Trendmood’s Sophie Shab Announces Drugstore Beauty Collection — Is It Makeup?

It sure seems like Instagram’s favorite beauty insider is launching her own drugstore beauty collection.

Leah PrinzivalliGreg Doherty

Sophie Shab, the founder of the Instagram beauty account Trendmood, is famous — and perhaps a bit infamous — for breaking beauty news. Juicy details on new makeup and skin-care products, highly anticipated collaborations, and more beauty buzz often land on Trendmood first. But as Shab revealed (also on Trendmood, of course), she’s about to make some beauty news of her very own with an upcoming makeup collaboration.

On Thursday, August 8, Shab posted a photo that looks suspiciously like her, shot from behind, holding what looks like an eye shadow palette. “It’s almost time… #SneakPeek I teamed up with a brand that I love to bring something different,” reads the caption. Alongside the mysterious “@trendmood1 X ???” is a hashtag that might just give the whole thing away “ComingSoon #Walgreens.”

Zoom in on the box, and the packaging reads “Meet Sophie, the glamorous mastermind behind Trendmood.” If I use my beauty detective skills and try to piece this all together, it seems like Trendmood will be bringing a palette to Walgreens sometime soon. Which presumably drugstore-sold brand she’s collaborating with, we don’t yet know.

The teaser is the only details we have for now, but if anyone knows how to time a launch, it’s the glamorous mastermind behind Trendmood. In just the past 24 hours, Trendmood has shared insider information on nearly a dozen upcoming launches, including a new German brand coming to Ulta, the Too Faced 2019 holiday collection, and Kim Kardashian West and Mario Dedivanovic’s second collab. We can’t wait to see what it will look like when that eagle-eye is applied to her own beauty drops.

Allure reached out to Shab’s representative, who had this to say: “Trendmood has a very special campaign rolling out with an amazing brand that will be available at Walgreens. Sophie will be posting more information later this month.” Until then, our eyes are glued to her grid even more than usual.