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How to Choose a Natural Foundation

Find your perfect natural foundation with matches by skin type, finish, and coverage!

Written by: 100% PURE®
natural foundation

It’s called ‘foundation’ for a reason: it’s the base of your makeup look, the canvas on which you’ll paint your makeup masterpiece. So, it is important to know how to pick the right foundation.

100% PURE™ has 8 different foundation formulas to suit any natural makeup look – from tinted moisturizers to full coverage foundations. Powder foundations to cream foundations to BB cream – the gang’s all here!

SKIN TYPE
No matter your skin type, there’s a natural foundation to make your natural beauty shine. Normal, oily, combination, or dry skin types can all find their perfect match!

COVERAGE
Our foundation range starts at barely-there sheer coverage and scales up to light coverage, medium coverage, and full coverage.

FINISH
Do you prefer a specific foundation finish? Choose from dewy, satin, or matte with a few finishes in between.

INGREDIENTS
Foundation is one of the beauty products we wear all day. That’s why we leave out artificial fragrances, chemical preservatives, talc, aluminum, and the many other unhealthy toxins found in common foundations. 100% PURE™ uses antioxidant-rich pigments of cocoa, peaches, goji berries, and other nutrient-dense plant or mineral pigments.

All of our natural foundations are gluten-free, vegan, and cruelty-free. Check out the 100% PURE foundation guide and swatches below to find your perfect match!


Water Foundations

Skin Type: Normal to Dry

Coverage: Full

Finish: Satin with light dewiness

Shade Range: 19

Shades:

Neutral 1.0: Neutral foundation with peachy undertones for fair skin tones

Cool 1.0: Cool foundation with pink undertones for fair skin tones

Warm 1.0: Warm foundation with peachy undertones for fair skin tones

Warm 2.0: Warm foundation with subtle yellow undertones for fair skin tones

Neutral 2.0: Neutral foundation with peachy undertones for light skin tones

Warm 3.0: Warm foundation with yellow undertones for light skin tones

Warm 4.0: Warm foundation with peachy undertones for light to medium skin tones

Cool 2.0: Cool foundation with pink undertones for light skin tones

Warm 5.0: Warm foundation with peachy undertones for medium skin tones

Olive 3.0: Neutral foundation with olive undertones for medium skin tones

Cool 3.0: Cool foundation with pink undertones for medium skin tones

Neutral 3.0: Neutral foundation with pink undertones for medium skin tones

Olive 4.0: Neutral foundation with olive undertones for tan skin tones

Warm 6.0: Warm foundation with peachy undertones for tan skin tones

Neutral 4.0: Neutral foundation with peachy undertones for tan skin tones

Warm 7.0: Warm foundation with yellow undertones for dark skin tones

Cool 4.0: Cool foundation with reddish pink undertones for dark skin tones

Warm 8.0: Warm foundation with golden yellow undertones for deep skin tones

Neutral 5.0: Neutral foundation with red undertones for deep skin tones

Fruit Pigmented Water Foundation swatched on hand

This hydrating full coverage foundation evens skin tone, calms redness, and erases imperfections with a natural satin finish. Concentrated with anti-aging red wine resveratrol and antioxidant-rich green tea.

Makeup artists love this foundation to get skin looking healthy and hydrated, while still serving a full coverage finish. Since this formula is infused with skin soothing aloe, you’ll get a hint of dewiness that mimics skin’s natural glow.

How to Apply:
This foundation has a light liquid body and is easily blended into skin. We recommend applying with a foundation blender, and finishing with a stippling brush for an airbrushed finish.

