There are lots of foundations coming out, but the upcoming Marc Jacobs Beauty Shameless Youthful Look 24-h Foundation SPF 25 ($49) made us do a double take. It isn’t just because it features the brand’s signature minimalist packaging with clean lines. It’s because the foundation is described as “self-setting.”

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Marc Jacobs previewed the new foundation’s packaging on Instagram along with the campaign for the makeup featuring the stunning Adwoa Aboah.

The brand revealed that the Shameless Youthful Look 24-h Foundation SPF 25 has been in the works for two years. After lots of testing, the final product features 29 shades. Unlike other foundations, these ones can suit different skin tones and undertones because of their coverage level.

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As per the name, the foundation is meant to last for 24 hours. If you’re wondering about the “self-setting” finish, it’s a buildable coverage foundation  that creates a soft, natural look that will stay fresh all day…and night.

You can test out the innovative formula of the Marc Jacobs Beauty Shameless Youthful Look 24-h Foundation SPF 25 for yourself when it launches globally on February 9. We don’t have long to wait.

The Marc Jacobs Beauty Shameless Youthful Look 24-h Foundation SPF 25 will launch on February 9.