This is no ordinary makeup.

Canadian-brand The Ordinary will launch two new foundations this month in 21 different shades. The waiting list for these products, which will sell for less than $7 apiece, is already 25,000 people long, TODAY reports. In the U.S., you can buy The Ordinary at Beautylish.com.

So is the foundation worth the wait? Its fans certainly think so. Fashion and beauty site Refinery 29 reports that the products have “a following that’s as close to cult-like as you can get” something that Deciem, the company that owns The Ordinary confirms.

“Demand for the brand (through to the foundations) grew entirely out of the passion, disbelief and word-of-mouth of this very humbling audience, the consumer,” wrote Deciem’s founder, Brandon Truaxe, in a statement to TODAY.

No doubt, the ultra-low price plays a role too. The two foundations — one a lightweight serum, the other a heavier coverage, both with SPF 15 — will retail for $6,70 and $6.90. That’s cheaper than many drugstore brands. Refinery29 notes that this is a “mind-bogglingly affordable price to pay for excellent formulas that are seriously effective.”

The launch comes at a time when women are spending thousands on makeup. The average woman will spend about $200,000 on makeup during her life, according to a survey released this year of 3000 women ages 16-75 from SkinStore.com — and in some cities this figure is closer to $300,000.

One big reason spending is so high: Women use lots of different products. About 85% of women use 16 or more each day, including both makeup and skincare regimens like sunscreen and face wash.