Our Beauty Director Swears By This £10 Foundation
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Our Beauty Director Swears By This £10 Foundation

If you’re looking for a lightweight base that blurs the look of skin without feeling heavy, Max Factor’s new foundation and concealer should be on your radar. Both are buildable, radiant and designed to last – plus, the foundation is available in 18 shades. For £9.99 each, you can’t go wrong – here’s why they’re worth a place in your make-up bag.
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Created in partnership with MAX FACTOR

The Hype

The best foundation and concealer formulas even out skin tone without masking your complexion. Max Factor’s latest launches do just that, offering a soft-focus effect that blurs the appearance of uneven texture and excess shine. Despite the impressive coverage, both remain breathable and comfortable on the skin, with no tightness or dryness as they set. Whereas the foundation is perfect for when you're after a smooth, more uniform base. The soft-matte finish blurs texture while retaining that fresh, comfortable feel on your skin.

The Formulas

Expect a radiant, soft-focus finish without unwanted shine. Both formulas are hydrating without feeling greasy, moving with the skin for a natural-looking result that lasts. That’s down to ‘flexi-hold’ technology, which is designed to help prevent creasing and caking as the day goes on.

The Lasting Blur Concealer is ideal for targeted coverage or days when you’d rather skip foundation but still want an even-looking complexion. The chunky wand makes application quick and easy, while a niacinamide-rich formula helps hydrate and keep skin supple. Added SPF and antioxidant-rich botanicals offer extra benefits, with the latter helping to reduce the appearance of tired, puffy eyes over time.

The Shades

With 18 shades designed to suit different undertones, it’s easier to find a match that looks natural on your skin. Each shade is labelled with a simple letter code – C for cool, pink-toned undertones; W for warm, golden or yellow undertones; and N for neutral, balanced undertones.
Not sure which category you fall into? Your veins can offer a useful clue. If they appear blue or purple, you’re likely to have cool undertones; if they look green, you’re probably warm-toned. A mix of both can indicate neutral undertones.

The Application 

Seeing as the foundation is a liquid formula, one or two drops should be enough to get started. Focus application on the centre of the face, particularly the T-zone, nose and chin, where you’re likely to want the most coverage. Working in light layers is key: it gives you more control over the finish and makes it easier to blend seamlessly along the jawline and hairline.

Apply the concealer afterwards, unless you’re wearing it alone. This lets you build coverage precisely where you need it, without adding unnecessary product elsewhere. The result is a more natural-looking base that stays smooth and well blended.

The Numbers

95% agree the foundation blurs the appearance of imperfections

97% said the foundation evens skin tone and feels breathable

91% said the colour stayed true all day, while 96% agreed it didn’t look cakey*

*Consumer study of 111 participants.
Available at Boots and Superdrug. £9.99 each.

Visit MAXFACTOR.COM

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