Hourglass, the luxury cosmetics brand known for its popular highlighting powders, launched its first stick foundation on Monday.

The Vanish Seamless Foundation Stick is designed to impart concealerlike coverage while feeling weightless like a powder, promising maximum coverage using a minimal amount of product. The waterproof formula comes in 26 shades and the delivery format is a triangular push-up bullet meant to slide along the contours of the face.

This will be the first stick foundation for the Venice, Calif.-based Hourglass. Its best-selling products are the Ambient Lighting Powders, a range of finishing powders said to re-create flattering lighting conditions like candlelight, and its Mineral Veil Primer.

Industry sources estimate the Vanish Seamless Foundation Stick will do $15 million to $20 million in global retail sales within its first year on the market.

“Complexion products are the core of the brand,” said founder and chief executive officer Carisa Janes. “I am continually striving to create the perfect foundation, one with a beautiful and natural appearance…and a quick and effortless application.”

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Vanish Seamless Foundation Stick launches this week on hourglasscosmetics.com, and will enter sephora.com and Sephora stores next week. In August, it will roll out to its distribution at Nordstrom, Barneys New York, Bergdorf Goodman, Space NK and Bluemercury in the U.S. Also in August is the international launch, with products rolling out to Liberty, Space NK, Harrods, select Harvey Nichols and select John Lewis stores in the U.K., along with Sephora doors in Italy, Singapore, Thailand, Malaysia and Mexico. It will also be available at Lane Crawford in Hong Kong and Mecca Cosmetica and Mecca Maxima in Australia.

Janes noted that her focus with Hourglass is to create interesting, visually engaging products that are easy to use.

“I’m continually investigating new raw materials, creating new packaging and developing new technologies,” said Janes. “I want to create exciting new products that will keep women inspired about beauty.”

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