Skin Type: Normal to Dry

Coverage: Light to Medium

Finish: Dewy

Shade Range: 9

Shades:

Alpine Rose: Fair skin with pink undertones

Creme: Fair skin with warm undertones

White Peach: Light skin with yellow undertones

Sand: Light to Medium skin with pink to neutral undertones

Peach Bisque: Medium skin with an olive undertone

Golden Peach: Medium to Tan skin with yellow undertones

Toffee: Tan skin with a neutral undertone

Mousse: Tan to Deep skin with a yellow undertone

Cocoa: Deep skin with a neutral undertone

Fruit Pigmented Tinted Moisturizer Swatch

This mega hydrating natural foundation gives just enough coverage to perfect your complexion while feeling super light and refreshing. Organic white tea, acai oil, vitamins and antioxidants deliver vital nutrients to your skin for a truly healthy glow.

This natural tinted moisturizer contains elements found in natural sunblock, but with any foundation it is still recommended that you wear at least an SPF 15 or higher and reapply throughout the day.

How to Apply:
This can be applied with our makeup blender, kabuki brush, or your fingertips. If you prefer a little more coverage or a matte finish, you can use a powder brush to apply our foundation powder on top of the tinted moisturizer.

Skin Type: Normal to Oily

Coverage: Medium

Finish: Matte

Shade Range: 8

Shades:

Creme: Fair skin with yellow undertones

White Peach: Light skin with yellow undertones

Sand: Light to Medium skin with neutral undertones

Peach Bisque: Medium skin with a yellow undertone

Golden Peach: Medium to Tan skin with a neutral undertone

Toffee: Tan skin with neutral undertones

Mousse: Tan to Deep with yellow undertones

Cocoa: Deep with a neutral undertone

Fruit Pigmented Foundation Powders Swatch

Silky, medium coverage powder made with rice starch, fruit pigments, and avocado butter. Most powder foundations can be drying, but the avocado butter in this natural foundation prevents skin drying and settling into fine lines and wrinkles.

This talc-free foundation powder contains anti-aging vitamins and antioxidants, but its key ingredient is oil-absorbing rice powder. To keep oily skin extra healthy, we’ve infused this powder with skin purifying eucalyptus to keep your complexion fresh all day.

How to Apply:
Use a kabuki brush for full, dense coverage. Use a powder brush for lighter coverage, or to set and mattify any liquid or cream foundation.

Skin Type: Normal to Oily

Coverage: Medium

Finish: Matte

Shade Range: 6

Shades:

Créme: Light skin with neutral undertones

White Peach: Light to Medium skin with yellow undertones

Sand: Medium skin with neutral undertones

Peach Bisque: Medium to Tan skin with olive undertones

Golden Peach: Tan skin with yellow undertones

Toffee: Tan skin with a neutral undertones

Bamboo Blur Tinted Moisturizer Swatch

Hydrating, lightweight coverage from aloe makes this a great buildable foundation for everyday use. Skin nourishing ingredients like pomegranate and avocado seed oil provide antioxidants and moisture, while natural bamboo silica diffuses pores, smoothes fine lines, and creates a divinely soft-focused look.

How to Apply:
Apply with a makeup blender or kabuki brush. Lightly set this tinted moisturizer with a small amount of Bamboo Blur Powder in your choice shade for a delicate, airbrush style finish.

Skin Type: Normal to Dry

Coverage: Medium to Full

Finish: Satin

Shade Range: 7

Shades:

Alpine Rose: Fair skin with pink undertones

Creme: Fair skin with yellow undertones

White Peach: Light skin with yellow undertones

Sand: Light to Medium skin with neutral undertones

Peach Bisque: Medium skin with olive undertones

Golden Peach: Medium to Tan skin with neutral undertones

Toffee: Tan skin with a neutral undertones

Fruit Pigmented Cream Foundations Swatch

Cream foundation glides on effortlessly, blends well, and gives medium to full coverage with a glow. This is a great foundation for those that need an extra boost of moisture, or have dry skin that hates the feel of powder or matte finishes. Formula colored from fruit, vegetable, and seed pigments for antioxidant defense.

How to Apply:
Apply with a damp makeup blender for a flawless airbrushed finish. Pat the damp beauty sponge into the cream foundation and pressed onto skin in a dabbing motion, until desired coverage is achieved. We find that with this particularly creamy formula, dabbing works better than swiping across the skin.

