A large shade range, especially with neutral undertone options, along with medium coverage, satin to luminous finish, and from a brand that has a strong reputation in delivering quality foundations already.
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No fragrance or chemical sunscreens, large fair to light to medium cool-tone shade range that are ACTUALLY cool (pink), not peach.
Right there with you on this!
I was going to say nothing, because nothing excites me about foundation and concealer. But then I remembered I do get more enthused if the company gives out samples or has some way to figure out a color match without having to try it on in person. I second the neutral undertone options, because that’s what I need.
Being a foundation junkie I have a whole drawer dedicated just to foundations! I know, it’s a sickness…..
Of course a large comprehensive shade range is a must…Being over 40 with dry skin I have my own preferences for new foundations…Skin like, but with good buildable coverage. Not flat! I like luminosity but not too glowy or it can tend to look greasy. Probably “high satin” would be a good discription. Also long lasting and does not break up or settle into lines after a few hours….I know many tout their foundations as an “air brushed” look….I have yet to actually find this in reality..Some look pretty great, but I always fall for the hype and am usually a little disappointed. Unfortunately I find some of my (expensive!!!) high end ones are pretty great…like La Mer Soft fluid foundation. I know it’s a sickness but I will continue to fall for the advertising in my search for perfection…………….
I like more neutral leaning foundations/concealers personally & nothing too thick & hard to work with on drier skin.
If it might have a shade/undertone match for me.
Unless they offer a fully inclusive shade range, I’m not interested. I’m into foundations that offer buildable, skin-like coverage that never looks cakey, yet still evens out and perfects my skin. Also want it to be something that can withstand the intense, brutally hot Phoenix AZ summers and not melt down or look awful within a few hours!
I’m in Palm Springs so I totally relate!
Palm Springs is another hotspot, Penny! 🥵
I agree about the inclusive range, and as I have (mostly) oily skin I can absolutely relate to the non-melting requirement!
Oh, I definitely get that, Pixierita! At 63, I still have one oily t-zone and still get acne breakouts occasionally. The only upside to this is that my face isn’t aging as rapidly as most people my age. But, man, during the monsoon when it’s 100°+F and 55°+ dewpoint, there’s a perfect storm for foundation pooling or melting!
What get me interested in a foundation release is when the brand has a large range of shades, an easily identifiable coding system (please not names!) and clearly shows the undertones – and has a variety of them too.
From then on, I am interested in a matte to semi matte foundation – blendable, medium coverage, lasts the whole day etc.
Oh – it has to be affordable and easily accessible too.
Oh I’m a cheap date, just give me a great powder with not a lot of luminosity zero sunscreen and I’m a happy girl !
Everything you said Christine.
At this stage, I am more enthused about natural, light coverage foundation products, less pigmented and formulated with mature skin in mind (doesn’t settle into pores, does not settle into lines, keeps skin glowy without looking greasy). I’m very neutral toned, leaning a bit cool, not those improbable yellowy peach shades some consider neutral. The benefit of less coverage means more room on shade choice and less chance of something looking truly off.
I have a stash of foundations that I am mostly happy with preferring the few that give me slight improvement. Perfecting products are just not my scene. I don’t want to look like I work too hard at it. I loved me some drama in my earlier years, but it is not translating well into my almost 60 year old face.
I like products that are either more liquidy or more balm like (Westman Atelier, Jones Road, respectively).
Both my foundation and concealer choices have been in major overhaul in last couple of years. My tried and trues were making me look older/harder. At first believed buying more pigmented products would help cover sins of the skin, but find the reverse is the truth for me.
Chances are, I will absolutely love something everyone else hates. So I can use that as criteria as well 😆.
I am in search of…new foundations. So far, I can deal with MAC Studio Fix powder, but it’s up to $39. and somedays I have problems putting blush over it without looking like scary old lady. But it is the only foundation I’ve found that doesn’t turn orange on me.
I’d need it in fair, and if it had a light grayish-mauve undertone, that would be nifty. As someone in their 60s who needs full coverage from radiation damage, it’s difficult to explain that I don’t need deeply moisturizing foundation, I need full-coverage, no perfume and for the color to stay unchanged throughout the day. Oh, and it should come with a pump, or without, and the refill should cost $3 less if you reuse the old pump.
Personally: seeing a pale, neutral, muted shade (in actual photos, not digital mockups) piques my interest more than anything else. Complexion products that claim to be buildable/medium in coverage and satin/natural matte in finish, plus flexible and long-wearing, grab my attention as well.
I’m also pleased to see shade ranges that are complete across the rest of the spectrum, but not necessarily excited as in “I want to try it.” (Obviously, I can’t wear the rest of the shades. If one for me is missing, I can still be glad for other people to have more options.)