    Hourglass was founded in 2004 and along with the mission of creating innovative luxury cosmetics, the brand is
    also proudly cruelty-free and vegan. “Whether an individual wears makeup to cover up insecurities or as a form of
    self-expression, Hourglass recognizes makeup users’ creativity and passions,” Janes explains. “Makeup should be
    accessible to all people who want to wear it.” The Vanish™ Seamless Finish Liquid Foundation line is also free
    of many skin irritating ingredients including alcohol, parabens, phthalates, sulfates, and talc.

    Currently, the Vanish™ Seamless Finish Liquid Foundation has an already impressive range of shades but with
    twenty new shades being added in XX the line will have a total of fifty radiant shades. The Vanish™ foundations
    have a highly concentrated liquid formula that effortlessly covers blemishes and imperfections and leaves the skin
    looking smooth and flawless. The weightless formula delivers instant full coverage with just one-half pump of
    product. With three different application options, the Vanish™ foundation can achieve a desired flawless full
    coverage look using the Vanish™ Seamless Finish Foundation Brush, an effortless diffused coverage look using
    the No. 2 Foundation Brush, and a sheerer finished look using a damp beauty sponge, making the foundation
    versatile for all skin types.

    Along with the new additions to the line, Hourglass is switching to a numeric labeling system for all the
    foundation shades. “Our new numeric naming system will make it easier for customers to distinguish what shade
    is the right match for them,” notes Janes. Additionally, Hourglass has made the conscious decision to distance
    themselves from shade names such as ‘nude’ and ‘natural.’ “All bare skin is ‘nude,’and all skin is ‘natural;’ these
    terms are less of a description of a specific shade as they are descriptions of all skin in general.” Janes continues,
    “We feel as though the makeup industry today perpetuates Eurocentric beauty standards and we are consciously
    removing ourselves from this narrative and taking the initiative in the beauty space to highlight inclusivity.”

    The rerelease of the expanded Vanish™ Seamless Finish Liquid Foundation line will be available on Hourglass’s
    website as well as online and in-store at Ulta and Sephora on XX XX retailing for $56.

    Hourglass is a Los Angeles, CA.-based beauty brand founded in 2004 by CEO Carisa Janes.
    Hourglass, the cruelty-free beauty brand, is known for its innovation and commitment to reinventing
    luxury cosmetics. Complexion, color, and skincare are crafted to be undetectably transformative
    while effortless to apply. Paradigm products feature cutting-edge formulas with active ingredients
    and covetable packaging that elevate expectations of how a product should look, feel, and perform.
    For more information go to: www.hourglasscosmetics.com, or call 855-846-3814.
    Instagram: @HourglassCosmetics; Twitter: @HourglassMakeup; Facebook: HourglassCosmetics.
    - #### -

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