Cosmetics

How to Choose a 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.  

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, aluminium, 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 guide below to find your perfect match! 

Full Coverage Water Foundation

Skin Type: Normal to Dry 

Coverage: Full 

Finish: Satin with light dewiness 

Shade Range: 19 

Shades:  

Neutral 1.0Neutral foundation with peachy undertones for fair skin tones 

Cool 1.0Cool 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 3.0Warm foundation with yellow undertones for light skin tones 

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

Cool 2.0Cool foundation with pink undertones for light skin tones 

Warm 5.0Warm foundation with peachy undertones for medium skin tones 

Olive 3.0Neutral foundation with olive undertones for medium skin tones 

Cool 3.0Cool 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 4.0Neutral foundation with peachy undertones for tan skin tones 

Warm 7.0Warm foundation with yellow undertones for dark skin tones 

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

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

Neutral 5.0Neutral foundation with red undertones for deep skin tones 

This hydrating full coverage foundation evens skin tone, calms redness, and erases imperfections with a natural satin finish. Concentrated with anti-ageing 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 makeup blender, and finishing with a stippling brush for an airbrushed finish.  

Fruit Pigmented® Tinted Moisturizer

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 PeachLight skin with yellow undertones 

Sand: Light to Medium skin with pink to neutral undertones 

Peach Bisque: Medium skin with olive undertones 

Golden Peach: Medium to tan skin with yellow undertones 

Toffee: Tan skin with neutral undertones 

Mousse: Tan to Deep skin with yellow undertones 

Cocoa: Deep skin with neutral undertones 

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 a makeup blenderkabuki 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. 

Fruit Pigmented® Foundation Powder

Skin Type: Normal to Oily 

Coverage: Medium 

Finish: Matte 

Shade Range: 8 

Shades:

Creme: Fair skin with yellow undertones 

White PeachLight skin with yellow undertones 

Sand: Light to Medium skin with neutral undertones 

Peach Bisque: Medium skin with yellow undertones 

Golden Peach: Medium to Tan skin with neutral undertones 

ToffeeTan skin with neutral undertones 

MousseTan to Deep with yellow undertones 

CocoaDeep with neutral undertones 

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-ageing 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. 

2nd Skin Foundation

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 5Neutral foundation with peachy undertones for tan skin tones 

Shade 6Neutral foundation with cool undertones for dark skin tones 

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

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. 

 

BB Cream

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 RadianceTan with warm golden undertones 

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. 

Fruit Pigmented® Healthy Foundation

Skin Type: Normal to Oily 

Coverage: Full Coverage 

Finish: Matte  

Shade Range: 9 

Shades:

Alpine Rose: Fair skin with pink undertones 

CremeFair skin with warm undertones 

White Peach: Light skin with yellow undertones 

Sand: Light to Medium skin with pink to neutral undertones 

Peach BisqueMedium skin with olive undertones 

Golden PeachMedium to Tan skin with yellow undertones 

ToffeeTan skin with neutral undertones 

MousseTan to Deep skin with yellow undertones 

CocoaDeep skin with neutral undertones 

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.  

How to Get Colour Matched

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

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100% PURE™

100% PURE™

Writer and expert