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Why Serum Foundation Is Becoming Everyone’s Favorite Makeup

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Skin-care serums have quickly taken up residency in our bathroom cabinets for their efficacy in hydrating and treating common skin conditions. (And, OK, they make for a really pretty shelfie, too.) But serum foundation—the newest makeup-meets-skin care hybrid—is a whole new ball game, with its slightly milky, slightly watery but totally weightless and nourishing formula. Here’s everything you need to know about this two-in-one complexion booster.

How to Fix Dry Skin Patches Under Your Foundation


First of all, what is serum foundation? You guessed it—part serum and part foundation. But unlike traditional formulas, it has an ultra-fluid consistency that blends easily into skin for a velvety no-makeup finish. It also has skin-nourishing ingredients similar to those in your skin-care serums, helping to improve the appearance of fine lines, dark spots and signs of aging.

Should I try it? If you love how lightweight tinted moisturizer feels but want something with more coverage, serum foundation could be your answer. Use a drop or two, and it will mirror the appearance of bare skin. But a few more drops will build up to that airbrushed “I’m a YouTube makeup star” look without the pore-suffocating feeling. It’s also perfect for every skin type, because it’s neither drying nor greasy and it won’t settle into fine lines on mature skin. But beware—its super-liquidy consistency can be hard to blend on the first get-go. Try using an old-school flat foundation brush for the most control.

Where do I get it? Luckily, so many brands are making this type of foundation, because, well, it works. And with a formula at every price point, the foundation aisle is your oyster. We’d recommend e.l.f. Cosmetics Beautifully Bare Serum Foundation ($8), bareMinerals bareSkin Pure Brightening Serum Foundation ($30), or ILIA True Skin Serum Foundation ($54).

Now you can say you kinda woke up like this.

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Brianna Lapolla formerly held the role of Senior Commerce Editor at PureWow covering all things shopping across beauty, fashion, and lifestyle. Now, she's putting her 12 years of professional experience to use on a freelance basis. When she's not typing away, you can find her somewhere in Europe or at home catering to her dog, King Louis.