We’ve Found A Foolproof Formula For Buying Foundation Online

Here’s how to get it right every time.

Buying foundation online can be a risky business. Without the ability to test the product on your skin to assess the shade, formula and finish, it can feel as though your chances of finding the perfect product are slim to none.

But believe it or not, with the right strategy and a little help from an expert – more on that later – it is possible to find your perfect foundation online, and avoid a trip to the makeup counter.

We asked THE ICONIC’s senior beauty and wellness consultant, Jessica Zigmantas, to share her foolproof formula for buying foundation online – and getting it right.

Identify What You’re Looking For

“The first thing you should do is sit down and think about your current foundation. What do you like about it? What could you do without? Establish why you want a new foundation and the boxes you want to tick.”

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Determine Your Skin Tone

It's one of the most important things when choosing a new foundation because it gives you context for what you’ll choose. Do you like your natural skin tone and just want to mimic that? Are you someone that loves to tan and needs your foundation a few shades darker than your natural tone? Are you looking for something lighter to mix into your current foundation for when you aren't tanned? Knowing your skin tone will give you the tools to answer these questions and find your perfect pick.”

How do you know what your skin tone is?
“The easiest way is to look at your veins. The veins around your face and neck will give you the best indication. Stand in direct natural light (in front of a window or outside in the sun) and look at the colour of your veins.

- If your veins give off a blue or purple hue, this indicates you have a cooler skin tone.

- If the hue is more green (olive) or green-blue, your skin tone is warm.

- If you’re unable to tell if the veins are blue or green, then you're most likely a neutral tone.”

Consider Your Skin Type

“When you think about the end result of how you want your skin to look, your skin type will play a huge role in this. For example, if you love a glowy, supple look to the skin but your skin naturally feels quite dry, you'll need to factor this into the foundation's formula to make sure you're getting enough hydration for the desired end result. If your skin is oilier and you like your foundation to last for several hours, avoiding water-based products will prevent separation.”

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Find Your Formula

“Picture the final look and work backwards from there. A cream foundation will give you more opaque coverage and fuller pigment (like the MAC Studio Fix Fluid Foundation), whereas a powder will offer a softer veil of coverage that can be built up. The sensory experience of applying and wearing a foundation plays a part here, too. For example, some people find the texture of a matte liquid foundation uncomfortable on their face, whereas others may prefer this over a more 'tacky' hydrating foundation.

Know What Finish You’re After

“Looking into new foundations can be a bit overwhelming and knowing the finish you want will narrow down the options. Determining if you prefer your base to look more glowy, natural (also referred to as 'satin'), or matte can be the starting point for your research before things like wear-time and tone.”

Think About Coverage

“The easiest way to figure out how much coverage you need is to think about how much of your skin you want to show through the foundation. Something more sheer and lightweight (like the Bobbi Brown Nude Finish Tinted Moisturizer) will allow more of your natural skin to show through, whereas something with higher coverage (such as the Estee Lauder Double Wear Stay-in-Place Makeup SPF 10) will hide any imperfections or tone variance on the skin.”

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Choose The Right Shade

“If you like to tan your body, you might pick a shade that's a bit darker. However, you may prefer your foundation to look like your natural skin but enhanced.

Most brands will have their shades grouped into depths (such as light and medium) and then have differing undertones within these groups. Most brands will include handy visual guides to help break this down and make it easier. A great example of this is the following handy guide from Estée Lauder's Double Wear or Double Wear Sheer Long-Wear Makeup.”

Read Through Online Reviews

“Online reviews are an invaluable resource when you're looking for new products! Reading about the experience other people have had will give you a good idea of what to expect and what you may want to avoid. While the brands themselves are always a great resource for self-education for products, consumer reviews give the perspective of other people in the same situation as you and may help to narrow down your choices.”

Ask Our Beauty Consultants

“You don't have to go it alone! If you need a hand or a second opinion, beauty consultants are your best friend. THE ICONIC has a dedicated Beauty & Wellness Consultant Team to help with any shade matching, formula performance, or general questions to help make your life easier and ensure you get that perfect product. Simply reach out and sit back – we'll be in touch to offer support.”

Fast delivery – free over $50 – and free returns.

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