Smashbox Cosmetics rehydrates skin with new BB Water

BB Water is described as “mega-hydrating”

Smashbox Cosmetics has unveiled what it claims to be the first BB with water-like texture. BB Water is on-counter now in travel retail locations in Europe, Africa and the Americas.

Said to quench thirsty skin and blur imperfections, the oil-free formula claims to glide onto skin without drying or cracking. Pigments suspended in water provide a radiant finish that hydrates all day, while photoset polymers deliver a long-lasting look, said the brand. BB Water also contains SPF 30.

Smashbox Global Pro Lead Artist Lori Taylor Davis said: “I’m always searching for makeup that lets me perfect my clients’ complexions, not mask their skin. The best way to do this is with a mega-hydrating and sheer formula like BB Water.”

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