Here are some general marketing makeup terms that don’t actually mean a darn thing!

Let’s begin by understanding how cosmetic companies use general marketing terms and what they really mean.

“Water based foundation”

All liquid foundations require water as an ingredient.  Water is necessary for the product to be liquid.  For this reason when you see water (aqua) as number 1 or 2 in the ingredient list it does not mean the foundation is water based.  If that were the case, all liquid foundations would be considered water based and they are not.

The term “water based” normally means that there is less silicone in the foundation formulation. 

Silicones are known to sit on top of the skin and they provide a more dewy, youthful skin finish.

Silicone AKA:  Methicone, Phenyl Trimethicone, Dimethicone, Cyclomethicone, Dimethiconol, Dimethicone copolyol.  Basically any ingredients you see with “cone” at end of them. 

When you see “water based” on a  foundation label assume it will give the skin a more matte or flat finish.

“Oil free foundation” 

Oil free foundation simply means there is no actual oil within the ingredients.  It doesn’t mean there won’t be moisturizers or other emollients in the formulation which can mimic the exact same effect that oil has on skin.

Women often feel that by choosing an “oil free foundation” they are guaranteed a lighter finish when that’s not always the case.  Some “oil free foundations” can be medium to full in coverage and may cause more oiliness to skin because of the addition of emollients.

When you have oily mature skin it can be both a blessing and a curse.  Finding the right combination foundation that provides some oil control as well as some moisture can be a challenge.  (but certainly not impossible!)

“Hypoallergenic”

The word “hypoallergenic” is a marketing term used by companies attempting to convince you their product won’t cause any allergic reaction and it is somehow safer and more gentle on your face.  This is simply not true.

Hypoallergenic is an over-used term in the cosmetic industry that does not guarantee you won’t have an allergic reaction to a product or that it will be good for sensitive skin.  It’s a marketing term with no scientific backing or meaning.

What you should be looking for when choosing a liquid foundation for your aging skin

One of the most important things to know is that liquid foundations come in 4 different skin finishes and they are:

1. Matte

Words used to describe this formulation are

• mattifying
• oil controlling
• matte
• powder finish

Matte foundation as a rule produce a flat no-sheen finish to skin.  The more ‘matte’ the foundation the more matte or flat the skin will look.   

This may be an ideal base if you’re in your early 40s suffering from excessive oiliness.  However if you’re over 50 with dry skin, matte foundations can often make skin less youthful.

Recommendations:  Make Up For Ever Matte Velvet (full coverage) , Tarte Amazonian Clay (full coverage)

2. Dewy

You’ll see words like radiant, luminous or gleaming describing these formulations.  They are suitable for normal/combination skin and can be lovely on dry mature aging skin.  These formulations range from light to medium coverage.

Recommendations:   MAC Studio Face and Body (light coverage), Chanel Lift Lumiere Fluid (medium coverage),  Face Atelier Ultra Foundation (medium to full coverage)

3. Satin (or Natural)

Natural or Satin finishes sit between matte and dewy.  They are not too dry nor are they too dewy.  They range from medium to full coverage.  These formulations are great for mature combination, normal, dry and even oily mature skin.

Recommendations:   Make Up Forever HD Foundation (medium coverage), Chanel Perfection Lumiere Velvet (medium coverage), Marc Jacobs Shameless Youthful-Look 24 Hour Foundation (medium coverage)

4. Sheer

Products like BB, CC creams or tinted moisturizers have sheer finishes.  These formulations are suitable for all skin types and are one of the most popular choices with older women who dislike the feel of foundation on their skin.  They typically have less pigmentation that other foundation formulations so aren’t ideal for those who need a little more coverage.

Best examples of BB/CC Creams: IT Cosmetics Your Skin But Better (not as sheer as many others but very popular with mature women), Clinique Moisture Surge Tinted Moisturizer (sheer coverage), Bobbi Brown SPF 35 BB Cream (sheer to light coverage).

Now that you understand skin finishes, ask yourself these questions:

• what is your skin type? (oily, normal, combination, dry)
• what is your climate like? (hot humid seasons, cold dry seasons; you may want to change your foundation based on seasons)
• what kind of skin finish do you want? (matte, dewy, satin/natural, sheer)
• which type of coverage is your preference? (light, medium or full coverage)
• How long does your foundation need to last?  (All day? 4 hours? 8 hours?)

Once you have answered the questions above you can eliminate the foundation formulations that aren’t ideal for your skin type and concentrate only on those that are.

For example, here is how I would answer the questions above:

• dry mature skin
• humid heat in the summer and very cold winters
• I prefer a dewy or satin finish to my skin
• skin should look like skin even with makeup on so I prefer light to medium coverage foundations
• my foundation should ideally last about 8 hours

Therefore these are my foundations choices are MAC Studio Face & Body and Estee Lauder Double Wear.

Do you have a holy grail foundation that works wonders for you?  We would love to hear what it is and why you chose it.  Let us know below and as always, Vicki will do her best to reply to all comments personally.

Read our policies on featured products, affiliates and sponsored content.  Our terms and conditions of business can be found here.