This foundation has over 647,000 5* reviews
Remember the last time you went into a store to buy makeup? I don't. It's clear we’ve learned to shop via our phones, but while it might be easy to add a favourite lipstick or trusted eye palette straight into that virtual cart, finding the best foundation online remains a challenge. With so many shades, not to mention undertones, selecting a base product without an in-person swatching session remains risky.
This is where the tech-led beauty brand Il Makiage comes in. The brand launched a few years ago, setting out to make online shopping for a foundation simple and successful. Using a PowerMatch algorithm, it helps you find your perfect shade of the Woke Up Like This foundation, which comes in 50 shades.
The quiz itself is pretty straightforward: questions progress from your skin type (so far, so standard), onto your preferred method of application, and finally, a set of questions to determine your exact skin tone.
But can a foundation seen only through a screen really live up to such high expectations? According to the 647,00o people who have left an independent 5-star review, yes. Not only do thousands of make-up wearers sing the foundation's praises, but it's also the most-reviewed product in the US – no big deal.
We had to see if the foundation lived up to the hype, so our beauty team put the famous formula to the test on-camera...
Cosmo test the Il Makiage Woke Up Like This Foundation...
That's not all, either. While the brand's signature foundation is clearly the star of the show, there's also a sprawling collection of eye, lip and face products to explore. You can simply shop via product, or scroll through the brand's endless catalogue of artists and influencers for a spot of inspiration, before clicking through to purchase their kit.
Our review of the Il Makiage Woke Up Like This Foundation
Roberta Schroeder, Senior E-commerce Editor
Let's be honest here – when I first heard about the brand, I wasn't completely sold. Anything that forces its way into my eyeballs via an aggressive #ad campaign generally makes me sceptical, and the fact that I can't swatch half a dozen shades before selecting my best match always makes me lose interest.
But in the name of serious journalism, I took the quiz and waited patiently for my perfect foundation match to arrive at my door.
I’m loyal to light and glowy coverage, so seeing all the completely poreless influencers backing this one brought me out in a bit of a sweat.
But I have to say, I actually kind of... love it. The coverage is indeed major, yet it doesn’t feel like a heavy-duty foundation at all: in fact, I completely forget I’m wearing it during the day. The finish is a little more matte and velvety than I’d normally go for, but it doesn’t feel dry or cakey, even after a full day’s wear.
And the shade? Going against all expectations, mine was perfect. Embarrassingly, it's better suited to my tricky-to-match, pale but warm-toned skin than the foundations I've chosen myself.
Would I buy it again? For days when I need to step up my coverage, absolutely. And while I'm there, I'd add these four similarly brilliant heroes to my order too...
Sign up to our free Beauty Lab: Unlocked newsletter for your access-all-areas peek inside the Cosmopolitan beauty cupboard. From the inside scoop on the products our Beauty Director actually rates, to the latest launch reveals and unboxings, and a snoop inside the Cosmopolitan team’s makeup bags, get it all direct to your inbox!
You Might Also Like
