After more than a decade of dominating the makeup tools space and reinventing the category, Beautyblender is entering color cosmetics. The brand has launched its new Bounce Liquid Whip Long Wear Foundation, available in 32 shades, and promoted it with a bodega-themed pop-up shop on the Lower East Side earlier this week.

Designed to make skin look picture perfect on screen (and IRL) for up to 24 hours by addressing not just skin tone but texture, Beautyblender’s formula is light, but buildable. Infused with hyaluronic acid and white birch extract, it helps perfect and protect the skin. It’s distinguished from a sea of matte finishes in that it boasts realistic dimension without chalkiness, and is hailed by the brand as a velveteen finish. Designed by Beautyblender founder and makeup artist, Rea Ann Silva, the liquid whip formula took a year and a half to develop and features a “light as air” texture for super blendability — easy for even a makeup novice.

In the age of Instagram beauty, the packaging is also worth noting. Designed in a clean white minimalist case trimmed in frosted glass with pink font, the front of the bottle is actually concave. This creates a sort of base so users can easily mix everything from moisturizers, face oils, luminizers, and other products on it—with a Beautyblender, of course. It nestles perfectly into the side of the foundation bottle.

The brand’s first foray into color cosmetics will no doubt resonate with consumers, given the brand’s raging popularity with beauty lovers, makeup artists, influencers and editors alike. The Beautyblender iconic pink sponge is a regular staple in most beauty YouTubers’ “get ready with me” and tutorial videos. Though Beautyblender boasts 32 shades instead of the new baseline of 40 per the trend started by Fenty Beauty, i.e., the Fenty 40, the range is robust and suits a multitude of skin tones. Retailing at $40, Beautyblender Bounce Liquid Whip Long Wear Foundation will launch exclusively at Sephora, and beginning in August 2018.