Online shopping has become the default for many things (especially these days). It makes price-saving easier, there are often more options available, and it's definitely been a gamechanger for getting things like toilet paper and gallon bottles of water for those of us living in walk-ups.
Things get stickier when it comes to makeup, however. It's hard to translate colors accurately on a computer screen, especially when subtle shifts of undertone make all the difference in the world, as is often the case with concealer and foundation. And with brands creating more and more shade options — for example, the much-buzzed Tom Ford Shade and Illuminate Soft Radiance Foundation SPF 50, $112.50, just launched in 40 shades — finding the best option for one's individual complexion has become increasingly challenging.
It goes without saying that you should look for online retailers that offer great return policies, so that you can return shades after testing them in natural light. To minimize the need for returns, however, we've turned to leading makeup experts for their best foolproof tips for shopping for foundation online.
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Identify your skin type
Let's get the easy part out of the way: picking the right foundation for your skin type. "Start by identifying if you have oily, dry or combination skin and then determine the finish you want (matte, satin or glowy)," says Glamsquad artistic director, Kelli J. Bartlett. "Lastly, decide what type of coverage you're looking for: full, medium or sheer. From there, it's a foundation equation. For example, if you have oily skin and desire matte, full coverage foundation, pick an oil-free matte full coverage one."
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Try multi-use products
Another good tip is to go for a buildable formula such as a foundation stick, which can double as a face concealer. This is especially helpful because most people's forehead is a shade or two darker, buildable coverage allows you to correct for this without needing to layer, for example, bronzer. (One of our stick foundation faves? The Hourglass Vanish Seamless Finish Foundation Stick, $46.)
"No matter what foundation you opt for, select two shades within your skin tone range so that the darker can serve as your summer shade, while the lighter as your winter shade, and a blend of both for the months in-between," says Terri Bryant, founder of Guide Beauty. From there, she says, it's all about concealer to perfect those tricky areas that need a little more coverage. "The biggest mistake when buying online is choosing one concealer for face and eyes. For dark circles and under eye discoloration, choose a sheer coverage concealer with peachy/orange undertones depending on the depth of your skin tone. For the face, you can rely on a little extra dab of a foundation stick to hit those areas that need a bit more coverage."
When it comes to skin concerns, usually your foundation and concealer's finish will help most. "For example, if you hate being shiny, then look for a matte finish," says Sephora Collection national makeup artist, Helen Phillips. "Note also that while makeup can always help cover any blemish, it's important to have a good skin care routine as that is really the best way to tackle any underlying skin concerns."
