How do I find my foundation shade online?

Check the shade guide and undertone descriptions (warm, cool or neutral), and read reviews from people with a similar skin tone. Buyer swatch photos are a big help.

What's the difference between coverage levels?

Light coverage evens things out while looking natural, medium covers more and can be built up, and full coverage hides more but can look heavier. Choose based on what you want and the occasion.

Which finish should I choose?

Matte suits oily skin and lasts well, dewy gives a glow that flatters dry skin, and natural or satin sits in between and works for most people.

How to Choose Foundation: Shade, Finish and Coverage…

Foundation is the trickiest bit of make-up to buy online, because you can’t swatch it on your own skin first. But with a little know-how around shade, undertone and finish, you can get it right far more often than not. Here’s what to look for.

The short version

Match your shade and undertone using the guide and buyer photos. Pick a coverage level for the look you want, and a finish for your skin type (matte for oily, dewy for dry). Reviews from similar skin tones are gold.

Shade and undertone matter most

Getting the shade right is half the battle, and undertone is the part people miss. Skin tends to be warm (golden), cool (pink) or neutral, and matching your undertone stops a foundation looking too orange or too grey. Use the brand’s shade guide, and lean heavily on reviews and swatch photos from people with a similar tone to yours.

A long-wear foundation holds up through the day. Check price on Amazon →

Coverage: how much do you want?

Coverage is about how much it evens out and conceals:

Light looks natural and lets your skin show through.
Medium covers more and can usually be built up where you need it.
Full hides the most, but can feel heavier if you apply too much.

There’s no best option, just the one that suits the look you’re after.

Finish for your skin type

Finish changes how your skin looks and how the foundation wears. Matte finishes suit oily skin and tend to last, dewy finishes give a healthy glow that flatters dry skin, and natural or satin finishes sit in the middle and work for most people. Match the finish to your skin and you’ll be much happier with the result.

Prep helps it look its best

Foundation sits better on prepped skin, so a simple routine underneath makes a real difference. Cleanse and moisturise first, and a primer can help it last if you want it to. Good skin days start with good skincare.

Ready to choose?

Browse current top-rated make-up, ranked by real customer reviews, then check today’s price on Amazon.

Beauty buying guide for the wider picture.
Skincare routine for beginners for the base underneath.

As an Amazon Associate we earn from qualifying purchases.