Liquid foundation as a category sees its sales peak every fall and winter. Dry skin users start stocking up during this season, while oily skin users take advantage of reduced oil production to try new products. I've been doing beauty reviews for twelve years, and starting every September, my inbox gets flooded with questions. "Can you tell me if this is worth buying?" "I have dry skin with a warm yellow undertone, budget 300 yuan, any recommendations?"
I started blogging in 2011. Back then, the selection of liquid foundations on the market was really limited. Department store counters had Lancôme, Estée Lauder, Dior—those few brands. Drugstore options were Maybelline and L'Oréal. Korean beauty hadn't arrived yet. Japanese foundations were hard to find domestically; you had to use a personal shopper.
Writing reviews was simple back then. There were only so many products; you could just go through them one by one.
In 2013, Korean beauty entered China, and things started getting complicated. BB creams, CC creams, cushion compacts, foundation sticks, foundation creams. Each category was further divided into oil-control versions, hydrating versions, full-coverage versions. Consumers were overwhelmed by all these concepts. My inbox got even busier.
I actually miss that simpler era.
The Evolution of Foundation
The Current Foundation Market
In 2024, there are probably over two hundred liquid foundation brands available in China. Department store brands, drugstore brands, domestic brands, niche brands, indie brands. Each brand has at least two or three foundations in their lineup. Do the math, and there might be thousands of foundations circulating in the market.
I can't test every single one. No one can.
In recent years, I've observed a phenomenon. Foundation review content keeps increasing, but useful content keeps decreasing.
Search "foundation recommendation" on Xiaohongshu, and among the top twenty posts, at least fifteen are advertisements. Some are labeled "ad" or "sponsored," some aren't. The ones that label it still have some conscience. The ones that don't are just deceiving people.
Having been in this industry for so long, I can tell at a glance which reviews are genuine and which ones are paid. Average consumers might not be able to tell. This makes me very uncomfortable.
A Personal Experience
You spend three or four hundred yuan on a bottle of foundation, and it turns out to be completely wrong for your skin type. I know that feeling all too well. In 2015, I made a bad purchase myself—spent 480 yuan on a foundation that was very popular at the time, and it started breaking apart on my face after just two hours. That bottle is still collecting dust in my drawer.
Why I Continue Writing Reviews
In 2016, an advertising agency approached me with a decent offer. They wanted me to write a promotional piece for a certain brand's foundation and gave me a draft to "reference." They basically wanted me to publish it as-is. I didn't take it.
It's not that I'm above it all. I just felt it would be a disservice to my readers.
My Review Principles
Long-time readers of my blog know I have a few principles when writing reviews. First, the product must be something I bought myself or a sample sent by the brand with no conditions attached. Second, I must use it for at least two weeks before writing. Third, the bad parts must be written out.
These principles have made me turn down a lot of collaborations. They've also made me miss out on a lot of money. I think it's worth it.
"That issue you wrote about with the eight-hour oxidation—I used it for three years without realizing the foundation was the problem. I always thought it was my own skin."
— Reader comment on my 2019 Estée Lauder Double Wear reviewMy 2019 review of Estée Lauder Double Wear still has people discussing it in the comments to this day. After that article went out, a reader messaged me saying, "That issue you wrote about with the eight-hour oxidation—I used it for three years without realizing the foundation was the problem. I always thought it was my own skin."
When I see messages like this, I feel like this work has some meaning.
How to Identify Useful Foundation Reviews
I've compiled some experience to help you avoid useless reviews.
Only One Application Photo
A genuine review should have photos in at least three different lighting conditions. Natural light, indoor light, flash. Foundation looks very different under different lighting. If there's only one retouched photo, they're either lazy or hiding something.
No Timeline
How it looks right after application versus at 5 PM is completely different. Without comparison photos at different time points, the reference value is limited. In my own reviews, I include photos at three points: immediately after application, four hours, and eight hours.
All Pros, No Cons
There is no perfect foundation. Every single one has issues. When someone says a foundation has "great coverage, long-lasting, no oxidation, no caking, suitable for all skin types," there are only two possibilities. Either it's an ad, or the author didn't actually use it seriously.
No Mention of Their Skin Type
Foundation performance varies by skin type. What dry skin finds moisturizing, oily skin might find greasy. A shade that looks natural on warm-toned skin might look too yellow on cool-toned skin. Reviews that don't mention skin type might have zero reference value for you.
All Products Link to One Platform
Be careful with this. If a review recommends five foundations and all of them have links to a certain e-commerce platform with tracking parameters in the URLs, you can basically confirm it's a sales article. The review is just a front.
A Note on Transparency
My own articles include purchase links too, and some have affiliate commissions. I don't hide this. I state it at the beginning of articles. Transparency is basic integrity.
Products I've Been Using
After writing all that, I should still give you something practical. The following are products I've personally used and found to be good.
6 Years
Power Fabric Foundation
I've been using this for six years. Medium coverage, good staying power, lots of shade options. I have a warm yellow undertone and use shade 4—works year-round. Price is high, over 600 yuan at counters. Hydration is average; dry skin in winter might need extra moisturizing.
Classic
Studio Fix Fluid
An old internet favorite. I started using it in 2017, stopped for a while in between, and bought it again last year. One of the best for staying power in the affordable range. Shades run pink, so warm-toned skin needs to choose carefully. Strong scent that some people might not be able to handle.
Domestic
Liquid Foundation
The smoothest domestic brand I've used in recent years. Lightweight, doesn't look cakey. This is what I brought on my business trip last year. Weak coverage—if you have blemishes, you'll need separate concealer. Bottle design is flawed; the pump breaks easily. Mine stopped pumping after using just a third—had to take the bottle apart and pour it out (seriously, this design...).
These three are what I'm currently using. They might not be right for everyone—it depends on your skin type and needs.