Hydrating Serum Full-Coverage Foundation

Description

Our Hydrating Serum Full-Coverage Foundation is our best-selling foundation: a hydrating full coverage foundation with a serum feel, a dewy finish and a natural look on the skin. It covers blemishes and uneven tone in thin, blendable layers, so your skin still looks like skin. Each bottle is 30 ml and comes in 13 Mooiste Meisie shades.

What is a hydrating full coverage foundation?

Most full coverage formulas lean matte. This one is different. It pairs full coverage with a hydrating, serum-style texture, so it glides on, blends easily and leaves a fresh, dewy finish instead of a flat one.

It is a good pick when you want coverage you can see, without the tight, dry feel some heavier foundations leave behind.

Who it suits

Our product page lists it as suitable for all skin types, including dry, oily, combination and sensitive skin. A few simple tweaks help it sit well on each one:

• Dry or dehydrated skin: apply over our moisturiser for your skin type. Our Grip Primer adds a gripping base with a dewy, hydrated-looking finish.
• Oily or combination skin: use our Oil & Sweat Block Makeup Primer on oily areas only (wait 4 minutes before foundation), then set the T-zone lightly with powder.
• Sensitive skin: keep your routine simple and patch test first (see below).

If you prefer a fully matte, oil-controlling finish, our 48HR Matte Transfer-Proof Foundation is made for oily to combination skin.

Key benefits

• Full coverage: covers blemishes, marks and uneven skin tone.
• Hydrating, serum-like feel: designed to help prevent the dry, flaky look that heavy foundations can cause.
• Dewy, natural finish: a fresh glow that does not look cakey when applied in thin layers.
• Long wearing: helps keep your base looking fresh through the day, especially when set with powder where you need it.
• Easy to apply: a light, creamy texture that works with a brush, sponge or fingertips.
• Non-comedogenic and hypoallergenic: formulated not to clog pores and to keep the risk of reactions low. Patch testing is still important (see below).
• Cruelty-free, paraben-free and vegan: no animal testing, no parabens and no animal-derived ingredients.

How to apply our serum foundation

1. Prep: start with clean skin and our moisturiser. In the morning, finish your skincare with our Liquid SPF50 Primer at the full amount and let it settle. Add a primer for your skin type if you like.
2. Dispense: put a small amount on the back of your hand.
3. Apply in thin layers: start in the centre of the face and blend outwards with our Foundation & Blender Brush, a sponge or your fingertips.
4. Blend the edges: take extra care along the jawline and hairline for a seamless finish.
5. Set where needed: press a little Loose Setting Powder where you get shine. To keep the dewy look, powder lightly rather than all over.
6. Finish: mist with our Long-Stay Setting Spray if you want extra hold.

Build coverage in a second thin layer only where you need it. Heavier is not better: thick layers are the most common cause of a cakey look.

Shade and powder matching

Mooiste Meisie shades: Porcelain, Fair, Ivory, Alabaster, Rose Beige, Vanilla, Light, Honey, Butterscotch, Almond, Wheat, Latte and Caramel. For deeper shades, see our Umuhle Hydrating Serum Full-Coverage Foundation.

• Use our free Shade Finder with a photo taken facing a window in natural daylight, with no filters and no foundation on.
• Not sure between two shades? Order both in our 8 ml Trial Size Foundations (choose Hydrating Full Coverage), and test them on your jawline, blended down to the neck, in daylight once the foundation has settled.

Our official full-face powder guide:

• Porcelain: Vanilla Icing
• Fair, Ivory, Vanilla and Light: Vanilla Icing or Sunshine
• Latte and Honey: Sunshine
• Caramel: Sunshine or Banana

For Alabaster, Rose Beige, Butterscotch, Almond or Wheat, ask your nearest agent or our team to suggest the two closest powder options. These are guidelines, not absolute rules, so always check in daylight. Read more in our guide to colour matching our foundations and powders.

Ingredients (INCI)

Aqua, Isododecane, Methyl Trimethicone, Dimethicone, Caprylic/Capric Triglyceride, C12-15 Alkyl Benzoate, PEG-30 Dipolyhydroxystearate, Polyhydroxystearic Acid, Cyclopentasiloxane, Vinyl Dimethicone Crosspolymer, Acrylates/Polytrimethylsiloxymethacrylate Copolymer, Polymethylsilsesquioxane, Boron Nitride, Disteardimonium Hectorite, Propylene Carbonate, Propylene Glycol, Sodium Chloride, Disodium EDTA, Phenoxyethanol, Ethylhexylglycerin, Triethoxycaprylylsilane, Titanium Dioxide (CI 77891), Iron Oxides (CI 77491), Iron Oxides (CI 77492), Iron Oxides (CI 77499).

INCI names are the standard international ingredient names used on cosmetic labels. If you have a known allergy or sensitivity, check this list before you buy and patch test first.

Titanium dioxide (CI 77891) and iron oxides (CI 77491, CI 77492, CI 77499) are the pigments that give each shade its colour.

Patch test first

Please patch test first: apply a small amount to the inner arm twice daily for 7 to 10 days before using it on your face. This follows the American Academy of Dermatology guidance on testing skin care products. If you notice redness, itching or swelling, wash it off and stop using it.

Hydrating Serum Full-Coverage Foundation FAQ

Will a dewy foundation make oily skin look greasy?

Not if you control shine where it starts. Use our Oil & Sweat Block Makeup Primer on oily areas, apply thin layers and set the T-zone lightly with our Loose Setting Powder.

Can I build it up over dark marks?

Yes. Add a second thin layer only on the areas that need it. For very strong discolouration, a thin layer of our Colour Corrector underneath works better than piling on foundation. If you want maximum coverage, look at our Extreme Coverage Foundation.

Why does my foundation look cakey or patchy?

The usual causes are too much product or powder, dry areas, or skincare that has not settled. Our guide to troubleshooting foundation blotching or wiping off walks you through simple fixes.

Which of our foundations should I choose?

Our guide on how to choose your Mooiste Meisie or Umuhle Cosmetics foundation compares every formula by finish, coverage and skin type.

Where to buy

Buy our Hydrating Serum Full-Coverage Foundation from your nearest Mooiste Meisie agent or order it from our online shop, whichever suits you best. Online orders deliver within South Africa only: dispatch takes 2 to 3 working days and courier delivery 2 to 5 working days. Delivery is free on orders from R500, and R99 below that. Browse the full Foundation, Concealer and Contour range.