The Viral No-Makeup Makeup Foundation Is the Secret to a Filter-Like Finish
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“No-makeup makeup” has been in our collective beauty lexicon for decades, but did you know it was officially coined by makeup artist Victoria Jackson in the ’80s? Jackson launched her eponymous makeup line (called Victoria Jackson Cosmetics) in 1986 and actually trademarked the term “no-makeup makeup” since that was Jackson’s entire philosophy when she formulated her product line. Fast-forward to 2024, when Jackson launched No Makeup Makeup, a new minimalist brand rooted in the same concept Jackson has been embracing for the past 30 years.
NMM’s hero product is The Foundation, a cream-balm 4-in-1 foundation that comes in compact form. As someone who hates foundation and makeup that’s too “makeup-y,” I decided I needed to get my hands on this stuff immediately.
4-in-1 foundation is meant to be a: foundation, concealer, redness, and color-corrector
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To give as fair of an assessment as possible, I also enlisted fellow editor Chloe Castleberry, who has a different skin tone than I do, in order to test what the formula looks and feels like in more than just one shade range. Here’s how our testing went.
“Now I see why they call it The No Makeup Makeup Foundation. It truly felt so lightweight that I forgot it was even on. I used the Mocha shade which is for warm medium-deep skin with a yellow hint, and it flexed with my skin perfectly. I can definitely see a difference from other foundations in that this product highlighted my undertones, enhancing my natural complexion while also allowing it to breathe,” Chloe says.
As you can see from the photo (left) above, I deal with some redness. This was my face fresh after washing and moisturizing—no primer or color-correcting. I wanted to see how the foundation meshed with my complexion with no other skin-boosting tools. The end-result is pretty impressive: What you’re seeing in the photo on the right is No Makeup Makeup Foundation applied to my entire face—no concealer, redness, or color-correction. The most visible redness on my nose is gone, and my skin has a golden-like glow. Best of all? No cakey-ness, or weighed-down feeling that so many full-coverage foundations tend to have.
The finish is a nice compromise between dewy and matte—your skin looks hydrated without feeling greasy. It effectively blurs pores, and doesn’t sink into creases. A lot of 60+ people have touted this as a mature skin-friendly foundation, and although I’m only 35, I think I can see why. Seven hours after first applying, and my skin still looks filter-like. My skin, which has gotten more dry with age, still feels moisturized and nourished, which most formula foundations wouldn’t be able to offer up.
This is my final look with some added concealer, bronzer, blush, highlight, setting powder, and setting spray. I’m wearing “Light” which I think is perfect for my complexion in the summer and fall in Los Angeles, when I’m naturally a tiny (lol) bit tanner. In the winter, I’d probably wear “Fair,” which is a shade lighter (but made me look pasty when I tried wearing it now). I used the makeup sponge the compact came with, but the brush the product comes with makes application even easier.
The foundation is in the form of a creamy balm that lives in a two-tier compact (which also holds a makeup sponge). This makes application seamless and quick, especially if you apply your makeup on-the-go. Most of my colleagues take the train in to the work and do their makeup en route to the office, so I can see that being a selling point. For me, I’ll apply in my bathroom in the morning, but I like to have a travel-friendly foundation in my bag for re-application if I’m going out after work. Luckily though, this formula delivers on its longevity promise—it really doesn’t budge throughout the day.
My only qualm I think some might have is that the shades do appear more warm and orange-y, so if you’re more cool-toned, you might have a shade-matching issue. However, the brand has a “try before you buy” program which allows you to test the foundation for two weeks before you officially pay. If you’re buying through QVC, make sure to take the shade-matching quiz, and it should be able to accurately match you to your shade.
