A NEW PERSPECTIVE

Basma Beauty's TikTok-Viral Foundation Stick Was Born of a Touching True Story

There's a lot more to this foundation than what meets the eye. 
three basma beauty foundation sticks on cloud background
Courtesy of brand

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I Totally Get Why TikTok Is Obsessed With Basma Beauty's Foundation Stick
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When you look at The Foundation Stick from Basma Beauty, you see what appears to be a shiny, magenta tube. For the brand's founder, Basma Hameed, however, the premiere product of her beauty brand is much more than what meets the eye: it's a compilation of some painful life experiences, as she tells Allure over Zoom. 

The real-life experiences that she refers to are the hours spent in and out of the hospital meeting with doctors and plastic surgeons to treat the third-degree facial burns she sustained from a kitchen accident at the age of two. "I understood [skin] discoloration, right? I dealt with it being so young. So I understood color correcting. I understood undertones," Hameed explains. 

She credits all that time spent in the hospital, in addition to a treatment that she created to cover her facial scar at the age of 17, for helping her get all the colors and undertones just right for The Foundation Stick's 40-shade range. The four-year-long development process also involved consultations with makeup artists and testing the foundation on clients at her clinic, Basma Hameed Clinic, where she offers the camouflage scar treatment that she created as a teen for individuals with "burns, birthmarks, surgical scars, scars from accidents, pretty much any type of skin discoloration." Her clinic has two locations: one in Beverly Hills and the other in her hometown of Toronto, Canada. 

The Foundation Stick has also gained momentum as a viral beauty product on TikTok. Users on the clock app have applauded this stick for its creamy texture and beautiful finish. The stick's claim to TikTok fame has also received some help from Kourtney Kardashian after several of the app's users discovered that Kardashian's makeup artist, Rokael Lizama, used the sticks on her face. Videos with the hashtag #basmabeauty have acquired over 748,000 views as of the publishing of this post — and it's easy to see why.

Although it is a foundation stick, Basma tells me that she "[doesn't] want it to be just used for one thing." It can also be used to contour, highlight, and as a cream bronzer, depending on what shades you choose to use. I decided to put it to the test as a foundation. 

Sara wears BASMA Beauty's The Foundation Stick in #028.Sara Miranda/Allure

This was my first foray into the world of stick foundation. I always use liquid foundations with a makeup sponge, so I foreshadowed some bumps in the application process along the way. After three trial runs — yes, three — I found the best way to apply this foundation is with a dense makeup brush. To make sure I wasn't walking around with any lines on my face, I heeded the sage advice of makeup artist Vincent Oquendo: "Buff, buff, buff foundation into the skin — quickly, like a whirlwind — with a brush," he previously told Allure.

Shade #028 was my perfect match, and surprisingly, it was an exact match for my skin tone. Usually, foundations for my shade and undertone tend to be a tad bit darker than my natural complexion, so this precise shade match was an unexpected, pleasant surprise. Hameed told me that you can wear it sheer or "add a couple of layers" for a full-coverage look. When I gave it a try, it definitely looked sheer with one layer but provided full coverage after three layers — perfect for covering the post-inflammatory hyperpigmentation that currently sits on both of my cheeks. I found the finish to be a happy medium between matte and dewy. 

I have normal-to-dry skin, so the potential of a foundation emphasizing those drier areas of my face instead of enhancing them is always a concern for me. Fortunately, this foundation didn't draw attention to my dry patches, probably because it is formulated with vitamin E, a skin-care ingredient that board-certified dermatologist, David Kim, M.D., previously told Allure is "readily absorbable in our skin, which is great for people with dry skin."

BASMA Beauty The Foundation Stick

$40
BASMA Beauty

Like love, my experience with this foundation required patience to get it looking just right, but I would definitely recommend it to any folks out there with dry skin who want to add a stick foundation to their routine. Regardless of your skin type, the way you wear it couldn't have been summed up better than by Hameed herself: "There are no limits. Let it fit into your lifestyle, not the other way around, right?"

Basma Beauty's The Foundation Stick is available now for $40 at basmabeauty.com


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