I've been wearing foundation since my awkward teenage years, when wearing cover-up, as it was normally called back then, was more like the cool thing to do, rather than a must-have part of my beauty routine. I look back on that time, not with fond memories of a girl discovering makeup for the first time, but instead with the horror of realizing that shade matching was unfortunately not my forte. (And I have the photos to prove it.)
Things are a little different now that I'm in my mid-30s. Not only is applying foundation as much of a daily habit as brushing my teeth, but I've also mastered (well, almost) the art of blending. I also have more acne and hyperpigmentation now than when I was in high school — go figure — so I've had years of experimenting and testing the right formulas to make sure I look and feel as confident as possible before leaving the house.
As a commerce writer with a lot of beauty content and research under my belt, I've come across quite a few foundations and skin tints, and staying on top of which ones are trending is a big part of the job. That said, three foundations have come across my radar non-stop as of late, either for their rave (and even not-so-rave) reviews, effectiveness and popularity on social media: Haus Labs, Il Makiage and E.l.f..
So, I spent the last couple of weeks putting each one to the test to see which one came out on top. I reviewed their longevity, coverage and finish, and shared all my results below.
How I tried all three foundations
- I prepped my skin with the same routine: During this testing period, I made sure to use the same products each morning to ensure all three foundations were applied on top of the same base.
- All foundations were applied over the same primer: I paired each foundation with my favorite makeup primer, Milk Makeup Hydro Grip Primer, and the Haus Labs Triclone Skin Tech Hydrating + De-puffing Concealer.
- All foundations were applied with a foundation brush: I waited no more than two minutes after the primer to apply the foundation.
Tatcha Brightening & Firming Vitamin-C Serum with Ferulic Acid
Winner: Best plumping serum
$89.00
Sephora
$89.00
Tatcha
$89.00
Kohl's
Which is the most surprising foundation?
Il Makiage Woke Up Like This Flawless Base Foundation
- Buildable coverage
- Doesn't cake over time
- Must take a color match test
Shades: 50 | Finishes: Original Natural Matte and Radiant Glow | Coverage: Medium to high | Formulation: Liquid | Key ingredients: Hyaluronic acid and vitamin E | Size: 30 mL
Easy to shade match
At first, I truly only wanted to try this foundation to see if its unique shade matching system would work, since that's been the huge selling point I've seen in many of its viral videos. Also, I'm not the best at doing it myself, especially when trying a new brand. I certainly wasn't expecting how in-depth the Il Makiage quiz would be or how many questions they would ask about just my skin. I was asked to choose from a variety of shades and undertones that I thought best matched my face and neck, plus what kind of finish I was looking for. After a series of rounds, I was finally given the brand's recommended shade. And it was pretty accurate!
Note: A few Shop TODAY editors also tried the quiz and were left unimpressed with the shade chosen for them. So, experiences seem to vary.
The matte finish works well with my skin
Between the available choices of natural matte (Series CL) and radiant glow (Series GL), I opted for the former to try something new. However, I know matte formulas can be finicky. Not this one. It didn't feel heavy on my skin, and it blended out seamlessly. It also didn't leave me looking dehydrated and flakey, like other matte formulas have done in the past.
What impressed me the most was how I could go powder-free with this one. I've never done that before, for fear of my foundation sliding off in hour one of application. But this formula lasted all day without getting a proper set. It was impressive.
Which is the best affordable foundation?
E.l.f. Flawless Finish Foundation
Shades: 40 | Finishes: Semi-matte | Coverage: Medium-to-full | Formulation: Liquid | Key ingredients: Glycerin | Size: 20 mL
Gives the most bang for your buck
Don't let the low price trick you into thinking that the quality of this foundation is subpar. If you want a smooth, even finish and buildable coverage, this E.l.f. product delivers. Because it's only $6, this is the one I'd want to reach for when I needed a quick shade switch, maybe after a vacation or a self-tan when my complexion is darker for a short amount of time. That way, my face will match my neck, and I'm not spending close to $50 for another complexion product.
As far as coverage goes, it's not the most long-lasting out of the three, but it still does a great job for a good amount of time. This formula applied well with a makeup brush, but I felt like adding product with my fingers to spots that needed more attention helped melt it into the skin even better.
Blends well with other products
I can depend on this foundation formula to effortlessly blend with anything I apply under or above it. Since I try a ton of beauty products for a living, I need a base that can handle different concealers, blushes, bronzers, what have you, and I've never seen this foundation break up or react poorly to something else.
Which is the best overall foundation?
Haus Labs Triclone Skin Tech Medium Coverage Foundation
- Skin care-infused
- Reduces redness
- Great shade range
- A little goes a long way
Shades: 51 | Finish: Natural | Coverage: Medium | Formulation: Liquid | Key ingredients: Fermented arnica, Intellizen 7 Complex™, BioFerment 7 Complex™ | Size: 30 mL
Most lightweight formula
I’ve been using this Shop TODAY 2024 Beauty Award-winning foundation for a couple of years now, and no other product has come close to topping it as my favorite. The standout feature is its serum-like consistency, which feels extremely lightweight on the skin and blends like a dream. I’ll credit that to the 20+ skin care ingredients packed inside the formula, which my skin loves. It always looks glowy (not sweaty) post-application.
Because it’s thinner, I like to pair this with a setting powder to really lock it in. Once its set, it’s extremely long-lasting.
As far as the $50 price point, because I don’t need to use a lot of product to get the coverage I need, this bottle lasts me months, even while using it four or five times a week. It’s a worthy investment — and I stand by that.
It offers full coverage and a beautiful finish
As someone who hasn’t found the solution to eliminating hyperpigmentation, finding a foundation with solid coverage is the next best thing. Haus Labs not only evens out my skin tone but also hides my imperfections without leaving a heavy or cakey finish behind. It’s buildable but won’t become a crusty mess inside my fine lines. I can always rely on this formula to give me a natural finish, and I never feel like I have too much makeup on.
What to consider
All of them work well on acne-prone skin
Throughout this specific testing period, my skin was not at its best. I'm prone to breakouts, scarring and redness, so while I wasn't feeling my most confident, it ended up being a good base to truly put these foundations to work. I'm happy to report that none of them further irritated my already quite angry skin, so I'd say they are all acne-prone-complexion friendly.
- Haus Labs: This formula gave me the most natural finish and didn't emphasize my spots or marks. It gave the perfect amount of coverage with the least amount of product.
- Il Makiage: This formula dried down rather quickly and offered long-lasting coverage. I don't think it blended as well with the concealer I used, but it was able to hide my acne and redness well.
- E.l.f.: This takes a little more product to hide most of my marks. If you're looking to mask texture (which I don't think you can 100% do with any product), this doesn't perform the best out of three, but it's still a foundation I would reach for in a pinch.
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I made sure to wear each foundation at least twice in a span of two weeks during this testing period, making sure to wear them for a full day to text for longevity and coverage. Each foundation is one that I have used previously and appreciate for various reasons. To make sure the testing was fair, I also followed the same preparation routine and wore them for an equal period of time.
Danielle Murphy is the audience development writer for Shop TODAY. She’s been writing for the team since 2021, covering everything from fashion and beauty to product reviews and sales content.
