The new cult foundations may boast long waiting lists — but are they worth the hype? Emma McCarthy tests the best
1. Charlotte Tilbury Airbrush Flawless Foundation
Described by the legendary makeup artist as her “life’s work”, Charlotte Tilbury’s latest launch comes with some pretty impressive promises — and a 17,000-strong waiting list.
Along with the ability to imbue a weightless, pore-erasing finish that’s sweat-proof and transfer resistant, it boasts a slew of skin-kind ingredients that claim to protect from pollutants, boost hydration for up to 24 hours and reduce the appearance of wrinkles by up to 22 per cent after eight weeks of use.
What’s more, Tilbury has also developed a colour-matching algorithm, through an in-depth skin study on more than 650 women, which led to the creation of 44 shades made to match both undertones and overtones. To determine the former, check out the veins on your wrist — if they are a bluish-purple colour, you’re cool. Green means warm and bluish-green equals neutral. Overtones also cover four families — fair, medium, tan and deep — which were mixed in reverse order to ensure the deeper shades were without the overdose of white pigment which can typically make foundation appear ashy on the skin.
Application is a breeze — quite literally — thanks to a fresh cooling effect, while the formula is surprisingly light compared with other matte foundations on the market. Though the full coverage effect means it may not suit those who prefer their base on the lighter side. (£34, charlottetilbury.com)
2. Pat McGrath Labs Skin Fetish Sublime Perfection Foundation
When the woman known by the beauty industry as “the mother of makeup” announces the launch of a product that was 25 years in the making, expectations are high. In fact, the brand confirms that this was its most anticipated launch to date — no small feat, given that Pat McGrath Labs became the top-selling debut beauty brand in Selfridges’ history when it launched this year, with a product sold every 40 seconds.
Drawing from her inimitable experience working with models from all nationalities backstage at fashion shows, McGrath’s first foundation is available in 36 shades from five colour families spanning light to deep. Each is split into seven undertones — except deep, which has eight. Through this carefully curated colour library, McGrath believes there is a match for every skin tone.
Part of a three-product System — which also includes a primer and setting powder — the foundation boasts a serum-like consistency and ingredients which promise to smooth, hydrate, blur and illuminate. Coverage is also buildable. Apply one light layer — McGrath champions fingertips as the best tool — for a sheer perfecting veil, or continue to build to flawless medium coverage. She also describes the formula as “post-perfecting”, meaning that you can keep applying it throughout the day, even after powder, for a catwalkworthy complexion IRL.
(£60, patmcgrath.com)
4. Morphe Fluidity Foundation
With a 10.2 million-strong Instagram following, it’s not surprising that 11,000 people signed up to be the first to shop beauty blogger favourite Morphe, 24-hours before its UK launch at Boots last month.
Best known for its high-performance makeup brushes and eye-popping pigment palettes, its debut complexion collection was never going to be a dull affair. Far from it — Morphe’s Fluidity Foundation spans a whopping 60 shades in dedication to “the mismatched misfits and the serial mixers”, with five levels, each covering 12 tones and all distinguished by one of four undertones.
But it’s not just inclusive. The formula is also sweat-proof and long-wearing, promising to deliver a selfie-ready filter-finish by masking every blemish, pore and imperfection.
As such, it’s best for those who prefer a full coverage effect to no-make-up make-up.
(£16, cultbeauty.co.uk)