Smashbox Canada is redefining the face primer category with the relaunch of its iconic Photo Finish Primer collection. The revamped line features refreshed packaging, a renewed focus on long-wear makeup, and the brand-new Photo Finish Invisible SPF 45 Broad Spectrum Primer.
A New Generation of Primer
The next generation of primer is here, and according to Smashbox, primer is not optional but essential. The collection is built on the belief that primer is not one-size-fits-all, offering targeted skin solutions designed to smooth, prep, and extend makeup wear while simplifying routine decision-making.
Photo Finish Invisible SPF 45 Primer
Leading the relaunch is the new Photo Finish Invisible SPF 45 Broad Spectrum Primer. This lightweight formula delivers invisible SPF protection with zero white cast, smoothing the skin and extending makeup wear. It is designed to look amazing on all skin tones without leaving a chalky residue, a common pain point for SPF wearers.
Lori Taylor Davis, Global Pro Lead Artist at Smashbox Cosmetics, expressed her enthusiasm: "Primer is where every great makeup look begins, and Smashbox Cosmetics has always led that conversation from an artistry perspective. What I love most about this relaunch is that it stays true to the iconic performance artists and consumers fell in love with, while evolving the experience with elevated packaging and modern skin-first innovation. The SPF Primer is especially exciting because it delivers that effortless blend of makeup prep, protection, and wearability that today's consumer is looking for."
Launch Event at Sheats-Goldstein Residence
Smashbox celebrated the relaunch at the architecturally renowned Sheats-Goldstein Residence in Los Angeles. Eight Canadian creators joined global talent to celebrate the debut of the new SPF primer. Felix Backhaus, Senior Brand Manager of International Commercial & Marketing, noted: "Hosting this relaunch at the Sheats-Goldstein Residence perfectly bridged Smashbox's deep Los Angeles heritage with our future. It's an architectural icon, and there was no better place to debut the next generation of our most iconic product line."
Canadian Storytellers
To bring the collection to life, Smashbox Canada partnered with eight Canadian storytellers to showcase the primers across different skin concerns and routines, highlighting both skincare benefits and makeup performance. The Canadian Photo Finish Storytellers include:
- Lauren Kyle: Interior designer and creative entrepreneur known for her elevated aesthetic and hydration-first approach to beauty.
- Jasmine Egal: Toronto-based beauty creator known for her elevated glam tutorials and flawless, long-wear complexion looks.
- Shenae Beech-Grimes: Canadian actress (from '90210') and digital creator sharing an honest, real-life approach to beauty and skin balance.
- Torri Webster: Canadian social media personality and actress known for her fresh, everyday approach to skin protection and effortless beauty.
- Nitsan Raiter: Fashion, beauty, and lifestyle creator who shares elevated style inspiration and wellness content.
- Fiona Anne: Beauty and lifestyle storyteller focused on relatable, skin-first makeup routines.
- Noemy Petit: Lifestyle and beauty creator known for her soft glam aesthetic and uplifting content centred around wellness, beauty, and everyday routines.
- Dhivya Sri: Beauty, fashion and lifestyle creator known for her glowing makeup transformations and authentic personal storytelling.
The relaunch marks a significant step for Smashbox Canada as it continues to innovate in the primer category, merging Hollywood heritage with modern formulation to meet the needs of today's consumers.