Skin Type: Normal

Coverage: Medium to Full

Finish: Satin

Shade Range: 7

Shades:

Shade #1: Neutral foundation with slightly yellow undertones for fair skin tones

Shade #2: Warm foundation with peachy undertones for light skin tones

Shade #3: Warm foundation with yellow undertones for light to medium skin tones

Shade #4: Warm foundation with olive undertones for medium skin tones

Shade #5: Neutral foundation with peachy undertones for tan skin tones

Shade #6: Neutral foundation with cool undertones for dark skin tones

Shade #7 : Neutral foundation with red undertones for dark skin tones

2nd Skin Foundations Swatch

This foundation is aptly named for its ultra light and barely-there feeling on skin. Our serum foundation contains olive squalane, which is similar to the skin's own natural oils. This natural foundation’s formula helps to plump skin to diminish appearance of fine lines, and contains the skin-nourishing vitamins and antioxidants found in fruit and vegetable pigments.

How to Apply:
Olive squalane acts as a primer, so no additional primer is needed. This ultra thin formula is dispensed through a pipette: we recommend dispensing a few drops onto the back of your hand, then dabbing onto face with preferred brush, makeup blender, or fingers. Add drops and blend as needed to achieve desired coverage.

Skin Type: Normal to Dry

Coverage: Medium to Full

Finish: Dewy

Shade Range: 3

Shades:

Shade 10 Luminous: Light skin with yellow undertones

Shade 20 Aglow: Medium skin with yellow undertones

Shade 30 Radiance: Tan with warm golden undertones

BB Cream Swatch

Great for flakey or dry skin, our creamy and nourishing BB Cream will not accentuate fine lines or wrinkles. It helps to cover lines, scars, and offer a dewy finish. Lavender oil refreshes skin and purifies pores, while superfine mineral mica gives your complexion a dewy, luminous finish.

How to Apply:
This formula is thick, but still easily blendable; apply with kabuki brush or fingers. For those that light radiance in some areas and matte in others, you can apply a foundation powder or our setting powder over shine-prone areas.

Skin Type: Normal to Oily

Coverage: Full Coverage

Finish: Matte

Shade Range: 9

Shades:

Alpine Rose: Fair skin with pink undertones

Creme: Fair skin with yellow undertones

White Peach: Light skin with yellow undertones

Sand: Light to Medium skin with pink to neutral undertones

Peach Bisque: Medium skin with an olive undertones

Golden Peach: Medium to Tan skin with a yellow undertones

Toffee: Tan skin with a neutral undertones

Mousse: Tan to Deep skin with a yellow undertones

Cocoa: Deep skin with a neutral undertones

Fruit Pigmented Healthy Foundation Swatch

This natural foundation formula is enriched with antioxidant-packed super fruits, vitamins, and other skin nourishing nutrients. Its liquid to matte powder finish makes skin velvety soft, and delivers 100% opacity for absolute full coverage. This foundation is great for controlling shine, excess oil, covering dark circles or hyperpigmentation, and delivering a healthy matte finish that won’t dry out your skin.

How to Apply:
Since this matte foundation dries quickly, we recommend applying it in sections. Use a kabuki brush or makeup blender to apply.

Foundations Main
How to Get Color Matched

Still not sure which foundation is right for you? Need help finding your perfect shade? Want to know more about how to choose foundation? Email our Brand Ambassadors at Customerservice@puritycosmetics.com. Include a picture of your clean, makeup-free face in natural lighting and they can color match you! You can also call 1-844-PURE-100 for foundation recommendations or application assistance.

We carefully hand-select products based on strict purity standards, and only recommend products we feel meet this criteria. 100% PURE™ may earn a small commission for products purchased through affiliate links.

The information in this article is for educational use, and not intended to substitute professional medical advice, diagnosis, or treatment and should not be used as such.


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