With the recent rise of genderless makeup and skincare, beauty brand Becca is the latest to join the ranks with the launch of its clear foundation.
Called the No Pigment Virtual Foundation, it forms part of the Becca Zero collection and promises to leave you with flawless skin without having to find your perfect foundation match.
This is done via so-called Clear Light Blur Technology which apparently “manipulates light” to smooth and blur your pores and imperfections.
It’s also as much a skincare product as a makeup one, too, with ingredients including hyaluronic acid and glycerin.
The No Pigment Virtual foundation was already on sale in the US and is now available exclusively from Cult Beauty in UK for £29.
Buy now from Cult Beauty
“Silicone-free and brimming with glycerin and hyaluronic acid to instantly hydrate parched pores, this No Pigment Virtual Foundation is a tall glass of cool water for skin that instantly cools skin on contact while controlling oil production that helps perfect skin with a transparent matte finish,” explains Cult Beauty.
“The complexion-balancing formula helps you embrace your natural complexion while also helping you achieve that covetable dewy, glass skin finish. Skin is visibly smoothed and blurred out with a virtually invisible finish.”
The brand added: “Becca Zero No Pigment Virtual Foundation is perfect for days when you want to take a break from a full face makeup look and show the world nothing but you.”
However, since its launch reviews seem to be mixed. Some users praise how great it is while others say it does little more than the best primer would. We’ve bought it and will be putting it to the test next month.
READ NEXT: What’s really in your foundation? The chemicals you need to look out for
This is the latest makeup product that attempts to take the hassle out of trying to match foundation, concealer and more to your exact skin tone.
Not only does it feel near-on impossible to know which shade and undertone you need, you then need to try to find that particular shade across multiple brands. Plus, as the seasons change your skin can end up darker or lighter and then you need to go through it all over again.
We’ve explained a few ways to make this whole process easier, without you spending a fortune on various products you can’t return, in our guide to finding a foundation match but we also recently gave a colour-changing foundation a go.
Available from Diablo Cosmetics in the UK, TLM foundation not only claims to change colour to perfectly adjust your exact skin tone, it comes with SPF 15, doubles up as a concealer for acne and dark circles, controls oil and shine, will last 16 hours, is sweat and humidity resistant and is suitable for all skin types, including sensitive skin.
As you’d expect, it’s not cheap – at £28 for a 30ml bottle – but since we bought it in April on sale, for £14, we haven’t seen it go for more than £20.
You can read more about this foundation in our TLM foundation review.
There is also a rising number of makeup and skincare brands aimed at men, after women have been marketed and catered to for decades. We’re big fans of WarPaint for Men. If you haven’t heard of it, check it out!
Victoria is founder and editor-in-chief of mamabella, freelance journalist and Mum. She has a passion for empowering people to feel beautiful whatever their age, size, skin type and budget