Kat Von D Beauty has launched Portrait Foundation — and the beautiful bottle features a picture-frame “window,” which showcases the makeup color.

The lightweight foundation is the brand’s first ever-medium coverage, liquid-to-powder product. 

The campaign stars Kat Von D’s first-ever “face” — Jhené Aiko. Aiko is a “Kat Von D Beauty fan, singer, poet, and fellow animal lover,” the brand states.

Kelly Coller, Kat Von D Beauty Global Vice President of Marketing and PR, says, “Jhené first caught our eye years ago when she showcased our Shade & Light Contour Palette in a Vogue video — and then we saw her again in a PETA campaign. She seamlessly aligns with our beauty brand ethos being an avid animal lover, vegan advocate and an existing Kat Von D Beauty user.”

Coller continues, “Plus, Jhené has the sweetest soul, stunning skin, and our entire team is obsessed with her music and tattoos.”

Aiko says, “I am so excited to be partnering with Kat Von D Beauty for this launch and to be working with a brand that shares so many of my same passions. I love this foundation because it feels like I have nothing on – it’s like vegan silk! It’s the perfect all-day coverage with an airy lightweight finish whether I’m on-stage or at home.”

The Bottle Design

True Portrait Foundation is housed in a completely new innovative bottle — with unique functionality, the brand states.

The formula is packaged in a sleek matte white bottle uniquely engineered for maximum usage and precision with intricate ornamentation including skull detail and a portrait window to reveal the shade.

Pushing the standards of high-performance formulations and pigments, the bottle incorporates shaker beads to easily blend and break up the foundation along with dispensing exact drops from the squeezable precision tip.

The Makeup

True Portrait is a lightweight “next-generation” foundation, the brand says, with true medium coverage and a soft texture. It sets to a long-wear, airy matte finish. It “flexes with your skin” through its trademarked “Elastic Essence” Effect.

The liquid-to-powder formula consists of a combination of spherical powders, which have an elastic core to ensure the foundation never settles into skin, will not clog pores and “self-sets” to a long-wear airy matte finish that flexes with each expression.

It comes in 40 shades, grouped into four families of 10 — Light, Medium, Tan and Deep.

Kat Von D Beauty True Portrait Foundation is available on the brand’s website and launches at Sephora on September 20th.