The current trend in coverage makeup is all about multitasking. Foundation will always be about evening the skin tone, but instead of treating it as face paint to spackle on and cover yourself up with, new formulas can transform skin while providing coverage. Some standout examples are Perricone MD’s No Foundation Foundation and bareMinerals bareSkin Pure Brightening Serum Foundation.
In Korea, this “good-for-you” foundation trend absorbs the role of other makeup products, like primer, luminizer, moisturizer, sun protectant, and anti-ager. The expectation is that foundation should contribute to skin health in addition to creating a uniform complexion. Because the Korean beauty industry is highly responsive to changes in consumer preference, brands are quickly rolling out inventive new products that follow the trend of how Korean women like their skin — sheer and dewy. Some are a bit wacky (foundation Jell-O, anyone?), but there are some real revolutionaries in this new part skin care, part face-camouflage class (still seriously impressed with that foundation Jell-O, TBH).
Not all of these will be permanent fixtures in base-makeup history, but it’s fun to check out the X-men of coverage makeup, pushing the boundaries of foundation as we know it. Read on to find your next BB cream.