Went in for the new No7 foundation, came out with this, the Wet n Wild Photofocus Foundation and matching concealer. Wet n Wild is an interesting brand, American, extremely affordable, new to the UK and available at Boots. This foundation is just £5.99. Brilliant isn’t it, a foundation for little more than a fiver? Well, brilliant if good.
Feel a little out of the loop with good affordable foundations, wouldn’t know what to recommend. No7 of course, their foundations are all, without exception, excellent but the prices are creeping, the new one, No7 HydraLuminous, will set you back £15. The new Maybelline one is good, the Maybelline Dream Urban Cover Foundation, but again, £10.99 if you buy at full price.
At £5.99 the Wet n Wild Photofocus is one of the least expensive foundations on the market, yet it doesn’t feel like a cheap product in the hand, slightly clunky plastic lid but glass bottle, nicely packaged, like any other high street product. Actually, to give Wet n Wild it’s dues, the packaging is a little elevated compared to Maybelline or L’Oréal as the products come boxed. I know we’re trying to be mindful about excess packaging but boxed cosmetics don’t just look good, they make products less susceptible to being tampered with which ultimately reduces waste.
And the product inside? Brace yourselves for a rave people, it’s good. Really good. A little unusual, a very thin formula that dries incredibly quickly, similar to The Ordinary Serum Foundation if you’ve tried that one. I didn’t get on with The Ordinary foundations as I found them unflattering on my dry skin. This Wet n Wild Foundation has all the good points of The Ordinary formula – dries instantly to a velvet matte finish, doesn’t need setting with powder, other products apply nicely on top – but is also forgiving to dry skin and texture and has more coverage.
The finish of this foundation is particularly good, gives an airbrushed look, super smooth but still skin-like. Doesn’t settle into lines or highlight problem areas, or look at all makeuppy. It builds better than just about any foundation I have tried, a second layer produces a incredibly natural looking full coverage base. It’s the sort of texture that is normally the preserve of high end foundations. Speaking of which, it reminds me a little bit of the Armani Power Fabric Foundation. Doesn’t last as long though. Nor does the product go very far, you need to use quite a lot of it. But these are the only cons for what is otherwise a fantastic base. In fact, the best foundation I’ve tried in ages.
Wet n Wild Photofocus Foundation, £5.99 and currently Buy 1 Get 2nd 1/2 Price at Boots, here.
Til next time,