e.l.f. Discovery

4 Reasons to Love our New Soft Glam Liquid Foundation

By Brooke Sager

When it comes to turning your face into a beautiful canvas, we’ve literally got you covered with our extensive lineup of e.l.f. foundations—from full-coverage cc creams to sheer liquid glow boosters.

And for the first time in 7 years (!) we’re introducing a new foundation that really hits that dreamy sweet spot between full beat and barely there. Meet our Soft Glam Satin Foundation, which delivers medium, buildable coverage and a long-lasting satin finish that looks as great as it feels.

We’re here to spill everything there is to know (and love!) about the latest addition to our foundation fam—including tips on how to achieve that medium coverage and to find your perfect shade, a closer look at the formula’s hydrating benefits, plus how it differs from our other foundations.

OMG Value (We Love Affordable Makeup!)

Investing in a great foundation that you love wearing daily is important. After all, foundation is a makeup product that you apply all over your precious face, which means it should look good and feel good.

At e.l.f., we believe that high-quality clean beauty should be affordable to all. Our incredibly dreamy medium coverage foundation is serving luxury vibes for only (drumroll, please...) $8. This means, you can turn your complexion into a beautifully smooth canvas while enjoying a luxe, satiny feel and hydrating benefits for less bucks.

Buildable, Medium Coverage Foundation

For the days a full-coverage finish with your foundation makeup is overkill and sheer coverage isn’t quite enough, our Soft Glam Satin Foundation is just right.

This liquid foundation delivers medium buildable coverage and a long-lasting satin finish. Plus, the lightweight, breathable formula is non-comedogenic (see ya, clog pores!) so you can rock that perfect satin finish and a smooth complexion without any unwanted cakiness or heaviness.

To achieve that perfect medium coverage, buff and blend our new satin finish foundation all over your face and onto your upper neck using our Total Face Sponge or a liquid foundation brush (this is the best foundation brush for liquid foundation!)

Hydrating, Satin Finish

We stan a makeup product that also provides skin-loving benefits — and our hydrating Soft Glam Satin Foundation is the ultimate makeup-skincare hybrid that delivers more than just good looks.

The foundation formula is infused with our 1% Hydrating Hibiscus Complex to impart your skin with a hydrating, satin finish that feels and looks so good, you won’t want to take it off. In other words, this is a good foundation for dry skin.

Want to lock in that smooth, satiny complexion? For a more long wearing effect, prior to your foundation application apply a face primer like our best-selling, sticky AF Power Grip Primer or Liquid Poreless Putty Primer. Then, apply a dusting of our Halo Glow Setting Powder to lightly veil the skin while setting your look to help it last even longer.

Inclusive Foundation Shades

e.l.f. is proudly for every eye, lip and face—and that’s why our new Soft Glam Satin Foundation is available in 36 inclusive e.l.f. foundation shades to match a wide range of skin tones.

To discover your perfect complexion match, choose a foundation color that falls within our shade range (fair, light, medium, tan, deep and rich); then, select your skin’s undertone (cool, neutral or warm undertoned).

More great news: thanks to our Shade Match Guarantee , if you’re not 100% happy with the shade you chose, we will refund your purchase within 30 days.

What’s the Difference Between e.l.f.’s Foundations?

While our foundations are e.l.f.ing amazing in their own ways, you may be wondering which type of foundation you should choose. Selecting a foundation (liquids or creams) really comes down to personal preference, the desired coverage you’re after and the finish you crave in your makeup routine.

Here’s your e.l.f. foundation cheat sheet to help you meet your match:

  • Our Halo Glow Liquid Filter is a dewy finish foundation. This glow complexion booster is all about that sheer-to-light coverage to enhance the overall look of your skin. It imparts your complexion with a subtle, soft focus radiance for a glowy finish.

  • Our Hydrating Camo CC Cream is a more full coverage foundation. This CC cream is ideal for the days you want a more full-coverage look with a dewy, hydrated finish. It also offers color-correcting benefits and SPF 30 protection in one step. (PSA: wearing daily SPF is a must, no matter what foundation you choose!)

  • Our breathable Soft Glam Satin Foundation hits that perfect middle ground, delivering medium, buildable coverage, lasting hydration and a smooth, satin finish.

FAQs About Liquid Foundation

Q: Is it Better to Use Liquid Foundation or Powder?

A: Here are the benefits of both liquid foundation and powder foundations:

  • Liquid Foundation may provide more coverage and a dewy finish, is great for dry or mature skin, easier to blend and build up, and offers a natural, skin-like appearance.

  • Powder Foundation may be ideal for oily skin types, provides a matte finish, may help to control shine throughout the day, and is often more convenient for touch-ups.

How to choose between liquid foundation and powder foundation:

  1. Consider your skin type:

    • Dry skin? Go for liquid foundation

    • Oily skin? Powder foundation might be your best bet

    • Combination skin? You might benefit from both!

  2. Think about the coverage you want:

    • Full coverage? Liquid foundation is usually better

    • Light to medium coverage? Powder foundation can work well

  3. Factor in your lifestyle:

    • On-the-go? Powder foundation is more portable

    • Time for a thorough routine? Liquid foundation might be perfect

  4. Climate matters:

    • Hot and humid? Powder foundation can help control sweat

    • Cold and dry? Liquid foundation can provide extra hydration

Q: What Is Liquid Foundation Used For?

A: Liquid foundation is a versatile makeup product used for several purposes:

  1. Even out skin tone:

    • Covers discoloration and redness

    • Creates a uniform complexion

  2. Conceal imperfections:

    • Minimizes the appearance of blemishes, acne scars, and fine lines

    • Helps hide dark spots and hyperpigmentation

  3. Create a smooth base:

    • Provides a flawless canvas for other makeup products

    • Helps powder products apply more evenly

  4. Add coverage:

    • Offers varying levels of coverage from sheer to full

    • Can be built up in layers for desired opacity

  5. Enhance skin appearance:

    • Some formulas add a dewy or matte finish

    • Can impart a natural-looking glow

  6. Protect the skin:

    • Many liquid foundations contain SPF for sun protection

    • Some formulas include skincare ingredients like hyaluronic acid or vitamins

  7. Control oil and shine:

    • Certain formulations help absorb excess oil throughout the day

    • Can create a more matte finish for oily skin types

  8. Hydrate the skin:

    • Some liquid foundations contain moisturizing ingredients

    • Beneficial for dry or mature skin types

Q: Is It Better to Apply Liquid Foundation with A Brush?

A: When it comes to applying liquid foundation, using a brush can be an excellent choice! Here's why:

• Precision: Brushes allow for more precise application, especially around tricky areas like the nose and eyes.

• Even coverage: A good foundation brush helps distribute the product evenly across your face, reducing streaks and patchiness.

• Buildable coverage: Brushes make it easier to layer foundation for customizable coverage without caking.

• Hygienic: Using a clean brush is more hygienic than applying with your fingers.

• Professional finish: Brushes can help achieve a more polished, airbrushed look.

However, it's worth noting that the best application method can vary depending on personal preference and skin type. Some people prefer beauty sponges or even their fingers. The key is to find what works best for you and your desired finish.

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