Liquid foundations are feeling the squeeze from branded powder products that promise a more flattering finish on mature skin. You may have seen marketing images that show matte foundation caked in wrinkles under the eyes. Or video tutorials that demonstrate how some complexion products highlight just about every sign of ageing - from dry skin and enlarged pores to hyperpigmentation. By and large, most of the messages powder foundation brands direct at the over-40s are flawed. We will get to why in a bit, but first we will focus on the benefits of satin finish foundation.
Many women are put off from trying anything other than matte foundation because they have had bad experiences with dewy finish products. Often the ‘glow’ from a dewy base will translate to a shine that casts an unsympathetic veil over imperfections. Pair a dewy foundation with combination skin and no base prep and things can get even worse. What you may not realise is that satin finish foundation delivers radiance without the glare.
Satin finish foundation usurped by compelling social media
Mineral and baked powder foundations have garnered a lot of attention on social media recently. The use of imagery to turn consumers off liquid foundation has increased engagement with the makers of powdered cosmetics. Brands selling baked foundation have positioned themselves as specialist providers of complexion products for those with mature skin. While, when applied over properly prepped skin, powder foundation can work well, it is no better than often cheaper liquid bases.
So, what’s driving middle-aged women away from satin finish foundation - which is widely considered the best complexion product for mature skin? It could have something to do with those images of liquid foundation settled in deep wrinkles. Anyone seeing a photo like that is going to assume that’s how they look every time they use a liquid product. It’s a classic case of advertising preying on consumers’ insecurities.
The next time you come across an image like that, take a closer look. Has the brand, and it can be any brand, used a model in her 70s or 80s for a message targeted at those in their 40s and 50s? Cunning, huh? Is there any evidence that the skin has been prepped before liquid foundation has been applied? As with all types of foundation, prep is everything - so the fact that a liquid product appears to have settled in deep wrinkles may not be a reflection of the type of foundation used. It is more likely a sign of poor skincare and lack of prep before the makeup was applied. Let’s not forget that some primers now boast skin plumping properties!
Subtle brilliance of satin foundation
A satin finish foundation has benefits that are two-fold. As well as boosting radiance without promoting shine, it smooths the texture of the skin. Often described as velvety, this finish is especially flattering on mature skin. A matte finish is most likely to settle in the nooks and crevices that come with age and a dewy finish is likely to highlight every flaw. With a satin finish foundation, you can achieve a youthful, healthy-looking glow and a flawless complexion without compromise.
The consistency of a satin foundation is different to its matte counterpart. It offers medium coverage that is buildable to full coverage. During the application process, it glides over fine lines and wrinkles - without settling in them. Its luminous properties blur imperfections and create a softer finish. Many women who have switched to satin products say they diffuse light and knock years off their appearance.
Whether you are aiming for a natural, everyday look or a more refined, going-out style, satin finish foundation will help you achieve it. But wait… The benefits don't stop there. Looking for makeup that will support an anti-ageing skincare routine?
Many satin finish foundations contain hydrating ingredients, such as hyaluronic acid and glycerin. Some even include peptides. These nourishing properties help to keep the skin plumped and, over time, can improve its texture.
A satin foundation for under £8
Collection Cosmetics is finding a faithful new following - thanks to its ever-improving foundation range. The formula for its Lasting Perfection foundation has recently been improved and expanded. It includes a stand-out satin finish product that retails for just £7.99.
Available on the high street as well as online, this foundation is sold in a choice of five shades and is infused with collagen peptide and hyaluronic acid. The shades range from fair to deep and have been formulated to easily blend with most skin tones. There’s bound to be one that will suit you!
As well as providing a silky-smooth finish to the face, this product conceals imperfections without highlighting them. It won't settle in wrinkles and lines, but it will keep your skin hydrated all-day long.
If you are looking to switch up your foundation, why not consider a satin finish product? The results can be stunning.
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