Have you seen one of il Makiage’s viral makeup videos in your Instagram feed before? Their high-coverage Woke Up Like This foundation has earned over 500,000 5-star reviews!
PowerMatch by this company uses an algorithm to select the perfect shade for you by taking a quiz and receiving photos that depict your skin type. Their return policy gives you 14 days to test out a full-size bottle, and if you decide not to love it they donate it directly to charity.
1. Woke Up Like This Flawless Base Foundation
Woke Up Like This Flawless Base Foundation from Woke Up Like This Beauty boasts “impeccable coverage.” Their direct-to-consumer beauty company also offers an easy and user-friendly foundation quiz, taking fewer than two minutes total and including helpful imagery and questions to assist users in selecting their ideal shade online. While some editors were dubious of the quiz results and were wary about accuracy; others found their ideal match exactly as promised.
With 50 shades to suit all skin tones, the innovative formula feels light as air on the skin, blending seamlessly for a natural-looking matte finish. It effectively masks pores, redness, blemishes, and imperfections while hiding imperfections. Wearing comfortably all day and easily touchable without caking or creasing; its lightweight non-greasy formula wears comfortably all day without caking or creasing; plus it contains moisturising ingredients like coconut water, grapeseed oil and hyaluronic acid to maintain plumpness for youthful looking results!
We appreciate high-performance yet cost-effective products, so we’re pleased to report that this foundation lives up to its promises. While its coverage may not compare with popular options like Fenty Beauty’s Pro Filt’r Hydrating Longwear Foundation, its lightweight soft focus texture still makes it worthy.
Its easy-to-blend formula makes this foundation an excellent option for people with dry skin. While our editors appreciated its light coverage and natural-looking matte finish, some found that it accentuated small dry patches or felt cakey on their faces; to counter this effect, some editors added their favorite setting powder as an additive.
2. High Coverage Foundation
Oddity-owned foundation brand Il Makiage may have made its way onto your social media feed and 10-second Stories with people seemingly dramatically improving their skin using it, but is it really worth its $45 price tag?
Launched in 2018, this direct-to-consumer beauty company set out to make online makeup shopping practical by using an AI-powered algorithm and its PowerMatch shade-matching quiz. This quiz asks questions about your skin type and desired coverage before showing pictures of your face for comparison to shades to find the ideal match – according to CEO Oran Holtzman, its algorithm successfully matches 90-91% of users with their ideal shade!
Our tester found that this nourishing formula sat comfortably on their skin and blended easily using either their fingers or brush. They could build coverage easily without the foundation becoming patchy or cakey due to ingredients such as smoothing niacinamide and soothing allantoin, plus its long-wearing product was easy to touch-up throughout the day without showing creases or smudges when blotted.
This high-coverage foundation is ideal for anyone seeking a natural-looking finish while still covering any unwanted imperfections. Its serum-like consistency blends effortlessly into skin while being packed with soothing plant oils like Japanese lilyturf, biomimetic oat and cacao peptides for extra nourishing. Plus it comes in natural nude shades – not oxidizing throughout the day like other full coverage foundations do! This foundation can also help those suffering from hyperpigmentation or uneven skin textures achieve more coverage than normal full coverage foundations provide.
5. Cruelty-Free
IL Makiage products are cruelty-free, which means their ingredients and final product have never been tested on animals by the company or any third parties on its behalf. Furthermore, this brand does not purchase raw materials from manufacturers who conduct animal tests as well as refraining from selling in markets where animal testing is mandated by law, such as China.
Oddity, a direct-to-consumer beauty and wellness brand featuring il makiage makeup and Spoiled Child skin care, has managed to make money and grow in an increasingly risky digital retail environment. Experts even speculate about an initial public offering by Oddity; what factors contribute to its success?